LEGACY AND BEYOND | TITUS WELLIVER

For over a decade, we have enjoyed the BOSCH universe from the flagship series to its spin-off BOSCH: LEGACY. We've loved getting to know more about Harry Bosch; his focus on helping victims; and finding those that have hurt them to bring them to justice. The series finale will close this chapter of the BOSCH universe, but we are also looking forward to the spin-off of this series with Ballard which stars Maggie Q (Nikita, The Protégé, Designated Survivor)!

We had the pleasure of talking with Titus Welliver (The Town, Deadwood, Sons of Anarchy) who plays the title character ahead of the premiere of BOSCH: LEGACY, and it is only fitting that we chat with him again! We talked about how he became part of both series, what he has enjoyed about playing this character, as well as digging into Harry Bosch.

ATHLEISURE MAG: It’s so great to connect with you again. I had the pleasure of interviewing you ahead of the premier of BOSCH: LEGACY for the first season. In addition to loving this series, I’m a fan of the flagship series BOSCH. What initially drew you to the BOSCH universe?

TITUS WELLIVER: Well the script, I had read one of the BOSCH books many, many years before and it certainly did land on me. But it had been several years before the script for the pilot was put in front of me and I was immediately drawn to the character, I understood the character, I thought about how I would play that character, what was important and what wasn’t important etc., etc.

Through a series of mishaps in trying to get me in the room with Michael Connelly, the other producers, and the other creators of the show, the meetings kept not happening. Several months went by and I was shooting one of the Transformers films which took me all over the United States as well as to Hong Kong and I had a little window that was open and I was back in the States and my manager called me and said, you’re going to meet with Michael Connelly in 2 days or something like that.

I said, “what do you mean? I thought that that boat sailed a long time ago.” My initial reaction when I read it was that I loved this character, but I had been doing it long enough to know that you never know what is going to happen. I thought that of course, they would go out to every single star name and what actor wouldn’t want to play this character?

AM: Right!

TW: So I met with them and as fate had it, I was gifted the role of Harry Bosch which had the continuing gift of 10 years, almost 11 years, of playing this character and realizing him.

AM: I mean, I love this character and I love his complexities and that he loves jazz. My great-uncle was the late Joe Henderson –

TW: Stop it!

AM: Yeah!

TW: Wow! That’s very cool! Wow!

AM: Yeah, so every time he’s playing his music, I love that because I’m always listening to jazz to settle my mind and I love his interactions with the other characters in his world.

What is it that you love about bringing this character to life?

TW: Well, he is a quintessential anti-hero and I tend to gravitate towards anti-heroes because I think that there is a different level of reality and humanity to anti-heroes. Bosch is a character that is capable of incredible heroic deeds, he is a very very good cop, he’s relentless. If a person is a victim of a crime, you would want him working the case, but you know, he’s a strong flavor. He doesn’t suffer fools, he does not subscribe to the societal norms that we might. He does not enter a room and try to win people over.

AM: There’s no tucking in there!

TW: Right! He doesn’t navigate bureaucracy with standard operating procedures. He does a workaround. Bosch is – because of all of that, he is all elbows. He’s not the status quo cat. So command – he pisses people off. He irritates people. But people can’t really – people don’t want to really push him too much because he’s the guy that has got the highest closure rate in Hollywood Homicide. Hence that relationship which was forged between the late great Lance Riddick (The Wire, Fringe, John Wick franchise), my brother, who I miss every day. And when Irving’s son is killed, he enlists Bosch to help him. And that speaks volumes about it because he is such a stone in Irving’s shoe, but Irving knows the fabric of his character and that is one of the many beautiful things about Bosch.

Then you have his beautiful relationship with his daughter. I didn’t have to put my elbows out with the writers when I said, “look, let this be a relationship that gestates.” They don’t know each other and let’s allow this through a natural process and have them get to know each other. That relationship is the dynamic that allowed us to – without being contrived, peel away a little bit of the layers of Bosch that he could express vulnerability, which is not something that he is comfortable with in any shape or form in expressing vulnerability. He’s just not, but he does with his child because she is the most important person in his life.

But also within that, there are times when he conceals things that he doesn’t want her to know about.

AM: Yeah! Which is so interesting to see when you’re watching him with each character as it’s different elements of him that you can tell it’s the same man, but it’s really interesting. Via the screeners, we have gotten up to episode 8 at this point. I want to know what’s going to happen, but what I love about him is how he is measured and with all of these elements at play, this one man holds all of that in the balance which is interesting and obviously, you play him so well.

TW: Well thank you! He carries a tremendous amount of weight as a character. That is another reason why I love playing him. Look, all of that is demonstrated or exhibited in the process of reading all of Michael’s books. Because the narrative tells you what Bosch is thinking and what he is doing. Thankfully, I had a conversation with Eric Overmyer (Homicide: Life on the Street, Law & Order, The Wire) and Michael Connelly very early on and I said, “look, this stuff where we find Harry in the books alone, doing his work – he’s listening and has Coltrane going, he’s having a Fat Tire and he’s drinking a whisky and is going through a murder book, that is expressed in the narrative, but he is not saying anything.” That is an integral part of who this character is. Now any executive who looks at that and says, “wait a minute, you’re actually going to go and put this character sitting alone in his house with just music playing and him flipping through pages, and he’s not saying anything?” – what? Are you kidding, people will turn it off. Well, it in fact became a hallmark of the show where the audience and for me as an actor honestly, those are some of the most challenging scenes to play because there’s so much said, but unsaid.

You don’t have the luxury of dialog to express that which I think is more interesting.

AM: 100%.

TW: You give the audience the benefit of their intelligence. You don’t need to go, “this is what you should feel, this is what you need to think right now.” They extrapolate from what they are seeing that’s occurring in front of them and they form their own ideas of what that should be. But there is a consistency with that when people see that stuff, where they go, “Harry’s working right now.” Through the beauty and the eye of our incredibly gifted cinematographers and directors as well, the way that they would shoot those things kept a level of ambiguity, but also said – you know that he is working, but we’re not going to tell you specifically what it is which for me is fun to watch too afterwards!

AM: Oh yeah, it just draws you in and it has such a fun pacing to it and it’s nice to have things where you need to connect the dots and see how it all happens. You don’t always need to have words to push everything forward.

So what are your feelings with the finale coming up of the series. I’m so sad that it is not continuing on. What are your takeaways from this?

TT: Well I look at it really as – I mean I agree and I feel sad about it. One can’t help, but make a connection with a character and an emotional bond. I’m not an actor who takes their work home or the character, I don’t carry his weight. But the joy of playing that character and the gift for me – opening those scripts as they came was like Christmas. It was like an advent calendar. Where is Harry going here? What do I get to explore? That has been for a decade of my life and it has been dedicated to that and to the relationships that I have with Michael Connelly, Eric Overmyer as well as Thomas Bernardo (BOSCH, The Lincoln Lawyer, BOSCH: LEGACY), the crew and the other actors that’s the hardest part of it. Look, you don’t see – there’s no closure. As Harry Bosch would say, closure is a myth. You don’t see Harry riding off into the sunset. We don’t close on Harry sitting alone in his house looking out the window while we’ve got some grand music playing in the background. So it doesn’t have that, it doesn’t have a sense of finality and yet, there is for us, there is that sense of finality.

AM: Well I appreciate you taking the time, I love the series, and the whole universe of it, and I love seeing you in any role that you’re in because if your name is on it, I know it’s going to be a great show as you’re one of the coolest people.

TW: Well bless you! That is a very kind thing to say and it’s been a pleasure talking to you and I hope that you enjoy the finale!

IG @boschamazon

@tituswelliverofficial

PHOTOS COURTESY | Prime Video/BOSCH: LEGACY

Read the APR ISSUE #113 of Athleisure Mag and see LEGACY AND BEYOND | Titus Welliver in mag.

MELODIES OF LIFE | TOBY GAD

We're heading towards the end of the year which always makes us think of our favorite songs! This month, we caught up with Toby Gad a Grammy-winning, multi-platinum songwriter/producer who has written some of our favorite songs from Beyoncé's If I Were a Boy, Fergie's Big Girls Don't Cry and Demi Lovato's Skyscraper to name a few! We wanted to know more about how he got into the industry, his passion for songwriting, collaborating with fellow entertainers and his legacy project, Piano Diaries!

ATHLEISURE MAG: When did you first fall in love with music?

TOBY GAD: First it’s so great to be able to talk with you and thank you for having me! I started with music when I was maybe 5/6/7 years old? My parents had a jazz band and probably when I was already in my mother’s womb, I heard all of these jazz songs that they did. They had a very limited repertoire so I always felt that one day I wanted to be able to write different songs because by age 3 I knew all 30 of the songs that they played!

AM: I love that!

How do you feel that your parents influenced you as jazz artists. My great-uncle was the late tenor saxophonist, Joe Henderson -

TG: Yes! Amazing amazing saxophonist!

AM: I love jazz, I love a lot of the elements of it. How did it influence your music?

TG: My mother always listened to Keith Jarrett, the piano player.

AM: Love Keith Jarrett!

TG: The Köln Concert by Keith Jarrett is probably the one record that I have listened to most in my entire life. It’s accompanied me my entire life and it always makes me feel like home. It’s such a great record and just how Keith Jarrett just improvises. He used to start concerts by just playing one note and then taking it from there without making any plans. He’s just very intuitive and just playing in the moment and I just thought that that was so special. I try – I mean, I’m not that good on the piano. I try to do it myself too sometimes and I lose myself in the piano playing. It’s just such a beautiful feeling when you just watch your hands take you places and explore.

AM: We saw Keith Jarrett a few years ago at Carnegie Hall here in NY and you’re right!

TG: I was there too! I saw him also in Carnegie!

AM: Yes! It was such an amazing show and I felt that I barely breathed during that concert, it was transformative! It was so beautiful and I’m so glad that I had a chance to see him because I had never seen him in person but have heard his records. Such a genius!

When did you realize that you wanted to work in the music industry?

TG: My brother and me, we always had ambitions. At first we emulated our parents and they rehearsed in the living room and when they were done, we would take over the instruments and pretend that we were musicians too. Then I think at the age of 6 or 7, we started to have our own set of a few Rock & Roll songs and we would play them in the intermissions of our parent’s jazz band. When our parents went back onstage, we went through the audience and collected money. That was our first experience of, “wow, we can actually make money with this.”

AM: Exactly!

You’re a music producer, you’re also a songwriter, what’s your creative process like and where do you start in terms of creating a song?

TG: It's very much lyric driven. It's always collaborative. I usually start with a conversation with the artist and see where they are at that time in their life. Are they heartbroken, are they in and out of love, angry, happy? What’s the mood of the day? And out of that conversation, sometimes, quite often something sticks – some line.

Like with BC Jean, when she said, because she was angry at someone, she said, “if I were a boy, I would kick his ass” and I was like, “what did you just say?” She said, If I Were a Boy (editor’s note: originally performed by BC Jean and later that year performed by Beyoncé) and I said let’s get back to the studio now and write this song. That’s often how it happens.

AM: Wow!

What do you love about being a songwriter?

TG: Well, it’s the feeling of coming full circle. Like you do something that starts so small with an artist and you record it and then if you’re lucky, it travels around the world. Then you hear it on the radio wherever you go. That is an incredible feeling when people know you by your song. It’s amazing and I love that.

