Sasha

 

Sasha (born Alexander Paul Coe on 4 September 1969 in Bangor, Gwynedd, Wales) is a Welsh DJ and record producer.

Sasha became aware of electronic dance music in 1988 at The Haçienda, a Manchester dance venue. Drawn to the rough sound of acid house music and the rebellious attitude he associated with it, he visited Manchester weekly and soon moved to nearby Disley. Sasha purchased many acid house records and began to teach himself how to mix. A local DJ at a club Sasha frequented announced that he was looking for other DJs to travel with him on a regional tour. Sasha volunteered and made his first live appearance in nearby Stockport. Sasha recalled of his debut, "I'd never even touched a Technics: I thought the pitch control was the volume, I didn't even know where to plug my headphones in! I'm sure I was absolutely horrendous. He partnered with fellow DJ John Digweed in 1993, touring internationally and producing a series of mixes (compilations of other artists work played in a continuous fashion).

Sasha has remixed tracks for artists such as Madonna, The Chemical Brothers and Hot Chip. His remix of Felix da Housecat's "Watching Cars Go By" earned him a 2004 Grammy nomination. Sasha's remixing and production often combine electronic music genres, making it difficult for critics to pinpoint his musical style, including on his debut album of original work, Airdrawndagger.

After achieving success as a producer and DJ, Sasha worked with younger DJs and producers such as BT and James Zabiela, influencing their musical styles and techniques. His use of live audio engineering equipment helped popularise technological innovations among DJs who formerly relied on records and turntables. Despite the changing trends in electronic dance music, Sasha continues to perform in large dance venues. In 2007, he formed a record label with Renaissance Records called emFire, which is the exclusive outlet for his new music. Sasha is managed by Three Six Zero Group.

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