Sara Landry has come a long way since throwing underground raves in Austin, Texas. In the last year, the producer, DJ, and audio engineer (dubbed โThe High Priestess of Hard Technoโ) became the first techno artist to play Tomorrowlandโs main stage, released her debut EP Spiritual Driveby, and landed at #75 on DJ Magโs Top 100 DJs list.ย
Next up? The US debut of her audio-visual tour Eternalism โ a high-caliber production featuring custom structures and ethereal visuals from studio High Scream โ at Coachellaโs Sahara stage. Bringing Eternalism to Coachella is a full-circle moment for Landry, who was originally set to perform at the festival in April 2020 (in a much lower spot on the bill) before the pandemic brought everything to a halt.ย
โI was scheduled to be the last dayโs opening act in 2020, and at the time, I was like, โOh my god, this is it. This is going to be my big break that Iโve been working five years for,โโ Landry tells me over Zoom from her Amsterdam home, still buzzing from an all-nighter in the studio in preparation for her Coachella set. โAnd then the pandemic happened. So itโs a very surreal feeling to be going back this year. They dropped the lineup and Iโm playing after Three 6 Mafia, which is crazy.โย
Coachella might seem like an unlikely stage for hard techno โ a subgenre characterized by high tempos and pounding bass lines and more associated with warehouses and underground clubs in Berlin or New York City than at polished big-budget US festivals. But bringing blistering BPMs to the masses has always been part of Saraโs MO. For her, techno isnโt just music โ itโs a cathartic escape that sheโs determined to share.ย
โI feel like itโs such a misunderstood genre, but thereโs so much variety, and thereโs so much beauty in it, and thereโs so many different ways you can make music and tell stories and share emotion through it,โ Landry says. โThe origins of the rave scene are in queer and Black communities in Chicago and Detroit, and the whole foundation was it being a safe space for free self expression to be yourself and enjoy yourself. So for me, thatโs very important.โ
Ahead of her Coachella debut, Landry chats about Eternalism, dealing with misogyny as a woman artist in a male-dominated scene, fashion, and her take on dance floor cell phone etiquette.ย
Refinery29: Coachella will be the US debut of your new Eternalism tour. What can people expect from the set?ย
Sara Landry: Weโve been developing Eternalism for eight months to a year now, thinking about how we can create something thatโs bigger than just showing up and plugging in. Iโve done hundreds of shows like that, but we wanted to add an extra layer to the experience and give the fans something thatโs really special and unique, that they can only get with me. I wanted to create something that felt really beautiful and fun, feminist, uplifting and esoteric. โฆ We took a lot of inspiration from [Swiss artist] H.R. Giger to create this sort of other worldly, alien goddess vibe to the visuals.ย
Youโre over a decade into your career โ how did you first get into DJing?
I started learning to DJ 11 years ago and learning to produce 10 years ago. I had been working in nightlife in mainstream clubs, and I managed to finesse my way into the DJ booth and was likeโฆ yeah, Iโd like to know more about that.
My first serious techno experience was in November 2017. I had gone to the Ableton Loop conference in Berlin and completely blew off the final day of the conference to go to [nightclub] Berghain by myself. I still have an audio recording in my phone of Len Faki playing the main floor, like 134 BPM, grindy industrial German techno. Being an American girl from Texas, Iโd never seen a set like that. It blew my mind at the time.ย
Youโre known for mixing more mainstream music (like Cardi B and Megan Thee Stallionโs โWAPโ) into hard techno โ which goes a bit against the grain and has caught you some flack among โtechno purists.โ Whatโs the story behind your decision to bring in other genres?ย
My remix of โWAPโ was not so much a serious creative endeavor, but more of an impulsive โletโs scratch this autism itch.โ [Editorโs note: Landry has long been vocal about her neurodivergence.] At the same time, I was also producing gnarly, grinding, industrial techno. When I started playing, it was at 100-person raves, underground clubs, in queer community dance scenes, so it was always something for the gays and the girls. Iโm from Texas. Megโs from Texas. We love Meg. So like, hell yeah, Iโm gonna put Megan The Stallion over a techno kick, and everybodyโs gonna have to deal with it.ย
As a producer, itโs also an exercise in working with vocalists and vocal production in the way that more mainstream artists do. My background is in sound engineering, building everything from scratch, drums, all of that stuff, so for me it was always a fun exercise. The gays really love it. The girls really love it. The techno puristsโฆ I mean, whatever, thatโs not my business.