AM: How do you get inspired and where does that part kick off for you?

TG: It’s always the artists that inspire me. If I know that I am going to work with someone, like recently I worked with James Arthur and Tom Walker and those are voices that I love. I love listening to their voices and working with them, I really looked forward to it and it inspired me to really work hard and to create some good music for them.

AM: You’ve had so many accomplishments from 3 Grammy Awards, Grammy nominations, and so many people that you have worked with. What do you look for when it comes to collaborating with an artist? Are there certain things that a person or group has to have in order to go forward?

TG: It's always important to me that the artists are kind of their own boss, they have something to say, they are driven to collaborate and to write their own lyric with someone like me. It’s very important that the artists are part of the creative process and that the music that they record somehow feels a bit autobiographical. Then of course, the voice. I love great voices. I worked with Celeste recently and there are just some singers who I could hear it day and night.

AM: I mean, when I was prepping for the interview, realizing the work that you have been on from Big Girls Don’t Cry, If I Were a Boy, I Do – these are songs that I really love! What have been some of your favorite projects that you have been part of?

TG: I think that Love Song to the Earth has been a song that we did for the Paris Climate Accord and that was a song that just meant a lot to me. At my heart, I’m an environmentalist as well. I care for the planet a lot and that was a little contribution that we could do and I wrote the song with Natasha Bedingfield, John Shanks, and Sean Paul. We got more and more artists on it and by the end, we got Paul McCartney on it as well. Jon Bon Jovi as well as a number of other big name artists wanted to be on this song too. So that was a great experience!

AM: Well, you have worked with a number of artists, but you have also crossed over into a number of genres in music. Does the process change for you when you’re working on an EDM song versus a pop song?

TG: I think that for me the core is that you can always play it on the piano. A lot of good EDM songs start with a good vocal and from there you can explore all different directions. Now, with Piano Diaries, it’s stripping these songs back down to the bones and it’s just for the vocal performance and the really marvelous piano and maybe a little string accompaniment and then the remixes which go all kinds of places and I just have fun with them. But I think that all of these songs at their core, if you can just play them at the piano, that’s great!

AM: What led you to want to create Piano Diaries and to embark on this legacy project?

TG: Well most of my career has been next song, next artist, next session and trying to get a hit, hit, hit! This is the first time in my life that I feel like I can take a breath, look back, and reflect a little bit. I’m happy to rediscover these songs, but I feel that I wanted to record them in a way – how I hear them today and with artists of today, but then I also want to hear the bones of it. For people to be able to hear how it could sound stripped down and just let the lyric carry it. Then of course, to have fun with these new originals and then make crazy remixes.

AM: I love that! I mean, what is it like to work on something that obviously we already know what it’s like, but now having to reimagine it? Is that stressful or is it almost like a sense of freedom?

TG: There’s a real challenge for the original version with piano vocal to create something that feels new.

AM: Yeah.

TG: And to make sure that the singers perform it in a way that feels very original. Like for instance, the next single, Skyscraper, will be with an artist, Camylio a Universal Republic artist with a very strong voice and he sounds so different from the Demi Lovato version, but he kills it.

The current single, Big Girls Don’t Cry, Victoria Justice has such a beautiful soft voice on it that sounds so different from how Fergie sang it when we did that song back then.

AM: I can imagine that that is such an interesting process.

What was it like working with Victoria Justice on that?

TG: Victoria and I, we go way back! Back when she had this very popular television show, Victorious, we had a song, All I Want is Everything that we wrote and she was 17 years old. Ever since, every few years, we would get together and write more songs. We did a song, Girl Up, to empower young females around the world for the United Nations. Love Song to the Earth, she was part of that. So over the years, we kept in touch and she’s such a precious soul and I love her. We actually, it wasn’t just the song, we spent days together just having fun climbing mountains, going surfing, and going through Downtown LA and we filmed a lot of that and put it on social media so we have 30 or 40 little clips on TikTok and Instagram of us talking, asking each other questions, and doing fun things together.

AM: You have your own record label, Kite Records, can you tell me about that?

TG: Well, about 10 years ago, I started Kite Records and we had several records out. But back in the day it meant that you had an imprint and that the record company takes over. But now, it’s such a new perspective that you can do so much on social media and on your own. I couldn’t wait to restart the label and to hire a few new amazing people. Now in the first 2 days we have almost 70,000 streams which I think is incredible that we can achieve that on our own! I’m so happy about this!

AM: That’s amazing!

Obviously you’re focused on Piano Diaries, but are there other projects that are coming up that you would like to share with our readers to know about?

TG: There is a Christmas single, LITTLE HOUSE IN THE SNOW, that came out on Nov 24th with Marisha Wallace, she is a musical star and I am working with her on an Etta James musical that is still going to be a year or two in the making. We decided to do a Christmas song. We’re promoting it in London, there will be shows in the Royal Festival Hall on Dec 15th and 17th and we’re performing with an orchestra. We get to do this song and there are a few TV and radio performances alongside that and that’s also on our label. So I’m very excited about this! Marisha is such a great singer!

AM: That’s fantastic and I can’t wait to hear more about the Etta James musical as I’m such a fan of her music.

When you’re not producing, writing, or doing other projects, how do you take time for yourself?

TG: That’s a learning process and I think that I am getting better with it after all of these years. I love surfing! Right now you can see where we are.

AM: Um that’s an amazing view! We just had Laird Hamilton and Gabby Reece as our OCT ISSUE #94 cover!

TG: I saw that! Incredible! I’m such a fan of Laird Hamilton and I think that it’s remarkable that early on, he decided that he never wanted to compete, he just wants to have his own experience with the gigantic waves out there with the natural forces. I have a lot of respect for this man!

AM: Do you go to Nazaré and surf big waves?

TG: Ha! I think that the biggest wave that I surfed was maybe 6 – 8 ft! To me that is very big!

AM: We also had Kai Lenny for our MAY ISSUE #89 this year as well on our cover who is also known for surfing those really epic waves! Watching him on HBO's 100 Foot Wave was insane! There’s no way I could do that, but watching him do it is so impressive!

TG: Kai Lenny is such a trailblazer with all of the other things like Foiling, Wing Folling and what he does at Nazaré is unbelievable! He does back flips on those 100 foot waves!

IG @tobygadmusic

PHOTOGRAPHY COURTESY | Toby Gad

Read the NOV ISSUE #95 of Athleisure Mag and see MELODIES OF LIFE | Toby Gad in mag.

THE ENERGY INNOVATOR | JENNIFER MAXWELL

It's always good to pay hommage to those that created categories that started with a product that we continue to enjoy to this day. We enjoy energy bars and there are so many to choose from; however, back in 1985, this category started with the PowerBar. In the 90's, we threw these bars into our bag. Jennifer Maxwell and her husband, created this brand and after selling the brand in 2000, she came back to this category that she created to add JAMBAR into the conversation! We took some time to talk with this innovator about how she came to the industry, creating PowerBar, introducing JAMBAR and the ethos of this company.

ATHLEISURE MAG: We have been a fan of your work in the industry for a number of years! Tell me about your background as I know that you’re a mom, an athlete, a musician and a food science nutrition expert.

JENNIFER MAXWELL: That’s right! So I started as a young girl being very athletic in high school and in college. I’ve always been interested in nutrition and how that plays into overall wellness and performance as an athlete. I was at UC Berkely as an athlete on the track cross country team that my future husband, Brian at that time. We started a project together to create the PowerBar. So this was all the way back to 1985 and this was before energy bars were even a thing. We worked in our duplex apartment to come up with the formulation and launch PowerBar. We started the company in 1985 and we launched it 1987 and created a whole industry. It was really the love of athletics and performance that we were able to do that. We grew the company to be really large and then we sold it to Nestlé in 2000 and that was my initial interest in this industry.

AM: I remember in the 90s then I was in middle school and in high school, I would throw a PowerBar into my bag and it was great to keep my energy going. The fact that this was the first and it opened the door to the energy bar as a category, how does it feel to know that you started this and to see how it has grown?

JM: It’s very satisfying. It gave me the interest to go from what was PowerBar to JAMBAR. Now there are so many energy bars on the market. So I thought, what can I do now that so many years have gone by and I wanted to re-enter the category because I’m very passionate about organic nutrition. JAMBAR is an organic energy bar. I was really interested to see what was out there and what else that I could create.

AM: You launched JAMBAR in 2021. I have to tell you that I am obsessed with Chocolate Cha Cha. I love that flavor. We got the variety box but that one is my favorite. Can you tell us more about JAMBAR and the flavors and the ingredients that you have in them?

JM: Ok. So there’s 4, Cha Cha like you mentioned, Musical Mango, Jammin’ Jazzleberry and Malt Nut Melody. The thing about JAMBAR which is really interesting is the quality of the ingredients. We didn’t sacrifice and make any short cuts in the creation of it. I spent over 4 years looking at what is available in the marketplace for proteins, gluten-free grain, etc and what were the best quality ingredients using real sweeteners which was really important to me – sugars that are inherent in nature. I wanted to provide options for people. So within those flavors, 2 are plant-based proteins (Musical Mango and Jammin’ Jazzleberry) and 2 are whey based (Chocolate Cha Cha and Malt Nut Melody). We have options for people that want to eat plant-based protein which is 10g per bar. So it’s a pretty comprehensive product and it has 4g of fiber and that’s what I wanted to do. The taste is great! When I looked at a portfolio of products, I wanted to have not just a product that was kind of the same. At JAMBAR, the chocolate is a very deep and rich chocolate which is very different from the Malt Nut Melody which has peanut butter and vanilla. The Jazzleberry has a lot of freeze dried berries – raspberries, blackberries and strawberries. The Mango has big pieces of mango in it. So it's a lot of fruit and a lot of quality of ingredients in each one.

AM: I love it and I love the texture too. It’s a very flavorful and satisfying bar to have. It’s really exciting. I love that there is this sentiment of this energy artisan bar. I love that phrase, what do you mean by that?

JM: So artisan means that we take time to produce in order to create these bars. It’s not something where we have mass mass production. We do make a lot of bars, but we have a production facility here and we make our own product. We don’t have a copacker because they make tons of products for other people. We make our own product and we take the time to craft the quality.

AM: Each bar has a musical name which I love. Why is music part of the ethos of the brand?

JM: Well, music is really important to me as a musician. I play in 2 bands now. Music came into my life a couple of years after my husband, Brian passed away in 2004. Music was a savior to me and I have always been interested in music. Something called to me to be a musician in 2007. I’m a drummer, mostly jazz – music is a huge part of my recovery. After the passing of my husband and raising my 6 children, I needed something that I could feel good about, keep working on myself, meet people and to be happy. Music provides all of those things.

When I got the formulation of JAMBAR now and decided to launch this company, I wanted to have more than just a great product. I wanted to have a company that had more of a purpose. Since music was important to me, I thought well, I want to support organizations that support music. That’s what JAMBAR does. We donate 50% of our proceeds to organizations that promote music and active living. Active living would be running races. Music is music performances, schools, kids music programs, live music programs, etc. That’s a huge part of the company. You get your jam on and that’s a music connection! It's a big purpose and JAMBAR exists as an all organic fantastic tasting and healthy energy option for consumers, but to also have that greater purpose and to contribute to the community for music and active living.

