Born in the heart of the Jura region almost 24 years ago now, Guillaume (better known as Aslove) grew up in an artistic household. His parents were music lovers and musicians themselves: a grand piano reigned over his childhood living-room, and “like any self-respecting guitarist,” says Guillaume, “my dad was a Jimi Hendrix fan”.
He had been playing the drums for five years and cut his teeth in a series of rock bands, before discovering electro thanks to the debut album released by Justice, whose rock ‘n’ roll vibe and ultra- synthetic sound left a lasting impression on him. He decided to set up a band heavily inspired by the Parisian duo. At 15, it was time to spread his wings and fly, and Guillaume became Aslove. It was during yet another listen of Hendrix’s Axis: Bold as Love album that the name came to him. He took part in DJing competitions and threw himself into the scene. At the age of 16 he was already a resident DJ at a club, applying for legal emancipation status in order to do so!
At the age of 20, finally rid of the burden of school, he found himself free to let his imagination run wild, and devoted all his time to composing. After a handful of successful covers (from The Rolling Stones to Corinne Bailey Rae), he began emerging as a rising star on the French electro scene. In 2017, he was signed by Universal, and made waves with singles such as So High and Put Your Record On. In the meantime, Guillaume was trying his hand at production and new instruments, from the guitar to the harmonica, which had become one of his favorite props to use both in the studio and on stage. Aslove’s artistic ambitions are clear: mixing influences from Brazilian bass and blues to psychedelic rock, veering between extremes, fusing Latin beats with western classics. He draws on an eclectic range of inspiration: Led Zeppelin, classic opera Carmen, The Beatles, Razorlight, Calvin Harris, The Strokes, Bruno Mars and Mark Ronson, a pick-and-mix assortment of influences that combine the vintage and the contemporary.
Thanks to his finely-tuned aesthetic taste, Aslove keeps a close eye on his visual identity, which can sometimes almost feel like a tendency towards perfectionism: “For the time being, I’m still able to keep control over everything to do with my music’s appearance, and I enjoy that just as much as composing”. He’s never short on ideas: while waiting for the finishing touches to be put to an album due to be released at the end of the year, Guillaume decided to play around with the idea of an advent calendar, releasing one track every month on social media. The first was released on 15 February, and is entitled Dancing. Featuring vocals by Dalvin, this global-citizen track was three years in the making, and features fast-paced rhythms and a strong guitar riff.
Like Andy Warhol’s innovative screen-printing, Aslove’s new approach is firmly rooted in pop culture trends. Performance is extremely important to the artist: two weeks after each single is released, he will be performing live sessions in quirky locations across Paris with each track’s vocalist, with a view to amassing hands-on experience he can funnel back into his work in the studio. While the verses are faithful mirror images of Guillaume’s pop roots, the clubby choruses point to his love for the dance floor. And it’s a love that can sometimes take its toll: after a few months in Paris, Guillaume decided to spend the winter focusing on his music, hibernating in the rolling green hills of the Jura. But fear not - he’s never too far from the decks, and his monthly showcases should keep us going for many more seasons to come.