Sound Advice: IDEMI

Join IDEMI on Sound Advice, the weekly interview series covering artists’ journeys and their creative process. In this episode, we discuss the evolution of the duo’s melodic deep house sound, their latest EP, studio tips, using SoundCloud to grow their audience and more.

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Welcome to Sound Advice, the series spotlighting artists’ creative process and their SoundCloud journey. We’ll get the inside knowledge straight from the source on how musicians, producers and creatives are leaning into everything SoundCloud offers to elevate their sound, get heard and catapult their careers. Sound Advice is now available in audio format on the SoundCloud Stories profile.

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On this episode of Sound Advice, we talk to twin brothers Rhett and Conran Lee, who’ve been storming the dance music scene under the name IDEMI. Celebrated as part of SoundCloud’s Ascending artist program, the London duo traces their decade-long journey from school rock and jazz bands to making euphoric house that references the golden age of trance and progressive.

We learn more about IDEMI’s inspirations, the process of finding their sound, and the ways they’re flipping it, such as on their recently released EP, ‘THE MOB.’ Elsewhere throughout our conversation, the two also talk about some of their big recent milestones, including sharing the terrace at Miami’s famed Club Space with deep house legend Kerri Chandler and seeing their faces on SoundCloud’s massive billboard in Times Square.

They also reflect on how they use SoundCloud on the daily to dig for music for DJ sets, keep track of song versions, send out demos, and offer stem giveaways and sample packs for fans to create custom remixes. For up-and-coming DJs and producers, Rhett and Conran share a lot of lessons they’ve learned on how to level up your production skills and your productivity. 

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LISTEN TO THE AUDIO EPISODE OF SOUND ADVICE FEATURING IDEMI

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LISTEN TO “THE MOB” BY IDEMI ON SOUNDCLOUD

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Things We Talked About In This Episode of Sound Advice

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IDEMI’s Musical Upbringing and Love For Melodic Dance Hits

• We begin the conversation with IDEMI’s origin story. Growing up, they were surrounded by music; they learned to play the guitar, and when they moved to London, they dove into their school’s music programs and expanded on their musicianship. Here, they go into more detail about finding out which instruments felt right for them, starting to play in indie rock and jazz bands, and how their discovery of EDM in the 2010s as teenagers turned them onto a whole new side of music.
• When the brothers got into dance music at first, they were drawn to the saccharine melodies and euphoric lyrics of major acts like Avicii and Swedish House Mafia. As they got into the clubbing in London, they reflect on how they were then drawn to the grooves of tech house and deep house. In the UK, those scenes have produced acts like Michael Bibi, who became a big influence on their own dance productions.
• All of these influences came together for the early IDEMI sound. Here, they talk about how they started to write and record original tracks together. “We did a lot of songwriting and production for other people, and we’ve always been trying to figure out what this artist project would be, and it just came so organically, you know?,” Conran says. “When we stopped thinking about it and we just made music for the love of it, it just happened.”

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How IDEMI Tapped Into The UK Deep House Scene 

• One way that IDEMI broke through in the dance scene was by sending their tracks to DJ/producers they respect, like Chris Stassy, KETTAMA, and Rampa. By connecting with bigger artists in the same genre, they could get real time feedback and see if their peers were interested in their material. Here, they talk about why they resonate with Chris Stassy in particular. 
• “He’s the perfect fusion of UK minimal house and the influences of that Scandinavian, melodic-driven dance music,” says Rhett. “We thought his blend was perfect and we wanted to make stuff like that.” 
• The support they’ve had from DJs like Chris Stassy and KETTAMA has also given the brothers a huge confidence boost: from playing their tracks during major festival sets to giving feedback on tracks-in-progress, it shows how both public support and private advice all help to build up new artists.

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IDEMI on Growing as Producers, Studio Tips and Finding a Track’s Magic Feeling

• Over the last decade of writing and recording their own tracks, IDEMI has grown as producers. They’ve also become more detailed listeners, and explain how they are more open to trying out new sounds and styles, like trance and progressive house. Here, they talk about the making of two of their own tracks, “THE MOB” and “Everytime,” and how they tap into those energies in the studio. “The main thing is just to keep exploring and be free with it,” says Rhett. “Don’t box yourself in with what you think could be good or or or what you think might be the right sound for you.” 
• IDEMI has developed their creative process through a few tips and tricks. Here, the brothers talk about how they’d try to copy tracks they loved, as a lesson in how to structure a catchy, well-written track. Looking back, they watched online tutorials to get ideas for DAW settings, studio tips and learn more technical language, as well as did sessions with other artists, as a way to tap into new ways of thinking. Here, they also talk about a special session they did with tech house act Solardo, and how they absorbed feedback in a constructive way.
• “I think the main thing that we learned from it was to be a bit less pressured about it and go off the vibe, and don’t get stuck too much in the technicalities of it,” says Rhett. “It’s all about capturing that moment where you get those goosebumps and you’re like, ‘Yeah, this is amazing,’ trying to finish that off as quick as possible and hold that feeling.”

