The Smiley logo—broad smile on a round, yellow face—is probably the most immediately recognisable insignia in rave culture. In fact, it’s probably one of the most recognisable images in all of music history. Such is the power of their brand, that since its inception 50 years ago in the days of acid house and the free-rave movement, the Smiley brand has endured as one of the most vital forces in rave culture, pushing music and fashion into the future.
Smiley has just wrapped up the first phase of the We Are All Original campaign, which saw Smiley connect with innovators and legends from across the dance music spectrum to champion individuality, creativity and self-expression.
As part of this first phase, Smiley has produced a series of mini-documentaries spotlighting key figures in dance music. Among those featured are DJs, artists and industry titans like Sam Divine, Syreeta, Roger Sanchez, Becky Hill, Sinead Harnett, and Smiley’s own Nicolas Loufrani.
We caught up with Sam Divine after her explosive appearance at Ushuaïa (where she took to the stage decked out in Smiley apparel, of course) to discuss her work with Smiley, the latest on her Divine Sounds label, and her forthcoming debut album, Sky’s The Limit.
You’ve been working closely with The Smiley Company on their ‘We Are All Original’ campaign this summer. Could you break down what it’s about and what it means to you?
I think it’s a really strong message. Everyone is unique in their own way, and with social media having such a strong presence in our everyday lives, I think that message is getting lost. This Smiley campaign was a great reminder to be ourselves and be proud of the person that we all are.
You’re quoted on the Smiley site as saying “smash them glass ceilings”—did you run up against many barriers on your come-up and do you think anything has changed since then?
I think for an artist like myself who came from humble beginnings it was a lot harder to kick doors down back then. I was the first one through the door on so many occasions. I didn’t have a manager or agent for the first nine years of my career so I was a team of one for many years, figuring it all out as I went along. Of course now, many artists fast forward that process so it’s a lot easier in that sense plus the power of social media. It’s super important for me personally to be an inspiration and a good role model for up and coming talent. I wouldn’t have been able to do that if I didn’t smash glass ceilings.
You were front and centre of Defected’s season at Ushuaïa, leading the charge and from what I saw, it was the standout set of my time there. How did you feel having such a prominent role in the brand’s first season there?
Were there any surprises/unexpected challenges you had to adjust to?
The vibe and the essence of Ushuaïa is still really special over a decade later, and I think defected really compliments their programming on a Tuesday.
Image via Jack Kimber
How did preparing for it vary from your Croatia boat party with them, for example?
I prep for every set wherever in the world I play as no two dance floors are ever the same and I never play the same set twice. Ibiza is a great place to road test new music, it’s the capital of dance and electronic.
Like a lot of us, it sounds like you spent lockdown recalibrating and readdressing work/life balance and how you deal with it all. What was the biggest lesson you learned in that time?
Lockdown actually made me go sober. I had been touring relentlessly for 10 years so when the clubs shut I had a real hard time adjusting. It forced me to slow down and I naturally drifted into sobriety. I got myself a life coach which was a game changer and really dug deep into who I was on a personal level and a professional level. I fell in love with music all over again. I got my vinyl collection out which had been gathering dust and spent hours going through music. I started two new brands in lockdown. The first is ‘Sam’s Jams’, which gives a nod to my love of R&B music which I livestream every Sunday on Twitch. I was totally out of my comfort zone but built up a really strong community. The other is ‘Cloud 9 Divine’, which I took on tour as soon as the clubs opened in 2021 and is now being developed into a merch brand.
Ushuaïa has such a long history on the island. What is it about the club that makes it so revered for DJs and clubbers?
I know you have a long history working with them and Simon Dunmore, but what is it about Defected you love so much as a brand?
Defected is family. From the staff to the DJs to our community. Simon had a strong vision of this and Wez has taken it to new heights for the 25th anniversary. Wez Saunders has a firm belief that it’s important to give flowers to the future stars, the residents and the heritage acts. Defected has never been about trends, we just release solid music and put on solid parties. Defected parties are always my favourite parties to play, the line ups are diverse and no two DJs play the same music.
Image via Jack Kimber
Do you still get to scope out other clubs/DJs/record shops even when you’re on the island? Any recommendations?
These days, I’m in and out. I land at 10:30 a.m. and fly out at 10:30 p.m. It’s the only way I can make it work with my touring schedule so I can be home for a full day with my family. Next month, I am taking a mini moon with my husband to Hacienda, somewhere I’ve always wanted to stay. I hope as I slow my touring down next summer, I can get out and explore the island more.
You’ve recently renewed activities with your label as well. Beyond the Miami sampler, what else does the label have in store for us?
Divine Sounds is nine years old this year so we have huge plans for the 10th anniversary. We have a big label party at Chicago Social club, ADE weekend in Amsterdam where we will invite some artists who release on the label and some surprise guests. We have the One Out Festival in London on Sep 14 and our legendary boat party at Defected Malta
What else have you got planned this year?
Image via Jack Kimber
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