Since the last years, the records industry has experienced many changes and the market knows more and more pressure. The number of vinyl-Djs is decreasing, whereas the number of vinyl releases surprisingly is increasing. We met Olivier de Nicola aka Hi.Lo, who opened Mindtrip Records store dedicated to electronic music in Marseille at the end of summer 2021. Despite the difficulties in the industry and the decline of purchasing power, Olivier belongs to entrepreneurs who keep going forward. Between Djing, his “It’s a trip” show on Radio Grenouille, events organisation, talent spotting and the launching of his own label, Olivier has been handling vinyl for nearly 25 years without ever giving up.

Your first influences?

French variety, what my parents listened to when I was young, then, first Euro house concerning electronic music. We called it “Dance” music in France. No genius pianist, guitar teacher or other music lover in the family who led me to develop this passion for dance music, just me and my ears!

How did you discover electronic music?

As far as I can remember I would say, through TV and radio. At the time we did not have access to the internet. Yes, I’m that old. Oh lord. I remember watching TV shows like Dance Machine on French television 6th channel and buying 2 trackers CDs we had at the time. I was a big fan of Masterboy when I was 12 years old (laughs). Later on, with Radio FG which, at the time, luckily had Didier Sinclair in charge of musical programming. The only French radio we add that was broadcasting quality dance music before, unfortunately, Didier died and that things changed drastically. It has been my main source of music, then clubs in Paris when I grew up: Pulp, Rex Club, Showcase, Queen, l’Enfer then Red Light…

Your first approach to Djing?

I started at the age of fifteen with two belt-type turntables, the first came from my parents' living room and my father bought the second for me so I can start being a Dj. And I think my first mixer was a Gemini ps626. With no tutorials or anyone to show me how to do it took me almost 2 years to learn how to beatmatch properly (laughs).

Do you remember the first vinyl you bought?

I might say Brooklyn Bounce – The Theme (Of Progressive Attack) – Alarma! A kind of catastrophic hard house of the time the younger me enjoyed. It seems to me that I bought them in a shop located at the Cours Lieutaud in Marseille, the city where I come from.

How many records do you have in your private collection?

Not that many, somewhere around 2000.

How did you begin to sell vinyls?

More or less 5 years ago, I invited some friends and local DJs at home to do some private digging when I bought my first record collection. That’s how it started. 

And what did you do before opening Mindtrip records?

I've had quite a few different jobs to tell the truth, most recently I set up a company offering a mobile application in the tourism sector, and before that I worked for several years in real estate. I've always loved entrepreneurship, it's what keeps me going in life.

What was decisive to open your shop in Marseille?

I had a fairly tight budget, so obviously the cost of installation was a factor. Marseille was still an affordable city in terms of rent for commercial premises. After several months of searching, I found my current location on rue Fontange in the center of Marseille.

Why did you choose the name “Mindtrip”?

That’s what defines the best to me electronic music and the feelings I get from it. It is what I feel when I put the headphones on my ears or turn on the speakers. This is how I travel, with music.

What do you propose in your shop?

Mainly second-hand and new records, accessories & merch. And, I hope, a nice in-store digging experience.

Could you define your clientele?  How is the audience today?

People from Marseille have had very little access to this music in the past: no club culture, a night that is hardly representative of the diversity of this music, very few clubs and not really history with records… It's an emerging and exciting scene nonetheless, so quite young for the locals, I'd say. And I'm lucky enough to have a very regular international clientele. Fortunately, Marseille is an attractive city and people from other cities are used to going to record shops to buy music.

How do you get collections for extending your stocks and your offer?

Mainly online and from people who cross the shop’s door. I also buy collections from DJs whenever I get the chance for second-hand records and through specialized distributors for new releases.

Your top 5 record distributors?

Subwax (Spain), KMA60 / Chat Noir (France), Yoyaku (France), Off the Grid (Germany) and Outside In (Spain).

What are the main difficulties to head Mindtrip records? 

No difficulties in heading Mindtrip, it's the job I've chosen with a clear conscience, and one that fulfils me every day. However, I'm experiencing the same difficulties as all other retailers and entrepreneurs in France: excessive operating costs that prevent us from developing and even considering our professional future with serenity. Plus, the fact that vinyl is one of the last cultural mediums to be taxed at 20% VAT… A heresy.

