WEBVTT
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Josh, what's cringy content?
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Give me an example of that.
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Cringy content is you putting a mixer down that's not plugged in and playing, with no music, and people are walking behind you looking at you like what is going on.
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So that to me would just describe cringy content as a whole.
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How's it going?
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It's Nassi Pizwani and I'm back with another episode of Sludge Underground.
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I'm back here at Slider's Bistro here in Hillcrest and obviously, as you know, it is my backyard.
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But this show isn't about that.
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It's essentially about the guest that I've got today, someone who I'm super excited about.
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We're going to tell you a bit about how we actually linked up, because we were just catching up a bit reminiscent before the show started.
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But I'm going to let Josh introduce himself, what he does, and then we'll take the show from there.
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Sweet, Thank you.
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Thanks for having me.
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So my name is Josh Reid, artist named Jay Reid.
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An artist, DJ producer, event organizer, Throw a few events around, do a few few gigs.
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Pretty much sums it up.
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You mentioned there being a dj.
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That's how I know you, of course.
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Um, we actually linked up um, as I was obviously mentioning in the intro.
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Um, at uh, one of the firehouse events.
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Uh, finish up fridays yeah, and uh man, what a time that was, bro.
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You know, all those fucking finish up friday gigs were absolutely insane, man yeah and um, yeah, so tell me a bit about you.
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Know your history when it comes to you know DJing and so on, and how far that that stretches so pretty much started off when I was a bit younger throwing house parties with mates and, yeah, just loving being in the scene and enjoying music, and then, from there, pretty much took off to Cape Town to go study after high school.
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And then, yeah, I just experienced the scene in Cape Town, how beautiful and full of culture and environments it was, which was awesome to see, and then I just fell in love with it.
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From there, went to all these parties at places like Modular Reset, which are still open in Cape Town before it closed down, festivals like CTMF, future, frequency, into the Wild, and then I just fell in love with that.
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After that, a few of my friends started getting into DJing and it's always been something that I've wanted to pursue and do.
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So, yeah, I just thought, damn, let me just take this up and just see how it goes.
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And then, yeah, the rest is history from there, moved back to Durban and ended up setting up my brand D-Tune Events.
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Nice to Durban, and ended up setting up my brand Detune Events and throwing some events off at Westwood Warehouse.
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And then I grew to a whole bunch of other venues from there, ended up doing places like Origin as well, which we pushed like 650 people.
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So numbers are decent and, yeah, that's pretty much the story I need us to talk a bit about Detune, bro, because I feel like what you're doing, you know, there's a gap.
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I feel, as much as we do have, you know, some events organizers that have, you know, spawned throughout the years.
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But I feel like what you're doing is very important.
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As you said, you know 650 people coming through to these shows, but you guys play a very important role when it comes to, just, you know, people fucking going out and enjoying the nightlife and culture in durban.
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So what I want to know from you, bro, is you know what are sort of the ins and outs of you know running an events company.
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In fact, what I really want to know is how do you go about selecting you know the lineup and choosing who's going to be on you know specific lineup and so on so lineup is?
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yeah, it's a question I actually get asked a lot and it's quite hard to answer but essentially finding a balance, balance between artists that are really, really great and artists that are going to pull a crowd, because, at the end of the day, your party needs to have people.
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So finding that balance, I think, is the thing that you need to concentrate on the most sure, which is also quite hard, because you just want, obviously, quality in the lineup all the time, but but you can't always do that.
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You need to have that pull factor involved.
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So, yeah, I tend to put the guys who are coming through in the scene, who are a little bit popular among certain crowds, try to get them in, see how they do, give them that opening gig, to just suss them out and see if they can actually rise to the occasion and meet the expectations of what our brand is.
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And then, yeah, the more experienced guys come on later and yeah, then the party goes on from there.
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You know you were mentioning Westfall Warehouse there, which is a really dope venue, I think even just in the old space.
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You know they've been very, you know, open when it comes to, you know allowing bands and so on to play there.