AM: I really like that. I love music, here at Athleisure Mag, we cover a lot of artists, my great uncle was a jazz tenor saxophonist, Joe Henderson.

JM: Oh really! Oh my ok!! I know Joe Henderson. In fact, I have played many of his tunes oh wow!

AM: Yeah so music is something that I grew up with and I have styled a number of music artists and just as someone who enjoys listening to it, it fuels the soul and even when I have traveled to other countries where we don’t speak the same language, the notes, the music, the rhythm and the melody really connects people as a language on another level. I think that it’s so amazing that that’s what you do with the brand as well! It’s great messaging on top of the fact that I literally love this product.

JM: Thank you!

AM: Of course! Are you going to have additional flavors or limited edition flavors that you’ll do with this brand?

JM: Yes. That is something that interests me because we’re small enough, nimble and make our own product that we would be able to do that for a limited edition or seasonal offering. I am working on another flavor and when we launch it, that’s definitely going to be something super fun.

AM: We will have to keep an eye out for that one!

JM: Oh yeah and with our consumers, we ask, what flavors do you guys recommend?

AM: You’ll be at the Natural Products Expo West in March. What are you looking forward to at this tradeshow which focuses on natural and organic products?

JM: Yeah, it’s JAMBAR’s debut! It will be our first big tradeshow. We have done other ones, but this is a big debut. To be able to connect with everyone from retailers, distributors, brokers and interested people that want to learn more about JAMBAR, our mission and our product. We’re really excited about it.

AM: I know that the brand is available in the Bay Area, Southern California and the Pacific Northwest. What’s the distribution strategy and will you be available here in NY and where can we get them online?

JM: We sell on Amazon.

AM: Nice.

JM: As well as our own website so that’s pretty easy. Since we’re based in California, most of our distribution is on the West Coast like you mentioned. We’re in larger retailers in the Bay Area because we’re here. We’re opening up our distribution in Southern California and in the PNW. We also have some distribution in North Carolina. We have a little bit coming east.

AM: Are there any partnerships or collaborations that you will do this year that we should keep an eye out for?

JM: Well we do between 20-25 events a month. We just did the San Francisco Half Marathon which was about 1,000 runners. It was fantastic. It rained a little bit but the runners had their JAMBAR after the event. We have the Silicon Wellness Summit, San Diego Half Marathon, the La Jolla Half which will be in May. We also have some Ultra running events, the Jane Fonda Women’s Icon Event that’s really fun. We have the Asheville Marathon in mid-March as well as the Oakland Marathon. So we have events like that that have let’s say 5-10,000 people. Then we also have very small events like a girl's softball opening day event that has 250 people. So we go from 250 people to 5-10,000 people.

IG @eatjambar

PHOTOGRAPHY COURTESY | Jennifer Maxwell

Read the FEB ISSUE #86 of Athleisure Mag and see THE ENERGY INNOVATOR | Jennifer Maxwell in mag.

OUR MUSIC OUR CULTURE | GREG HARRIS + ROCK & ROLL HALL OF FAME

Music has immense value, from enjoying the song, melody and instruments used, to the artists, performances and remixes there is a much larger scope in terms of what it means to the social fiber and how in many ways it serves as a mirror of who we are, where we want to be and how we are held accountable. It creates a series of feelings and memories that are enlightened and intertwined.

We had the pleasure of talking with the President and CEO of the Rock & Roll Hall of Fame, Greg Harris. In addition to their noted Rock & Roll Hall Of Fame Induction Ceremony which honors a class of musicians across rock & roll, they are known for the museum which is headquartered in Cleveland, Ohio.

We wanted to know more about the museum, how they connect with music enthusiasts around the world and how artists can become eligible for the honor. Greg also shares how he came to this role and how he continues to drive the importance of impact in music.

ATHLEISURE MAG: Before we delve into your work and role at the Rock & Roll Hall of Fame, I’d love to know about your background because I know you were the owner, partner and operator of the Philadelphia Record Exchange. When did you fall in love with music and what was your focus behind opening this retail store?

GREG HARRIS: You know, I grew up, per your readers loving both sports and music! I was fortunate to be raised to play various sports depending on the season with two brothers. On the music side, it just always spoke to me. We always had music in the house and in Philadelphia, the area where I grew up, new music and old music mixed together. So oldies and FM radio were all the same. I got involved a little bit with one of the local public radio stations when I was in high school. Then we had a club near us called City Gardens and it had every live band and we went there as soon as we were old enough to get in! We were there all the time! Then, I went to college in Philadelphia, I went to Temple University and one of my off-campus jobs to help pay for school was the record department of a used bookstore. That’s where the idea came from that the other clerk and I were friends and we realized that the store owner was making a lot more money than we were as the hourly employees!

So we quit and rented out a storefront about a half a block away and we opened our own store. That business has been a great success! I was involved for a couple of years and sold my half to some other people, but my original partner still has it. The Philadelphia Record Exchange has been around for 30 years and it’s an iconic place in the city. Every musician knows it, everybody that is into music when they are in Philly, they find their way to the store and that includes current artists like Kurt Vile and other folks back in the day, like Ahmir Khalib Thompson – Questlove.

I think an important thing to note in terms of looking at my career is that I found out pretty early on that I couldn’t play very well. I could play some guitar, but I was never that great. But I was always better at helping other people market and grow. So the store became that place. We would put concerts on, we’d shut the streets down and do block parties and promotions with artists and other musicians. We just loved helping them succeed and helping our customers find excitement and joy.

AM: It’s so funny, I grew up my dad was a huge record collector and he would slap my hands every time I would try to go to the stereo to play with the records and at my campus at Indiana University, we had 3 record shops near my campus, Tracks was my favorite one. There is something about a record, I love them and when you hear the sound that comes out and the needle hitting the vinyl – it’s an experience. When I read that about you, I thought that’s really cool!

GH: Those stores back then, that was kind of the social network. It's where you met like-minded people that loved the same music or liked similar music. It’s where you learned! You couldn’t Google everything so sometimes the customers taught you and you taught them!

AM: Especially if you were able to come up with crazy imports. I think there’s something about that social fiber when you don’t have that independent local record store. The guy that I would get my music from knew so many things about various artists and had stories to tell and I appreciated it. I don’t remember if they had block parties but it would have been amazing!

GH: I really want to celebrate my original partner, who still has it Jacy Webster and he has given such a gift to Philadelphia music lovers for the last 30+ years, it’s an amazing place!

AM: Another part of your background that’s interesting is I love your focus on curation. To know that you were at the National Baseball Hall of Fame and Museum at Cooperstown where you focused on curation was really interesting. Can you tell us about what your role was there, what you did, and why curation was so important?

GH: My first significant museum position was at the National Baseball Hall of Fame. I was originally hired to be there Broadcast Media Archivist. My job was to curate the broadcast collection and that was recordings of All-Star games, World Series games, home movies, radio pieces – all the things where that exciting history of baseball is. In museums, they have to take their collections and tell stories with them. You want to tell the stories where you have impact to your visitors and to make those connections and that’s what we did in Cooperstown. You know, it’s an amazing museum. I started in that area, I was fortunate to be able to curate some exhibits and much like the record store, I got involved in business development and fundraising and things like sponsorship and inductee relations. It really helped to grow the business and as I advanced from the collections side of the house, I got more involved in business development and the growth of the enterprise. I spent 14 terrific years there and it was really hard to leave. It’s a wonderful museum. Anyone that has ever played catch in the backyard or Little League, should go to Cooperstown to experience it.

AM: What do you think is the connective tissue between baseball and music and how were you able to move onto the Rock & Roll Hall of Fame where you’re the President and CEO currently?

GH: They’re 2 great places and they’re both so much part of our culture. People have a deep love for both subjects. They make these pilgrimages to Cooperstown or the Rock and Roll Hall of Fame. These music and sports evolve and they are the history of our culture – all the good and all the bad comes through and you can tell these stories. On some fronts, you can talk about exclusion and people not being included and you can tell about opportunity opening up. Sometimes it opens up in sport before it opens up to the wider society. These are really important pieces for all of us to learn from to think about and to grow from. Then on the other part from the business side, these museums operate in a very similar way. They each get hundreds of thousands of visitors a year.

We have inductees that are the best of the best individuals, we have broadcast properties, we have important digital engagement with our visitors, we have retail operations and we are places that kind of mean a lot to a lot of people. So they’re very similar from a business sense and it’s just the subject that’s a little bit different. But they are magical places where people learn about their history, themselves and it helps them to better understand the present.

AM: Well can you tell us about the history of the Rock & Roll Hall of Fame in terms of who founded it and what it’s mission is? I know a lot of people think about it in terms of the amazing induction ceremony, but there are a lot of things that it does.

GH: The Rock & Roll Hall of Fame started close to 40 years ago by a group of music industry professionals – the head of Atlantic Records, Ahmet Ertegun and the head of Rolling Stone Magazine, Jann Wenner and others. They conceived it as a special evening celebration for their industries’ best of the best. After doing that for a short period of time, the idea came up to want to build a museum. A bunch of cities looked at it New York, San Francisco, my hometown of Philadelphia – all made a play for it, but Cleveland really stepped up. Cleveland had a great story about rock & roll being important to the city and being an important place for artists who broke in – including David Bowie’s whose first shows in the US were in Cleveland, Jimi Hendrix when he came back from England – his first shows were there, Rush’s first shows were there. Also a DJ named Alan Freed was playing music in the early 50’s and inspiring young people – so they had this great story! But, they showed up and had a business plan. They said this is how we’re going to build it and how we’re going to fund it and this is what it is going to mean to the region. Long and short, 27 years ago we opened up in this I.M. Pei building on the shores of Lake Eerie in Ohio. Since opening our doors, over 13 million people have visited the museum and we’re at the height of our summer season now. We'll get thousands of people through everyday all summer long. Every one of those people who comes through the front door has a lifetime of memory connected to the subjects inside our museum. When they see it, they hear it or hear it through a band that plays on our stage, it inspires them and makes them think of the people they were with and the places that they were at, the greatest week of college, the time their heart was broken, the greatest road trip that they took and they might even hear a song that reminds them of their mom, dad or siblings.

AM: So when you say rock & roll, what genres comprise this very broad title?

GH: It’s a big title and quite frankly, our definition is a very big tent. Rock & roll is more about attitude and spirit then it is about a specific sound. We embrace in the 50’s Doo-Wop, Street Corner Harmony and RockabIlly; in the 60’s there’s Psychedelic, Soul music, Folk music; in the 70’s there’s Heavy Metal, Hip-Hop, Dance Music, Disco, Punk Rock – it’s all under the umbrella of rock & roll. Synth Pop and Industrial – we embrace it all! So for us, it’s all about attitude and spirit! There’s an attitude about Johnny Cash that he had to the music industry and when Ice Cube was inducted, a couple of years ago, In his induction speech, he said, “rock & roll is a spirit, rock & roll is an attitude.” You can find his full quote online. (Editor’s Note: When Ice Cube was inducted, he talked about whether a rap group was considered to be rock & roll. He said, “Now the question is, are we rock & roll? And I say you goddam right we rock & roll. Rock & roll is not an instrument, rock & roll is not even a style of music. Rock & roll is a spirit. It’s a spirit. It’s been going since the blues, jazz, bebop, soul R&B, rock & roll, heavy metal, punk rock and yes, hip-hop. And what connects us all is that spirit. That’s what connects us all, that spirit. Rock & roll is not conforming to the people who came before you, but creating your own path in music and in life. That is rock & roll, and that is us. So rock & roll is not conforming. Rock & roll is outside the box. And rock & roll is N.W.A. I want to thank everybody who helped induct us into the Rock & Roll Hall of Fame and I just want to tell the world – Damn, that shit was dope.”) That is what we embrace. It’s the voice of change, it’s always been the sound of young America and it continues to evolve and as a museum, we continue to evolve with it.

