The issue features international recording artist Tolou @tolouofficial, A Different World actor Joshua Suiter @josh.suiter, Bri @theroyalspolylife of WeTV's This Is Poly, Girls Who Brunch @girlswhobrunchtour founder Ni'Cola Mitchell @drnicolam, musical maestro DJ Era @godjera, and more!
DJ ERA
DJ Era has built a career connecting hip-hop from South Los Angeles with Atlanta’s music scene. He discusses his musical roots, working with Nipsey Hussle and Lil Jon, and the ever-evolving role of the DJ.
You became a key guide for West Coast artists entering Atlanta and the South. What must they know about Southern audiences to connect in clubs, radio, and streets? The majority of West Coast rap is a faster tempo, usually in the 100 BPM (beats per minute) ballpark. Southern rap is a lot slower, typically in the 70-80 BMP range. So there’s a huge difference in sound that both regions needed to be accustomed to in order to win in an unfamiliar market via clubs. As far as radio goes, there’s a lot less politics in the south compared to the West Coast. I feel Cali is the premiere market nationally so it’s a lot harder for an artist to access the resources needed — press/ media, airplay, connecting with producers, etc. In the south, the entire culture of hip-hop currently is in Atlanta. It’s the mecca! So it’s a lot easier. The culture within the south is organically more willing to help you. Several artists from the West Coast would come down to Atlanta to finish projects—Nipsey, YG, Kalan.FrFr, Mistah F.A.B.
The DJ's role has shifted from being gatekeepers of new music. What skills must a DJ have today beyond just mixing records? Technology has made it so convenient and more accessible to everyone. I feel like it’s become a blessing and a curse. These days you don’t need much talent or skills unfortunately. After COVID, it seems like everybody went on YouTube and now thinks they’re a DJ. They don’t know the history, the art of scratching, how to use vinyl, etc. Being able to thrive as a DJ in today’s world requires you stand out. Your creativity and the depth of your musical library is major. Anyone can blend a song, but how you blend it is everything. Being able to read the room, setting the tone, how you interact vocally with your audience. From the original art of DJing, these factors are still a thing. You have to set yourself apart from the