Rejected by a record company exec, Sneaky Sound System did it their own way. They talk to JOANNA HUNKIN
Hear that thud? That was the sound of an Australian record executive kicking himself when Sneaky Sound System's debut album went platinum.
Another thud? That was double platinum. And again? Triple platinum.
Three years after they released their debut self-titled album, Sneaky Sound System have racked up album sales of
more than 210,000. That's about 200,000 more than originally predicted by the record exec, who refused to sign the popular club act founded by Angus McDonald and Daimon Downey.
"We had absolutely no idea how successful it would become," recalls Downey, aka MC Double D, speaking from a London hotel.
"If we knew it was going to be such a cracking album, we would have released it worldwide straight away," he laughs.
As it was, the band scrimped and saved, bludging money off their family and friends to set up their own record label and release the album independently in Australia. An album of infectious, radio-friendly, electronic pop music - or poptronica as the band have taken to calling it.
Three years on, they have just played a sellout British tour, have a string of hit singles to their name and a host of awards lining the mantle.
"Without sticking both fingers up in the air, it's quite rewarding when you're at the Arias and win an award from all those people who turned you away," says Downey.
Across the Ditch, the band have become radio-regulars in New Zealand with the singles Pictures and UFOs, and have played concerts in Auckland and Christchurch.
This month, they return for the four-date Poptronica tour, which calls into Auckland, Wellington, Christchurch and Dunedin.
It may look a foolish mistake now, but Downey can appreciate the record executive's position and admits the album was a risky undertaking.
A successful club act, McDonald and Downey had made a name for themselves in Australia with their Sneaky Sunday sessions - spinning remixes of popular 80s tracks and other songs.
But dance music didn't feature on mainstream radio and it was unclear how far their live reputation would carry them.
"There were many times it nearly went under and I'm thinking 'f***, is this thing going to be worth it?'
"It's cool to be creative and all but it needs to pay for itself at least."
There was also the slight issue that neither of the boys had any idea what they were doing. "Angus wanted to make an album and I didn't really have anything else to do," Downey explains. "We made a studio and we were away making an album. No one knew what they were doing, it was sort of like record-making school. It was like university and we got our degree, which was the album."
Originally intended to be pure dance music - or "something really cool" - the boys soon found a distinct pop flavour entering their sound. Rather than fight it, they ran with it, and soon found it gave their music a commercial edge, which saw it greenlit on to mainstream radio playlists.
"We were one of the first crossover groups to get on the radio," explains Downey. "I think it's helped a lot of other people from dance music to become radio-friendly.
"To have The Presets playing at 11am on mainstream radio, two years ago or three years ago, there would have been an uproar.
"Now it's like the doors have opened for dance music to become popular. It's pop music now."
Having already released a second album in Australia - 2, which debuted at #1 on the Aria charts - the band are now playing catch-up with the rest of the world, preparing to release their first UK record (a compilation of their two Australian albums) in June.
"We need to play a catch-up game so when we get to album three we can release it worldwide."
Listen out when they do. Thud. Thud. Thud.
LOWDOWN
Who: Sneaky Sound System
Members: Founded by Angus McDonald and Daimon Downey, with Connie Mitchell (vocals), Peter Dolso (guitar), Jonno Sloan (bass) and Felix Bloxsom (drums)
Releases: Sneaky Sound System (2006); 2 (2008)
When: Sneaky Sound System bring Poptronica to New Zealand, playing Auckland's Powerstation on Saturday April 25
