Arriving on a wave of hype touting them as the next-big-thing in dance music, Italian sensations The Bloody Beetroots have achieved much in their relatively short career. The studio/DJ outfit of producer Bob Rifo and traveling DJ Tommy Tea are one of the most successful acts of the blog era, utilising online platforms to spread music and reach new fans, they’ve remixed nearly everyone from obscure German hip hoppers Fox ‘N Wolf to seminal rappers Wu-Tang Clan as well certified pop-stars like The Killers and Pink, and with their penchant for wearing Venom masks on stage, The Bloody Beetroots even managed to revive the trend of masked DJs.

So what’s behind the success of a project which, on paper, could easily never have worked? “I think the internet is part of the answer. By putting Bloody Beetroots clips on YouTube and spreading our music through different websites, we’re offering our marketing people some support by being so active and in touch with our community on the internet,” Rifo says from his studio in Italy. The enigmatic producer adds to that, saying that he thinks “the gamut of emotions in Bloody Beetroots’ music seems to correspond to something people are needing right now. These are dark times and our music hits a chord with people.”

Another feather in the Beetroots’ ever-growing hat is their partnership with hipster supremo Steve Aoki, who quickly signed the group to his boutique label, Dim Mak. “The relentless support we have received from Steve Aoki is also part of spreading the word and spreading it fast,” Rifo says. Since exchanging mutual admiration a couple of years ago on MySpace, Rifo and Aoki have become close friends, not only throwing regular parties in Rifo’s second home of LA but the pair have also formed hardcore punk side-project Rifoki, that is currently being recorded with veteran punk producer Giulio Favero (famed for his work with The Melvins and Zu). “Steve is like a brother to me. And Rifoki is happening, I can’t wait.”

Rifo says that this isn’t the only project outside of Bloody Beetroots that he is working on, revealing details of another new outfit, this one called Bobermann. “I’m working on it now. It’s a fusion of post-punk, shoe-gaze and nu-electro,” he explains. The raw edges of both new projects seems to correspond to the gritty bangers that Bloody Beetroots are renowned for, and Rifo confirms that he’s always been enamoured by classic punk rock. “Before I started Bloody Beetroots, I was playing guitar in a punk band. Then I wanted to DJ and do electro, but my feelings have always stayed the same. My music is about anarchy.”

Before his new projects get rolling, Rifo has plenty to focus on with the hectic Bloody Beetroots schedule, which includes constant touring, remixing and studio work for their debut album Romborama which lands in the coming months. “The concept of the album is to express a range of feelings through collaborations with guest artists that are very different from each other. Each different collaborator represents an alter ego of one of my multiple musical personalities,” Rifo explains. “The album is also a multimedia concept, developed with the illustrator Tanino Liberatore, a childhood idol of mine, the inventor of comic hero Rank Xerox. He designed all the artwork which is an integral part of the album,” Rifo reveals. “I produce what I believe in. It’s always honest and calculated at the same time. What I calculate is whether the production, be it a remix or an original track, is an opportunity for me to express myself and grow artistically.”

My only restraint is time,” he grins. “Don’t expect surprises. Just let yourselves be surprised.”

Onelove’s Smash Your Stereo 2009, mixed by Bloody Beetroots, Juan Kidd and Andy Murphy, is out July 10th. Bloody Beetroots will be playing the following shows across the country…

Thurs Jun 25 – Family, Brisbane
Fri Jun 26 – Prince of Wales, Melbourne (SOLD OUT)
Sat Jun 27 – Thebarton Theatre, Adelaide
Sun Jun 28 – Lot 33, Canberra
Wed Jul 1 – La La Land, Byron Bay
Fri Jul 3 – The Metro, Sydney (SOLD OUT)
Sat Jul 4 – Villa, Perth

And check out the video evidence of the warped ways of the Bloody Beetroots below…