Serum and Benny V built Souped Up around rolling jump-up and the cartoon artwork that accompanies its records. Serum’s music with Voltage helped develop the sound they wanted to release consistently, while Benny brought his experience of running Dance Concept to the partnership. Bladerunner was also part of the early release circle.
Bou and Dutta joined the catalogue as the label grew, and Souped Up won Best Newcomer Label at the 2018 Drum&BassArena Awards. Serum has used his own following to support artists on the imprint as well as promote his own releases.
The humour extends beyond the sleeves. Souped Up’s first standalone event at Studio 338 used projected clips from old kung fu films and flying cricket bats, carrying the label’s irreverent presentation into the room. Behind that playfulness, Serum has made a point of sharing his audience with artists on the imprint, using his own channels to support their releases.
Later projects include Feed Your Soul, which brings Skydiver together with Teddy Killerz and Inja’s NRG. The label’s rolling jump-up and bright, irreverent presentation continue through releases from the wider group of artists.
