Alex Price: Bringing the Magic with Sonnox Plug-ins
Zurich, Switzerland is home to Producer/DJ Alex Price, who started as a Hip Hop DJ at 15 and has since evolved into a successful producer and songwriter. With a career that includes composing, engineering, mixing, and producing dance music hits like "Young Love," Alex continues to push boundaries from his own studio. We sat down with him to learn how Sonnox plug-ins help him infuse magic into his music.
From Hip Hop Beginnings to Dance Music Success
What inspired you to make music your career?
Growing up, my sister listened to a lot of Rap and Hip-hop, so I was introduced to artists like Biggie Smalls and Total early on. I quickly realized that my voice wasn’t suited for rapping, so I started creating my own music and DJing from vinyl. In 2003, I got into French house music, using Fruity Loops, a Boss DR Sampler SP-303, and Native Instruments libraries like Battery and Komplete.
I later worked at Sony Music in the promotions department, where I had the chance to work with world-renowned artists like Usher, Shakira, Pink, and Raphael Saadiq. Now, I’m focused on my own songwriting and production, collaborating with songwriters and singers from all over the world. I recently mixed the official house compilation for Switzerland's number one dance music festival, Street Parade, and my track "Magic Moments" is this year’s official anthem for the festival kicking off on August 29th.
Influences and Creative Energy
Which artists influence your music?
I love a good melody, so I’m inspired by classics like Hall and Oates, The Beach Boys, and other greats from the 60s, 70s, and 80s. Daft Punk has also been a big influence, and Pharrell Williams from N.E.R.D is one of the reasons I started making music. I respect fellow Swiss DJs like Andrea Oliva and Jimi Jules as well. I have a lot of love for classic 90s house music from Chicago and New York—one of my favorite dance tracks is Crystal Waters’ "Gypsy Woman." Those chords are timeless!
How do you maintain your creative energy?
It’s often people, friends, good music, and even movies that inspire me. I don’t think anyone can feel creative all the time. Sometimes, like today, it’s hot, and I’m feeling unmotivated. But it’s important to go to the studio anyway. Once you start playing with a great sound, before you know it, you’re working on the next track. The key is not to overthink it—just do it.
Inside the Studio
Tell us about your studio setup.
My setup is all digital, in the box. I use a Mac Pro with Logic 9 and X, and three sets of speakers: PreSonus Sceptre S8, Behritone C50A, and a pair of passive Genelecs. I like working with a big screen and powerful speakers. My main keyboard is an Akai MPK 49. I record demo vocals in my studio and work with singers from London, New York, and Nashville. Platforms like SoundCloud are fantastic for connecting with like-minded artists.
Achieving the Perfect Sound with Sonnox Plug-ins
How do you use Sonnox plug-ins in your productions?
The Inflator is a go-to for me—it’s the ultimate plug-in for making elements stand out. When I have a mix where something needs to be more ‘in your face,’ the Inflator takes it to the next level without needing much adjustment. It’s second to none.
The Inflator is a go-to for me—it’s the ultimate plug-in for making elements stand out.
I also use the Oxford Reverb on a variety of elements. For example, I might use a long reverb after a drop for added impact or a short reverb on percussion, claps, or vocal shouts to add depth without overwhelming the mix. The warmth button in the Dynamics section is like a subtle saturation, which I love using on bass. Lastly, the Oxford Limiter is always on my master bus as a reference master.
Why do you rely on Sonnox plug-ins?
Sonnox is a classic brand that’s been around since I started making music, and it’s still as relevant as ever. The plug-ins have low latency and are built to last, ensuring they’ll be reliable for years to come. They cover all the fundamentals of mixing—great Reverb, EQ, Inflator, and Dynamics that are easy to use and don’t interfere with creativity. For me, they’re all you need to achieve a professional sound.
Looking Ahead: What’s Next for Alex Price?
I have a lot planned for my fans—new music and exciting projects are on the horizon. ADE 2015 is going to be amazing! I’ll be playing at some great venues and have a packed schedule of meetings and interviews. Keep up with my updates on Facebook and SoundCloud, and I hope to see you at one of the shows!