What So Not, the renowned music producer, embarked on a mission in 2024 to revitalize Australia’s dance music scene. With a brief break before a show in New Zealand, Chris Emerson, also known as What So Not, conceived an ambitious plan for a tour like never before.
Recognizing the need to uplift emerging talents in the industry, What So Not sought to provide a platform for the next generation of artists. Through an impromptu tour, he aimed to break barriers hindering young talents from reaching their full potential.
Engaging his online followers, What So Not called for recommendations of budding performers deserving support. The overwhelming response led to the identification of over 400 acts, showcasing a pool of untapped talent waiting to be discovered.
What began as a simple idea evolved into the ‘Dance Dance Revival Australia Tour,’ a curated event spanning various cities and showcasing lesser-known artists from diverse genres. The tour aimed not only to entertain but also to inspire and nurture the local music scene.
Emerson’s commitment to fostering new talent extended beyond the tour, as he continued to support up-and-coming artists through unconventional gigs in cafes, trains, and surprise appearances at local hotspots.
One standout event was a dance party at Bunnings, inspired by a remix of the store’s theme song. The unconventional rave, brought to life with online support, highlighted What So Not’s innovative approach to engaging audiences and addressing industry challenges.
Throughout his career, What So Not has collaborated with notable names in the music industry, including RL Grime, Dillon Francis, and Skrillex. His latest EP, ‘Motions,’ exemplifies his dedication to collaboration and musical innovation.
‘Motions’ features guest appearances by rising talents such as Lucy Lucy, MNDR, and Imanu, reflecting What So Not’s commitment to showcasing and supporting emerging artists. The EP’s tracks, like “Lights Go Out” and “Slow Motion,” embody a blend of creativity and teamwork.
As What So Not gears up for upcoming shows in Perth, Indonesia, and North America, his focus remains on nurturing local talent and contributing to the evolution of the music industry. His efforts underscore the importance of community, collaboration, and creativity in shaping the future of music.
By championing emerging artists, organizing unique events, and pushing boundaries in music production, What So Not continues to leave a lasting impact on Australia’s dance music landscape, inspiring a new generation of creators and enthusiasts.
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