Eddie G sat down with multi-talented DJ & producer Digital Product for a new feature. In this piece, you’ll learn about how DP got in the game, how he’s carved his own niche into the West Coast market by developing a variety of skills, and how the constant grind pays off. You’ll also hear about his relationship with Ya Boy and get the facts on the new label Black Card Music. Enjoy this one guys!
Eddie G: What up, I’m here with Digital Product. What’s crackin man?
Digital Product: Not much man, just welcoming the new season of Fall. It was a hot summer for myself and the Black Card fam as well.
Eddie G: Everyone knows you as one of the more prominent DJs out here on the West Coast, and as Ya Boy’s official DJ. How did you first get into the mixtape game?
Digital Product: I started off DJing when I was 13. I remember a classmate of mine showing me a DMC battle from I think it was 1998 with DJ Craze and I was hooked and determined to put in work on the tables. As I entered high school, I discovered mixtapes from either the local swap meet by DJ Rectangle or online from East Coast DJs at the time. DJ Clue, Kay Slay, Sickamore were amongst a few [of the] more heavy tape dropping dudes. Me and a high school buddy decided to rock our own mixtapes with blends and sold them 5 dollars a pop. *Laughs*
From about age 16 or 17 it was heavy online networking, because I was networking with down south and New York cats before I started even meeting West Coast artists. The grind landed me my first mixtape in 2005 with the southern DJ, DJ Folk, in Ozone Magazine as Mixtape of the Month.
Eddie G: How did your work in the game move toward meeting YB?
Digital Product: It’s funny because I was doing some behind the scenes video work on a photo shoot with Ya Boy in Malibu, and once I put the video camera down, we chopped it up. He asked if video work is all I do, and I said “no” and began to explain that I was a Producer/DJ first and foremost. I showed him my product, and he instantly made it a done deal to be down with him. I’ve been working with the man almost 3 years now.
Eddie G: The real West Coast insiders also know you for doing graphics and video production. I think that’s really cool, and it sets you apart from the rest. Did you learn those skills out of necessity to promote yourself as a DJ or has that just been a hobby of yours for a while?
Digital Product: That’s also funny that you know that about me. *Laughs* Not too many know I did graphics. I was a self sufficient grinder since a young age. Whether it be in graphics, production, videography, DJing – I’m into music, period. I consider myself an entrepreneur . I am always trying to explore new lanes and expand my horizons. The best way to learn something is from trial and error.
Eddie G: Being based in Oxnard, who are you feeling out of the 805? Have you ever thought about doing a mixtape series to showcase 805 artists?
Digital Product: I have lived in Oxnard, CA for about 12 years now. I was born in LA , but I’m a Southern Cali boy all day! In high school I used to run a home studio for the 805 emcees. It was crazy fun! As far as name dropping, I would saw my boys Kwoda, Epsilon Project, Leadership, Astro, Cross, Scott Swoosh, and the list goes on man. I’ve learned that the music here is very cypher and battle influenced. If you come here to rap, be expected to get challenged!
Eddie G: Now let’s talk about the Black Card Music label that you’re a part of with Ya Boy. What is your role in this new company?
Digital Product: I am [the] DJ/Producer for Black Card Music. BCM was established this Summer of 09, and consists of the boss Ya Boy, his manager Mike G for Nite Vision Ent, our engineer Pete G, Cik.Money, Young B, and our newest heavy spitter on the roster, South Centralz Own Dubb. Also, the mass amount of supports from Cali to Kuwait *Laughs* [If you] don’t believe me, check the Twitter. Everyone’s rockin a Black Card!
Eddie G: Industry experts keep saying that DJs and internet bloggers are the new A&Rs of the music industry, and I agree with that. Being one of the first West Coast cats in this new wave to make that jump from DJ to taking a label position, what are you aiming to bring differently to the music industry through Black Card Music?
Digital Product: We are the wave of the future in a sense. We can smell talent. We see the thriving hungry artist from a street level that high-paid record label A&Rs might not see. The thing about us is that we are about making power moves - moves that are going to be beneficial to the name Black Card Music. I, myself, am expanding my mind with personally working with hot new aspiring singers, emcees, producers - you name it. We are the new generation and face for music. To leave our notch in the belt of hip-hop, we must hit hard enough to make an indentation.
Eddie G: I’m sure you’ve got a big list of new mixtapes coming out in the near future too. Break it down for the fans and let them know what you’ve got dropping soon…
Digital Product: If I name title names, y’all will hold me to that, and we all know how swamped shit can get! But as of recently, the DJ crew I am in, The Cartel, is dropping a mixtape/DVD with Drake entitled “Digital Drizzy.” [I’m] also pushing an instrumental series out there for the emcees and my West Coast series “The Kings of Cali,” holding my natives down!
Eddie G: Thanks for sittin down for this feature playa! Is there anything else you want to leave the fans with?
Digital Product: All aspiring artists, it doesn’t matter your color, look, shape or size is, no dream is too small. Every artist you see and want to emulate on TV came from the bottom. This music shit is not for everyone! Do not get me wrong. But if you have the heart, dedication, and stomach for it - because you will be told the honest truth about your music - anyone can leave their mark in the music industry. P.S. - Black Card Music bitch! *Laughs*
For More Information, Visit:
Digital Product On Twitter // Digital Product On Myspace
