DJ Big Rich: Hip-Hop’s New View
Published in the May 2006 issue of DJ Times Magazine
Volume 19 - Number 5
By Jim Tremayne
New York City—It’s
March 8, 2006—the 35th anniversary of his legendary triumph
over Muhammed Ali—and Smokin’ Joe Frazier is holding
court in the corner of The Guest House lounge in Chelsea.
The 62-year-old former heavyweight champ greets well-wishers, takes
pictures, signs boxing gloves, and basks in the kind of glory that
only he can truly understand. It’s his night, a celebration
of an accomplishment that—as they say in boxing circles—nobody
can take away from him.
Meanwhile, mixing up the old-school jams and new-school cuts, DJ
Big Rich keeps the party moving, but he’s doing it Big Video
Style. His spin through the decades—from Big-Hair-Era Lisa
Lisa & Cult Jam to the latest Missy Elliott—has the crowd
bumpin’ along, enjoying the images presented on his pair of
20-inch, flatpanel LCDs.
It’s a development, says Rich (aka Richard Boyd), that’s
begun to take hold in clubs and upscale parties ever since Pioneer
released its unique DVJ-X1 DVD turntable three years ago. Adding
video to the Sophist Productions arsenal not only gives the Queens-based
outfit (Boyd and partners Reed Baker and David Mack IV) a point
of difference from the competition, it also pushes the DJ component
into a new realm. We caught up with Big Rich after the show to discuss
hip-hop’s new view.
DJ Times: What’s the most memorable event
you played?
Big Rich: The “Thriller 2” event, celebrating
the birthday of hip-hop music-video director Little X [Usher, Destiny’s
Child, Jay-Z] at Spirit in New York and marking the importance of
visual media to the culture. And, as if the event weren’t
memorable enough already, during my set a Bad Boy label rep gave
me a new track off the then-unreleased Duets album featuring the
late Notorious B.I.G. called “Spit Your Game.” Few moments
in my career were as fulfilling as watching a crowd of thousands
react to that new song. Needless to say, I played it, like, three
times in a row.
DJ Times: Which DJs inspired you?
Big Rich: Ralph McDaniels was the first in New
York to bring hip-hop videos to the masses via his local TV show
“Video Music Box,” which I watched religiously as a
kid. Also, there’s Red Alert, whose longevity and prosperity
as a hip-hop DJ has shaped an entire culture; Funkmaster Flex for
his resilience and function as a tastemaker; and DJ Skribble—when
I was a teen, he often spun at this club in Bayside called “The
Underground.” I really admired his showmanship and dexterity
when it came to cutting, scratching and stunting.
DJ Times: How would you describe your show?
Big Rich: I have over 200 special effects and visuals
applied in real-time during my mixes. I have live video feeds and
crowd simulcasting, so everyone is a star on the big screens, and
my latest crowd-pleaser—interactive-text messaging.
DJ Times: Where do you get your video content?
Big Rich: Direct from the record labels, Promo
Only or The Source.
DJ Times: Any advice for up-and-coming DJs?
Big Rich: Find your niche. Establish and cultivate
a defining aspect of your performance that makes you stand out,
if not above all other DJs. Try your hand at music production. It
will definitely help you be a better DJ.
DJ Times: How have hip-hop DJs and turntablists
reacted to your approach?
Big Rich: Not all DJs are up on the whole DJV aspect. When
I do events, DJs always make their way to the booth for a first-hand
look. Many ask more questions about the technology, cost, learning
curve, etc. Some just stare at my rig; others just study me while
I’m multitasking during my sets. Some have asked if I need
an apprentice. They know that DJs should evolve with the art form—the
DVJ experience is here to stay.
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Big Rich kicks a video beat –
with Beyoncé approval.
• The Sophist Arsenal
• Pioneer DVJ-X1 DVD decks
• Pioneer DJM 909 mixer
• Pioneer VSW-1 Video Switcher
• Edirol V4 Video Mixer
• Korg Kaoss Entrancer
• Numark VM03 3-LCD Monitor
• Crown Macrotech 2400 Amp
• dbx DriveRack 260 Processor
• EAW FRz Series Speakers
• Sony Vaio Laptop
• Sony Vegas Video (for editing)
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