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How IDEMI’s Sibling Bond Inspires Their Production Process

• One element of their process that is special, and can’t be learned from tutorials, is the fact that IDEMI are siblings. The brothers share an innate understanding of one another, and that extends to the studio. Here, they talk about how, even though they have their own tastes, they come together to create magic. That intuitive way of working as twins has influenced their take on what makes a track great or not, too. 
• “We always try to explore the ideas we both instantly connect with,” says Conran. “It shouldn’t take loads of work to make an idea feel good. If there’s something that’s missing, you just have to move on; it’s not that deep. But it’s never time wasted because you do learn something from it. If it works, it works — and if it doesn’t, you can always write another track.”
• One track that taps into that energy is “Someday.” Here, they talk about the making of the track, and the synths and plugins they gravitated towards for it. 

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IDEMI on Using SoundCloud to Grow Their Audience and Develop Their Style

• It all comes together for their latest release, “THE MOB.” The EP title track is a bumping deep house track with elements of hip-hop turntablism, a driving bassline and buzzing melodic riffs. It feels like a fresh move for the duo — and here, they talk about how going on tour in the US for the first time inspired them to write it. “The best way to test our music is live, and when we started playing that out, it was really resonating with our fans and other DJs,” says Rhett.
• IDEMI tapped into their growing SoundCloud following for the release of “THE MOB,” too. After giving fans an exclusive sneak peek of the release on SoundCloud, the fans who pre-saved the release also got an unreleased track as a bonus. Here, they talk about why they went with this as a marketing strategy, how it allowed them to connect with their fanbase, and how SoundCloud has played a role in their story so far. 
• “We’ve used SoundCloud for so many years, and we feel like SoundCloud’s always been that hub for this kind of underground sound,” Conran says. “We love to give back to everyone who comes to the shows, the producers and DJs who are trying to connect and find more music. It’s always nice seeing track comments, and connecting with the fans on a deeper level and giving stuff away, because we were those people who were searching on SoundCloud; trying to find the edits, trying to ask other producers for IDs.”
• Going deeper, they talk about SoundCloud’s connection to the deep house community and how the platform has allowed them to bond and work with other artists in the scene, how they like to use the platform in their day to day music-making, and how their track “Reflections” marked a turning point for them.
• “What’s so special about the underground house community is that everyone shares their music, so our sets are like 80 to 90 percent unreleased stuff,” Rhett says. “We’re testing out the music and the scene is so collaborative in that way, you know? When someone wins, everybody wins.”
• In that collaborative spirit, IDEMI also shoutout young producers in the scene, and put a callout for up-and-coming acts to DM them on SoundCloud with links to their demo tracks. “I say all the time, to anyone; if we meet any fans at the festivals, ‘Please send music, we’re always listening,’” says Conran. “It’s not about the follower count or anything,” says Rhett. “For us, if we resonate with a track, we’ll play it.”

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From Bedroom Producers to Manhattan Billboards, IDEMI are on the Ascent

• Earlier this year, IDEMI played across the US and Europe, at a series of festivals and club shows that put them on the radar of wider audiences. Here, they talk about their experiences playing in Ibiza, Miami and New York City — and the special moment of seeing their SoundCloud billboard in New York City’s Times Square, as the crowning moment of their inclusion in the Ascending program. “It was such a cool feeling to have the billboard up and to be supported by SoundCloud,” says Conran. “It was definitely a surreal, ‘pinch me’ moment to see that.” You can find out more about IDEMI’s upcoming tour dates here.
• Over the last 10 years, IDEMI have been grinding away in the house music underground, and have used SoundCloud to connect with their peers and favorite artists, build their fanbase, and get their music heard. Now, they’ve been celebrated by SoundCloud through the Ascending program, and are continuing to hone their original sound. So what advice do they have for up-and-coming artists looking to get on the right path to success? Their top tips are: be consistent, make a lot of music, don’t be too precious about sharing your ideas and believe in yourself. 
• “We were those kids at 15 and 16 years old, thinking that we just made an absolute hit in our bedroom when it was total trash, but it’s one small step at a time,” says Conran. “And before you know it, you’re making the track that every DJ plays, and then you’re the DJ playing at the biggest festivals in the world. Believe in yourself and really trust in that process, because it all comes down to that consistency.” 

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Links and Extras

Follow IDEMI’s journey on SoundCloud.
Press play on IDEMI’s August 2026 EP, ‘THE MOB.’
Hit play on IDEMI’s collaboration with Lustral, titled “Everytime.”
Go back to where it all began with one of IDEMI’s early breakout tracks, “Someday.”
Find out more about IDEMI through their SoundCloud Ascending feature.
Explore some of IDEMI’s wide-ranging influences, including Avicii, Chris Stassy, KETTAMA, Michael Bibi and Swedish House Mafia, to name a few. 
Listen to the Festival House Bangers playlist on SoundCloud.
Never miss an episode and follow the official Sound Advice playlist on SoundCloud.

Getting The Most Out of SoundCloud

Learn more about using DMs to connect with fellow artists and potential collaborators.
Learn more about how to make a custom playlist on SoundCloud.
Learn more about unlimited uploads, available with an Artist Pro subscription.
Learn more unlocking access to unlimited distribution, available with Artist Pro.
Learn more about getting heard with SoundCloud’s updated algorithm, available to Artist and Artist Pro subscribers.

To discover additional features a SoundCloud Artist or Artist Pro subscription offers, visit here. To catch up on past installments of Sound Advice and make sure you don’t miss out on future episodes, visit here.

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_{CREDITS Host: Vivian Host, Executive Producer: Mike Spinella, Producer: KC Orcutt, Audio Engineer: David “DibS” Shackney, Coordinator: Trevor McGee, Editorial Associate: Lauren Martin}