The DJ List

Thomas Zweifel

So You Think You Can Dance

More DJs Try Artist Sets

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NEW YORK (Billboard) - 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 (news).

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."

[ September 25, 2004 ]

Written by Michael Paoletta

Courtesy of Rueters/Yahoo

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