THIS THAT: Lucille Croft Interview - Being Innovative

We caught up with vivacious producer, DJ, designer, and all round jack of all trades, Lucille Croft ahead of her appearance at THIS THAT on November 9 in Newcastle. Lucille dived into her history in the creative scene, how she’s developing the brand via a three pronged approach and much more.

Futuremag Music: Hey Lucille Croft, how's life the universe and everything?

Lucille Croft: Life is pretty damn good, so I guess my universe is good too then.

Futuremag Music:  Could you talk us through your creative development over the years? Where do you see your creative journey taking you in the future?

Lucille Croft: Well I started out as a DJ while I was studying fashion design at uni, I actually used to be a hard techno DJ.  I’ve always had an obsession with creating.  After a few years of DJ’ing I wanted to dissect each song I played and learn how it came together, so I moved into the world of producing, and it’s kind of become a way of expressing myself now.  After I graduated I had a weird dream about the whole Bad Wolf concept (my clothing label), and the next day I began designing it, and in April I finally launched it. 


Futuremag Music:  You're known for your music work, fashion design, and running the "For The Wolves" blog. How do you intertwine these aspects?

Lucille Croft:  All three things are essentially a Lucille Croft brand triangle.  One point is Lucille Croft – my brand and my music.  The second triangle is Bad Wolf – it’s my clothing line, currently lingerie, but it’ll be so much more in the future.  I didn’t want to be another DJ with a generic merch line, and I had a concept to create a movement with a fashion brand, so Bad Wolf was born.  The third triangle is my blog, For The Wolves HQ.  I use this platform to push creatives and basically share cool shit.  It might become a record label one day, who knows.  I think each point compliments the other really well, and basically just represents everything that I am. 

I’d just love to see the creative industry being more innovative.  Too many people are doing the same shit, not enough people innovating and trying new things. 

Futuremag Music: Seeming the festival is called THIS THAT, let's play a game... Would you prefer This or That?

1.     Club Bangers (This) or Sad Bangers (That), why?

Lucille Croft: A banger is a banger.  Anything that gets me in the feels and has a killer drop.

2.     Darude 'Sandstorm' (This) or Lil Nas X - Old Town Road Feat. Billy Ray Cyrus (That), why?

Lucille Croft: Neither

3.     This Stage (This) or That Stage (That), why?

Lucille Croft: Whatever stage I’m playing on, which is “THAT” stage with my friends.

Futuremag Music: Who are you keen to see this at THIS THIS? What are you bringing to the table for the festival set?

Lucille Croft: The whole line-up is killer to be honest.  I’m keen to see Golden Features and NGHTMRE play again, as well as my friends like SLUMBERJACK, Enschway, Running Touch and more. 

Futuremag Music: To wrap it up, if Lucille Croft was a cocktail, what would be in it to best describe yourself and your music?

Lucille Croft: Tequila martini.  I’d like to think my music is similar to tequila – feels like a punch in the face at first, but then it’s addictive and you always want more… Plus, an olive because I always have a bit of a twist.