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END-OF-SCHOOL parties are usually noted for the destruction of friendships and common room furniture rather than the creation of world-class DJs. But 1986 bucked that trend and a new Deity of the Decks was born.
When some friends needed help staging a school leaving party for 2000 people, Matt Solo – who would later become DJ MATT PROMO – threw together a Party Survival Kit and grabbed the helm. One rebel-rousing party later, his destiny was determined.
Less than three years down the line, he was managing a group of British DJs and forging connections with clubs that still stand strong today. By the early ’90s, he was running a London record store, staging his own events and helping others promote theirs.
In 1996, Matt quit the record store and started selling promos direct to the same DJs he’d served over the counter. At the same time he launched the infamous Aural Sex parties – and with them, his own DJ career.
In his first year behind the decks, Promo played at some of the most famous clubs in London , including; Ministry of Sound, The End, Heaven, Turnmills and Hanover Grand. So respected were his skills at the decks and diverse knowledge of music, he was called in to sound check Liverpool’s super-club Cream and even London’s Fabric before opening night, making him the first person to DJ on the club’s legendary system.
It was time to turn his attention overseas and he was soon playing in Europe and America as well as a six week stint in Toronto , Canada . Back on British terra firma, he launched the hugely successful Good Life parties – a combination of “house anthems from yesterday and tomorrow” that broke bar and attendance records. A move towards the darker, more tribal and progressive side of house followed in 2002 and he established the 3D collective with Pedro G of Portugal and Spain’s Enrique Soto.
3D went Europe-wide and the trio occupied a monthly slot on Ministry of Sound’s internet-based radio station, where they played as guests on the Secret Sessions show hosted by Ruanne Emmenes with an online audience of more than seven million.
Spin-off nights were inevitable and in 2003, he launched Battle of the Diamonds: an experimental night in which he, Pedro G and guests battled it out for sonic supremecy whilst only allowed to play three consecutive tracks in a row – keeping the energy level high and the music varied.
By summer 2003, he had completed seven new mixes and tweaked his first album to near completion. That December, he moved to Melbourne , Australia , where he rapidly established his reputation on the club circuit as a DJ and a venue manager.
From Summer 2005 he started training in earnest to attempt breaking the Guinness World Record for the longest DJ (club) session marathon, which stood at 84 hours. At midnight on June 15th 2006 his training had paid off as he concluded his effort reaching a staggering 87 hours continuous DJing. The event took place in a purpose built venue in the heart of Melbourne ‘s Federation Square .
This wasn’t the only record PROMO broke for marathon sessions. On a slightly more modest note; he played the longest live set on Kiss FM – also in Melbourne, Australia – clocking up over 7 1/2 hours continuous live play on the station. Kiss was a regular haunt for him whilst in Melbourne playing the breakfast show weekly; as well as guest spots on the club lunch and evening shows.
2006 brought new partnerships including; MINDLESS ENTERTAINMENT who now represent him for Australia ; and NOISE TV, who’s support during the GWR attempt has blossomed into PROMO writing and hosting the dance segments of their show.
Having returned to London in 2007, PROMO inevitably found himself behind the decks in no time holding various residency but now only takes private bookings. He does still record mixes which are hosted online including YouTube.
To date, PROMO has played in; Australia, Belgium, Canada, England, France, Germany, Greece, Holland, Ireland, Italy, Japan, Lithuania, Portugal, South Africa, Spain and the USA. His style encompasses a broad spectrum of house, including sublime jazzy sounds of Europe and the US , minimal, tech, progressive and tribal.