AM: So as music continues to evolve, you will always look for new forms and elements to add to what rock & roll is.

GH: We will and that’s kind of the wave right now. That’s why we have been inducting great Hip-Hop artists right alongside great Heavy Metal artists. In the last induction, it was LL Cool J, and it was Carole King, it was the Foo Fighters, Jay-Z and Tina Turner that were all inducted! To us, it’s a broad tent and everybody’s welcome!

AM: What are your 3 favorite rock genres that you love listening to?

GH: I look for stuff that’s a little harsher, a little stronger. I love old Blues, I love 60’s Soul like Memphis and I love Punk Rock! I like for it to have a little punch and a little attitude.

AM: I can see that!

GH: Yeah, that’s what I prefer.

AM: What is your day-to-day like in your role and what are the key projects that you’re focused on?

GH: My day-to-day role is 1 – to make sure that we have the greatest museum in the world, that every single visitor that comes through our doors leaves being transformed and impacted and that we have a great team that makes that happen. It’s about keeping our staff inspired and changing. We don’t believe in maintenance mode, we always want to be growing and reaching. To that end, we're working on an amazing expansion project at the museum. We’ll be breaking ground later on this year. We will be increasing the museum by about 50,000 sqft. It’s a great project and we’re very excited to be doing it. For that project, one of my biggest responsibilities is to work with a team and to raise the funds to be able to do that. We talked about how there have been 13 million visitors that have been through the museum for the past 27 years. We need to build something for the next 13 million visitors!

AM: What can guests expect when they do come to visit and then for those that aren't available to come in person, is there an online version where people can connect that way?

GH: Yeah, so I’ll back up a little bit to your question of what do we do. So, we have this great museum and then in addition to this great museum, we have this great digital outreach. So anybody in the world can connect with us and they can experience the Hall of Fame, but also if there are teachers out there, we have ready teaching materials that they can use for free. Pre COVID, we averaged 50 teachers a day using it, during COVID it was about 500 to 1,000 a day and we have reached over 1 million students last year with our online education programs. We would love it if teachers would use it and help spread the word! We’re not teaching kids how to play instruments or to write songs, we’re teaching them math, science, social justice all through the lens of rock & roll.

AM: That’s really cool! It’s a large job!

GH: Oh yeah. We have a really great team and we’re cranking through!

When someone walks onsite at the museum, the experience starts when you’re in the building. You’re going to hear music blasting from speakers, it might be a live band on stage outdoors or it might just be coming out of our PA speakers. In the museum, you can see the whole history of rock & roll – from Blues, gospel and country through the Beatles, Stones, Supremes, James Brown, Motown and all of that. On our 2nd floor, you can play on instruments and jam with your friends. If bands visit us and they want to jam with visitors – they can do that. On our 3rd floor, you can walk through our Rock & Roll Hall of Fame and see the greats of music where they are immortalized forever in our Hall of Fame and experience our immersive theater that has an amazing show that was edited with the great Jonathan Demme and it’s really the greatest moments from the Rock & Roll Hall of Fame Inductions. So really, that’s some of the things you do and throughout it all, you’re reminded of times in your life that you listened to certain music, the greatest road trip, your Freshman year in college, who you hung out with and we bring all of those memories back and that’s the real power of our place.

AM: Going back to the expansion, what will that involve?

GH: We are keeping the whole I.M. Pei pyramid as is and that’s 128,000 sqft and we’re going to add another 50,000 sqft. You know the Pei Pyramid, the only other pyramid that he has done was at the Louvre which is truly the center of Europe’s great art as it’s the home of Mona Lisa. His only other pyramid is here in America at the Rock & Roll Hall of Fame and we’re the home of America’s great art rock and roll.

AM: That expansion is going to be huge as that’s 175,000 sqft!

GH: Pretty close give or take!

AM: That’s a lot of space.

GH: Well it’s a big subject!

AM: What are 3 of your favorite exhibits that are at the museum?

GH: I love the Garage Exhibit where visitors can come in and jam with each other it’s amazing.

We finished an exhibit that I liked a lot that I think is particularly interesting to your readers. That was an exhibit that we did about the greatest Halftime Show Performances in Super Bowl history. We had it at the museum when we hosted the NFL Draft in Cleveland. Then we worked with the NFL and we took it out to the Super Bowl in LA this year and we’re working with them again to take out to Phoenix for the next Super Bowl.

It shows performances and great moments by Prince when he did Purple Rain in the rain, Bruce Springsteen, The Rolling Stones, Stevie Wonder, Beyoncé – it’s just these iconic moments in American cultural history that happened at the Super Bowl Halftime performance it’s just a really great exhibit.

We have an exhibit which really is the legends of rock and each band has a focus area. That focus area could be David Bowie, Elton John, Michael Jackson – they all have an area that highlights their career. And that’s an exciting area to walk through and to be reminded of these individuals and their wider impact on our culture.

AM: What’s the process for acquiring items for the museum?

GH: We work directly with the inductees and pretty much everything we have at the museum has been donated by an inductee, a family member or the artist directly. We make sure to partner with them. They donate to us and occasionally it’s a loaned item if they still need it! We’ve had artifacts that are on exhibit that an artist needs back because they're touring so a guitar goes out to them and a label says, “currently on tour.”

AM: For those that are in town, how many live shows do you have a year?

GH: We have live music probably about 100 shows a year at the museum. This summer, every Thurs and Fri, we’ll have live music and some of the bands that are still coming this summer – Guided By Voices, Adrian Belew is playing and people can go to RockHall.com to check out what we have going on. There’s all different genres and one of the things that’s important to us is that we just don’t put up a party band that plays cover songs. We want original artists playing original music and we want to mix it up between the different genres whether it’s bands that are heavy metal, classic rock sounding or if they’re Hip-Hop. We love having all of them at the museum and they will be playing outdoors on our plaza.

AM: Like many, I am a fan of music. My great uncle was Joe Henderson a tenor saxophonist, I love various genres of music and here at Athleisure Mag as well as outside projects I have styled a number of known artists or have interviewed them. I know that our readers would love to know more about what goes into the induction of artists for the Rock & Roll Hall of Fame. What are the eligibility requirements?

GH: Artists have had to have made a record 25 years ago to make them eligible for consideration. And then, it’s really impact and influence. You look at did they take the art form in a new direction, did they push the envelope and that’s what they’re recognized for more than chart placement and sales. The process is, there is a ballot made for all those that were nominated. It then goes out to our voters and the largest voting body is all the other inductees. This year, Jay-Z is going to get a ballot, Bono gets a ballot, Smokey Robinson gets a ballot, Madonna gets a ballot, Bruce Springsteen and members of the Red Hot Chili Peppers – they all get ballots. So they vote and the top 5 vote getters are elected to the Rock & Roll Hall of Fame.

AM: I like that the public is also allowed to join in the fun – why was this an element that has been added to the process?

GH: So the fan vote is interesting. During the year, we let fans in the museum voice who should be nominated. It’s always fun to hear that and to understand that. Then when the voting is underway with all of the inductees, we also do a public fan vote and part of it is engagement so that they can engage with us online and let us know who their favorites are. Then we take all the fan votes online and we aggregate them and they count as a composite ballot into the bigger vote. So what it is important for is to see who people are interested in and to understand what they are thinking about. Because the induction into the Hall of Fame is not a popularity contest, those that are in the industry and have made their living off of rock & roll, their votes are really what counts the most because they can judge the merits of their peers. If that wasn’t the case, whoever has the most social media followers would be elected and that doesn’t necessarily mean they they are the most impactful, it just means that they have great music and great followers. We need that impact.

AM: When the nominees are announced, I am sure there are a number of logistics to figure out from who will accept an award for the artist/group if they have passed away and who will perform if there are other artists that will do a tribute versus those that opt to play themselves. Can you tell us more about that?

GH: The show producers are amazing! It’s our Foundation President, Joel Peresman and our Foundation Chairman, John Sykes and they do an amazing job working to create a show that is dynamic and exciting and also appropriate for the Rock & Roll Hall of Fame. They have done a super job working with the show, the production design team and sometimes at its greatest when it’s an artist from yesterday that is being honored by an artists of today and when they perform together – when you have Stevie Wonder inducting Bill Withers and then they sing together and then John Legend comes out and performs with them – it’s amazing! When LL Cool J was inducted, LL was joined by Eminem and by JLo. Just an incredible combination. It’s a desire to allow some artists to pay tribute to those that have influenced them and it’s a chance for other artists to combine that they have meant a lot to. So it’s kind of a neat looking back and looking forward and making something that is even better for that moment in time at that event.

AM: As we’re based in NY, it’s always fun when the ceremony is in our backyard, but for the upcoming 2022 induction ceremony, it will be in LA this fall. Why is it being held there and what is behind the decision of the city that you opt to do it in?

GH: Well there are rock & roll fans everywhere and let’s face it, NY is a big center for music and LA is the home of much of the industry. So those 2 cities make a ton of sense and we also do it in Cleveland which is the home of the museum and the Rock & Roll Hall of Fame. We’re working on a sequence where it goes on between those cities and we’re really excited and honored that Cleveland is in that cadence and we’re looking at how that pans out in future years. We’re really excited and thrilled to be going to LA as it hasn’t been there since 2013!

AM: Looking at this year’s inductees, I was excited about all the names but especially pleased to see that Pat Benatar, Duran Duran, Eminem, Lionel Richie and Dolly Parton are in this year’s group – what are you looking forward to this year?

GH: You know, they’re all terrific and they’re all deserving! I’m looking forward to just being surprised. Every year there are super highlights and it’s amazing as this honor isn't about haing 1 hit record or having a great soundtrack song or something like that. This is a lifetime award that is emblematic of excellence and forever they will be celebrated and enshrined at the Rock & Roll Hall of Fame. This is a really powerful moment for those artists and I can’t wait to hear their speeches and then to see them light up the room with their performances.

AM: I know we talked about the educational elements that the Rock & Roll Hall of Fame is involved in throughout the year. Are there other community programs that takes place throughout the year?

GH: We have a program called Toddler Rock where kids from First Start Programs come to the museum twice a week and we teach them for 15 weeks on rhyming, alliteration, and social skills with trained music therapists. It’s amazing. We have another program where anyone who lives in the city of Cleveland can come in for free admission all year long, everyday – whenever – just come on in! It’s a great community outreach for us and we love partnering with our conventions and business bureaus and other entities around town. When the city is bidding on and trying to attract the NBA All Star Game or the MLB All Star Game, we are in the mix. We are part of the hosting committee and we pledge to be a great partner and frequently they theme the event rock & roll because it is Cleveland. We love doing that and we think that if our reach can do well, then everyone can do well and we want to make that happen.

