PleasureInc

From Lidl sightings to sold-out shows in Berlin, PleasureInc. balance hometown relatability with global ambition. Upon the release of their latest EP “Chew My Mouth”, we had a chat with the Norwich-born crew about their sound, visuals, and the chaos that fuels it all.

NMR // Thanks for chatting with us, guys. As fellow Norwich folk, I feel an instant connection! For those new to PleasureInc, give us a quick intro, who you are, how you’d describe your sound, and are you all still based in Norwich? // PleasureInc: Noj gangggg. Yeah we’re PleasureInc., undisputed tag team champions of the world. Kenny P, Jonny Silver, Babyface Killa, Chili Dawg. We play music ur mumma wont like. Chili D’s got a crib in London but his spirit lives here in the fine city with the rest of us.

NMR // How did you guys come together, and what inspired the sound you’ve developed—as well as the creative direction you’ve taken visually, especially in your videos? // PleasureInc: Jonny and I (KP) met at a sick club called The Womb about 26 years ago, grew up playing in bands. I met Babyface when he was 14, taught him grade 8 tambourine and the art of kayfabe. Chili D was one of his boys, and was recruited after a first T frontside flip over the pyramid.

Main musical influences are Gorillaz, Beastie Boys, Tyler The Creator, Red Hot Chili Peppers, The Neptunes. The way they all blend genres, aesthetics, comedy, attitude, world building with out n out energy.. but all in a very accessible, pop-sentric way. 90s wrestling, Tarantino, Mighty Boosh, skateboarding and GTA San Andreas helps shape the rest.

NMR // Speaking of visuals, what’s the story behind the blue characters that appear on your single covers and in your videos? Where did that idea come from? // PleasureInc: We’ve got our visual daddy Mitch Forsyth to thank for that one. The basic concept was to recreate the feeling of Daft Punk’s One More Time vid in live action. Sex disco aliens come 2 rock the nation. Our camera op Henry Bush ended up shooting and directing that one so shouts out to him for bringing it to life.

NMR // You describe your music as ‘genre fluid’. Are there any particular styles you’re leaning into at the moment, or experimenting with on future releases? // PleasureInc: It’s hip hop with guitars baby. That was always the intention from the start, but it took a minute to come to terms with the fact that u can rap and be a white boy from norwich. But u can, and we do. So more rap, a little less singing as a general rule. But nothing’s off the table, really. We’ll always be fusing bits of hip hop, post punk n indie disco, but we’re leaning a little more into the nasty bits of all 3 of them. Sorry to all the mums out there.

NMR // Your latest single Trousers with Fake Pockets, Why? is brilliantly tongue-in-cheek and full of sharp observational flair. Do you see your music staying playful, or are you curious to explore deeper social or political themes in future work? // PleasureInc: That’s v kind, thank you. Being playful is essential to what we do. It’s how we are in real life. Comedy is how we deal with all the shit in the world, and so of course that finds it’s way into the music. However, the world is particularly fucked up right now. There is blatant genocide being committed by the state of Israel and the way that our government is complicit with this and censoring artists is sickening. It’s definitely fueling a fire that makes you want to speak out more than ever. So that rage will definitely make its way into the music, maybe not blatantly on the surface but it’ll be there.

NMR // You toured Europe last year supporting Friday Pilots Club and played to sold-out crowds. Do you find it easier to build momentum outside your hometown? And how does that compare to making it big on your own turf? // PleasureInc: It’s all a thing of perception, really. As a hometown band, you’re playing to people who know you outside of the band. They see you round Lidl n walking the dog. So there’s a relatability there. However when u then go to play to 300 people in Berlin, there’s an assumption that you must be like at least a bit of a big deal. A medium deal. So that elevated perception can definitely make it easier to win people over, however it may take a little longer to create a deep connection. We’ve been blessed that our hometown has been on board since day 1. Noj gang 4 lyf.

NMR // What’s been your favourite festival or venue to play so far? Any strange or memorable moments from the road? // PleasureInc: Playing our phatty Xmas party at The Waterfront in Norwich in December was amazing. Seen some mad bands on that stage so felt like a real moment. Played Down the Rabbit Hole and Left of the Dial in the Netherlands last year and they were both so so good. The Dutch know how 2 pRty.

Tour is p much one long strange moment. Drove all the way from Amsterdam to Calet in 3rd gear without stopping the other day coz the clutch went in the berlingo. Smashed it. Jonny drunk about 30 milk sachets on the ferry coz everything else is too expensive. Chili D spilt a hooch over Gary Barlow in Antwerp and his wife tried to get him kicked out.

NMR // I haven’t caught you live yet, what should people expect from a PleasureInc set? How do you bring that offbeat, cheeky energy to the stage? // PleasureInc: More like how don’t we bring that offbeat cheeky energy to the stage m8. It’s in our bones. We take a 3 foot Stone Cold Steve Austin figure around with us, he gets crowd surfed. Wear shitty sunglasses too dark so we can’t see anything. Babyface plays the tambourine like his life literally depends on it. You’ll have to come see the rest at Party of the Year 2.

NMR // What’s next for PleasureInc, do you have an album coming out soon, any upcoming big gigs or tours you’d like to plug? // PleasureInc: New single Chew My Mouth is coming 25th July. It’s a ridiculous song, worth a listen if u like bad music.

Headed into the studio soon to record the debut album, and that’s the main focus for the next few months. Won’t be out til next year but gonna be road testing the tunes live so come get a taste.

Few festivals coming up across the UK and then off to Valencia for the first time in October. Then it’s PARTY OF THE YEAR 2, our big Xmas blow out at The Waterfront in Norwich on December 20th. Literally everyone needs to come it’ll be sick af.

NMR // How do you think Wild Paths has shaped Norwich culturally, and what kind of impact has it had on the local music scene? Are you excited to be back playing in your hometown for the festival? // PleasureInc: It’s probs the best thing to happen in Norwich (outside of Party of the Year) since Emi Buendia and Timo Pukki’s deadly partnership in 2018/2019’s Championship campaign. It brings some of the best eclectic emerging talent to Norwich, and for many is their first time playing here, as the fine city is often missed off tour runs. They put on loads of local artists which helps elevate these artists through association with the rest of the line up, and keeps Norwich and its creative scene on the map, which it should be, coz we’re sick. We’re absolutely gassed to have the festival back this year and to be playing the opening party. Got our m8s Canned Pineapple from Brighton joining us, as well as local heartthrobs Chest. Huge.