Sasha (born Alexander Coe on 4 September 1969), is a Welsh DJ and record producer. Sasha began his career playing acid house dance music in the late 1980s, and became a central figure in the development and popularisation of electronic dance music. He partnered with fellow DJ John Digweed in 1993, touring internationally and producing a series of mixes (compilations of other artists work played in a continuous fashion). Through their track selection and mixing techniques, Sasha and Digweed were instrumental in the evolution of progressive trance and house music.
Sasha has produced multiple UK-charting singles and has remixed tracks for artists such as Madonna and The Chemical Brothers. His remix of Felix da Housecat’s “Watching Cars Go By” earned him a 2004 Grammy nomination. Sasha’s remixing and production often combine electronic music genres, making it difficult for critics to pinpoint his musical style, including on his debut album of original work, Airdrawndagger.
After achieving success as a producer and DJ, Sasha worked with younger DJs and producers such as Brian Transeau and James Zabiela, influencing their musical styles and techniques. His use of live audio engineering equipment helped popularise technological innovations among DJs who formerly relied on records and turntables. Despite the changing trends in electronic dance music, Sasha continues to perform in large dance venues and is currently on an intercontinental tour of large European and United States venues.
Sasha, a musician in every sense of the word, may have fallen into that media led trap in the past, but now at 30 years young he forges ahead with projects that will finally allow people to understand who the man behind the myth really is.The best DJs know that Djing is first about being able to read people and then about being able to tap into that human experience and take it on a journey. Sasha has always been noted for being a master at this, and although his style is described as “Progressive Trance” with a good presence of House and break beat elements; his music has always reached beyond those record store titles, thus separating him from his contemporaries. Sasha creates and plays music that gives emotion a chance to speak. It is this universal appeal that he has tapped into that has established his strong fanbase around the globe.
This ability to capture sounds on a universal level was most recently called upon when he was asked to write all the music for Sony Playstation¹s biggest game release of 1999, “Wipeout 3”. Sasha wrote 5 original tracks to soundscape the game. “Wipeout 3” won not only the best racing game award, but best game of the whole show.
His special touch has also recently been called upon by The Chemical Brothers, who singled him out as the only artist asked to remix a track (“Out Of Control”) from their new album. “I just dubbed it out to a style like I would play, the elements and sounds that the Chems used were so good that I didn’t want to change them at all”, Sasha reports on making the mix. Sasha’s resume of chart topping remixes also earned him a request from Madonna in 1998 when he was asked to remix “Ray Of Light” and “Substitute For Love/ Drowned World”.