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So when you mentioned you know organizing events there and so on, which other venues do you sort of work with when it comes to organizing events?
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So we've done events at places like Studio 031, beachwood Country Club as well, origin, as I said, and then we're actually looking at some new venues, also quite close to Studio 031, which we'll be announcing, hopefully soon next year.
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But yeah, that's the main aim?
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How do you guys go about selecting the right venue for the right crowd and so on?
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How much thought goes into that?
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Yeah, too much thought, to be honest.
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Too much thought to the point where you're like damn, should we actually be using this venue or?
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these other venues but at the same time, in Durban it's quite hard to find a venue that accommodates for the space that you want to create, for sure, and the crowd that you want to bring there.
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Yeah, um, and a lot of places aren't that open to doing things.
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Obviously, with, yeah, sound affecting, like residential areas, it makes it quite hard to find a venue that's got like a niche kind of aspect or just a nice place to just throw something cool yeah, so are you essentially saying um, would you say it's a little more difficult, you know, running sort of like an events thing in Durban as opposed to, maybe, cape Town?
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how was the experience in Cape?
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Town?
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I definitely think so.
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I think there's a lot of venues in Cape Town that are very open and run like events regularly there yeah, yeah where in durban we don't really have a venue that we can say, okay, this is the place where parties happen for sure.
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It's kind of spread out into these niche little like local spots where venue owners are almost linked to the music scene in a way and want to bring some culture and vibrancy into a spot through music yeah, so yeah, how did you meet uh, you know graham the guys at the Firehouse?
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Obviously, we mentioned him.
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We've seen the music there.
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How did you meet that entire crowd there?
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So Graham, from the Firehouse I actually met through the Msindi Boys, levi and Skrill shout out to them and from there just been seeing them at a few places where I've been doing gigs and their pizzas are amazing guys, if you haven't had their pizzas 100% that shit's insane.
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Yeah, and then I'm Cinder Boys I met.
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I actually went to high school with both of them, so I've known them for quite a while.
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Amazing guys.
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They did a lot for the scene, still doing a lot yeah, have you guys made any music together.
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Yeah, myself and Squirrel have made some tracks.
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They're busy sitting in the library, as most artists would say they have as well.
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Yeah, that's pretty much that story.
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Why aren't you guys releasing?
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that stuff Drew.
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Oh, bro.
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So that's a hard question, but essentially refining the craft to the point where you're happy and having music.
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I personally feel that releasing music it shouldn't be a once in every six months thing we like, okay, damn, and release a song, maybe two songs a year yeah.
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I feel like artists I'm including myself yeah should be releasing the music once they have enough to keep the flow going.
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Or, you know, lose that momentum with people yes so I feel like that's a key thing that a lot of people don't do and it would help them gain more traction and recognition from regular releases, keeping people in time, obviously with the whole social media thing.
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Like if you post once a week on social media, compared to somebody's posting three times a week, yeah, the person posting three times a week is gonna get more viewership and more recognition on that.
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Yeah, dude, it's actually insane that you're saying that because, um, when I had them on the show, um, it was actually they were saying something similar.
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You know when, when levi um was there, you know they were talking about, you know, just making time, this music, and not just making music for the moment.
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That'll just expire in about a week or so you know so.
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So how do you, how do you guys make sure?
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You mentioned that you guys have some stuff you know in the library or whatever, and it's a moment, um, or it's rather a thing, where you guys are just looking for it to be, you know, as solid as possible before actually just releasing it, and so on.
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So how do you know when you know it's the right time to release a song?
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I don't think anyone can say that's the right time to release a song.
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I feel like there's always more work that you can put into a song.
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But, I guess just those studio sessions when you just sit in there and you get to the point where you're like, damn, this is refined and the vibes in the studio.
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You can play that song on a loop and the vibes are just constant.
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And I feel like that is the point where you're like, okay, cool, this can get released without having to just tweak, tweak, tweak, tweak, tweak the whole time?
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Yeah, for sure.
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And obviously, looking at the recording process when you're in studio or producing.
