[Interview] The Owners of the Newly Opened London Modular Showroom
By Brian Parker
Far from the ubiquitous DJ trio or even live electronic music group, the London Modular Alliance comprises three producers, Simon Lynch, Gavin Pykerman, and Phil Ventre, who forgo computers and digital interfaces in exchange for a more spontaneous, analog method of music production and creation–modular synthesis.
A modular synthesizer is a customized synthesizer made up of several separate analog modules that perform discrete functions. Some modules function as sound sources, others as sound processors, and the number of combinations of elements within a synthesizer is essentially infinite. A shift back towards modular synthesis and analog production in general is gaining popularity amongst electronic producers, as these systems can be custom-tailored in any number of flexible configurations to fit individual setups and preferences.
The members of London Modular Alliance just founded a namesake shop called London Modular in Hackney, East London, and is the city’s first modular synthesizer showroom. The shop is one of the first of its kind to function as a workshop, showroom, and retail store for modular users to test, buy, and experiment with new hardware. We had an opportunity to speak with the owners about the background and inspiration behind this innovative outlet for modular enthusiasts.
SoundCtrl: What is the background of the owners of London Modular? Are you musicians, engineers, producers?
London Modular : We’re 3 producers who met randomly a few years ago through the electronic music scene. We release under the aliases of Pip Williams, Yes Effect and Koova.
SC: When did you realize there was a gap in the market for a dedicated modular synth shop?
LM: The store was set up not because there was a gap as such, but more because we all shared a strong passion for modular synths and were frustrated that there was nothing closer to home where we could test out modules. Everything we’d bought previously was based from a YouTube video. When you think about it, that’s just crazy, people blow thousands of pounds on systems without even trying them out! At least now we can offer detailed demos to customers so they know exactly what they’re buying into.
SC: Where do you source modular elements and components? Is LM building its own components in-house?
LM: Most of our stock comes direct from the company making the products. The only thing we stock that’s linked directly to London Modular is the Eastwick case range. This is Simon’s project and we’re very happy to have them in store. They look fantastic!
SC: It seems like there’s a very unique opportunity to address the shift towards laptop production and DAWs, do you think LM will help boost a trend back to analog synthesis both live and in the studio?
LM: We can definitely highlight how expressive and interesting modulars can be. They work equally as well with or without a computer at their side. With these systems you have the freedom to break away from the DAW and the opportunity to create unique stuff which can’t be replicated with soft synths. The fact that you can tailor your setup to your style is a huge pull for a lot of people, so it’s very possible there will be a trend back to analog.
SC: Do you have any advice for musicians looking to segue into modular systems?
LM: The best advice we could give is to thoroughly plan what type of sound you want to achieve from your system. This will drastically affect what modules you’ll be buying. Also, don’t just be lured by current ‘trendy’ modules because there’s a hype around them. Some of the older bits, from the likes of Doepfer, still sound brilliant but are often overlooked.
SC: Do you plan on having events/seminars/workshops at the new location?
LM: We’ll be getting manufacturers to pop in to do informal chats and showcase their new products. We will also be encouraging customers to bring their cases in store to test them out with other modules we have for sale to see how well they integrate with their current set up.
SC: Are there any big clients that have shown support for LM?
LM: We’ve had tremendous support and custom from some very influential and well respected names on the current electronic music scene. We’ve just had our first “Modular Revue” event at a local venue with Untold, DMX Krew and DeFeKT playing 100% modular, live. The event sold out, many punters had to be turned away at the door to avoid overcrowding! We’ll be doing these on a regular basis, always unlisted.
SC: If I’m interested in building a modular rack myself, are there any first pieces or combinations of gear that you recommend?
LM: Given there are so many manufacturers and module options, for a first-time buyer, getting involved can be overwhelming. It’s not something you can just dip your toe into as you won’t really get the benefit. It’s something that needs an investment of time and energy to really reap the rewards. We’d recommend coming in to our showroom for a proper chat to get to know exactly what you want to achieve and go through the options.
SC: How can we can stay in touch with London Modular and up to date with news?
LM: We have the website www.londonmodular.co.uk which has a newsletter subscription. This will cover upcoming events and stock coming in. The most up-to-date info can be taken from Twitter (@londonmodular) and Facebook where we post as London Modular Alliance.
