Wikki Wikki Ching Ching!
Many dj’s would have you believe they were birthed with their fingers melded to a turntable. They weren’t. Very often when their mothers tried to enrol them into Rocket Science School after matric graduation, they said ‘Nah, I don’t wanna go to space anyway, I just wanna party with my friends.’ And as if by some holy transference from God is a Dj himself, it dawned on them; they could indeed make a living from clubbing like a lunatic.
Dj’ing isn’t rocket science. At the very least, it’s a sport, and at the most; a well layered art form. But somewhere in between someone realised it’s a damn good way to make easy money, doing, well- very little. And why not? When the good times are rolling, they can spin right up your alley! Big brands fall over themselves to dish out car endorsements and sneaker sponsorships (‘I just wanna hola to my aMaZiNg hairdresser in Sandton for my aWeSoMe hair extensions!!’ (Sorry about that, it’s in the contract.)) -to latch onto some cool-by-association cred from these ‘major music personalities’.
So some have cracked the code and entered this irrevocable system that is life on the top shelf of SA DJ land- and who’s to say they haven’t worked damn hard to live the local dream? But what about when it comes at the expense of the music industry itself? I’m talking about people with the money to buy their way in. Only in South Africa is it possible to buy- yes buy- yourself gigs at big events and blag your way to some contrived feeling of electronic accomplishment. But then, this isn’t new- it’s just becoming more obviously anti-progressive for the club scene itself.
Money can buy you the marketing, the management- what the hell; the whole friggen hype machine and a stupid kid to make a few tracks with your name on it so you can say you’re ‘IN the music industry’. In fact, make it two; you might need an edgier, techy alter ego, right? Money can also buy you a ‘tour’ to Ibiza, a VIP ticket for Cocoon, and a few shots of liquid courage before walking up to Loco Dice himself and giving him a demo of your skillz. It’s like a bad mafia movie only the ‘stash’ is the coveted disc of crap tunes, the accents are from District 9- and nobody says a thing.
Let me tell you what money can’t buy you. Money can’t buy you originality, style, a rad personality and that coolness that cool people emulate without trying. It sure as hell can’t buy you good taste in music. -For the sake of the ear drums of clubbing societies at large, I wish it could. Mostly; money can’t buy you the insatiable hunger a starving artist feels for his craft, it can’t buy you a genuine thirst for creative success. (And as it turns out, you perverted, mumbling idiot; it can’t buy you groupies or a sex life.)
Hunter S. Thomspon epitomised the situation when he said, ‘The music business is a cruel and shallow money trench, a long plastic hallway where thieves and pimps run free, and good men die like dogs. [There’s also a negative side].’ Of course; Hunter was being his eloquently sardonic self; he no doubt had friends who ‘gave it all up for music’- sometimes at the expense of common sense- and witnessed their frustration and hardships, while pompous fat cats mowed past their genuine resolution after their own selfish crusade.
There’s a difference between simply dj’s and musicians; the calling for this music life is not a gamble easily satiated by winning a popularity contest, a jackpot payout and a feature on the Ultimix@6. Ultimately the painstaking journey; at times choosing music over food, fashion and fun, are what shapes a true artist; an unwavering passion purged into creative genius. The music always finds its way to the top and will be remembered long after the men who simply played it are gone.