Musician, songwriter and producer - Joe Flory, better known as Amateur Best, is a shining light for budding DIY musicians - proof that taking on sole duties can prove mightily fruitful. Just take a listen to Marzipan, a track steeped in electronic pop hooks with crystal clear production that is sure to open Amateur Best up to a widespread audience.
Previously known as Primary 1, where he was making major label pop music, Joe Flory has an exciting journey ahead of him as Amateur Best. Catch him at London's The Waiting Room on October 15th and get yourself a little hyped with the wonderful Richard Norris remix of 'They Know'. We also caught up with him to speak to him about upcoming record 'The Gleaners' - out October 2nd on Brille Records.
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The Gleaners is something totally self-created from start to finish - how will you look to re-create this in the live setting?
I've got a full band which is very satisfying – getting real musicians to reinterpret the strange chords and arrangements I find on my own is really fun. It's like I get to share the music for the first time, and to hear it in a new light.
Was the urge to do everything yourself a product of writing and performing for other artists previous to your work as Amateur Best?
It just comes from wanting to be self sufficient – I didn't want to have to wait on anyone else to find what I needed. Working on my own means I can chase odd ideas or chuck stuff in the bin however I like. I can keep shaping things until the 11th hour which is important for me.
Your video for 'They Know' feels like an insight into your personal and introverted thoughts. Is the video's meaning best left up to the viewer's imagination?
Yeah I think so- the first two words of the song are 'strange dreams', and that's what it reflects. I think this video is one interpretation of the many strange dreams I've had.
If the right producer came along would you look to co-produce your next record?
Maybe – these things are inevitably always about budget and necessity. I'm still very much at the stage where it's far more worthwhile for me to do everything solo and improve slowly than to get someone to 'fix' what actually is working very well as it is.
Your music has an obvious commercial edge to it but you're also keen on experimenting with unusual instrumentation - is this something you like to toy with in the studio - eventually settling on a compromise?
I don't see it as a compromise, more of a hybrid. I want snappy pop songs but I want them to have interesting details. I won't deny that there is definitely a fight going on between the songs I write and the way I present them, but I love that. In fact I think it's my favorite part of everything I do.
What's your preferred way of discovering music? Are you a 'lean back' listener who prefers curation or do you actively seek out specific sounds and genres?
I like to seek stuff out. Strange techno has never lost its appeal. I love stuff with such a rigid sound with obvious rules because when those rules are broken it really messes with your ears in a very pleasing way.
Who are some UK artists you've been particularly enjoying recently?
I love that Skepta 'Shutdown' song it's brilliant.
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