THE RISE OF HOLLIE PROFIT

By Cara Cassidy

At just 22 years old, Hollie Profit has quickly become one of the most prolific young DJ’s to come out of Wales.

Hollie has a passion for Disco, House and all things groovy as she successfully pursues her music career. With her charismatic energy and impressive technical ability, she is a dynamic artist that shows no signs of slowing down. Hollie has already established herself by playing some of the biggest club nights and festivals in the industry such as Cafe Mambo, Lost Village, Cirque Du Soul and Gottwood.

Hollie played Creamfields at just 18. “It was mad honestly! I can’t even tell you what the adrenaline rush was like and when I was telling people about it they wouldn’t believe me.” She has attended Creamfields since she was only 14.

“Me and my dad pretended to be a couple and walked in holding hands and they didn’t even ID us. We got straight in and I’ve been every year since.” With an undeniable love for music from an early age and a parent sound enough to sneak her into festivals, the foundation was laid. Hollie soon realised that DJ’ing was going to be more than just a hobby.

Impressively, Hollie taught herself how to mix but when she felt she couldn’t better herself anymore she attended a 12-week DJ’ing course at the Manchester MIDI school. Here, she broadened her horizons and refined her taste. This time allowed her to discover her own sound identity whilst pushing herself further as a technically skilled DJ.

Hollie’s innovative fusion of House and Disco have secured her a place in the industry, but her willingness to experiment with other genres in the future reveals that Miss Profit is one to watch. “I think maybe in the future if it ever came to it, I’d maybe do an alias just for a one-off event doing some darker Tech House, that would be an experience. But not at the moment, Ilike my disco.”

Hollie is an advocate for equality in the industry and was involved in the 2017 Smirnoff Equaliser Initiative, a platform that was striving for a 50/50 gender balance in artist’s streamed on Spotify by 2020. The programme was “one of the best platforms if not the best platform”she had ever seen and was such a great way for girls to get involved and potentially to be mentored by more established female artists. However, the initiative only lasted one year.

“If they had carried that on then I think there would be a lot more girls coming through now and it’s a real shame that they stopped it. it was just good content at the time everybody jumping on board. There are events that are genuinely like ‘we want girls’ and that’s great but so many have just jumped on the bandwagon to get more likes.”

There is still a long way to go for female DJ’s to experience true equality in the industry. Token gestures like these are a step in the right direction, but it’s not enough. Even the term ‘female DJ’ is problematic because really, why should it even matter?

“Can you just talk about me because I’m a DJ, not just because I’ve got a pair of tits please.” She has a good point. After all, promoters should be booking artists based on talent, regardless of their gender. Hollie was headlining at a club one night in 2019 where she was abruptly stopped by a male security guard.

He interjected and asked, ‘where are you going’ when she responded, ‘I’m DJ’ing’ she was hit with, ‘no you’re not, you’re a girl’. Situations like these are a reminder of the sexist attitude that lingers under the most ‘progressive and inclusive’ facades. However, the industry is becoming a lot more inclusive. There is an increasing number of women getting involved at all levels, diversifying the culture and establishing their position. Hollie is definitely one of them.

Hollie has already landed herself three residences. Playing for Cirque Du Soul, Disco touring brand Triple Cooked and Church Leeds, which sadly closed its doors in 2019. “It makes me sad even thinking about it, they turned it into a library. I’m dyslexic and I thought that was one of the harshest things that could happen. That was my place of worship, my church.”

“On my to do list was to get a second residency for 2019 and I got one one with Triple Cooked on day 5 of the year, it’s mad, so that’s how it all just snowballed. The Welsh DJ has supported a vast number of talented artists such as CC:DISCO!, Elliot Adamson, Romare, The Shapeshifters, Craig Charles and Horse Meat Disco.

She was also booked to sub-headline a sold-out event with Dimitri From Paris at Motion in Bristol which has sadly been cancelled due to Covid-19. “He is one of the reasons I got into disco so to sub headline below him was an absolute dream come true.” Safe to say she’s killing it.

Balancing work and partying can be tough for everyone at the best of times, but when you are a young successful DJ how far is too far? “It’s a very thin line I must say. If you are partying all the time, then you will burn out and I’ve learnt that the hard way.”

Hollie has recently signed to Penthaus Agency and hopes to release her first EP in late 2020. She is also rapidly expanding her brand Les Hoots and plans to launch a clothing brand inspired by Disco/House related graphics. On top of this she is starting a record label, podcast, touring brand and a festival all under the Les Hoots label.

With time to prepare, Hollie intends to hit the ground running as soon as dance floors reopen. Keep an eye out for Hollie’s debut EP and show it some love, because her future is looking very bright.

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