by SCOTT C

Robert Strauss is perhaps one of the most passionate, energetic and driven artists producing electronic music today, and the Toronto-based DJ/producer is channeling his enthusiasm into an ambitious new online initiative called EarthCorporationEnterprises.com. After the success of his debut LP Quasars & Phasars on U.K. label Freerange, Strauss has decided to team up with the U.K.-based promo agency Best Kept Secret to see his vision of the digital age take shape. The Mirror spoke to Strauss, fresh off the plane from London, over the phone from his home in Toronto.

Mirror: Explain the concept of the “digital after-party,” as you put it, and how Earth Corporation Enterprises will manifest itself.

Robert Strauss: What Earth Corporation Enterprises is, essentially, is a place that you would go to see some really cool shit. You would put this mentally in your cyber-psyche between MySpace and Giant Step Records, or something like that. Basically, this all started because I had a new record to release, but we ended up starting a digital label. I found there’s a niche and awareness for a much greater network to be created, whether it’s the parties people go to, or the music that they buy, or just a sense of community.

M: I remember getting into the West London music scene and tapping into the 4Hero message boards, where likeminded music lovers and artists talk and link to everything even remotely related to the community. Is this essentially what you’re trying to do?

RS: We’re sort of connecting the dots between our own personal and professional family of musical people we feel we can relate to. The reason I’ve called it the digital after-party is that we’ve realized at this point that music is very niche. The way that we develop an association with why we want to buy music has a lot to do with who we are and how we socialize. When you can connect and let people know what they need to know about, as avid, culturally hungry people, then they become part of it. It’s essential that people have a direct link in the 21st century.

M: I know you’re a busy guy, but you’ve got a new record coming out in January, right?

RS: Yep. We’ve got five EPs slated for one release a month starting in January, plus the new album, and another three Strauss releases on top of that. We’ve pretty much got a year of stuff scheduled, not to mention the remix project. All of that will be available through the Earth Corp site, as well as digitally. We’re taking on the behemoth. I’m putting my ass on the line while trying to pioneer this new digital model of music distribution.

M: Might I ask what you’ll be wearing when you play this Friday—after the last time you graced Montreal, looking like a stylish John McEnroe, circa 1977?

RS: (laughs) Well, if I told you that, you wouldn’t have to come! I have some advisors and highly trained professionals who will be helping me dress for the evening. They’ve assured me they can rise to the challenge.

With Nick Matthews and Cheeba Cheeba Kid at Salon Daomé on Friday, Dec. 8, 10 p.m., $10

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