SALOMON AND GAUCHOWORLD PARTNER TO CELEBRATE LONDON’S MOVERS WITH THE HELP OF JESHI
Photography by Tom Silvester
As a platform set out to spotlight the ‘Movers’ who have taken talent and taste to elevated levels, we’ve partnered with French sports label Salomon to celebrate our community.
The campaign speaks to the common ground both Salomon and Gauchoworld share, with movement being the foundation and root of creativity in all its forms. It was only right then, that we took this opportunity to spotlight two members of our dynamic community, that represent what this collaboration means – specifically from a musical lens.
Chasing the chaos is Jeshi, whose gold grills and coffee Salomon XT-6 are the standout features of an inky outfit that feels like it’s from the future. The streak in his hair, paired with a structured set of sunglasses make him look like a character that would fit right into the new Tekken.
Our chat spanned Jeshi’s journey from the studio to stage, and what makes the artist such a character within London’s burgeoning sonic landscape and beyond. “Grey is great,” Jeshi begins, describing how his relationship with London helps him to make his best music. “As nice as it would be to be on a beach with sand and sea, there's something about London that brings good things out of me.” With a process that’s perhaps less defined than his contemporaries, Jeshi’s everyday occurrences serve as inspiration not only for his lyrical content but often shape his process once he steps in the studio. “My music is autobiographical. Often I go into the studio with nothing, but allow the feeling and emotion in the room to guide me,” says Jeshi. “There’s an internal journal I guess I keep in my head, and in the studio parts of it come flying out.”
Because of the non ceremonial process of him ‘becoming’ a musician, that process is one that’s existed since the earliest days, there was never a switch, or a particular moment where there was an understanding that music was now his career.
“It’s a snowball effect, right?” Jeshi explains in relation to the evolution of his music career from hobby to career. “Before you know it, you are doing it as a job. It doesn’t happen overnight, it’s a series of decisions and events that have brought me to a place that never really felt a million miles away.” He acknowledges the privilege it is to have a passion as a job, and it’s why he’s hungrier than ever and gives it his everything – even when he has to turn part-time actor in front of camera, today being one of those days as he moves around energetically, representing the ‘heat’ bisection of the campaign.
“Movement is an incredibly vital part of my career,” Jeshi begins, explaining how it manifests itself in its different forms. “In the studio, it’s like I’ve got a tick. I’ll pace around the room, I’ll slap walls, I’ll headbutt walls. It’s all part of this weird creative process,” he admits. A process that has bred results time after time, tracks like ‘Protein’, ‘3210’, prime examples of the end justifying the means. On the stage, it’s certainly the same kind of chaos, just exhibited in a different form. “On stage, I’m just unhinged. It’s really cathartic and up there I feel like a super…” Jeshi pauses for a half second then continues “villain. I’ll find things to climb on, things to hit, things to throw, it’s the ultimate workout”
Although he won’t be joining us at Ministry of Sound as he takes his “ultimate workout” down under, if you ever do get the chance to see Jeshi perform, take it, it’s an enthralling audiovisual experience that will not be forgotten. Who knows, he might even throw some shoes into the crowd (probably not his Salomon XT6s however, he seemed a big fan of those).
Claim your free ticket to our event on October 12th HERE.
