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More DJs Try Artist Sets
09/25/2004 7:26 AM, Reuters
Michael Paoletta
Throughout the '90s, numerous DJs,
remixers and producers evolved into full-fledged artists with
proper albums.
Among the more successful were Frankie Knuckles, Armand Van
Helden, David Morales, Fatboy Slim, Todd Terry, Masters at Work
and Paul Van Dyk .
Now, despite the state of today's music industry, several
DJ/producers are forging ahead with their own albums, hoping to
move from the underground club scene to the mainstream -- just
as their predecessors did.
"Because of how the industry is today, it's probably the
worst time for a DJ/producer to release an artist album --
particularly when, historically, artist albums from club DJs
and producers have not been as commercially successful as their
DJ-mix-CD counterparts," says D:Fuse, whose debut album,
"Begin," arrives Nov. 2 from System Recordings.
While this is often true, it does not appear to deter those
club DJs and producers who have a strong desire to take their
careers to the next level.
DJ/producers Robbie Rivera ("Do You Want More," Ultra), DJ
Harry ("Collision," SCI Fidelity) and DJ Sneak ("Housekeepin',"
Magnetic Recordings) already have released artist albums.
Still to come are CDs from the Scumfrog ("Simmer," Effin,
Oct. 5) and DJ Jackie Christie ("Made 4 U," Motema
Music/Radikal, Oct. 26).
Patrick Moxey, president of Ultra Records, acknowledges
that it can indeed be a challenge to market albums from artists
who are primarily known as DJ/producers.
"The role of the DJ has been changing over the years,"
Moxey says. "They started out with a box of records, playing in
a club. Then they began remixing records, which paved the way
to production work."
At a certain point, he adds, "some of them reach a higher
standard and want to create a proper album. Of course, the big
test is whether or not they are more than a DJ and a producer
of club tracks."
To illustrate, Moxey points to Van Dyk, who is an
accomplished DJ as well as a classically trained musician.
On his album, the Scumfrog plays all the instruments and --
unlike the others, who work with singers -- handles all vocal
duties.
"After hearing BT sing on his last album, I realized that I
wanted to do the same thing," he says. "In this way, it is
completely artist-driven." But the Scumfrog says that since
he's "not really a singer," he had to devise
"personality-driven vocals."
Richard Bridge, Virgin Entertainment Group music product
manager for dance and singles, believes commercial success for
these artists depends on their backgrounds.
"The artists that stand out are the ones that come from a
musical, and not just technical, background," Bridge says. He
also mentions Van Dyk. "Paul translates well to a consumer
viewpoint. Still, exposure is key."
For most dance/electronic DJs-turned-artists, who receive
little or no radio airplay, this means nonstop touring. "We are
accustomed to playing in clubs around the globe," Rivera says.
"But now, in addition to giving people a good time, we're
promoting our own albums."
Reuters/Billboard
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