With an ear to
the streets and expert hands commanding the ones and twos, DJ Double
R emerged from San Antonio, TX. A veteran of the industry for the
past 7 years, his focus and hustle takes you back to a time when
shell toe Addidas were the standard uniform in hip hop.
“I loved listening to hip hop growing up. In the South, there
was Scarface, 8 Ball & MJG and UGK.” He readily admits
though his greatest influencers stem from the East coast. Producer
Dame Grease, DJ Clue, and DJ Kid Capri quickly surface in the conversation. “I
researched and studied their work… It would always surprise
people to hear that I am from Texas.”
Under close review of his catalog, popular artists’ like Young
Jeezy, Paul Wall, Chamillionaire, and Lil Flip add that extra Dirty
South flava. When prompted about why artists would do exclusive tracks
for a mix tape? He says “money [motivates artists] especially
if they know you can sell units.” In addition, “they
can come harder [on the songs] because it does not have to be commercial”.
Most artists trying to break into the business stay on the grind.
He too started out going to Mom and Pop shops building relationships
manually locating distribution points. After meeting with record
labels and understanding that units sold are a high priority, he
altered his strategy.
Like a peacock strutting his feathers, he proudly admits that “I
am one of very few DJs who have distribution through Soundscan. Every
time, someone picks up a cd, the numbers [are tabulated]. You can
pick my stuff up at Best Buy. Right now, I am at around 24,000 units.”
Unlike DJs who release cds every other week, he prefers to promote
one cd until the market is saturated by it. Then he releases something
new which usually translates into 3 to 4 times a year.
Like a peacock strutting his feathers, he proudly admits that “I
am one of very few DJs who have distribution through Soundscan. Every
time, someone picks up a cd, the numbers [are tabulated]. You can
pick my stuff up at Best Buy. Right now, I am at around 24,000 units.”
His work schedule could rival that of a circus performer juggling
multiple tasks effortlessly. His production company is called Fyngermade
Productions. There he works closely with his partner Brian “Fyngas” Jackson
to groom upcoming artists.
His latest project Envy Me includes several tracks by Lil Flip and
guest appearances by his protégé Bugsy. By its title,
it is already sparking interest. Following suit with other record
labels, he strategically builds anticipation for his artists before
releasing a cd for them. Through a series of guest appearances artists
gain notoriety.
These days in the music industry “moving the crowd” is
not enough to sustain oneself. Artists have to talented with a strong
work ethic and have some serious business savvy. Whether DJ Double
R will make it to the next level only time will tell. But one thing
is for certain, he has work ethic, talent, and business knowledge
to get him there.
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