Record production has experienced changes over the past few years: out-of-stock, more and more releases, small volumes pressing…  Could you enlighten us please?

In fact, pressing times have fallen sharply in the last year or two, mainly because majors have calmed down on the quantities they press - and that's a good thing. We're currently running at 2-3 months versus 9 months at that time. They thought they were getting a new cash cow, and they've been a bit wrong a lot. This can be seen in the price of new records, such as major reissues - which I don't do-, which are overpriced for no reason. In fact, there are more and more small independent labels that want to release their music. So there are lots of new releases in small quantities (300 - 500 copies worldwide) but with revenues that barely cover production costs - if they sell at all... The out-of-stock situation therefore often occurs quickly if one release makes a little more noise than the others. That’s another topic but very often it's more a case of labels not wanting to repress more than a difficulty in doing so.

So, how do you see the future of the record industry? What boosts you to continue?

To be honest, I’m concerned: like everyone else, we're feeling the full brunt of the decline in purchasing power. Everything has gone up by 30-50% in the space of 3 years, with no one benefiting in our industry... I think the new-build industry has a lot to worry about, while the second-hand sector still has a lot to live up to. Secondly, passion exclusively.

Any nice memories to share?

I create new ones every day. Whether it's well-known DJs or illustrious unknowns, I chose this profession for the encounters and to share my passion for this culture.

What about “It's a trip!” on Radio Grenouille?

Once a month, every second Wednesday we’re broadcasting live from 10 to midnight on a local associative radio that can also be listened to online. During 2 hours we share news from the shop, interviews and DJ sets with Andreas who is the voice of the show. Replays are available on SoundCloud.

One track that best represents you today?

JohNick - “Open up your eyes”, the kind of song that can make me cry every time I listen to it and one of my all-time favorites. That’s the message I'd like to shout to the world.

For you, what does vinyl represent?

A way of life. 

Any advice for the next generation of vinyl-Djs?

Listen, listen, aaaand listen. To records, to Djs (the older the best), to podcasts and mixes. Go to clubs, travel and dance (if you're lucky enough to do so), to find your own style. Then practice a lot, take advantage of every opportunity to train and stay humble.

For you, what does the term “underground” still mean today?

The same that it always meant: not mainstream, not for the masses. We stay in the shadows and we like it that way. I don’t do that for fame or money. Money and art are not made to work together IMO.

What comes to your mind when I say AI?

Not much. I’m into vinyl (laughs). But if we talk about Djing I know what 25+ years of mixing represent. Way too deep and personal to be reproduced by any kind of digital intelligence. For the rest, I think it can be an interesting tool, as long as you set limits.

What is a good vinyl in 3 words?

A flat one (laughs)

Your top 5 new releases?

. EAE “Gmind” [A1 - Nothing Can Last - NL001] // Italy

. Alich “Automated Funk Machine” [both versions B1 & B3, DiskCard – DC01]

. =ZH= (aka Christian Gleinser) “Transmission Lines” [B2 - Signals From Outer Space – SIG-001]

. Ayo'B “Disguised Love” [B2 - Ekip De Shot EP, Farci Records - FRCS003]

. Gab Jr. “BassARP” [D2 - The Mushroom's Ride album, Positive Future Music – PF006]

Your top 5 oldies?

. Electronic Data Processing “Smoothly” (big up to Seb, RIP, Modelisme  is the best label from Marseille so far)

. Tom Parris “Babble”

. Magic Fly “Magic Fly”

. Maurizio “Ploy” (UR Mix)

. Sha-Lor “I'm In Love”

If you could teleport yourself…

Without a doubt the early 90’s aka the golden Era. Probably on the US East coast or England.

Your profession in 3 words?

Passion, commitment, culture

Marseille in 3 words?

Cosmopolite, intense, warm

Your projects?

Keep on developing the shop and finally launch my label - should be done before summer, follow our Instagram account to stay informed!

Finally, who is the “current” Olivier de Nicola in 3 words?

A happy man

Interviewed by Sabrina Bouzidi / Photo by Annaëlle Peyre