May 23, 2011 by Kevin Johnson

Recently, Kevin managed to catch up with Artcha to discuss his own personal opinion on the state of British music and its future.

Healthy collaborations between established U.S. & UK artists have helped Artcha identify this as a key indication of the change in times of the global music scene.

The likes of Soul II Soul, Omar, Lemar, Craig David, and Ms. Dynamite’ stint in the U.S. has given, facilitated and drawn the attention of our overseas cousins to the fact that the UK too can offer quality music, that has been well produced and comes with a nice glossy video to fit.

Artcha recognize Estelle’s efforts – American Boy ft. Kanye West produced by Will.I.Am, was definitely a turning point on the commercial front. "An established U.K. artist (and not one trying to be American) was able to not only gain the respect and support of the Americans with this song but was able to achieve number 1 spot on both sides of the Atlantic."

As such, the likes of Chipmunk, N-Dubz, Dizzee Rascal, Sway but to name a few have also been able to get their music recognised and receive the admiration they deserve.

Artcha goes on to identify record labels on both sides of the Atlantic having caught on to this new phenomenon and as such have invested heavily in creating more cross-Atlantic collaborations.

Dance music which has its roots set in European culture is definitely being amalgamated more into the U.S. music scene.

So what does the future hold for Artcha? His focus is “not on doing music to fit the taste of the American market. This can be seen from the first single release – Good to Go, which focused more on quality and visual’s which is definitely a big thing. This energy is carried with me at each show; whether that be at festivals, carnivals, radio to family functions (sic).”

Artcha second single release - Pump This, influenced with flavours of Brazil, Cuba and Ibiza is set to continue with the high liveliness synonymous with any Artcha project.

Pump This - release date: Winter 2011