Published: Monday - February 13, 2006
Words by Jay Casteel
DJ Smallz (Photo: Fear Factor Music)
For the past three years, he's been killing the mixtape game on a continuous basis, dropping exclusive tapes with everyone from Bun B and C-Murder to Master P and Mr. Collipark. But for the most part, this man has been invisible. Not invisible in the sense that you don't know who he is, because anyone who has copped a Southern mixtape is sure to know the name, DJ Smallz. But until now, no one has yet to know what the man behind the tapes looks like.
That's right! DJ Smallz is revealing his face after the years of keeping his identity underwraps. And BallerStatus is right here to do the unveiling.
In a conversation with BallerStatus.com, Smallz explains his motives for being an invisible DJ, how he got started, where he going and why his Southern Smoke brand has become so popular.
He may be small, but his work ethic has proven ambition and drive can take you anywhere.
BallerStatus.com: First off, for those who are unfamiliar with DJ Smallz, talk a little about how you got into DJing, the hip-hop industry and music.
DJ Smallz: What up BallerStatus! I go by the name of DJ Smallz...and I play a lot of positions: I'm a DJ, a street A&R, an innovator, an entrepreneur, a hustler and a trendsetter. I'm known in the hip-hop industry for breaking new artists and music in the Southern hip-hop movement. I put in 110% in everything I do, and I feel blessed that I can wake up in the morning and do what I love to do.
BallerStatus.com: How old are you exactly? And how have you been able to be so relevant in the hip-hop game at such a young age?
DJ Smallz: I'm 20 years old now and been DJ'ing since I was 15. I've been into music ever since I was little, and was in love with hip-hop music the first time I heard it. I've been D'ing ever since middle school when I saw my first tables. I murdered competition locally, and started getting requests for mixtapes and parties on a national scale.
BallerStatus.com: Most of the industry has never seen what you look like. Why have you decided to stay under the radar and have yet to show your face?
DJ Smallz: I tried to come at the game differently then everybody else. I'm not a follower, I'm a leader. When other DJs were following the trends of talking on their tapes or putting their face on the covers, I didn't; I set my own trend. I wanted to build my Southern Smoke brand name like a Tommy Hilfiger or Ralph Lauren would. They built their clothing lines with a reputation of high class, quality and excellence. They carried that "invisible" presence in the media, but you saw their brand every where. That's the approach I took with my Southern Smoke brand.
BallerStatus.com: You've proven yourself over the past few years, so do you feel revealing yourself is gonna change the impact you've had and will continue to have?
DJ Smallz: Yes, I believe it will strengthen the Southern Smoke brand as well as the personal relationship I have built with the streets and the urban community within the past three years...
BallerStatus.com: How do you hone your skills on the turntables?
DJ Smallz: DJ'ing came to me naturally. I was into various percussion instruments when I was growing up, especially the drums. So musical notes, rhythms and beat cadences came easily to me in my transition from drums to turntables.
BallerStatus.com: We know you drop mixtapes, but what other things are there to being a DJ? And how has your skills progressed since you began to doing the whole DJ thing?
DJ Smallz: I've matured in several aspects in the game -- from my skills on the turntables to the marketing of the Southern Smoke brand. In the last three years, I've turned a lot of heads in the Southern hip-hop industry and opened the doors for several new artists. The next three years will be crazy for me!
BallerStatus.com: Right now, you are one of the top down South mixtape DJs out right now. Tell me why you feel you have such a huge fanbase and why your mixtapes move more than any other DJ?
DJ Smallz: There are a lot of different elements that I attribute to this, but my creativity and my consistency are the most key factors. Time has been on my side and I've been able to build a personal relationship with streets and the urban community for the past three years. They've seen me grow, make mistakes and triumph over them. The Southern Smoke movement is not just my movement, it's the South's. I'm blessed to be a part of it.
BallerStatus.com: Who are some of the mixtape DJs you feel are really making a difference and doing it the biggest right now, besides you?
DJ Smallz: I think DJ Drama and DJ Kay Slay are really making the biggest impact in the game right now.
BallerStatus.com: Ok, you have two mixtape series you drop regularly -- Southern Smoke and Dirty D&B. Talk about the concepts of those two tapes and how they've helped brand what you are doing.
DJ Smallz: Well, with the Southern Smoke brand, my intentions were to put out a series that had the highest quality of Southern music possible each time it was released. After I dropped the first couple editions, it became a hot commodity in the streets and I had to give the people what they wanted. Major artists and celebrities co-signed the series making it a "go-to" series that the record industry and people in the streets looked forward to. The Southern Smoke brand has been in existence for three years now and last year I noticed NO ONE was doing the same for the Southern R&B community. Nivea had a major hit at the time, and I called her to collab on the first installment. To my surprise, it became an instant hit in the streets, and I've been doing it ever since.
BallerStatus.com: How do you decide who to put on your tapes or base a tape around?
DJ Smallz: I have a unique formula and style different from any other DJ. I try to pack in as much music as I can in 80 minutes -- I load it up with a lot of personal exclusives that I get from a lot of major celebrities that no one has access to. I do a lot of blending and remixing between the tracks to showcase my skills and I never ever talk or echo on any of my exclusives.
BallerStatus.com: Do you accept admissions from up-and-comers? And how does an unknown artist go about being considered for your tapes?
DJ Smallz: I'm very opened minded when it comes to new artists and breaking them through the Southern Smoke brand. As a matter of fact, one artist in particular named Noah was so hot, I had to have him do the intro to Southern Smoke 18 (Hosted by Three 6 Mafia). Artists interested in being considered for my tapes should log on to my official website: DJSmallz.com. That's fastest way to get at me.
BallerStatus.com: A lot of DJs charge to get put on a tape. Is that a regular practice and do you do the same?
DJ Smallz: I never charge an artist to put their music on one of my tapes. Your music speaks for itself. At the end of the day, it has to be hot. You have to come to me with quality music. I know by listening to the first 45 seconds if the song is a go on my tapes. It's not about the money. At the end of the day, the music has to be hot.
BallerStatus.com: Aside from tapes, I know you do marketing as well. Tell us about that and what other things you have going on as well.
DJ Smallz: I established Southern Style Marketing in 2002, which is a multi-dimensional marketing and advertising company formed with the intention of bringing new and innovative ideas to the urban marketing and advertising industry. With our top of the line marketing and advertising team, we strive to create and execute innovative and diversified non-traditional marketing campaigns for our clients, stimulating ongoing recognition and sales, while earning long-term brand loyalty. We have a current clientele list of more than 50 companies worldwide, and hold accounts with almost every major record label in the hip-hop industry.
BallerStatus.com: What other things ado you have in the works right now?
DJ Smallz: I'm in the final negotiation stages between two major labels for the Southern Smoke album. I'm expanding the syndication globally for Southern Smoke Radio to England, Sweden and Ireland next month. I have Southern Smoke TV in its final stages of production. We have national distribution in Japan and the U.S. in 2006 for the project. Fear Factor Music Group, representing the next generation of Southern hip-hop, is underway, and lookout for PartySouth.com Summer 2006.
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