We like the way Kaz James moves. He's a musician, a DJ, a producer, and an entrepreneur. In other words, a bit of a mover and shaker who's always on the move. Many know him from the music world, but perhaps not everyone sees him as the passionate ambassador for cafe culture - part of a team behind a string of successful coffee shops in London. We were lucky to catch Kaz in one of his still moments to learn some secrets of his trades. Here's the story.Kaz James: I was in the process of selling my house in Notting Hill to get away from all the rich toffs and trust fund kids that had recently moved into the area so I had to look for a new spot to put my studio. I was speaking to one of my best mates Dave (David Abrahamovitch - who I founded Shoreditch Grind with) about a space that he had in East London's Shoreditch, and he was telling me he wanted to open a coffee shop and asked if I wanted me to get involved from a creative point. I've always been a massive fan of coffee and thought because of the position it was in it would be a great idea. Plus I needed to invest my money into something more than leather jackets and guitars!We came up with the concept to do a Melbourne/Australian influenced Espresso bar with a recording studio upstairs (what more do I need in life)! Dave comes from a business background so he runs the business, and I'm the Creative Director, new ideas and concepts - that's me. A lot of the time I get ideas from being on the road touring. You get to see so many cool ideas, concepts and trends.When were setting up the first shop "Shoreditch Grind" I knew what I wanted! I wanted great coffee and a place with a great vibe. A place I would want to hang out every day. A place my business partner and myself would want to be seen.
Photo: www.shoreditchgrind.comTHUMP: How do the music and coffee worlds collide for you?
It was kind of the same process as making a record. I know how I want it to sound and I know how I want the vibe to be. Coffee is something people consume every day and so is music, so it needs to be good and needs to feel right to keep you wanting to enjoy it every day. I love coffee and I love music, however to be successful in anything you must stick to your guns and not buy into the bullshit that surrounds you. You must also be aware of the trends and things that are happening around you but stay true to yourself and believe that your decisions are the right decisions. When we set up Shoreditch Grind we had people telling us what good coffee was, how it should taste, this is the best blah blah blah in the end just like music we decided to formulate our own sound our own blend - which ended being the perfect cup.Same thing goes in music you need to trust yourself and go with what you like not what everyone else tells you is right. In both worlds you should always put yourself in the consumer's shoes, asking, would I hang out in that place or would I play or listen to the record. People want simplicity they don't give a shit if the record was recorded on analogue or digital they don't always care if their coffee baskets are weighed or if there roast is half Guatemalan mixed with Indonesian and if the latte art is better than the other place. All they care about in the end result. Is it good!? - do I like it!? Thats what matters to most people!Are there any general rules you have or recommendations for others seeking to pursue similar paths?
To be successful I think you need to create the perfect balance between a great product and a great vibe. Whether it's on the dance floor or in one of our espresso bars the vibe needs to be right. For a dance floor to work there needs to be an equal balance of good music mixed with the right atmosphere, same goes with our espresso bars, good coffee and a great vibe. I don't give a shit what the coffee geeks think or what the studio nerds say as long as it works and your happy that's what matters. Everyone has an opinion – but not many people have the balls or understand how to make their opinion work for them. We are constantly developing Shoreditch Grind and our other sites, Dave and I work hard every step of the way differentiating ourselves from other places in terms of technology, style, product and vibe – We had an idea to become the first espresso bar who also did cocktails in the evening using coffee based cocktails, a lot of people said it wouldn't work, but we made it work and our Espresso Martini is now pretty famous!As a DJ for 18 years I spent a lot of my life reading the crowd on the dance floor and I do the same when people come into our shops, I try and understand what they like and don't like, by watching their reactions. What attracts who and why? Music is so similar to coffee; it's crazy how the two of them go side by side. Music and coffee are addictive and they give you a buzz. When done right they set something off in your body which feels good!Check out Kaz James' new single "Show me all your love" here. Kaz performs at Stereosonic 2014
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It was kind of the same process as making a record. I know how I want it to sound and I know how I want the vibe to be. Coffee is something people consume every day and so is music, so it needs to be good and needs to feel right to keep you wanting to enjoy it every day. I love coffee and I love music, however to be successful in anything you must stick to your guns and not buy into the bullshit that surrounds you. You must also be aware of the trends and things that are happening around you but stay true to yourself and believe that your decisions are the right decisions. When we set up Shoreditch Grind we had people telling us what good coffee was, how it should taste, this is the best blah blah blah in the end just like music we decided to formulate our own sound our own blend - which ended being the perfect cup.Same thing goes in music you need to trust yourself and go with what you like not what everyone else tells you is right. In both worlds you should always put yourself in the consumer's shoes, asking, would I hang out in that place or would I play or listen to the record. People want simplicity they don't give a shit if the record was recorded on analogue or digital they don't always care if their coffee baskets are weighed or if there roast is half Guatemalan mixed with Indonesian and if the latte art is better than the other place. All they care about in the end result. Is it good!? - do I like it!? Thats what matters to most people!Are there any general rules you have or recommendations for others seeking to pursue similar paths?
To be successful I think you need to create the perfect balance between a great product and a great vibe. Whether it's on the dance floor or in one of our espresso bars the vibe needs to be right. For a dance floor to work there needs to be an equal balance of good music mixed with the right atmosphere, same goes with our espresso bars, good coffee and a great vibe. I don't give a shit what the coffee geeks think or what the studio nerds say as long as it works and your happy that's what matters. Everyone has an opinion – but not many people have the balls or understand how to make their opinion work for them. We are constantly developing Shoreditch Grind and our other sites, Dave and I work hard every step of the way differentiating ourselves from other places in terms of technology, style, product and vibe – We had an idea to become the first espresso bar who also did cocktails in the evening using coffee based cocktails, a lot of people said it wouldn't work, but we made it work and our Espresso Martini is now pretty famous!As a DJ for 18 years I spent a lot of my life reading the crowd on the dance floor and I do the same when people come into our shops, I try and understand what they like and don't like, by watching their reactions. What attracts who and why? Music is so similar to coffee; it's crazy how the two of them go side by side. Music and coffee are addictive and they give you a buzz. When done right they set something off in your body which feels good!Check out Kaz James' new single "Show me all your love" here. Kaz performs at Stereosonic 2014