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French DJ and producer Cosmo Vitelli has followed a path that questions the statement made by the label he created: “I’m a Cliché”. Obsessed with the idea of artistic and business independence, he has been patiently digging unsuspected mines of good music for 15 years, as a DJ, as a label head, as a producer and as a simple music passionate.
Cosmo Vitelli was born in 1973 and grew up in the Ivory Coast and the centre of France. A young adult in Paris, he played as a guitarist in several indie rock bands before he was done with gazing his shoes. Killing time with a 4-track recorder and a sampler, he sent a demo to Alex Gopher and Etienne de Crécy’s label Solid. His first EP as Cosmo Vitelli was released in 1998. Many EPs followed, some hits like “Party Day” and “Robot Soul” broke through the airwaves, and this first period of his producing career logically culminated with the release of “Clean”, his first album, in 2003.
That was when the story of “I’m a Cliché” began. He created the label in 2004. Releasing his own production without depending on anybody else was the first ambition. Discovering and releasing the production of artists he liked, the second. An aesthetics of the margin took shape. I’m a Cliché has been a balanced mix of club hits and home songs, reverence to the past and experimentation, obstinacy and volatilty. With a pattern of soon-to-be-big musicians : Yuksek, Simian Mobile Disco, Azari & III, Runaway were all memorable signatures of the label.
Solo EPs on I’m a Cliché (latest one being “Night Dogs”, 2011) or Kitsuné (“Dance with me”) were far from Cosmo Vitelli’s only discographic appearances: there also were remixes for Cassius, Etienne de Crécy, Daft Punk, Simian Mobile Disco, Radio Slave, Rodion, Yuksek, Runaway… and, in the late 00s, the founding of new band Bot’Ox with Julien Briffaz, formerly known as a half of Tekel.
After several EPs on DFA, DC Recordings and Marketing, the band released its first album “Babylon by Car” in late 2010, on I’m a Cliché, followed a few months later by the soundtrack of french movie “Mineurs 27”.