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Shoptalk: DJ S&S

DJ S&S
NYC

How long have you been DJing?

I've been DJing for 23 years. I started in '81 and I've been spinnin' professionally since '90.

What are some marketing things you do to separate yourself from the competition?

For me, it's never been about the money. I've rocked parties for free before. It's about the experience. I put 110% in my set. When people leave, they remember that night and that I was the DJ.

I also time when I play certain records. There are certain records for the start of the club and then there are go-to records for crunch time.

What are your go-to records now?

Jay-Z's Black Album, J-Kwon's "Tipsy," Lil Flip's "Game Over," Dipset's "Gantsa," Biggie, etc.

I also originate a lot of techniques. I'm the first one to play the same record again and again and again. But there are only a few records that you can do that with. I did it with the Lox' "The Benjamins," 50 Cent's "In Da Club," Busta, Biggie.

For example, that 50 Cent's "In Da Club" was only being played on the radio. When I finally got my vinyl, I played it at my birthday party that night 27 times straight.

But you can't do that with just any record. If you played a mediocre record 27 times straight, you'd have people booing.

Exactly, I released my own record and since it wasn't well known, I couldn't play it that many times.

What was that experience like, releasing your own record?

I was hanging out with Buckwild, Premier, M.O.P., and a gang of producers and artists and they said I should start producing. I was hesitant at first but then I started getting excited about it. At the time, my name was real hot so Lethal signed me to do an album.

I was new to producing and making an album and didn't have a big budget so I had to produce the entire project. It was a learning experience.

What would you do differently?

I'd make sure that I had the hottest music on there. I don't mind giving people shine, it just has to be hot.

Was it hard for you to be taken seriously as a producer?

It's about the music. If it's not hot, it's not gonna get placed.

At the party, you give away mix CDs versus selling it. Has the low $5 price point of mix CDs made it more practical to just give it away?

I don't know about other DJs, but I give my tapes away. It extends my reach and builds my audience. Sure, you get respect by selling your mix CDs but I want to touch more people and giving them away allows me to do that. I'm in peoples' homes, their cars, and the clubs.

What are the advantages and disadvantages of mixing on the radio?

The major advantage is more people know about you. You reach more people over the airwaves than at the club. I don't really see a disadvantage to mixing on the radio.

Does a radio gig entail a higher fee for DJing an event?

I've been DJing so long that I can set my price. But being on the radio helps get you a better rate.

Do you use CDs, MP3s in you set?

I use CDs at times. When a promoter is being cheap, then I can do a CD set to fit his budget.

What's the difference?

I just can't do the same things with CDs that I can do with records. I tried. It takes too much time to put in the CD, read it, cue it, and hit play. There's just stuff where I use three records that's not possible with CDs.

It's definitely more convenient then bringing the vinyl but it's not me at my best.

How important is being aware of commercial radio and video airplay when you DJ?

It's very important. There's not as many true hip hop heads that search out great music. People rely on commercial radio and video airplay to find out about new music and what’s hot.

For my listeners to have an unbelievable experience, I have to play music that they are familiar with. So I'm always checking what's getting heavy radio and video airplay. I ask other DJs, everything. That's my responsibility to be up on stuff so that my audience gets the very best.

Do you break records?

I do break records but there's a way to do it. If I believe in a record, then I constantly play it and get my listeners used to it. Eventually they'll start asking about it. I just can't play an unfamiliar record during my go-to set because it's not the right time yet.

How do you handle promoters pressing you to play their records at a club?

I'm very honest with promoters. I tell them if I think their record is hot or not. I can't lead them on saying I'll play their song and never do it.

Have you ever been wrong about records?

Yes. A recent one was the Youngbloodz with Lil Jon. I listened to it but I was so busy that I didn't pay enough attention to it and thought it wouldn't work for me. After closely re-listening to it, I realized my mistake.

How do you prepare for gigs outside of New York City? say Albuquerque NM.

When people hire me, they want that NY feel so I give them that but I also do research on the market so I can cater to that audience. It's essential. If I do that, I pay respect to my listeners and I still get to showcase my NYC Flavor.

Believe me, I've seen a lot of DJs think that being from NY is enough and get boooed. Knowing your audience is key.

There's only been really one DJ, to me, that's been able to consistently rock regardless of where he's at, and that's Kid Capri.

So I asked him how he does it because at that time, I hadn't done it. And I took his advice about certain markets and combined that with my research to really cater to that audience.

How do you feel about promoters hiring beautiful model turned DJs for their looks versus their DJ ability?

They got to do whatever they have to do. They're using an asset to their advantage.

You're an intimidating looking man, has that hurt your marketability?

I haven't got a lot of opportunities to do commercials. I know when you meet me, you see that I'm very respectful and polite. My mom stressed home training so I acknowledge my elders and I'm very professional.

You may not believe that by looking at me. I think it was the same thing with B.I.G. People thought he was a certain way when he was totally different. You've taken photos of me Ray and I've always been cooperative. It's about being humble and treating people as you'd like to be treated.

Message DJ S&S and tell him what you think

Ray Tamarra

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