Gramatik et Pet Shop Boys

Jasarevic’s love of music began from an early age, from him fixated to the radio to rooting through his sister’s cassette tape collection filled with American jazz, soul and funk. At the age of 13, he found himself glued to the computer as he started making beats from his bedroom and it wasn’t long before he discovered the power of the internet and the endless possibilities of file sharing.

Developing his skills over the years and the continual use of online sharing enabled Jasarevic to build a strong online presence extending as far as America.

Already with a label and agent on board, when Jasarevic landed in the US in 2008 he was welcomed with open arms as his career was set to take off. Professionally assuming the moniker Gramatik and releasing his debut album “Expedition 44” later that year filled with pure hip-hop beats it remained in Top 100 Chill Out charts for six months. In 2009 he signed with Pretty Lights Music, a label synonymous with the digital freedom philosophy and in 2012 released an EP simply titled “#digitalfreedom” a passionate subject for Gramatik who was able to build career through freedom of file-sharing.

Without specifically boxing himself into one genre, Gramtik has successfully transitioned through crossover as he experiments both with his production and live performances. With nominations for “Best Chill Out Artist” and “Best Chill Out Track” at 2010 and 2012’s Beatport Music Awards and a string of accolades, this musician has come a long way from his humble beginnings in Slovenia. Racking up over 100,000 sales on Beatport and topping charts on HypeMachine has guaranteed Gramatik’s position as a top class producer.

Seen as the antithesis to conventional pop stars at the time such as Wham and Culture Club, Neil Tennant (lead vocals and guitar) and Chris Lowe (vocals and synths) met through their mutual love of electronic dance music. They spent most of their formation years in their Camden flat penning future hits “Rent”, “West End Girls” and “It’s a Sin”. Initially using the band name West End based on their love for the West End culture, they eventually settled on the name Pet Shop Boys.

In 1986 they released their debut album “Please” which peaked at number three in the UK charts and certified platinum, featuring a re-recording the number one single “West End Girls”. With their avant-garde fashion sense and constantly going against the grain while superseding expectations led to the duo becoming fashion icons and significant figures in gay culture.

A large part of the success of Pet Shop Boys lies in the importance they place on visual presentations whilst championing originality. Having art directors such as Derek Jarman, David Alden and David Fielding on board to co-ordinate their stage shows, combining music with film and theatre and incorporating it into their live sets allows them to create the ultimate visual impact.

In 2013, Tennant and Lowe took the drastic decision to leave behind their long standing partnership with Parlophone Records after being with them for 28 years as they moved on to pastures new with Kobalt Label Services. Later that year they released their 12th studio album “Electric” which peaked in the UK charts at number three and featured a guest appearance from UK rapper Example on the track “Thursday”.

In their prolific career, Pet Shop Boys have accumulated a six Grammy awards, received the 2009 BRIT Award for Outstanding Contribution to Music as well as playing alongside Elton John, Lady Gaga, Erasure and David Bowie. Pet Shop Boys have since inception been pushing boundaries and producing masterpieces outlasting their four decade duration, whilst remaining current and inspirational.