In our technological age as consumers of music and pop culture, we tend to rely on all sorts of gadgets and gizmos to make our lives easier. I mean, who would bother taping the latest songs off the radio, or using a walkman that requires a change of batteries? Everything these days is so convenient because of technology. What’s unfortunate is that this tech-savvy reality has seen some of the coolest dance artists playing to a massive crowd from behind a laptop. This is exactly the reality that some reputable record spinners like DJ Shadow and Cut Chemist have set out to challenge. They have responded by putting together an authentic, refreshing, and entirely organic DJ experience – ‘The Hard Sell’ tour.

After seeing DJ Shadow at last year’s We Love Sounds festival and Cut Chemist at the 2006 Parklife festival, I was obviously enthused and intrigued at what kind of product these two would produce when combined for the third time (previous efforts Brainfreeze and Product Placement were huge). I arrived to the gig early. Lucky I did, as the pre Shadow/Chemist entertainment was definitely worth watching. Local lad DJ Danielsan from Koolism played a fantastic supporting set, complete with funky beats and his signature scratch; even DJ Shadow raised an eyebrow! The punters kept rolling in as it was Shadow and Chemist’s first time in the nation’s capital. Consequently, the show sold out and filled University of Canberra’s Refectory Hall to the brim.

‘The Hard Sell’ tour was a striking experience to say the least. As the promo material boasted it consisted of eight turntables, four mixers, two guitar pedals and an unhealthy quantity of 7-inch vinyl. It was all tightly controlled and delivered by Shadow and Chemist, who played a live two hour set, without the aid of any pre-recordings. All mixes, blends and scratches were carefully chosen and pieced together by the duo who played simultaneously. Shadow and Chemist boast a collective 50 years of knowledge and experience, which is reflected in the material used in their show. Their choice of records was so rich and diverse, ranging from old school hits like Rock Around The Clock and Eye Of The Tiger to 90s hits like Mr Dobalina, Aaliyah’s Try Again and Foo Fighters. Not only was the song choice broad, but the era, genre and ethnicity of the music was quite impressive. It was like a dance party that moved from swinging 60s California to an edgy 80s nightclub in Manhattan, then to a headbanging metal concert and anywhere inbetween.

What made this eclectic live show work was the craftsmanship and attention to detail that Shadow and Chemist displayed. A good DJ manipulates rhythm and texture to work the room, but these guys are living proof that broad musical knowledge just can’t be beaten. They utilised their colossal pile of 7 inch records, happily scratching like they had an itch and creating some innovative mash-ups. Try putting together the theme song to Gilligan’s Island with Stairway To Heaven! Shadow and Chemist’s risky yet rewarding set drew an audible “aawwww” from the punters (predominantly mid to late twenties), whose eyes lit up in excitement when they heard cheesy childhood tunes like Space Invaders, and who jumped up and down when Shadow came out from behind the decks and thrashed out a Metallica classic One using a hand-held turntable.

‘The Hard Sell’ tour was comparative to a bag of assorted lollies – it was full of different flavours, and there was that gamble of not being certain of what you would get and whether you would like it. I think that the unpredictable and multi-faceted approach to the live show was stimulating, as I was always asking myself “what’s next?” However, for some, this kind of show was disjointed, inconsistent and lacked in vibe and pace thus risked becoming “boring”. It’s not the kind of show that you would go to with the intent of dancing like you’re high as a kite. Rather, it was more of a lengthy conversation between a performer and a fan. Think of rummaging through your record collection with a group of friends.

The show concluded with this track that resonated a deep, thudding bass overlapped with a ghost-like “ooh” sound. It was a bizarre, yet interesting combination that sent the punters into a hypnotic craze. Then to complete the outrageously weird and wonderful ‘Hard Sell’ playlist, some good old Barry White was served up. Ha! How can you go wrong with Mr White? As I pondered on what I had seen and heard, I thought it was a pleasure to witness the Shadow and Chemist laboratory of 45s and genuine technical wizardry

In this age of iPods and play lists and such, where life is made easier one mouse-click at a time, there’s still definitely room for ‘old school’ record spinners who won’t let technology get the better of them. Shadow and Chemist proudly declare “we told you we’ll never stop doing this”. I can’t wait to find out what they will do next!