You recently posted a TikTok calling out the misogyny youโve encountered as youโve risen in the scene. People have accused you of being โan industry plantโ despite the fact that youโve been honing your craft for over a decade. Were you prepared for the hate, and how do you handle it?
โBought or fucked her way inโ is what they always assume. Iโve experienced [misogyny] in every different flavor, and itโs one of those things where youโre like, surely this canโt be that bad. Like, surely weโve moved past this. But no, no, no, it is so much worse to the point that I handed control of my socials to my team for my mental health.ย
Iโm an Ableton beta tester, Iโve done an Ableton editorial feature, Iโve done master classes, Iโve done Twitch streams, I mix all my own tracks, and I master a good chunk of my tracks. And it doesnโt matter how much I doโฆ because when people see me, they form kind of an immediate opinion, especially because my career kind of kicked into the stratosphere so quickly.
The old adage that it โtakes 10 years to be an overnight success,โ is true, but the misogyny is really crazy. Those of us who are on tour, the girls and I, we all talk about it privately. When I started to go through it, Amelie Lens reached out, and was like, โHey, girl, donโt read the comments. Focus on yourself. Focus on your life. Everything else is noise.โ Thereโs some other up and coming female DJs whoโve been kind of going through the same thing that Iโve gone through, and Iโve been paying it forward, like โHey, girl, ignore it. If a man is determined to hate you, heโs gonna hate you, and thereโs really nothing you can do about it.โ
Whatโs your take on people using cell phones on the dance floor?ย
On the rare occasion that I actually get to go and enjoy a show, Iโm not on my phone, and I wish that people in the crowd wouldnโt do that either. If you have your phone out the whole time, I feel like youโre missing part of the experience.
I think phones are a necessary evil, and I can tell which tracks really slapped by how many phones go up when Iโm performing, but at the same time, I sometimes want to go on the mic and be like, โGuys, put your fucking phones away. I have like, three content guys that are gonna capture videos, like we got it. Enjoy yourself. Have fun. Donโt worry about it. I got you.โ
You have sick style and were recently front row at Rick Owenโs Paris Fashion Week show. Have you always been a fashion girlie, and how has your style evolved over your career?ย
I just love the idea of being able to tell a story and just become whoever you want like a chameleon. Iโve always been what I would call a โuniform dresser,โ like Iโve been doing the all black thing for a decade now, maybe longer.
Iโve always loved Rick Owens and Ann Demeulemeester. Lady Gaga was a huge early influence for me. Iโm actually manifesting that I get to meet her at Coachella because the first ever show I went to was the Monster Ball tour. I made a custom outfit, and I covered myself in sequins and rhinestones and got all decked out. It was actually her music videos and her fashion that got me into my first high fashion love, which was Alexander McQueen. May he rest in peace, an absolute genius.ย
As a seasoned raver, what are some of your best music festival tips?ย
I stay strapped with blister band aids, lip gloss, and essential oil inhalers. You can also get refillable travel perfume containers [for your favorite scents], so I always keep those on me โ I donโt want to ever smell like BO. The other thing I would say is that itโs only a party if everybody gets home safe. I cannot stress enough how important it is to be smart, mindful and conservative when youโre partying and to look out for your friends. If you see somebody who needs help, please help them. And if you need water at my set, tell me, and I will get you some water.ย
This interview has been edited and condensed for clarity.
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