Original Sin and Gen Z relaunch Proper Image

Amplify immortalises Never Say Die with new remix

Photo credit: Chelone Wolf

Fresh from his sword-wielding Masters Of The Universe EP on Souped-Up, jump up heavyweight Original Sin has brought back his label Proper Image this week after a two year break.

It starts with a turbo-charged remix of his tear-up Never Say Die. Released in 2019 (but a big favourite on dub for a long time before) the new remix comes courtesy of next-generation level-setter Amplify.

The label was inspired by one of Original Sin’s earlier imprints Image Muzik; a stable dedicated to thoroughbred dancefloor bangers from the man himself and friends such as Sub Zero, Taxman and their collaborative G Dub project. Established 2020, its launch track Warzone, with Traumatik on mic, was an appropriately dark reflection of the times.

“At the time I was trying to reinvigorate my brand,” explains the Geordie producer. “I had, like most other DJs, suddenly had more time to make music and get back into my craft. Not that I ever stopped, but I felt I maybe lost direction a little at some point. I reached out to Traumatik as he’s such a talented MC I thought he would be a great fit for the track.”

Warzone was followed by a reinvigorated collection of Image Muzik reissues before the perpetual lockdowns of the first half of 2021 slowed things to a halt. “It was a tough time,” he says. “But in a way I’m grateful for it as it helped me realise I needed to come back to the UK to make some serious moves. Gen Z, who I now run the label with, suggested have other artists remix my tracks to bring the sound into the present and this in turn led to the re-launch of the label.”

Cue Amplify: one of the most prolific and respected artist to emerge in recent years who’s had an endless string of smashers on labels such as his own co-run label Gradient (which he runs with Metal Work) and other imprints such as DNB Allstars, Crucast and Octave. Maintaining Original Sin’s diesel-powered spirit but adding his own twist, he flips Never Say Die with his own energetic twist.

“Didn’t imagine I’d be remixing one of the jump-up legend’s tunes, especially one as formidable as Never Say Die,” says Amplify. “What an honour.”

It’s a two way street as Original Sin confirms: “He’s really killing it right now, his sound is so fresh yet familiar to anyone who loves jump up. It was just an obvious choice to us really.”

The jump up vibes are set to follow as, since he’s returned to the UK and got back into the post-lockdown mindset, Original Sin is fully focused on his sound, direction and, most importantly, the crowd. “I want to deliver something my fans can enjoy,” he explains. “And not alienate the jump up crowd as they’ve always supported me.”

There’s plenty more to support in the near future. Next up is a collab between Original Sin and Gen Z entitled Free From Dis, followed by a Warzone remix from Critical Impact, then another collab with the bossman and Mozey, another unique firebrand to emerge from jump up culture. And that’s the tip of the Image iceberg. Expect more Proper manoeuvres from the jump up headliner very very soon…

Original Sin – Never Say Die (Amplify Remix) is out now on Proper Image

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