In this Still Watching piece, 1200Squads’s Guy was fortunate enough to follow one of the games hardest working DJ’s as he drove from San Francisco to Fresno for the Fresno Winter Jam concert and the Young California official after party. The definition of a “Go Getter”, DJ Amen is a key player in the merging of California’s Hip-Hop music scene, bridging the gaps by building the Young California brand. This is 1200squad Still Watching: DJ Amen. –1200 Squad [more…]
“I got my first pair of turntables when I was 14 or 15. I’m 30 now, so I have been doin this for half my life.”
“I was never afraid to just hop in the car and go somewhere like Fresno to get work done. That’s how Young California started. I would drive to find out who the next or most ambitious DJ was going to be in each market of California. I approached each of them about bridging the gaps and shortening the translation time between our areas as one team. As the team would grow so would each of us and our individual influence in our markets.”
“Young California the name came from a mix tape by IAMSU!”
“I wasn’t the best student when I was younger. I had to finish high school in a group home and then went to a local junior college where I took a radio broadcast class. For one of the class projects I did a mix show and the professor didn’t like my more “urban” approach and failed me. I fought and took the issue to the top people at the school. They overturned his decision at the same time I got plugged with Hot 98.7 which was the first local Hip-Hop station where I’m from.”
”When I was 20 I started a company called Noize Makers with my cousins and some close friends. We found a street team of college kids in the North Bay Area that had aspirations for the business and we would pack the local venues out. We were just kids throwing parties and concerts.”
“At around 21 or 22 I was getting sponsors to get into these retreats where all the top DJs would be. That’s where I met Big Von and the DJ’s from 106 KMEL.”
”I eventually got fired from Hot 98.7 because of my aggressive approach to radio. I wanted to compete with KMEL.”
“I was at a club with Box Kev when Big Von came to me and asked how the gig at 98.7 was going and I told him that I got fired. He made something happen for me at 106 and I got brought in to mix with Kev on the weekends.”
“Eventually Box Kev left and I got linked with DC. We do the ‘Damn It’s Late’ show Friday nights at 2am, but my everyday is dedicated to the overall growth of Young California, KMEL and the DJ Amen brand.”
“I do trip when I hear people talk about Young California because it’s in my head, that’s where it started and now I know it’s in theirs.”
“As long as you keep working then it’s gonna come to you. If you put it out there it’s going to come back to you.”
“I’ve always been into branding and marketing. It’s important to understand how to get a product or an idea effectively to the consumer.”
“Whoever is the most passionate wins”
Many of the hottest sounds this year can be found in the Bay Area. One of the region’s brightest emerging crew’s, the HBK Gang have in their arsenal one of games most promising renaissance men, P-Lo. The multi-talented producer and rapper who also is apart of the production team The Invasion has made an impact in 2013 working with artists like Yo Gotti, Wiz Khalifa, and Problem. With the release of his project MBMGC2, P-Lo is poised to cement his footprints in the game in 2014. While over the holiday season, 1200Squad caught up with P-Lo while out on the west coast, and found out just how one of the busiest newcomers passes the time. –1200squad [more…]
“I started making beats at 14 or 15. I always rapped but didn’t take it serious until 18″
“When we went to go do the shit for Wiz, “Bout Me” Was the first beat I played him. It was the night of his birthday and he was trying to turn up. That was one of those moments that was like ‘wow, this is my life’ to me.”
“Every time I hear one of our songs on the radio it’s like the first time.”
“HBK is more of a branding of the artists and The Invasion is the molding of the sound. The Invasion will take the HBK sound to where it needs to be.”
“Kanye West was probably my biggest influence growing up. He was making beats and nobody wanted to hear him rap. ‘The College Dropout’ was what made me want to make music.”
“My brother Kuya started making music first. They were teaching kids music and music business in this after school program. Iamsu! went there too, and linked with my brother. That’s how I first met him. When I was little Kuya put me on to Andre Nickatina and Mac Dre, they put me on to game.”
“The Bay is home. I know people move to make the money but I love the bay seriously.”
“MBMGC, ‘More Bitches More Gold Chains’ is symbolic of what is the shit in Hip Hop. You know what I mean? When you have hella bitches and hella gold chains then you got it. Su and I thought about that at SXSW and thought it was funny at first, then it just stuck with me.”
“I’m planning to drop more visuals and continue to stretch out the project. Keep pushing it. I expect a lot out of 2014.”
1200Squad lenses went out west to the Bay area to catch up with one of the artists involved in the #YoungCalifornia movement, Jay Ant. In a part of the country like the “Yay Area,” where people and things walk to their own beat, it’s easy to see how the city holds on to it’s unique personality, and no one emphasizes this personality like Jay Ant. While Jay is currently promoting his mix-tape with Mick Boogie, ‘Blue Money,’ 120Squad’s very own Guy Blelloch delivers our latest photo essay. Check out the full spread HERE.