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In your instance, I liken it to sort of when you're looking at a band, you record.
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You've got the instruments that you're recording, you've got the vocals that you record.
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Walk me through production, for someone who's a DJ slash producer as well.
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So so for me, I don't like to go in the studio with the idea okay, we're gonna go sit in the studio, I'm gonna sit down, we're gonna make music yeah like.
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I feel like there needs to be a connection and some sort of like energy between us to make something beautiful or we just making music for the sake of making music for sure.
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So generally we go into studio like I don't open ableton or whatever software you straight away yeah that's rather sit down there, maybe smoke, maybe chats, have a drink yeah vibe, connect with each other, and then I must say, like sometimes we even do that in the studio, we don't make music and then we just vibe out, but then come to it next time.
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But I feel like that's half of what being in the studio is just connecting and then making something beautiful out of experiences that you share and connect with hmm, and then just from there being like, okay, that's the point where you jump in and then someone will get up and just go open and just throw kicks down, throw some snares, and then we go from there.
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Yeah, yeah, so that's kind of like the creative process I like to follow, just more organic in a way.
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It's a very beautiful booth the way you're explaining it there.
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What do you miss about Cape Town, since you've been here for the past two years?
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Yo, the music scene, the party, the competitiveness as well, everyone's just like dedicated to craft.
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Another big thing as well, which I think a lot of people can say, is the crowd and people who are willing to spend that 100 to 200 Rand on a ticket to go express themselves.
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In a way, I feel like Durban, especially post-COVID it's hard to get people to go out their house because I feel like they're so used to now being at home and expressing themselves in different ways.
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Yeah, yeah, you've mentioned so many pros there, though, when it comes to Cape Town, I'm wondering what is the one thing that Durban has over Cape Town, though?
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Artists, yes, artists.
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Artists come from Durban.
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They are amazing.
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Cape Town does make good artists, but half the artists that are in cape town or joyville or anywhere else.
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Most of the time they were born, raised in durban I must say we create quality here yeah, dude, and it's a.
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It's an example that I often make here, bro.
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Like we have both in, just like rock, like alt and also like the hip-hop space as well.
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There's a lot of people that have gone on, you know, from here and sort of why do you think that is Brie?
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Why do you feel you know, in your opinion?
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You know we have a lot of talent here, but then they blow up elsewhere.
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Yeah, I feel like it's hard to blow up in your hometown.
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I feel like you have to leave your hometown and then people recognize you when you come back yeah, yeah, I feel like that is a big thing, um and yeah, but I think also small town, like there's a lot of culture in places like jobo in cape town and durban yes we do have culture, but it's more niche markets, yeah, so I feel like people be sitting at home, be like damn, like I want to go listen to this guy or this guy in this place, but they can't go there, so they end up creating something beautiful themselves and then grow from.
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There.
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That's brilliant, brian.
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What would you say for you?
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What elements or what needs to happen for you at the end of the night to be like you know what I actually played?
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A really brilliant set.
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What makes a brilliant DJ set?
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Yeah, it's hard, eh, but I feel like after a DJ set, especially if it's a big gig, I won't know until a few hours later, when I've decompressed and actually processed what I've done on stage.
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Yeah.
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Because it's very easy to, after you play, go have a drink, have a shot, get lost in the party a bit but, those bigger gigs.
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I tend to just like take a moment to myself afterwards just to decompress and actually process what has gone on in that hour, two hours yeah that I've played um, but I think it comes down to mainly the crowd and how the crowd have enjoyed it and the energy that they've given back to you yeah, that you've given to them and I think that, like synergy between the two makes it will make a good sense.
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You.
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You know you mentioned synergy, bro, and I feel like that's another important.
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I'm realizing in this chat right now that you know everything that you're doing is actually really important.
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You've got the events thing going and obviously, just being a DJ bro, you guys literally set the tone, you set the mood at an event With no DJ.
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It's literally just, you know it's bland.
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Someone is putting on a playlist or whatever.
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It's probably shit so you guys are the pros when it comes to this thing, bro.
