AVA Recording Artist, Memory Loss, Details Her Rise Up The Trance Ladder

Born in Ontario, Canada by her Taiwanese parents, Memory Loss enjoyed all the usual things that kids would with her two older siblings: swimming, skating, etc.

Before moving to Vancouver at age 9, Memory Loss had involved herself with piano lessons. “I started in Grade 1 and continued until Grade 12,” she remembered. “I didn’t really like the lessons and finally convinced my parents to let me stop.” The unenjoyable lessons turned her off from playing to the point of leaving piano for years; she didn’t rejoin her relationship with it until she began producing many years later where she realized it was actually beneficial for her to have learned.

Memory Loss chats with Trance Farm about her rise up the Trance music ladder.
Memory Loss

Entering The University of British Columbia, she worked non-music related jobs and was introduced to the club scene by friends. “Most of the clubs were Top 40 and Hip-Hop back then, and I was really into Rap, R&B, and Hip-Hop. But, as the Hip-Hop scene started to go downhill, I started to get into what my older siblings and relatives were listening to, artists like 808 State, Jam & Spoon and Saint Etienne. I didn’t know exactly what kind of music it was, but I knew that I liked it.”

As is the case with most dance music fans, Memory Loss enjoyed several genres before realizing her opportunity to try mixing. “I was listening to all kinds of dance music and wanted to learn how to play it,” she recalled. “My friend offered to let me try his turntables once before I went out and spent a lot of money on my own equipment.” After some time, she felt as though she “got it,” and was able to beat-match with vinyl. Determined to improve herself as a DJ, she “drove three hours to Tacoma (Washington) and bought an entire setup of used equipment. I locked myself in my room and started to learn how to mix Tech-House which led to my first gig in a retail store!”

As her skills improved, Memory Loss began to play house parties. “I was playing House and even Break Beats. My portfolio of music was everywhere, including Hard Dance!” she exclaimed. Eventually, Memory Loss was booked to play the Vancouver I.M.F. at Pacific Coliseum that showcased new talent on the third stage for its 2009 event. “I got my first gig playing Hard Dance there,” she enthusiastically said. “I was so nervous, but once I got through the first few tracks, I had a blast!”

Memory Loss chats with Trance Farm about her rise in Trance music.
Memory Loss performing at In Trance We Trust ADE Festival

Furthering her confidence and career as a DJ, Memory Loss continued to play more clubs and festivals, but it was vital for her to progress slowly to ensure she was doing things properly. “I was a bit scared because I was never one that enjoyed being in front of people when I was in school. I didn’t like giving presentations or anything like that, so it took me a while to be comfortable as a DJ.” When she did finally secure a main stage slot, it was there that the Hard Dance scene she enjoyed would set the tone for things to come.

It was at that event where she met Ben. “I had seen Ben play before and was always a fan, but I could never meet him,” she said, referring to famous Hard Dance DJ at the time, Rodi Style. “When I played the main stage of this event, I finally got to meet him and realized what a down to earth and nice guy he was. We started talking and hung out whenever he was in town, and it went from there.”

Entering a remix competition, Memory Loss’ love for the production side of dance music took off. “I didn’t win,” she admitted. “But, I was proud of myself for actually making a song on Reason.” Continuing to learn on her own and watching Ben engineer tracks for artists, Memory Loss began to hone her skills. “I didn’t want to release garbage,” she proclaimed. “In the beginning, Ben would help me with the technical side of it, and I would collect samples and give my input. We did that for the first couple of tracks until I felt comfortable moving on to the next step.” Remixes were next on Memory Loss’ agenda because the melodies were already there. “Those went well,” she said. “Once I mastered that, I started to produce originals on my own.” And, with her Hard Dance career being instrumental in polishing her production skills, the Memory Loss alias was born in 2013.

Memory Loss chats with Trance Farm about her rise up the Trance music ladder.
Memory Loss

Her first release, “Ascent” on Critical Fusion (KSX) in late 2013 began what has turned into a prosperous Trance career for Memory Loss. And, while her earlier tracks were supported by other labels, her more recent productions have been signed to labels under the Black Hole Recordings umbrella such as Flashover, In Trance We Trust and Alex M.O.R.P.H.’s, Universal Nation.

AVA Recordings was founded in 2006 by English producer and DJ, Andy Moor. Named after his daughter, AVA quickly became a sub-label of Armin van Buuren’s Armada blanket until joining Black Hole Recordings in 2016. Ben joined AVA in 2014, and the now Vancouver based DJ who performs under the “Somna” alias, is the co-owner of the label.

Producing all of her tracks on Cubase before sending the stems to Ben for mixdown and mastering, Memory Loss had created a track entitled, “Maybe Tomorrow.” Hearing the track, Ben immediately said that he wanted it for AVA. “I had never asked to be signed to the label before,” she humbly said. “I had always sent the tracks to other labels because I didn’t want that stigma, but when he said he wanted it, I said, ‘OK!'” From that point on, Ben encouraged Memory Loss to create more music and pushed her harder than she had ever been. “Once I committed to the label things snowballed from there.”

Consistent production has allowed Memory Loss to join eight other artists as representatives of AVA Recordings. Together, they are available to counsel and encourage producers eager to release on the label. “We’re like a family,” she proudly said.

Her two latest releases, “Shapeshifter” and “The Lost One,” are proof that Memory Loss’ music is not pigeonholed to one particular style of music. “I produce what I feel because I’m still listening to all types of music that influence me,” she stated. “I enjoy melancholic and nostalgic melodies, and that comes through in my music.”

Memory Loss – The Lost One
Courtesy: Black Hole Recordings

And, besides producing and DJing, Memory Loss owns her Bridging The Gap brand that held club events and hosted a radio program on AH.FM “I invited special guest DJ’s that play a spectrum of Trance and its complementary sounds like Progressive and Techno.” She then launched her Endless Dreams podcast last year to carry on the same idea on music styles showcased n her own mixes.

Memory Loss plays The Hideout at the Pourhouse in Minneapolis, Minnesota Friday, August 16, 2019. Tickets for her headlining event can be found here.

Courtesy: Dance Agenda
Erik Lake

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