By day, Simon Faure-Field is CEO of customer experience consultancy firm Equal Strategy. By night, he dons a disc jockey’s headset and rocks dance floors with his catchy mixes. The name of his alter ego? Si-Fl303. His uniform of choice? A T-shirt.

Background music for Singapore Businesses

In spinning, the 42-year-old has a loftier goal than simple aural entertainment. “I love introducing my audience to new music,” he says. “I see the role of a deejay as educator and guide, teaching people to appreciate more than their favourite tunes.” He refuses to spin Gangnam Style. No, don’t bother begging.

Born in Dunstable, England, Faure-Field first came across deejaying as a teenager and was instantly captivated. He went on to hone his craft and today, an entire room in his condominium is filled with a curious mix of state-of-the-art music equipment and vintage vinyl records. He jokingly calls it his study.

Practice sessions here have yielded material for high-profile gigs that have made his a familiar name in the party scene. From playing to a 1,000-strong crowd in Shanghai to spinning at the Singapore Fl Fuel event, alongside hip-hop artiste WilI.i.am and celebrity deejays Darren Emerson and Samantha Ronson, Faure-Field globetrots like a superstar.

Equal Strategy specialises in musical and aroma branding

It’s fortunate then that he doesn’t have to answer to anyone for his nocturnal pursuits. And it’s not just because he is his own captain; the music complements his work — Equal Strategy specialises in musical and aroma branding. If The Peak were to have a sound, he says, it would be classical jazz.

‘Deejaying has definitely helped me develop a better ear for music,” says Faure-Field. “If it’s taught me anything about business, it’s integrity. No matter how popular a tune is, I’ve never compromised my conscience by playing something I don’t like. The same goes for business.” Definitely no Gangnam Style then.