BIO
Simon Saunders, aka Underlord, Smash & Grab, and Bassline Monsters, is a electronic music DJ Producer and entrepreneur with a career spanning over 30 years.
Originally discovered by Carl Cox and Laurent Garnier, his production pedigree includes being voted BBC Radio 1 "Champion Sound" by Bicep.
A highly regarded technical producer, Saunders was invited to Sony PlayStation's London headquarters to produce a ten-track showcase for the platform and was selected by ADE (Amsterdam Dance Event) to produce sync music for a global Gillette advertising campaign.
His music is a staple in the sets of the world's elite DJs, with his work performed at iconic venues and festivals including Tomorrowland, Ultra Music Festival, Space Ibiza, Fabric, and Ministry of Sound.
PRODUCTION, SYNC, AND TECHNICAL BACKGROUND
Saunders' career is built on a deep technical mastery of electronic music. In the 1990s, he authored a definitive book and instructional video on DJing, which gained commercial distribution in Tower Records (Piccadilly, London) and Black Market Records (Soho, London). Labels: Exploited, CR2, What Came First (Egg London), Konneqt, Little Helpers, Sunday Best, and his own imprint, ALTR. Publishing managed via Universal Japan.
PERFORMANCE AND RADIO HISTORY
Originating in the London Pirate Radio scene, Saunders has an extensive history of international performance across Bestival (UK), Half Moon Festival, Thailand, Moscow, Italy, France, and Australia. Featured guest on the Carl Cox Global Radio Show and DJ'ed for Carl Cox in Las Vegas. His work has appeared on BBC Radio 1 and Kiss FM.
ENTREPRENEURSHIP & BRAND LICENSING
A pioneer in music e-commerce, Saunders founded DJ-World, Australia's first online vinyl retail outlet. His creative influence extended into fashion through a major licensing deal with Universal's Bravado, resulting in music-inspired apparel in 80 Primark stores across the UK. This collaboration integrated technology: customers could scan QR codes on apparel to download his album. The brand gained national visibility when McFly wore his designs on ITV's Children in Need, featured in The Daily Mirror and Nuts Magazine.
CURRENT STATUS
Saunders is currently overseeing the relaunch of DJ-World in the Australian market, integrating his history in music retail and digital innovation with his ongoing work as a producer, label head, and mixing engineer.
