Collective Spotlight: PullUp Recordings
In this series we spotlight up-and-coming collectives who are paving their own way while driving the culture forward.
PullUp Recordings
PullUp Recordings’ rise has been unconventional to say the least. The UK-wide crew based largely around South Wales started as a birthday event in 2019 at now-closed Cardiff nightclub Undertone. That evolved into a nation-wide community, complete with run clubs, an annual festival, a label, and millions of streams.
Founded by Sam Southan and John Lewis when they were just 18 years old, PullUp Recordings champions the best of bass music, with a community of DJs, producers and dancers. They release a wide range of genres on their label, ranging from D&B to dancehall, UKG to UK house.
Their social media looks all fun and games, but this crew takes their work very seriously. John works non-stop managing the label and events, while Sam has passed on major career opportunities to be closer to the label in its hometown of Cardiff.
Since their debut release in 2020 they’ve grown exponentially, creating their own unique culture and platforming some of the UK’s most exciting new talent, all while giving the Welsh underground a much-needed boost.
Today we’ll spotlight some of PullUp’s biggest achievements, their core values and what makes them unique.
New Artists
At the heart of PullUp Recordings is the label. They’re committed to releasing the best of UK bass music, championing high-energy dance music while spotlighting fledgling producers. As a result, PullUp has become a launchpad for emerging talent, with artists like SMG, BSEARL, Arkala Dre, and Kippo growing alongside the label.
PullUp Recordings gives their community opportunities to DJ at their events alongside established artists, and they don’t stick to one genre, instead championing a particular energy. So expect to hear feel-good house alongside dark D&B, all connected by the same charismatic, and energising thread.
Pop-Ups
Just like the rest of the UK, Cardiff has been badly affected by the closure of small nightclubs. But that’s just pushed PullUp Recordings to get creative. They throw pop-up raves in skate shops, skate parks, burrito bars… you name it. The closure of small clubs has pushed them to fill up bigger spaces, and they regularly throw sell out shows at The Vaults in Cardiff. Their ultimate dream is to do the same at Printworks in London.
GemFest
Just like everything else PullUp-related, GemFest developed organically. It started as a 21st birthday party for crew mate Gemma Curtis in a field in Ross-On-Wye on the border of England and Wales. She wanted to celebrate with a private festival with 500 friends, and invited EJ Kitto, Burt Cope and James Hireath to perform.
Gemma organized everything, even down to finding the field for the festival. “I literally went round this neighborhood, saw a field I liked and asked who it belonged to,” Gemma told One More Thing in a 2024 interview. “I found out, emailed them and the wife of the farmer called me and said, ‘What a great idea!’ From that we knew we could do something. We have a venue, we have DJs, we can do this!”
It was such a success they decided to turn it into a real-life festival. So in June 2024, PullUp Recordings presented the very first GemFest. It’s now become an annual affair, with the next festival scheduled for June 2025. They’ve invited underground royalty like Phibes, Pola & Bryson and Oppidan to perform, as well as tons of their mates. Tickets are air-punchingly affordable at £50 ($51.00 USD) each, and the vibe is very DIY – just how they like it.
Run Clubs
Burnt out from their previous events roles, John and Sam decided to launch the run club as a reaction to dance music’s bender culture. They threw their first event in 2024 in Cardiff and now have chapters all around the UK – and it’s done wonders for community-building.
John says that people who joined the run club have since come to their raves, which they would never have done otherwise. “They didn’t think it would be for them but because of the social angle, they’ve come along and found out they really enjoy it,” John told One More Thing in 2024. "I think so much of that is down to the fact most people are connected and know each other so it is a really big group of friends. It’s the same with the pop-ups.”
Now health and wellness are a central pillar to this community and helping them grow a loyal following despite the challenges in UK club culture. So it’s fair to say that this crew is paving their own way, and taking their whole community with them.
