Videos

Grum Can't Shake This Feeling

• 8th Apr 2010

Grum needs little introduction. If you've been within ten feet of a club or the internet over the past two years you'll know his influence. A DJ that rules more of the underground than TFL, regularly commands the Hype Machine top spot and has won an army of champions from the best tastemaker blogs to radio 1 DJs Zane Lowe, Annie Mac, Pete Tong and Rob Da Bank as well as a host of fans from Aeroplane to Pendulum.

They were won over by his three enormo club anthems ('Runaway', 'Heartbeats' and 'Sound Reaction'), they were wowed by his massive remixes for Friendly Fires, Goldfrapp and Lady GaGa to name a few, and they were stunned by his mammoth DJ sets, from Vice gigs in New York to sold-out dates in Paris, Barcelona, Australia and Brazil.

If you aren't familiar, Grum is 24 year old Edinburgh-born DJ and producer Graeme Shepherd, a dancefloor alchemist who has earnt glowing comparisons to Mylo, The Chemical Brothers and Justice. High praise indeed, but praise he's earnt with a string of tracks that have not so much seen him own the blogosphere as spin it playfully in the palm of his hands.

He's taken the tastemakers and now he's set to take everyone else with massive crossover hit 'Can't Shake This Feeling', released May 3rd 2010. Cramming a DJ box-load of influences from Daft Punk to The Human League and Stuart Price into 3 minutes and 27 seconds, 'Can’t Shake This Feeling' is the pinnacle of his work to date, a real cross-over moment that will introduce the world to its new dance hero. The song encapsulates what he refers to as “an endorphin rush of disco-house, '80s pop, Italo disco and FM rock” and combines the soaring synths and vocals of the '80s with the energy and arrangement of 2010. Backed with mixes from the likes of Aston Shuffle, DCup, Beaumont, Charlie! and Ghosts Of Venice – and one hell of a video that has to be seen to be believed – 'Can’t Shake This Feeling' is a major calling card for an artist that set to be the breakthrough dance artist of 2010.

The video was directed by The General Assembly who were assisted in the treatment by Keith Schofield (director of Toe Jam, Justice vs Lenny Kravitz, the Diesel XXX viral, etc.) A mucky pastiche of the pumped up babe-tastic 'Call On Me' style videos, the video also takes inspiration from the 1979 film 'Hardcore'.

Ryan McNeill of The General Assembly had this to say about the shoot:
“Making this video was probably far more fun for those of us behind the camera than for everyone on camera. We provided spit buckets for our actresses so they wouldn’t have to swallow all the food. Even with that precautionary measure, I definitely saw gag reflexes kicking in during the scenes with baked beans. The actor playing the father was a great sport about shooting scenes on some frightening streets in downtown Los Angeles. I was just relieved that actors even showed up after receiving the call that they had been cast in a music video about the lurid, pornographic underbelly of competitive eating.”

Grum is playing a joint headline tour with Brazilian DJs The Twelves across the US in April and May before bringing the BPM to the UK for Get Loaded In The Park and Creamfields in the summer, and drops his debut album in May.