AM: In terms of the remainder of this year and looking forward to next year, what are you looking to do in terms of outreach and education on the Rock & Roll Hall of Fame?

GH: One, we need to execute on an amazing summer season which is what we are doing. We want to keep going with all of our educational initiatives. We have a traveling exhibitions program where certain exhibits once they are in Cleveland will go out to cities around the country. We're actively working on this building expansion project which is a significant endeavor for the museum and we’re very excited. We have been ramping up our digital presence and we have been adding a lot of Spanish language to what we are doing in our digital outreach. There is a massive group of people that love rock & roll that don’t speak English and we’re very excited to reach out to those audiences as well who do speak English.

IG @rockhall

PHOTOGRAPHY CREDITS | Rock & Roll Hall of Fame

Read the JUL ISSUE #79 of Athleisure Mag and see OUR MUSIC OUR CULTURE | Greg Harris + Rock & Roll Hall of Fame in mag.

COMMUNITY IS THE VIBE WITH D-NICE

As we embrace the reopenings that have taken place all over the world, we remember those days when we were in the thick of lockdown and we all found ways to maintain a sense of community and connection with others as we did it apart. For us and millions around the world, we found dance and music through a global couch party that had the biggest celebrities from Madonna, Michelle Obama, Nile Rodgers and more that popped in every night. We were all brought together by DJ D-Nice who created a daily (sometimes marathon sessions) IG Live event known as Club Quarantine!

Even though we're past those dark days of 2020, he continues to lead his virtual parties while also bringing the next phase with his Club Quarantine Live tour that took place to much success and we can't wait to see his Club Quarantine festival that will take place in LA in 2022! Before he brought us Club Quarantine, being a major event DJ for brands such as Hennessey, he is also an artist who has released solo projects and was a founding member of Boogie Down Productions with the legendary KRS-One and the late Scott La Rock.

We're pleased to have D-Nice as this month's cover and with a schedule that is constantly on the go, as we talked with him between soundchecks for his performance at YouTube's Advertising Week Show with Mary J. Blige at The Apollo Theater, he talks music; the creation of Club Quarantine and its continued evolution; the importance of musical accessibility; campaigns and how he continues to push his brand while being mindful of the community.

ATHLEISURE MAG: When did you fall in love with music?

D-NICE: I fell in love with music when I was around 6 or 7 years old. I remember where I grew up in the Bronx, my aunts – both of them used to collect a lot of records. It’s so crazy because the artists that they would collect would be Melba Moore and Diana Ross and like Earth, Wind and Fire and obviously, you know, that I'm not lying because that was the thing in like the 70’s.

So when you fast forward to like, Club Quarantine and I’m like hanging out in there in this virtual space with Earth, Wind and Fire and Melba Moore is in there, everyday – it’s kind of full circle to me from my childhood which makes this experience for me so incredible.

AM: For those who may not be familiar with your music career prior to Club Quarantine, can you tell us a bit about your background? You were one of the founding members of the Boogie Down Productions with KRS-One and the late Scott La Rock.

D: I grew up in the Bronx. One of my cousins worked as a security guard at a men’s shelter in the Bronx. He asked me to bring him some food and one night, I walked over to where he was working and he decided to introduce me to his friend that worked there as a social worker, which was DJ Scott La Rock. Scott La Rock introduced me to a homeless guy, which is the legendary KRS-One. From the first meeting, I was 15 and Scott looked at me and he must have felt this energy where he immediately said, “you’re going to be in this group.” That’s how I became part of the Boogie Down Productions crew.

AM: Think back to last year, which in many ways feels like 7 years ago, we were all in this gut-check moment. From a magazine perspective, we shot our last in-person cover 2 days prior to when NY went into lockdown. It was that moment of trying to figure out how we would still do what we do and to still produce everything – in a new way virtually; which we did and it was intensely challenging, but fun and full of artistic growth. So, to do Club Quarantine, how did this come about? It was like the musical and mental health that we so needed to get us through what we didn't even know how much time we'd be going through!

D: The thing about Club Quarantine that’s special is that it was birthed out of the same fear that everyone was experiencing! I was quarantined alone at home in Los Angeles. I was gearing up for a tour with Jill Scott. I was locked in for 10 dates on her tour and when we were forced to quarantine, what was difficult about it, which other people experienced as well, was that none of us were prepared for this – including myself! So, when the quarantine hit, I had to send back deposits because they were cancelling the festivals – they were cancelling Essence Fest, Miami Music Week where I had gigs there, I had SXSW gigs. So all of those gigs, I had to send the money back. I was sitting at home, stressed out, like everyone!

Because I had friends that worked with the former administration, they kept saying, this thing will go on for longer than 2 weeks, man. They said that I should prepare myself. I didn’t even understand how to prepare to not work for a year/year and a half. So that was difficult. CQ was birthed out of the sadness and having a desire to still be connected to people. When I started playing music, I wasn’t even DJing initially. I was just playing music and sharing stories and I started noticing the numbers that were rising on my account from one day being 240 people in there to the next day having 800 people in there. Then, the 3rd day, I did a marathon set with like 2,000 people. Initially, it was a very selfish thing, finding ways to stay connected, but by the 2nd day when I was reading the comments, I knew that it was actually helping people feel connected. I just wanted to continue to do it to keep people inspired.

AM: Speaking back to what we were talking about before with the music, I was born in 1979 and grew up with this music. When I listen to a lot of the songs, it reminds me of cleaning the house with my mom and sister before Soul Train came on. How is it to run the hottest global couch party that has ever existed?

D: Wow yeah, that’s literally it – the hot test global couch party! I mean there were times when I literally didn’t look at it that way. It was one of my buddies, Donnie Wahlberg, every day he would say to me, “dude, I don’t think you understand what’s happening.” I didn’t, because remember, I was home alone! I was playing music, I was at home. I wasn’t dancing with other family members, wasn’t dancing with my mom or kids and I wasn’t having parties on the other end. All I could do was just read comments. I would see hearts and that kept me going. But the other thing that kept me inspired was music! It was the love of music where I felt that I finally had the chance to play music the way that I wanted to hear it anyway from my club days. As a DJ, you kind of lean towards what the promoters wanted, what the fans wanted, but when the world stopped, the fans wanted and needed music that kept them inspired. It just so happened to be the music that I love. To have a chance to play David Bowie and mix David Bowie in with Madonna and all of a sudden, Madonna is in my IG Live. Then I could play a Stevie Wonder record and then throw in a JAY-Z and rock Rihanna and then all of a sudden, Rihanna is in there! There’s no better party then that! Everyone had a chance to feel the music and still be inspired and it was awesome. And it continues to be awesome!

AM: Which I think is awesome and I love the versatility of the music. I mean, I love all kinds of genres, my great uncle was the late tenor saxophonist Joe Henderson so I have my jazz elements that I love and I love EDM. I remember when you had David Bowie to Madonna and then you had Nile Rodgers that popped in which I had styled him a few years ago for a project which was awesome to see him come through.

D: I mean, Nile Rodgers, when he came in it was beautiful!

AM: I’ll never forget when I was in his apartment on the UWS and he was showing me his music sheets of his work with Madonna and he was like, "I did this and I did that." I just remember feeling that I was standing in the room of greatness at that moment.

D: Yes absolutely.

AM: The fact that we have actually been able to see how you have evolved CQ from the at home sessions to performing to major moments that you were part of from encouraging people to register to vote, having people vote, social justice movements and then moving that into bringing it live in person such as launching at the Hollywood Bowl and being on the tour for that too, what’s it like to evolve the brand?

D: I felt that it was my job to protect the brand. Protecting the brand meant not keeping the platform to myself and to include other people. It was about authenticity and making sure that what I did online translated well into the live space. My desire to play the Hollywood Bowl was birthed out of seeing so many people in there. Early on in the pandemic, I was trying to figure out what place that this would feel like and would make sense. I wanted to give everyone something to imagine and look forward to when the world opened up again. I just threw it out there and said, “one day, I’m going to play the Hollywood Bowl and be the first show!”

A year and a half later when I received the offer to play the Hollywood Bowl, I was excited! But it didn’t really hit me until the morning that I announced that the tickets were on sale on IG Live and I said, “I have something to share with everyone. My gosh, we got the Hollywood Bowl, tickets are on sale in one hour.” Within that first hour, we sold 10,000 tickets. It was very emotional. To know that something that I did just out of the love of music that started in my kitchen – literally in the kitchen, went on to become something where we sold out 15,000 people in the Hollywood Bowl in 3 days! It's a very humbling feeling and it's beautiful to know that people want to listen to music the way that I do. You have to want to be there to hear the music, the fans want to be there, the art ists want to be there – there were fans that bought tickets to all of the CQ Live shows and we kept it limited. Obviously, we’re still dealing with this pandemic so we didn’t want to be reckless by doing a full on tour. But for all of the shows, there are people like hundreds of people that attended all 3 of them. It’s something special that’s happening right now. The music is secondary when it comes to Club Quarantine. It wasn’t just about the music, it was about community. To me, that’s number one – about people staying connected. By the way, there’s some cool music being played right now and we’re going to dance together as well!

AM: It’s undeniable that live shows have an amazing vibe to them. What are your plans on the virtual side of things as we continue over the next few months, will this still be part of your portfolio or are you looking to segue completely to back where we were prior to 2020 where we could comfortably be together in person?

D: I want to continue to have the virtual space to be part of it. It’s an important element because not everyone can afford to travel to these cities, not everyone can afford to buy tickets. Let’s be realistic. People lost jobs and people are still trying to recover from that. To me, it would be a little bit unfair to just pull that away from everyone and I want to continue to share my love of music with people and to inspire community, so it’s important for me to do this for at least another 6 months or as long as social media will allow me to play. You know, things change, people are outside now so it may not be as exciting, but for me, it’s always important that whenever I return to Los Angeles, I need to play 1 or 2 sets to at least get it in. By the way, I’m not just doing it for the people, I happen to like playing music!

AM: You can tell!

D: Yes! I love playing music, so if I can share music when I log on and there are 30,000 - 50,000 people at the end of the set, that means there is still a need and desire to hear music that way. I just want to be able to fill that need and to continue to keep people inspired.

AM: I love music festivals and it was great to see that here in NY, Governors Ball and Electric Zoo came back. Do you envision CQ having a physical festival?

D: Oh no – it’s not even about envisioning it, it’s actually happening! It’s happening Aug of 2022. We’re literally in the planning stages right now, planning the artists that I want to perform with. That’s happening. August of 2022, the festival happens in Los Angeles.

AM: Earlier this year, you dropped “No Plans For Love” with Ne-Yo and Kent Jones. How was that working on this single and are you working on an album?

