Like many other industries, the music business has taken a massive hit due to the pandemic. But one man who has certainly not sat on his laurels while waiting for the music to play again is Johnny ‘Famous’ Williams.

Originally from Narberth, Johnny (pictured) has made his name as a world-renowned audio engineer, touring with some of the biggest names on the planet and mixing audio for concerts worldwide.

Unfortunately, that all came to a shuddering halt last year when Covid-19 struck. But rather than sit back and do nothing, Johnny, who now lives in the Forest of Dean, decided to bite the bullet and make an unusual career change in order to get by.

“I’m in the same boat as many others, but have started a sustainable clothing brand called DeadLOUD,” said Johnny, who believes that working on productions for the likes of Liam Payne, Kylie Minogue, Rita Ora and the Wu Tan?Clan (among many others) has given him an insight into what it takes to look good in the public eye.

“In this day and age it’s also extremely important to be as economically and environmentally conscious as possible,” he added. “The vast majority of our clothing is organic, PETA-approved, vegan and Fair Wear certified, as well as being gender-neutral. Materials are either naturally-sourced or recycled to ensure sustainability is maintained and we are on track to living in a better world. Even our packaging is eco-friendly.”

Perhaps just as important, though, if not more so, is that a portion of all DeadLOUD’s profits are donated to Mind, in aid of suppporting Britain’s mental health.

“UK statistics currently show that one in four people are suffering from mental health issues,” said Johnny. “This is extremely alarming, but due to the stress and additional pressures impacting human lives as a result of the Covid-19 pandemic, it’s sadly not surprising.

“Following a traumatic experience I went through earlier this year, I made the decision to stop any form of discounts being applied to DeadLOUD clothing. Instead I have signed an agreement with Mind, in order to support Britain’s mental health so now a portion of all DeadLOUD profits are donated to Mind, helping support those that need it.”

Johnny also recently launched a Crowdfunder campaign and is trying to get some exposure through telling the story of why he has started the brand and why he donates to Mind. The campaign finishes in just over a week’s time and its target has to be hit by then, otherwise the donations and pledges will get refunded.

“Starting DeadLOUD was not only a means of bringing unique clothing designs to life, but also a way of giving something back to the world,” added Johnny, who still has family in Narberth and enjoys visiting whenever he can (outside of lockdowns of course).

“I have such fond memories of the place and miss it dearly,” he added.

You can find out all about his campaign and the story behind his support for Mind at https://www.crowdfunder.co.uk/deadloud