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So you know, and I feel like people often disrespect like the art that goes into, like DJing, because it often just looks like, you know, people are fucking playing around with knobs and shit.
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But like I'm pretty sure there's more that goes into that.
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Like, is there more that goes into that?
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Like, is there more that goes into that?
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and how hectic is it like after a gig.
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People don't even understand how tired you get from playing an hour, two hours, three hours.
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Yes, the mental fatigue of that like of that gig is actually crazy.
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Afterwards you you feel drained because you're putting so much creativity and energy into it.
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I actually read a crazy stat the other day yeah um, and it pretty much said like, while you're DJing, you're using the same mental capacity as if you're writing metric finals.
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What?
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Yeah, that's intense, bro, that's intense.
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Yeah definitely so.
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People think, yeah, it's easy, we're just twisting a couple of knobs, but no, it's like there's a lot that goes on behind that, since you're like making sure that you're delivering and you're being a selector for not only like what you want to throw out, but what the crowd needs to hear and needs to receive in that moment do you feel like you know the, the dj sort of realm is, you know, has it?
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has it changed?
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Has there been, has there been a bit of a shift?
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Um, the reason why I'm asking this is because I've noticed that, um, you know, at least in mainstream culture you're looking at, you're often seeing these, you know DJs where it sort of looks like it's more about the performance, especially with like Amapiano being like such a big thing now.
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You'll find that Amapiano DJs are literally about the performance.
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They're often there, they're dancing, they've got like fucking 50 people behind them.
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It's a jolt.
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It's a vibe.
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It's more focused on the performance versus, you know, the actual music itself.
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Um, do you feel that there is sort of like there has been a change or do you feel it's more or less the same?
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like it's, there's two sides to it so I feel like the more main market stuff yeah definitely because that market is leveraging the likes of social media, like your tiktoks, your instagram reels everything.
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So people want to put on a performance, get that stuff out.
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People see, oh, it's a vibe there, yeah, but if you had to look like more of the underground scene where there's not really like videos and everything being taken all the time and pictures in that space yeah yeah, people, it's mainly more about the music rather than the performer, like your.
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I'm a piano guys, your um, yeah, afro even.
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Yes, it's more about, I think, that vibe and that energy upstage.
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But when it comes to like the underground, I feel like it's mainly based on the music and the music.
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Music is the main focus, not really actually the dj, for sure, bro, and and I like that you mentioned your afro there there, because that's what you know the sort of stuff that Levi and Cam and them are sort of doing are you doing something similar like what's your vibe?
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so when it comes to like music production, I mainly focus on techno and minimal, like the Romanian minimal, a bit of French minimal.
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That kind of scene really just interests me and I love the music that comes from there.
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I think it's so beautiful, especially the minimal side of things.
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And in terms of playing music, my library consists of everything from A to Z, so I play drum bass, deep house, techno, minimal, a little bit of afro.
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I like the piano every now and then, I can literally play anything, but I think the main, if I had to get booked for something that I want to play.
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It would probably be techno, so you're so.
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So, okay, mainly, mainly techno.
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Um, how do you put together like a really solid you know playlist, because I've seen quite a few clips online where you know dj will be playing and it just doesn't make sense like they'll jump from techno to a DJ Khaled.
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It's just jointed, bro.
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So how do you make sure that it all flows and find the right thing?
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So I think it starts with your digging and where you found your music, where you get it from.
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And I like to look at labels of artists that I like and I follow and then I take a deep dive into those labels and then from there, usually when you have a label, it's a very similar soundscape that exists in that label.
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So if you're looking at labels that are a similar caliber, you're getting your music from there.
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That's like half your work done because, your set's going to be based around very similar music.
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So, that's how I go about the process of selecting what set's going to be based around very similar music.
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So that's how I go about the process of selecting what I'm going to play before gig.