D: Releasing the single was fun. It was a different process because we were doing everything remotely with Kent and Ne-Yo was interesting. I wasn’t in the studio with Ne-Yo when he recorded his vocals. It was almost like, when he finished the demo of the song, by the time I heard it, they said Ne-Yo had cut the song. I listened to it and I was excited about it. That song did well, top 5 for R&B for the single. I’m deep on working on the album right now. It was important to me that when we put the record out, we had something to celebrate the 1 year anniversary of Club Quarantine and that’s why we didn’t have an album to follow it up. It was just about putting that single out for people to have a song that they would remember during the quarantine. I’m really happy that the single did well and I am looking forward to completing this project.

AM: You’ve amassed an amazing platform and I’m sure that you are constantly wading through offers of things that you want to do. What's your process in terms of thinking about brand synergies. I loved the Band-Aid campaign that you were part of. What are you thinking of when you know that the brands are interested in D-Nice?

D: Everything that I have done has been important for the synergy to be there. I have to be mindful of a couple of things right? 1. I’m not just a DJ that’s happening right now. I do have history and I have to be respectful of my history. Everything that I participate in, you want it to resonate with the younger generation, but I am respectful of the legacy that was already built and the people that listened to my music back in the day who are still jamming to my music right now. The first project that I worked on during the quarantine was the Apple commercial and that was great because it had Oprah and all of these celebrities in there.

The 2nd campaign I worked on was for Budweiser which was based on the old commercial of “What’s Up” and people checking in on each other. So it was me, Dwyane Wade, Chris Bosh and Candace Parker. That was great!

Then I did the Ford Commercial and what made that so authentically me was that, not only was I DJing in the commercial, did the voiceover for it, I was in it – but my record from back in the day was also a tie in. I thought it was an awesome thing for people to see the evolution of me being a recording artist in 1990 and here we are in 2021 with a commercial that’s updated but still using the essence of who I am which was great.

With Band-Aid, I thought it was awesome to be a person of color and never having Band-Aids that could match our skin tone! It was great to be part of that campaign and to be able to show! But on the other side for me, to see that Corporate America and these big brands actually trust me to be part of what they’re doing and I didn’t take that lightly either.

Throughout my career, what I did was to be able to sustain in terms of how dedicated I have been to do the right thing with people. To work with Michelle Obama and to raise awareness with voter rights and voter registration. Raising money for the Apollo Theater, Breast Cancer Awareness, raising 100s of thousands for HBCUs – it’s important to always use that platform to do some good. Even with those campaigns, I always have to be part of something that wouldn’t just be a good look for me, but to be a good look for people in general.

AM: What is the best piece of business advice that you have received?

D: Honestly, it wasn’t based on any advice that one person gave me, it was based on what I felt in my heart. In the beginning of quarantine, people were offering me millions of dollars and I didn’t accept any of it and it’s because it didn’t feel good to me. It's not that I didn't want to make money, let’s be honest, I am a business man and this is my business, I am an artist. But in that moment, in those very early weeks of the quarantine, to all of a sudden monetize something right before everyone’s eyes when it was something that people needed – it didn’t feel right to me and it didn’t sit well with me. I didn’t want that on my conscious. I wanted to do something that was truly about keeping people inspired and I remember that one of my DJ friends called and he’s a huge DJ, he’s globally known. He called me and said, “hey man, this is the first time that I could actually dance with my family and I appreciate you!” I’ll never forget conversations like that and there were multiple ones like that. I knew that this was something special and all I wanted to do was to play music.

Now, it did become a business months later. We can’t deny that! But even in terms of it being a business, it was important to do things that didn’t push success into anyone’s face. It wasn’t about the money. It wasn’t about diamonds and cars – it wasn't about buying things. It was about keeping people inspired.

AM: You recently became an investor at Maison Marcel. Why did you want to enter this space and will you do anything that is outfaced with the brand?

D: I invested in it because obviously, I’m a wine drinker and I have been looking to get into the space for years. Even before working with Maison Marcel, I was a brand ambassador for Hennessey for nearly a decade of being involved with them. The natural progression would be to own your spirits company or to one day own your wine company. When the opportunity presented itself to be a part of it, I jumped on it. I was first introduced to the brand by my buddy Hassan Smith, who works with John Legend. It wasn’t even about investing, it was, “hey, would you like a glass of wine.” I enjoyed it and he was like, “I invested in this.” Then 2 years later, I became an investor. I’m not sure what we will do in terms of forward facing involvement. I didn’t want to be a spokesperson because I didn’t want the brand to be about me. I enjoy my wine, so I am always going to talk about it. I enjoy the product – so we’ll see.

AM: How do you take time for yourself when you’re not in the midst of playing music, creating music building your brand and all of the things that you do?

D: Honestly, I have to figure that out! The one thing that I am doing is spending more time with my kids. Especially now that school is back. I have 2 daughters. One graduated from law school and I have a younger daughter she’s in the 4th grade so that’s important. Other than that, I enjoy – I mean people think that I’m exhausted. There are times that I am, but I don’t feel burnt out because I truly love what I do!

AM: Your impact on this global pandemic that you gave to people and the impact on the culture throughout your career has been immense! Over the past few months, you have received a number of accolades from Webby Artist of the Year, Shine A Light Award from BET Awards, NAACP Image Awards for Entertainer of the Year and an ASCAP Voice of the Culture Award – what do you want your legacy to be?

D: That’s a tough one. You know, when I think about it, I just want people to know that it’s ok to be a nice guy, no pun attended. It’s ok to be a good guy. What’s happened my entire life over my career was not solely based on talent. It was based on being kind to people and being there for people. So when you think about Club Quarantine, none of this happens overnight. You’re talking about 35 years of relationships in the music industry. Michelle Obama wasn’t on my IG because she heard that I was DJing. That was because I made a phone call and the only reason why I could make that phone call is because I have worked with them and I have been kind to people. In that moment, that was the first time that I recognized that

people came to something because I was doing it. For decades, I was always there doing things for them. To me, it was important that I make sure that I put kindness into everything that I am doing and with one another. Hopefully, that will be part of my legacy.

AM: For #TRIBEGOALS, we talk to trailblazers in the industry and ask them who are 3 people that have influenced you to be where you are today.

D: The 1st person would be Dr. Martin Luther King Jr. for obvious reasons. Obviously, he was Black and dealt with the plight of Black people, but it was also important for him to represent human beings period and that has always been an important part of growing up for me.

The 2nd person would be Stevie Wonder. His music, the storytelling in his music and the feeling in his music has always been an important part of my growing up and even including him in my sets now. Even knowing Stevie and having dinner with him, it's been one of the highlights of my career.

The third person would be, Barack Obama. From the moment that I met him, I'll share a story. One day I was DJing an event that he was hosting, he was still President at the time and we were on Martha's Vineyard. We were in a small tent, maybe 50 people people in total were attending. I was a guest and also DJing and there was this one moment, which was in his last year of his presidency, where I saw him sitting in a corner by himself, people were dancing and I looked over at him. I remember thinking that to see someone who probably had the weight of the world on his shoulders in that very moment, but he was still able to be present with his family and friends was inspiring to see that no matter how much work you have going on in your life, it’s still important to maintain that love and respect for your family and friends. I never forgot that moment and I’m truly inspired by Barack Obama!

IG @dnice

PHOTOGRAPHY COURTESY | D-Nice

Read the OCT ISSUE #71 of Athleisure Mag and see Community is the Vibe with D-Nice in mag.

Hear DJ/Producer D-Nice on our show, #TRIBEGOALS - which is a part of Athleisure Studio, our multimedia companion podcast network! Subscribe to be notified when the episode drops. Listen on iHeartRadio, Spotify, Apple Podcasts, Amazon Music, Google Podcasts or wherever you enjoy your podcasts.

COUPLESHIP ROCK WITH PERRY + ETTY LAU FARRELL

We had the pleasure to connect with rock powerhouse couple, Perry Farrell and his wife, Etty Lau Farrell. Perry is known as the Godfather of Alternative Rock and is noted as one of the people to push the genre forward. From Psi Com, Jane's Addiction, Porno for Pyros and his solo projects, this frontman can do it all from lead vocals, writing and more. Etty is a classically trained dancer who toured with Ricky Martin, Madonna, Bon Jovi and joined the Jane's Addiction tour in 1997. She would go on to being a bandmate and being in a number of projects with Perry including being a vocalist in their band, Satellite Party and Kind Heaven Orchestra and being on the board of Lollapalooza.

We caught up with rock's glam power couple to find out about their love for performing, how they work together, Lollapalooza, and Perry Farrell: The Glitz; The Glamour box set.

ATHLEISURE MAG: Perry when did you first fall in love with music and when did you realize that you wanted to perform?

PERRY FARRELL: I was so fortunate to be able to be introduced to so many artists by my big brother and sister. He turned me onto The Rolling Stones, The Beatles, Jimi Hendrix and The Who which was my starting point. My sister loved fun and soul so I got to know about James Brown, Sly and the Family Stone and George Clinton as well as the Funkadelic - loved that.

I didn't really think about performing until much later in life in my early 20s! I felt that I had the frame for it as a skinny guy and that I could be a frontman. I knew that I could dance, but I had to have that voice.

So, I taught myself to be a lead singer! I would look into the mirror and imitate Mick Jagger and David Bowie. I wanted to create music that people could feel so I had my mixer, headphones, microphone and I would write songs.

AM: Etty, what was your journey to coming into music and being a vocalist, dancer and songwriter?

ETTY LAU: I had been dancing my entire life as I am a classically trained dancer as a ballerina! I was born in Hong Kong and I went to the Royal Academy of Dance and when I moved to Seattle while being in a dance studio there, I also attended the Pacific Northwest Ballet and the Cornish College of the Arts. I came down to LA on a scholarship at 19.

We met in 1997 when Jane's Addiction was going back out on tour and I was on tour with them ever since.

ATHLEISURE MAG: Athleisure Mag is cofounded by a couple so we always like talking to couples who work together. You guys have worked together for decades from Jane’s Addiction, Satellite Party and your latest project, what is that like and how do you navigate the dynamics of work along with your coupleship?

ELF: We have a bit of an odd codependency with one another. So we share everything - a car, a stage, a hotel room.

PF: Even a toothbrush!

AM: Oh my!

ELF: No not a toothbrush, that's gross ha!

AM: Definitely have to have your own on that one haha!

ELF: When it comes to working together, I think of Perry like my boss in many ways. I know that when I'm on tour dancing for Jane's Addiction, he is the boss. I'm on the board of Lolla and I do a lot of the logistical things and make recommendations - but he is the boss.

PF: Absolutely not. I am not your boss, it's a partnership. When we work together, there is a give and take and it's all about immersing yourself and bringing all of these experiences together to make something meaningful and heartfelt.

ELF: We know our strong suits and we're able to play off of one another. What he has, I may not have and what I have he may not have - but together, it works as a true partnership! I know that he respects my opinion, but the final word is with him - I can only advise.

AM: The first music festival that we remember going to was Lollapalooza in 2007 and again in 2008. We saw Satellite Party, Daft Punk, Kanye, Lady Gaga - so many great acts and series of days. It literally started our path to attending festivals.

Like many this past year, it has been insane and between lockdowns, quarantines and pauses, plans were in the air and there were pivots. You guys had Lollapalooza virtually, but with vaccines being available, are there plans to resume this festival this year in Chicago and or global cities?

PF: Lollapalooza is a microcosm of music that has a massive amount of people that enjoy music over a period of days in various cities.

