PARAMIDA has spent the best part of two decades carving out her own space on the scene. A DJ, producer and label founder, who now has an unmistakable presence within the global underground. From attending underground raves in Iran to formative residencies in renowned clubs of Germany, her journey has been guided by intuition and self-belief. That same conviction would later shape her own imprint, Love On The Rocks, led by a creative vision whose work spans across hosting international stages, widespread music curation and own production.
Her first connection with electronic music began far from the Berlin clubs she would later call home. “My first encounter with electronic music was at a CD shop in Toronto, where I discovered Laurent Garnier’s ‘Man With the Red Face’ and Miss Kittin & The Hacker. During my teenage years, I visited an underground rave in Tehran, Iran and got hooked.” A series of early experiences, split between the rawness of underground parties in Iran and regular visits to Berlin clubs like Bar25 and Watergate, would soon lead to her own immersion in the culture. “I started going to Robert Johnson and decided there to start DJing. That was 17 years ago.”
By her mid-twenties, PARAMIDA was ready to pursue her career. “When I was 25, I decided to quit university and fully focus on music. I was working at OYE Records, holding my first residency at Renate and throwing parties in Berlin. I felt like I was learning more by doing all of these things than by studying. Everything else you need to know can be read in books.” In those earlier days though, it wasn’t easy to navigate her own path. “No one actually helped me. At times people even thought I was crazy, because I always had my own kind of way that was the opposite of what everyone else thought was right.”
That self-belief however, most certainly paid off. Over the years, PARAMIDA has checked off a list of milestones that would affirm the rise of her career, from club residencies at Robert Johnson and Panorama Bar to radio residencies at Rinse FM and BBC Radio 1, and an invite onto the Essential Mix. Yet for her, growth has never been about one defining moment. “It’s all part of a process and slowly evolves. My life didn’t change from one second to the next after playing Panorama Bar for the first time or doing my BBC R1 residency, but in the long run, it all made sense and pushed my career forward. Nevertheless, I would count all of my residencies back then as huge achievements, as well as celebrating 11 years of my record label Love On The Rocks, my own releases and being voted into BBC’s 100 Women of 2023.”
Today, PARAMIDA stands at what she describes as the best point so far in her artistic journey, although she tells us this doesn’t necessarily mean she has reached her peak. “Because of my work in the past years, I have a good standing and credibility. At the same time, I’m playing amazing shows in both worlds, the underground and bigger stages. One of the best things about being a touring DJ is meeting like-minded people all over the world, which have led to some of my best friendships from LA to Manila.”
What’s changed most over the years, she reflects, is her approach. “Ten years ago, I refused any kind of growth. I would never play less than three hours, there were no pictures of me online and everything on Love On The Rocks was done with a certain naivety.” These days, she balances her drive with perspective, although she has no specific formula regarding how she manages to fit it all in. “Time management is very important and I think when you decide to do what we do, you have to sacrifice the fun. You can’t stay at every party, you need to prioritise sleep and work behind the scenes, from digging to making music and everything else a career like this involves these days. That said, the key is not to turn entirely into a business machine and to pick and choose the times to have fun.”
Throughout it all though, it’s a passion for the music that sits at the centre. “I love making music, especially when I have a good idea. But it will never replace the magic of DJing for me. Most of the time I can’t even hear the track anymore by the time it’s out.” Natural progression, together with her own blend of vision and creativity, led to the launch of her own label Love On The Rocks, which celebrated its tenth anniversary last year. The idea for the label was born during her time at OYE Records in 2014. Inundated with new releases week on week, PARAMIDA realised there was still plenty more that needed to be heard from the many producers she knew around her.
From the outset, Love On The Rocks stood apart. A space that shines a light on the artists, at the same time being an extension of PARAMIDA’s own connection to the sound. “I’ve always seen it as an experiment in musical exploration, embracing artists both known and unknown, music both old and new. Re-issues of lesser-known tracks discovered by me via my Djing, research, digging and exchange of knowledge with friends. It’s also defined by irreverence and unpredictability, with a touch of spiritualism, psychedelia, humanity, humour and an embrace of the unknown.”
While the spirit remains the same, the experience behind it has evolved. “The vision hasn’t changed,” she says. “The only thing that changed is the experience and that by now, we have gained a very loyal following. In 2019/2020 I decided to go completely independent and to press and distribute myself. The first release we did like that was in the midst of the pandemic in January 2021 and it was a huge success. LOTR023 sold out in 48 hours during the presale. Since then, every release has sold out during the presale.” And although it may be a lot of work, the same love and attention to detail goes into every record. “The people notice it and appreciate it – I just love sending little messages out into the world.”
Each record is deeply personal and the A&R of the label comes quite naturally. “Every release is a reflection of my life, what I’m into at that moment and who’s around me. I have a very strong intuition and it’s often against what everyone around me says. Of course, I also need to connect with the person. If I can’t stand you but your music is great, chances are it’s not going to be released on LOTR. Same goes if I like you as a person but your music isn’t the right fit.” For PARAMIDA, it’s about energy and honesty, not hype.
That philosophy extends to the label’s events, too. Since launching Love On The Rocks nights at Panorama Bar in 2022, PARAMIDA has built a new kind of community around the sound she’s cultivated. “I like inviting artists who don’t play Panorama Bar often, or never did before. Some of them actually started playing there more regularly afterwards.”
It’s clear those nights at the club have been and continue to be very special to her, as she reflects on some of the standout sessions. “For our very first night, I invited Francesco Del Garda and his closing was incredible. Another unforgettable moment was Jane Fitz’s closing earlier this year in February for my birthday.” Of course, it doesn’t stop at the Berghain doors. “We’ve also done stage takeovers at festivals and showcases in other cities, which has been great. Sometimes people even show up wearing Love On The Rocks merch at our parties abroad.”
When it comes to lessons learned, PARAMIDA keeps it simple: “Do everything yourself. Make sure the quality is outstanding and excellent. Don’t half-ass, do things properly.” Her next steps, as ever, are guided by instinct. “I’m working on some exciting and unexpected projects,” she says with a smile. “Love On The Rocks is about believing in yourself, believing in your friends, believing in the future – even (or especially) when you don’t know what’s going to happen next.”
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