The cult of personality as a marketing tool is one of the music industry’s oldest tricks, but it is not one that impresses Cut Chemist. “Using a biography to sell something is ridiculous. I keep telling my people to take mine off MySpace,” he laughs. In the past the DJ and producer’s own personality has blended in with the whole of his group, alternative rap heroes Jurassic 5. But now he has taken a break from the LA outfit to concentrate on his solo material. Having signed a solo deal with major label Warners, he felt it was now time to produce the goods, even if that meant not featuring on the new Jurassic 5 record.