Published: Friday - March 10, 2006
Words by Mark Lelinwalla
DJ Big Rich (Photo: Sophist Productions)
DJs who still scratch with strictly vinyl can be interpreted as hip-hop purists or individuals who simply refuse to change with the times. DJ Big Rich cites the latter. Big Rich still spins, scratches and blends music; just not on vinyl.
"I look at some DJs today and I can't believe they still lug around heavy vinyl," says DJ Big Rich, of the New York City-based Sophist Productions, an independent record label looking to change the way hip-hop, R&B and reggae music is viewed and listened to for the better. "I respect what they do, but at the same time, there's new technology that would further their game."
Equipped with the powerful Pioneer DVJ-X1 turntables, Big Rich spins, scratches and blends music videos in a breakthrough mind-blowing display of audio/visual delight. With the use of traditional DJ scratching skills and the addition of visual effects such as fades, multi-screens, toning and color balance shifting, Big Rich essentially manipulates videos instead of only records.
He can also add viewing screens and most recently interactive text messaging, in which patrons at a night club can text the given number from their cell phone with a message, which would instantaneously appear on the screen for the entire venue to see.
"Venues are becoming more equipped to handle the latest equipment," says Reed Baker, CEO of Sophist Productions and an up and coming lyricist himself. "You can get creative as possible with this aesthetic. The text messaging is a perfect example of what this technology is capable of. People go crazy when they see the whole DVJ experience."
Big Rich, a Queens, New York native agrees. "People that are seeing it for the first time are usually bugged out," says Big Rich about the technology. "Once I started DVJ'ing and people would see me mixing music videos live, people were shocked. Now, I want to be that DJ that puts a stamp on this new art form of DVJ'ing.
"I want to make it my thing." However to make it his own thing, it has already cost him money... an estimated $20,000 worth of equipment. The self-proclaimed "gadget guy" also had to put in time to understand and grasp the technology before using it. He's unsure if other DJs are willing to put in time working with the new technology.
"Everything has to be in sync with DVJ'ing and learning it is not easy," Rich says. "I've been naturally inclined to work with new technology. "I think it's going to still be a long time before DVJ'ing is embraced.
"Hip-hop heads are patiently waiting."
Editor's Note: Sophist Productions runs a nationwide internship program, which takes place on the college campuses of the participants. The participants learn the essence of launching a record label and releasing an album through tasks including: publicity efforts, campus and radio promotions, contact management, performance bookings, distribution, sales, etc. "It's good to give kids another option, other than going the doctor or lawyer route," Baker said. Sophist Productions provides schedules and promotional materials to participants during each academic term for their internship program.
For more information on this new technology and a DVJ demonstration, visit SonicBids.com.
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