How do you expand the musical horizons of a man whose horizons are already so cavernous that he received an MBE for his services to music? Simple: get Bacardi to send him to Puerto Rico to oversee a project so unique and bizarre that it may just spawn a summer dance hit.
Yep, the iconic, obscenely credible and pioneering Norman Jay has stepped on board a project to nurture some fresh electronic acts who will hopefully go on to become pioneers in their own right.
The idea is simple-ish: three up-and-coming acts create original tracks based on the timeless musical idea that is the rumba, with the very capable Norman guiding them through. Oh, and the whole thing takes place in the beautiful setting of Puerto Rico, where the rumba is king.
“It’s one of the few places I haven’t been but would really love to go to and see the culture and lifestyle, and the musical flavours”, says Norman of the Caribbean island. “I’m really looking forward to going out there, thanks to Bacardi, and working with the artists.”
One of which is also a big name to watch over the summer: Disco Bloodbath – a London-based party-centric DJ trio, known for hosting wild, musically eclectic nights around the capital and having an obscenely good time in the process.
And who better to nurture the creative flow of Disco Bloodbath et al than Norman – a man overflowing with musical success stories and industry know-how, having helped to start the careers of numerous respected acts. “I have had quite a lot of experience working with artists and bands in the past,” says Norman, “and it’s fantastic to be given this role, but the people I’ll be working with are already really talented in their own right. I trust their musical skills. But it’s great that we’re going to be working with the rumba, which is the musical heart and soul of Bacardi.”
Norman’s expertise will prove invaluable, as will his natural aptitude for rhythm – crucial when working with the potentially complex rhythms of the rumba, bringing to life the rich musical heritage entwined within Bacardi’s history. Discussing what makes a good beat, Norman offers the following succinct explanation: “I know it when I hear it and my body and my ears respond to it accordingly. My ears are my instinct and my guide.”
As well as rumba reworking, Norman is also looking forward to absorbing some Puerto Rican culture, after increased visits to the Caribbean in recent years. “I’m hoping to meet some fantastic people who are immersed in music and to catch a couple of live acts as well, to give me a real sense of purpose and allow me to take in as much as I can.”
Finally, Norman voices the exhilarating possibility of featuring one of the rumba creations during his renowned Good Times soundsystem at this year’s Notting Hill Carnival: “It’s great that Bacardi will be nurturing musical projects like this, so I guess the way we can repay them is by coming up with something fantastic.”
Given the exotic Caribbean ingredients, the two generations of musical pioneers and the considerable creative juices of all involved, there seems little doubt that something fantastic – or “something that just kicks down the doors across all genres and crosses over massively”, as Norman himself puts it – will indeed be the result of this fascinating project.