Because of COVID, we did a digital platform in 2020. We did 4 days online and reunited Porno, Janes and had people play live. It was fun because we went into archives and it was a great way to give everyone hope and something to enjoy.

If we can all stay on course, getting vaccinated, socially distant and mask up – maybe please God, we’ll get to go to Chicago in early August with an audience in one capacity or another for Lollapalooza – not a large one but maybe a half capacity. We can only respond to the people and what the city/government professionals say that we can do.

I listen to Joe Biden when he says that July 4th could be when we have our first small celebrations, then I’m going to say, that mine will be in August and I want to have it in Chicago. So I’m planning for a party in some kind of capacity for Kind Heaven Orchestra to come out there.

AM: Definitely hoping that we can go back to in person events! The fact that you guys use your platform to continue to drive the point home that wearing masks is a must and that they need to get vaccinated! It's a shame that it's become so politicized!

PF: Why do you think it's politicized?

AM: I'm not sure why! I think that wearing a mask is just being a good citizen and keeps yourself as well as those around you safe. It's such a small effort with a great impact to show that you're doing your part. The more we're able to do it, engaging in social distancing and safe behaviours, then we can begin to embrace the things that we have done before. It may be in a different way, but baby steps!

ELF: Without a doubt. I mean we have ideas of things; however, it's based on a number of things and ultimately, it's based on what the city will allow. But we're hopeful so keep checking our site and our socials for the latest information on that!

AM: One of the things that I have loved about your music Perry is that it has such a jazzy element to it. My great uncle was tenor saxophonist Joe Henderson who was with Blue Note Records and was part of the Hard Bop era.

As a power duo, you guys formed The Kind Heaven Orchestra. Can you tell me more about this and this 9 piece ensemble?

PF: Thank you yes and that's phenomenal! I love jazz, I love Duke Ellington, Miles Davis - their sound as well as their sense of style is just really something that I vibe with - that was great music.

The Kind Heaven Orchestra is an art collective and a music collective - an installation. We install for more than one day and I want to keep that going with that intimate scenario to see where it goes. Of course, it can be blown up too!

Before COVID, we were performing and I look forward to getting back to it when we're able to do in person events again!

AM: Your box set, Perry Farrell - The Glitz; The Glamour is a 35 year retrospective of your solo and artistic explorations outside of Jane’s Addiction and Porno for Pyros. With 68 tracks, vinyl, blue ray discs and remixes with Maceo Plex, Groove Armada, UNKLE and Hyper to name a few, photos and art - it's an epic and stunning box set to have. Why did you want to embark upon this project and how long did it take to put together?

ELF: We put it together during quarantine. It became our project!

AM: Wait, you just decided to put out this massive retrospective? Some people were making sourdough and you guys decided to showcase history!

PF: I tend to look forward and don’t look back. I like to keep it fresh. I had music all over the universe from Porno for Pyros stuff to Psi Com stuff and solo stuff. I had tracks floating around like they were comets and stars. I wanted everything in one place and to have my body of work. With the Internet, I love that you have a place where you can have all of your history and I had boxes of photographs which every picture tells a story!

ELF: It was going to a 50 page autobiography with photos . It's all vinyl and all solo work - so not Jane's Addiction. So it starts with Psi Com, Satellite Party and Kind Heaven. We have a few new songs in there too. It ended up being 100 pages with photos and about his childhood.

PF: There are 2 songs in the boxed set with Jim Morrison. I received an unearthed recording of The Doors’ Jim Morrison, written and recorded with Starcrawler. I had one of the tracks mixed by a Palestinian woman as well as an Israeli man who created mixes that are in the box set.

AM: When you look at 2020 and as we continue into 2021, there was a lot going on from COVID-19, the election, social justice, facing the need to talk about equality within Black Lives Matter as well as Stop Asian Hate – how are you guys utilizing your platform to lend your voices to this?

ELF: A lot of people don't know that I was born in Hong Kong and I know growing up when I came to the states, I had instances of prejudice and scary situations, but it is nothing like the trauma that is going on right now. We have to educate and bring awareness to what is happening and to speak out!

There are so many things that I want to do to continue to let people know about this. I'm even educating myself as well. When I open my mouth to speak, I'll know what I'm talking about. I think the more we learn about this topic, the more we learn about what we don't know.

AM: Couldn't agree more. It's so important to realize that this is going on and then to be an ally! As a Black Co-Founder whose boyfriend is Italian American/Jewish, he finds it important to not only be aware of what's going on but steps in to be an ally. I think this is so important when it comes to underrepresented groups whether we're talking about Asian, Blacks, LGBTQIA+. This is one of those issues that we need get people to realize that we will not continue to allow these horrific activities to take place!

PF: Absolutely. We need to stand in solidarity, love each other and to unite.

IG @PerryFarrellOfficial

@EttyLauFarrell

@Lollapalooza

PHOTOGRAPHY COURTESY | Perry + Etty Lau Farrell

Read the Apr Issue #64 of Athleisure Mag and see Coupleship Rock with Perry + Etty Lau Farrell in mag.

THE DROP WITH STEVE AOKI

We're sure that we have all been listening to a lot more music as we have navigated these past few months as it's a way to transport ourselves to another level even when our environment may look way to familiar at this point. This month's cover of Athleisure Mag is entertainer, DJ, record producer, music executive and entrepreneur Steve Aoki. We've always been fans of the energy that he creates when he's at his shows, his music as well as his focus on putting good into the world with The AOKI FOUNDATION whose primary goal is supporting organizations in the brain science and research areas with a specific focus on regenerative medicine and brain preservation.

In addition to our virtual cover editorial shoot with Steve, we delved into his career, his label DIM MAK, his placement in the Smithsonian Museum, the importance of diversification while being true to the core of business, Neon Future series, Blue: The Color of Noise and his process in music and collaborative projects.

ATHLEISURE MAG: What was the moment when you realized that you wanted to be in the entertainment industry?

STEVE AOKI: Oh man entertainment is such a broad word and some of these answers are probably not going to be straight forward. I got into music when I was a teenager and then that became my whole life blood. Everything I did was involving music in every facet of life. It just became my lifestyle. From the friends I chose, to the food I ate – when I was growing up as a teenager – there was a very specific kind of music that I listened to and everyone was vegetarian. Pretty much everything down to the way that I dressed. It just became – it just became me so. So once I figured out what I wanted to devote my life to, that of course, changes over time. So from when I was a teenager, to college, to post college, young adult – my music style changed and the way that I interpreted music and played music changed as well.

So, I was in bands in the beginning and then I became a DJ and then at that point, in the early 2000’s, I actually started seeing that what I was doing with music was actually making a profit. It was making money. Because up until then, I never looked at music as a profitable enterprise. I never thought about it that way because you give so much to something, if you really care about, it’s not like you care about getting something back. What you get back is the love that it gives you, the feelings that it gives you, the community that it brings to you. As I started DJing, I started realizing that at that point I was DJing small clubs and festivals. That’s really when that major moment came when I was like, “wow I’m on a big stage and I need to not just play records and music” – which some of them were my own and a lot at that time, were of the culture. It then became, how do I engage with these people and entertain these people?

So then that term, “entertainment” came into the fold much later in my career. I would say that it came into the fold when I played Coachella the second time in 2009, not even the first time. It was that moment when I had the budget and I could build out the stage design and I could think about ideas that could present to different parts of my show like stage diving. These stage dives aren’t like a moment where you are methodical, you feel the moment, everyone’s ready for it and you jump into the crowd. There are moments when you think, this is going to engage with people, this is going to be entertaining. I bring my raft out and I start floating on the people, they haven’t seen that yet – that’s entertaining. There’s all these little things that I did with the people like the cakes. It’s an entertaining part of a Steve Aoki show. People remember for the rest of their lives and they’ll say, “40 years ago I saw a Steve Aoki show, I don’t remember the songs but he did cake my friend in the face and it was the best day of her life!" You know what I mean?

AM: Exactly yeah!

SA: I would say 2009 it all came together. Long answer for you!

AM: But that’s a great answer though. It’s all about a progression and just how things come together.

How would you define your musical style?

SA: My musical style is very fluid and of the moment and I like that. I like that like, it’s very much a gut and it’s based on feelings and it’s always going to change. It’s always going to change with my feelings and however way I feel about things or the moment on how I internalize that and not just consume, but how do I create that and how do I create from that?

I think that that’s something that I learned at a young age. When you are inspired or when you absorb something that makes you feel a certain way that it hasn’t made you feel before, like you know the best way for me to engage with that feeling is to create from it. It’s like anything, when you do it over and over again, you just get better at the process of doing it. You might not be great at it in terms of the output, but you get better at the process and that’s what’s more important than the output because the output is entirely subjective. Whether someone likes it or not is not what’s important. That’s another thing that I learned through this whole thing – whether people like my music or my output shouldn’t reflect why I did it and why I liked the process of it. I think about that question and it’s very complex. It’s not just I’m EDM or I’m this. Music is always going to change and it’s based on feelings. If you take down all the identities, all the titles and the genres – if there was no such thing as hip hop or rock or EDM and people were just like, “yo I just like the song.” When you hear a song for the first time and you’re listening to something that is totally different – you shouldn’t be limited to, “this is weird that I like it.” It shouldn’t make you feel weird. If it makes you feel really good, then that’s the whole point of it.

AM: Right and sometimes listening to the same artist and the same song at different points in your life, have a different connection and you can enjoy it. Our co-founder’s great uncle was tenor saxophonist, Joe Henderson and as a kid hearing him, she didn’t respect the fullness of his work.

SA: Yeah.

AM: And then in college, there was a whole other world of understanding that gave those songs meaning.

SA: Right right!

AM: You are someone who has worked with so many artists across so many different genres as a DJ, musician, producer, music exec – what is that process like for you when you’re thinking of collaborating with somebody?

SA: Yeah, when I’m collaborating with different artists, I think that one of the biggest lessons that I have learned is to just go in there and go in with a blank slate. A lot of people want you to come in there with all of your ammunition and basically all of your knowledge base. I’d rather go in there as a student. You know, they want to work with you and at this point in my career, they want to work with you too! I know what I can bring to the table, but it’s almost like when you watch an improv comedy skit, you never know what’s going to happen. Like, “hey someone say an action – running, someone say a sport – wrestling,” and then you kind of take those moments and you just be free on where it will go. That journey is really exciting to come from that place. Of course, your intuition and experience in terms of how and the way you process and supply chain your music and the way you work your music – how you’re going to work all of that – it’s innately going to come out. Sometimes you need the structure, but I prefer having the blank slate for the most part. Unless if you’re on a time crunch – a time crunch is a whole other story. Because then I’m like, “ok I just need to have the hook.” From the hook, I’m able to build you know – I can build that idea. I generally start from there if I can’t get into the studio with the artist. I just need a hook. I just need that part that gets stuck in my head and I will allow that to just linger in my head for a long time and then melodies start coming out in the studio and then I pick the best one. You stay on that melody for a day or two to make sure that it’s the right melody – because sometimes the first time you’ve heard it, it’s the best thing that you have ever heard and then you realize a day later, “oh my God, it’s awful.”

