A Convergence of Culture
The convergence of global dance music culture and Hip Hop has been on a collision course for decades. In DJ Snake’s short yet impactful ascent to the top of underground music scene we’ve witnessed a magical integration of this fusion of musical artistry and the birth of a new generation of artists that use sounds to deliver a message of unity to inspire people around the world to be accepting of our differences.
At DJ Snake’s Coachella 2017 performance on the Outdoor Stage, he fused the two worlds together via two turntables and the live presence of the iconic genre bending, Ms. Lauryn Hill, alongside hip new comers the Migos. As a fan of music, this was a thrilling experience to have helped to create and also to have witnessed. Allow me to take you on a journey.
It all started back in the streets of Paris where William Grigahcine known to the world now as DJ Snake honed his craft working in record stores and apprenticing under the renown French Hip Hop DJ, Cut Killer who was his initial influence to use the turntable as his instrument of choice. As the Hip Hop DJ scene across the globe moved into a more open format space in 2006, William, began to experiment with production that was indicative of the various styles of music he was hearing in the clubs throughout his travels.
In 2008 he teamed up with myself and then creative partner Clinton Sparks to dive into the world of producing and songwriting for more established artists. We met in a Hip Hop club in Paris called the Gibus. Through a remix opportunity to make a song we had more danceable is how we initially ended working together. During the next 3 years, he learned that by pulling from his cultural surroundings in Paris as a child, that he could create a sound that was distinct to himself, which would give rise to the DJ Snake sound we currently hear permeating the airwaves. You can hear sprinklings of this self-awakening in songs that he co-wrote/produced like Pitbull’s ‘Shake Senora’ and Lady Gaga’s ‘Do What You Want.’ That was the beginning of new decade, a new era pop.
At the beginning of the ’10s, the landscape of pop music wasn’t fully ready for this type of fusion. The golden era of Hip Hop production was in the rear view for the time being and the European dance music (EDM) vibes were starting to percolate into mainstream culture via Kanye West, Swizz Beatz and Timbaland. But it wasn’t until David Guetta, The Black Eyed Peas and Kid Cudi began to dominate the charts with this ‘electro’ sound that people in mainstream US culture began to take notice. With the internet growing as the medium of choice for new artists, William seized a prime opportunity to use these growing social media channels to connect with brands like Mad Decent to amplify his reach and platforms like Soundcloud to bring awareness to his art. It was in 2013 that his dreams started to crystalize and audiences worldwide could appreciate DJ Snake’s blending of genres into mainstream success.
While there have been elements of this union of cultural audio magic popping up over the past 10 years, no one had achieved this feat quite like DJ Snake. Through working with relatively unknown talent (Alunageorge, MØ, Bipolar Sunshine) as well as mainstream superstars (Lil Jon, Justin Bieber), he changed the sound of pop music in ways that will be heard in years to come. Whether it was remixing a classic R&B vocal reminiscent of SWV, sampling timeless dancehall records or bringing the sound of crunk back, DJ Snake was on to something that Diddy pioneered 20 years ago: Nostalgia mixed with slapping bass lines and hard knocking drums make for quite a party.
Two years ago he began to lay the groundwork at Coachella with Rae Sremmurd, DMX, Aluna and MØ, setting the stage for this year’s classic show. Playing the Sahara tent with his first ever live production stage, he blasted fans with high-velocity rave music and sonic ethnic machinery, much to their delight. With 10+ years experience in the clubs crafting his ability to move the crowd via two turntables and a mic, he was at ease performing amongst Hip Hop greats and emerging new pop acts. Months later he would go on to release his 5th chart topping single ‘Middle’ that would solidify him amongst the new generation of producer/DJ artists who refuse to be defined by ethnicity or genre. So when he took the stage Saturday night he came prepared with a new stage, new sounds a few friends and a big message. Having met DJ Snake in 2007, I knew this was a pinnacle moment for him, that would help provide context and definition to his career in years to come.
Showcasing chart-topping songs from his debut album, Encore, his ‘Pardon My French’ crew; today’s freshest hit makers and samples of some of the world’s past hits that we couldn’t get enough of, DJ Snake unleashed an audio visual assault on the crowd of 50,000+ onlookers. Mesmerizingly smashing the fans with melodies, grooves and face melting beats, he showed those viewing his set from the crowd and from their devices around the world how the convergence of sound, culture and open mindedness can bring people together in harmony.
Halfway through DJ Snake’s set, Ms. Lauryn Hill emerged from the fog and lights set to a mashup of ‘Sahara,’ his collaboration with Skrillex, the Fugees ‘Ready or Not’ and a Hot 97 style dancehall blend. His transition into the classic original version of ‘Killing Me Softly’ had the crowd signing along to every word and the finale of her guest appearance was capped off by rapping ‘Lost Ones’ over DJ Snake’s ‘Sober.’ Exhibiting his ability to fuse sounds from all across the African diaspora with the rhythms and drums of dancehall, hip hop and a sprinkle of pop culture creating the sound of today with an icon.
Hopefully this makes you wonder…
Who is this person, this African, Algerian, Parisian human being cloaked in the mystery of a beautiful sonic chaos? The answers to that question can be unearthed while listening to his SoundCloud, YouTube and Spotify channels… or by tuning in for what he does next!
