When it comes to selling mix tapes in the Deep South, there are only
two DJs who hold the distinction of being the hottest selling DJs
throughout the whole region. One is the legendary DJ Screw (RIP) of
Houston who in the genre of music known the world screw music. The
second DJ is DJ Jelly out of Atlanta. Jelly’s claim to fame is that he
was the first Southern DJ to sell major units (he clocks in at about
120,000 units per year) while doing all Southern mixes. Prior to Jelly,
there were other DJs in the South doing mix tapes and some were even
doing Southern mixes, but none of these DJs, except for Screw, were
able to move units and impact the Southern market like Jelly. DJ Jelly
began his illustrious DJ career when he was a teenager throwing parties
in his home town of University City, MO.
’I used to have these small
clubs and throw parties. I was the host putting the party together and
one of my boys used to be the DJ. I used to look at him and say ’I can
do that’. So I just started DJing. I still remember the first song I
starting cutting. It was Whodinis Big Mouth. I thought that I was
jamming because it was just [so] easy.’ Jelly’s natural ability on the
turntables earned him an apprenticeship with U City’s legendary DJ
Kutmaster K, who took the budding DJ under his wing by letting him hang
out with him on various gigs and would occasionally show him a few
things about the fundamentals of DJing. Jelly proved to be a quick
study and a fast learner. It wasn’t long before Jelly was rocking the
wheel of steel at parties around the city. As the word began to spread
around town about Jelly’s high-energy parties, he soon became one of
the most popular club DJs in Union City. He also studied Kutmaster K’s
mix tapes intensely and after awhile he began doing his own and selling
them to family and friends. In 1989, Jelly graduated high school and
moved to Atlanta with the intention of pursuing a career in music. He
won a scholarship to Atlanta’s prestigious School of the Arts. At
Atlanta’s School of the Arts, Jelly was introduced to a whole new world
of music including jazz and reggae. He continued mixing tapes in his
dorm room at night while attending classes in the day. Eventually he
landed an internship at Bobby Brown’s studio which turned out to be a
tremendous learning experience, but it didn’t pay any money.
Jelly
needed a job. As luck would have it DC of the infamous group Tag Team
hired him as the house DJ at Magic City, a popular strip club in
Atlanta. The dancers loved DJ Jelly’s style because it was party
oriented and put the patrons in a festive mood, which meant that they
spent more money with the girls. Jelly went on to DJ at other upscale
strip clubs such as the Gentlemens Club and Club Nikkis. In addition he
also worked at some of the city’s hottest nightclubs, including the
Bounce, the Atrium, Club 112 and Club Zion, where he currently holds
court every weekend. In 1990, DJ Jelly met MC Assault and the two
started doing mix tapes together. ’MC Assault came up with the idea
that we wouldn’t do all that talking over the record. Then I would
bring in old school flavor of cutting phrases from different records
for the intros. Then we added the 808 bass, and then we mixed in stuff
like NWA with Too $hort, and then we’d take an old R&B record and
add a funky bass line to it.’ If you’ve ever listened to a DJ Jelly mix
tape then you know that it is nothing but one continuous mix. Its like
a non-stop party with Jelly cutting, mixing and blending hot record
after hot record.
In essence, what Jelly does is remix records by
taking the beat from old R&B or hip hop songs and match them with
the verses from a current R&B and rap song. But the key to Jelly’s
success is his focus on Southern music, not East Coast music like so
many early southern mix tape DJs were doing. The impact of DJ Jelly’s
mix tapes are felt all over the world. The Atlanta based DJ has a huge
following in Germany, Japan, Korea, France, and the UK, where his tapes
and club gigs are in high demand. In addition to being one of the
Souths leading DJs Jelly also heads up the Oomp Camp production team,
which has produced tracks for Baby D, Loko, Intoxicated, Pastor Troy,
Too $hort, Youngbloodz, Young Jeezy, Crime Mob, Lil Jon, Rasheeda,
Hitman Sammy Sam and TI’s group P$C. And in addition to all of this he
still finds time to work at one Big Oomp Record stores and serves as
the official tour DJ for Bubba Sparxxx, Baby D and Hitman Sammy Sam.
Jelly has a syndicated mix show called Oomp Camp Radio which runs on
six stations including V-103 and Hot 107.9 in Atlanta. He also holds
down an hour long mix show every Tuesday evening on V-103 with Greg
Street.
And if thats not enough to keep him busy, he hosts an
entertainment TV show called Live With the Oomp Camp which broadcasts
through out Central and North Georgia every Saturday at 2 AM. Jelly is
also one of the key DJs in the South that record labels go to, to break
artists. In the past ten years he has been responsible for breaking
Outkast, Kizzy Rock, DJ Smurf, Goodie Mobb, 112, Total, Faith, Jagged
Edge, Lil Jon, Lil Scrappy, Trillville, Pastor Troy, TI, Baby D, and
Young Jeezy. Over the years DJ Jelly has won numerous awards and
accolades for his outstanding work as a DJ, including the 2001 Justo
Mixtape Award for Dirty South DJ of the Year. He has won ten trophies
from the Southern Entertainment Awards, including Club DJ of the Year,
Best TV Show, Mix Tape of the Year, Best R&B Mixtape and Best Dance
Mixtape. With all of these things going on, Jelly still remains humble
and grounded, counting his blessing each and everyday.
’I feel blessed
to be in the position to do what I wanna do,’ says Jelly. ’I’m blessed
to be able to make an impact on hip hop as well as help create a form
of hip hop called ’crunk’. So far its been an incredible journey, but
its just the beginning; the sky really is the limit.’
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