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Throw in a whole bunch of playlists, maybe create like a slow, middle, high, energy, bit harder playlist, and then just flick through those yeah take people on a journey so who would you say are some of your idols, like, who are some of the artists that you actually look up to, or the djs, rather, um people locally that I look up to, or the DJs, rather, people locally that I look up to yeah, I'd say people like Kyle Russo in the techno scene okay he's from Cape Town, joyberg plays a toy a lot, and club, yeah, modular, and then locally I'd probably say Low Tech, probably the techno god of our Durban scene yeah if you guys know Low Tech guys, please go follow him on Instagram and check out his gigs, because he kills it every single time consistently.
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Nice.
00:18:36.836 --> 00:18:37.717
Definitely definitely.
00:18:37.998 --> 00:18:38.218
Yeah.
00:18:38.519 --> 00:18:39.200
Hero of mine?
00:18:39.200 --> 00:18:42.244
Yeah, that's probably probably sums it up.
00:18:42.244 --> 00:18:44.076
I don't really have many people who are my heroes.
00:18:44.076 --> 00:18:54.031
I just like one or two people that I inspire, inspire.
00:18:54.051 --> 00:18:57.182
Well, I'm inspired by, inspired by yeah, and yeah, I've got a lot of artists that I follow, but those probably the main people.
00:18:57.182 --> 00:19:04.292
You know we mentioned social media a little bit, um, and you know you mentioned obviously us having to check out some of the social media pages of of the artists that you just mentioned there.
00:19:04.292 --> 00:19:07.541
Um, what are the dynamics when it comes to social media, bro, for?
00:19:08.472 --> 00:19:08.512
dj.
00:19:08.512 --> 00:19:10.217
So social media dj.
00:19:10.217 --> 00:19:24.321
I feel like it is such a hard thing to navigate because it's very easy to become cringy on it and pushing out content that is like not what you actually should be doing so, josh josh, what's, what's cringy content?
00:19:24.321 --> 00:19:34.198
Give me an example of that cringy content is you putting a mixer down that's not plugged in and playing, with no music, and people are walking behind you looking at you like what is going on.
00:19:34.198 --> 00:19:40.839
So that to me would like just describe cringy content as a whole yeah but obviously a lot of other things that people do.
00:19:40.881 --> 00:19:42.111
That's it just.
00:19:42.111 --> 00:20:06.330
Yeah, it's very easy to look like you're trying too hard and the content that you should be pushing out is that organic content yeah like per se, putting a camera up in the studio and you're producing and then it's like a clip of you and your friends vibing like organic content is what you should be posting and that's what people want to see people don't want to see you, as I said, djing, with no, no chords in your mixer like, yeah, yeah, I did, I it's.
00:20:06.750 --> 00:20:18.721
I almost feel like social media is just a job you know, know, on its own, because it's just so demanding, and what you were saying earlier is that you know, someone who's posting three times a week is probably further ahead than anyone who's posting like once a week, bro.
00:20:18.721 --> 00:20:20.123
So what is your sort of?
00:20:20.123 --> 00:20:22.325
You know, how do you go about using social media?
00:20:22.325 --> 00:20:23.365
Are you posting every week?
00:20:23.365 --> 00:20:24.467
Are you posting every second week?
00:20:24.467 --> 00:20:28.615
I'm very, very, very bad with my social media.
00:20:28.634 --> 00:20:48.872
And's actually so, so weird, because I studied social media and I'm a social media manager no way at a company, so me not posting on social media and doing stuff yeah it's a little bit silly from my side of things, but my whole thing is that I don't like posting content that's not real, yeah and I'd rather wait and have content every now and then going out.
00:20:48.872 --> 00:20:51.101
That's actually like people would want to engage with them on the scene.
00:20:51.682 --> 00:21:04.875
So that's how I kind of navigate that area yeah, as a social media manager, give us the three golden tips when it comes to posting on social media okay, consistency.
00:21:05.317 --> 00:21:17.006
Consistency is key, making sure that you content that's going to flow and like pace your content out yeah so that you're not just hitting it for two weeks and then a month you have nothing to post.
00:21:17.006 --> 00:21:19.772
So consistency is definitely a big key.