AM: Definitely! What’s that like when you have something that’s already existed. We love Michael Jackson – Thriller (Steve Aoki Midnight Hour Remix) and I also like Steve Aoki & Darren Criss - Crash Into Me cover of Dave Matthews Band. When people already know the songs, do you have a different approach when you’re deconstructing it to make it your own?

SA: Yeah, yeah exactly. When I do remixes of my own tracks – like in the case of Crash Into Me with Darren Criss (Glee, Hollywood, The Assassination of Gianni Versace), I can’t play the original at my own shows because it’s too mellow. When I’m playing an EDM show, I need that energy bursting at the seams and I need that drop to do exactly that. I need the dance floor to be bouncing. It’s all about Darren’s voice, Dave Matthews incredible lyrics, the melody and you combine that with a huge drop that’s signature to my sound and people will just lose their minds you know? You want to push purposeful.

AM: Are there genres that you've yet to do that you want to place the Aoki touch on?

SA: Yes. I mean there is no genre that can limit me. I just – I want to work with every genre and I really want to keep spanning the globe. That’s the other thing to, I travel so much and I’m so fortunate to be able to hear and know and learn about not just what’s happening in different parts of the world that are already popular, but also like what’s brewing. What’s brewing in South Africa, when I was out there, I was listening to some music and it was like, “yo this is the next wave in South Africa.” I want to know about it and I want to meet them. I want to hear the songs and I want to get the vibe, the flow and the dance culture that’s with it. You know, music brings people together so you have to understand what kind of dance moves that they are doing to it. How are they bringing it to their culture. Basically, I just want to keep expanding, keep exploring and it’s limitless. There’s always something new out there.

AM: How did you feel being the first EDM artist to be included in the Smithsonian? How impactful was it to see your gear housed in the same space as DJ Bob Casey’s from the 50's as well as Grand Masterflash’s turntables and now you’re literally being enshrined in such a historical place?

SA: Even when you say that out loud …

AM: It’s mindblowing.

SA: It’s totally wild you know? I remember when I went to the Smithsonian after they asked if we would be part of it. I met with them and did the interview there and walked through it and I felt like I was leaving my body and watching myself and I was like, “holy shit!” I just freaked out. I mean, it’s incredible you know – an incredible feeling. It’s the kind of thing that you’ll say, “wow in 60 years someone is going to say in the 2010’s there was an Asian DJ and there was a thing called EDM and this is what people did when they went out to festivals. And here is a typical show.” It was really cool to think that wow, 60 or 70 years later, someone is going to look at that and say, “that’s cool.” And you know, in that regard to, I’m proud that you know, I’m representing for Asians in that way too.

AM: As someone who is as busy as you are, who does travel so much, why is fitness, health and wellness so important to you?

SA: Oh God, it’s so crucial and integral. You have to train your body and mind to be able to run the marathon over and over again. You can’t just wake up – before you get out and run, you have to stretch. Before you do anything – I mean, I’m stretching constantly and that stretch is mindfulness. And as I do more mindfulness, actively, and I start learning more about myself – my mind, my body rhythms – it’s really fun. When you’re sitting there meditating, some people think, “oh it’s so boring.” When you get into that space, you get into where you’re finally supposed to be – it’s incredible to get into that space where nothing else really matters. That phone call, that schedule – all these things in life – comparing yourself to this person to that person – that thing – the anxieties of the world. If you can calm all of those things, it’s a really wonderful place to learn to get to. I think that it’s not just for someone like me that was running around like I was prior to COVID-19 like I did, I think it’s really helpful for everybody. For me especially, I need to absolutely make sure that I’m on the practice and I just love having it.

AM: Just looking at your portfolio, it’s so expansive between your music, Pizzaoki, your label DIM MAK as well as DIM MAK En Fuego, your clothing lines, companies that you have invested in like Liquid I.V. which we are huge fans of. How important was it for you that regardless of the vertical, to diversify your portfolio beyond your industry that you work in whether it’s creating ventures or investing?

SA: I mean, yeah, in life, I think that diversification is always a positive. Of course, you know it says a lot when you see someone that dives into their craft 110%. I’ve seen that in Japan especially, with artists that’s into their craft whether it’s even sushi chefs that spend their entire life just focusing on that and I love that – I love that. I’m such a fan of that and I admire and I respect that. It’s important that I have that too because my main core the whole of my operation is music. Music creation, music production and playing – playing my music out to the world. That has to be grounded. That has to be an anchor and platform and if I don’t have that, I can’t diversify. I think what the important lesson is here – is that diversification is always positive. You need to have your main business, whatever it is, whatever your main passion is – it has to be grounded so deeply into what you do and you have to be a craftsman in that space. Once you have that, then you can start building outward. You know, we only have one life, experience it. Experience as much as you can. All of these different things that were created in all of these different worlds is extremely fun for me. I enjoy it. I love it and if I didn’t love it, I wouldn’t be doing it. You have to love what you do and you have to love the process – not what is actually going to be in the end result. It’s always about the process.

AM: With so many artists, because of COVID-19 doing their performances virtually and I know that you’re known as a Techno Futurist Optimist with an interest in the intersectionality between humanity and technology, how do you think this digital reliance will impact the industry long term once we’re able to get back into a new normal.

SA: I think that in a hopeful sense that we will all get back to what we all love. You can’t deny live experiences and live shows. There is nothing that compares to that. A virtual show is like 1/10th of the experience and not a 100% of the experience. That’s why they were so big all around the world. We’re social creatures and beings. We love being around people and experiencing things together. We’re not a solo species. We need to feel energy and those feelings with other people. You can’t deny that and I think that hopefully, there will be a vaccine that will be administered around the world where we don’t have to worry about COVID deaths and COVID tragedies that are happening. But until then, the digital space is what I had to do. I think that all of us have had to take that because now there is an infrastructure being built around the digital space of experience and it’s evolving quite quickly. You know, I just played an Oculus show where you put on an Oculus headset and you’re talking to people from all around the world. As a fan watching the show, you can look to your right and your left and there’s another fan watching that same show from a different country. You can actually socially engage with them. The infrastructure is being built in such a way that there’s going to be more of a catch and they will be able to bring more of a better experience. I think that once we get back to IRL shows, there will still be that people will want to do that and be apart of that. I think that at least with COVID and people being in that business, it has created a space for it to grow. But, you can’t compare that when you’re talking about a live show.

AM: Last year, you published your memoir Blue: The Color of Noise, why did you want to write this and what was that process like for you?

SA: It took me about 6 years. It took me a long long time. It definitely wasn’t like, “ok, I’m going to get this done – I just need to do this.” It was an ongoing process and it started out being like the history of DIM MAK first. So I was like, DIM MAK is going to hit 20 years – we’re at almost 25 now. I thought I would do the history of DIM MAK, a 20 year book and I started writing stories about when I started DIM MAK back in ’96 when I was in college. I wrote about the struggles and all of the good stuff that you want to read – incredible stories. Then I realized, this was more about a memoir about my life and DIM MAK is a part of my life. It’s a big part of my life, but I felt that I should expand more and at that point, a few years after as I was touching on the history of my label, I started talking about the harder things that were very difficult to open up about like the death of my father (editors note: Hiroaki "Rocky" Aoki, a wrestler and restaurateur who founded the restaurant chain Benihana), the death of some of my friends that made a huge impact on my life and then as I got deeper, I started seeing a therapist that helped me to actually bring out some more of my introspective feelings that had to be kind of unearthed. You know, it was therapeutic to be able to write the book and a lot of that went into it. I also – you know when a lot of people think about the history of Steve Aoki, they say, “oh yeah, he’s the guy that throws cakes at people at shows.” Well I just wanted people to know that there is a lot more than just that.

AM: You dropped Neon Future IV this spring which I know is part of the Neon Future series that you began in 2015, tell us about the series in general and what can you share about the 27 track album that you just dropped?

SA: Neon Future is a concept that I came up with and is exactly what you said earlier. I really look at the future as an optimist and I look at technology with an optimist lens. I look at tech in a way that can help us and enhance us to be more of a creative or imaginative species. At the end of the day, we want to save ourselves and saving ourselves will be saving our planet as well. With tech, we can advance that and become more of an intelligent species. That’s why Neon Future is a colorful future. And so really making sure that for me personally, the musical concept, I wanted to educate it by having scientists on the album. So it’s not just about having a collection of songs for each album, but to really validate my point, I reached out to scientists that were very difficult to get a hold of. Some of the people were harder to get a hold of than some of the biggest talents that I have worked with. I had to do a lot of explaining, fly and meet people and do a lot of work in that regard because I care so much about that space and I also love bridging the science community and the electronic dance music community in a way that hasn’t been done before.

Like Ray Kurzweil to Yuval Harari to J.J. Abrams to Bill Nye and so forth and so forth. It started off as one album and the second album was going and then I said, you know what, it’s too good to end. Then the third and then I built the studio between the second and the third and I call it Neon Future Cave and then between the third and the fourth album, I started creating the comic Neon Future with Tom Bilyeu because Neon Future really deserves to be graphically laid out with its storyline. Which presents a world that we can imagine and with every comic book story, you need to have conflict so we had to make it like a dystopia that we want to make it like a utopia instead of the opposite. It just kept on growing and it had a mind of it’s own and it became AI! It became its own thing. It’s almost funny that this project almost became it’s own powerhouse that I couldn’t even stop which is kind of cool. We’ll see. Because of my next project, this puts Neon Future IV as the last of the series so far. We’ll see if it continues as I have a few other concepts that I want to develop. My main baby is Neon Future that’s for sure.

IG @SteveAoki

PHOTOGRAPHY CREDITS

Athleisure Mag's virtual cover shoot was shot by Co-Founder + Celebrity Photographer Paul Farkas. Throughout this shoot, Paul used an iPhone XR, iPad Air 2, Facetime and Clos.

STYLE & GROOMING CREDITS

Athleisure Mag's Celeb Fashion Stylist, Co-Founder/Creative + Style Director Kimmie Smith and Groomer Sheena Zargari share what they used to create this fall menswear style editorial of Out & About Style, WFH and Fitness.

LOOK I | OUT & ABOUT STYLE

FRONT/BACK COVER PG 26 - 37 | DIM MAK COLLECTION X DIAMOND SUPPLY CO Denim Jacket | SIKSILK X STEVE AOKI S/S Oversized Essential Tee + Loose Fit Riot Denim | LACOSTE Storm 96 Lo Sneakers |

LOOK II | WFH

PG 22 - 25 | SIKSILK X STEVE AOKI Oversized Hoodie + Relaxed Short | LACOSTE Storm 96 Lo Textile Sneakers |

LOOK III | FITNESS

PG 16 -21 | ALPHA INDUSTRIES Apollo II Hoodie | DIM MAK COLLECTION Leggings | DECKERS X LAB S/S K-ST 21 Sneakers |

IG @PVFarkas

@Shes.Kimmie

@Sheena_Zar

Hear DJ/Producer Steve Aoki on our show, #TRIBEGOALS - which is a part of Athleisure Studio, our multimedia companion podcast network! Subscribe to be notified when the episode drops. Listen on iHeartRadio, Spotify, Apple Podcasts, Amazon Music, Google Podcasts or wherever you enjoy your podcasts.

Read the Oct Issue #58 of Athleisure Mag and see The Drop with Steve Aoki in mag.