00:21:19.772 --> 00:21:22.267
Make sure that you have real content as well, as I said earlier.
00:21:22.307 --> 00:21:31.550
Like I just want to touch on that again yeah I think it's such an important thing because it's so easy for people to post content, especially like artists, that can almost weaken your viewership.
00:21:31.550 --> 00:21:35.382
Yeah, because people aren't engaging with the algorithms gonna pick that up.
00:21:35.382 --> 00:21:42.310
They're gonna be like oh, we're not gonna be putting this out to the like the wider audience for this person because no one's actually interacting with it.
00:21:42.351 --> 00:21:50.086
So yeah yeah, I think that's some important things to look at very brilliant right there, bro, so walk me through the first time that you decided okay, I want to be a dj.
00:21:50.086 --> 00:21:50.205
Um.
00:21:50.205 --> 00:21:52.953
Whether it be the moment you broke it out to your parents, what did your parents say when you're like yo, dude, I want to be a dj.
00:21:52.953 --> 00:21:53.013
Um.
00:21:53.034 --> 00:22:13.277
Whether it be the moment you broke it out to your parents, what did your parents say when you're like yo, dude, I want to be a dj so it actually goes way back yeah so when I was like in primary school even I'd say, I had this thing where I wanted to be a dj for like two years and my parents came so close to buying me dicks they even told me this the other day they came so close to buying me dicks.
00:22:13.205 --> 00:22:14.392
yeah, even told me this the other day they came so close to buying me decks.
00:22:14.800 --> 00:22:15.826
And it just never happened.
00:22:15.826 --> 00:22:17.346
And then I kind of forgot about it a bit.
00:22:17.346 --> 00:22:19.327
But I've always just been super interested in music.
00:22:19.327 --> 00:22:23.089
On weekends I'd be deep in the SoundCloud most of the time.
00:22:23.089 --> 00:22:29.545
And then I went to university and I just experienced that culture and that vibe which I really, really enjoyed.
00:22:29.545 --> 00:22:35.650
And a few of my friends had taken it up and slowly got it into it and I was kind of kind of pushed a bit by them as well.
00:22:35.650 --> 00:22:41.763
So, yeah, big thanks to them to actually like getting me to start it and like push my passion.
00:22:41.763 --> 00:22:53.210
And yeah, then I was in the digs in cape town and then me and my one friend, josh paul, crazy artist amazing um was like, yeah, let's get insta.
00:22:53.250 --> 00:23:04.810
So ended up getting decks and then practicing together and then it just took off from there what would you say is the craziest you know like gig that you've ever played, bro, like what's the most insane thing that's ever happened in one of your shows.
00:23:05.022 --> 00:23:08.494
I think my favourite gig would have been the one we threw.
00:23:08.494 --> 00:23:10.903
It was a party called Touched that party called touched that.
00:23:10.903 --> 00:23:18.925
We did a little terror, yeah, which was a minimal slash breaks, slash garage kind of vibe and it was the first party that we did.
00:23:19.626 --> 00:23:26.957
It was just there, which was my friend, noah, also a great artist, yeah, and yeah, a whole vibe that we wanted to create.
00:23:26.957 --> 00:23:38.400
There was a safe space for people to go dance, yeah, so we had a rule on the dance floor no flash photography, because it's a hard also to like get people to follow that rule so I kind of just like try to start it off at first with instilling.
00:23:38.400 --> 00:23:39.579
Like no flash photography.
00:23:40.122 --> 00:23:43.411
Respect the DJ, respect the vibes people don't want cameras in their faces in the dance floor.
00:23:43.411 --> 00:23:48.501
So, yeah, I played the closing set there that night, for I think it was like two hours almost.
00:23:48.501 --> 00:23:49.964
Played, played, garage.
00:23:49.964 --> 00:23:57.126
I went quite high up in the BPMs, but just the energy on the floor, people shouting, people going crazy, that'll stick with me for quite a while.
00:23:57.359 --> 00:23:58.526
Nah, man, it makes a lot of sense.
