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Client Feature: SV & DJ Jove

Posted by Keith Freund On September - 9 - 2009COMMENT ON THIS POST

jove l_b8773d77364c4ab2960378a79e018012Earlier this year, Phil and I began working with rap crossover group and production team, SV & DJ Jove, who have become two of our most promising unsigned clients. Check out a sampler from their club anthem “Act Stupid!” and SV’s catchy R&B single “You Know” (currently on the front page of FixYourMix.com).


You may recognize DJ Jove (birth name Vinnie) from MTV’s new reality series Is She Really Going Out With Him?, a show about bad boys that date good girls or as the network puts it, “douchebags and the women that love them.” From the creator of popular blog and book Hot Chicks With Douchebags, Is She Really Going Out With Him? chronicles the trials and tribulations of an alpha male in his natural habitat, which in Jove’s case includes his internet show, Reset Radio, where two porn stars have a cannoli-sucking contest live on the air.



Watch more highlights on MTV.com by clicking on the image below:


WATCH DJ JOVE ON MTVThis guy knows how to work a crowd. A little YouTubing turns up dozens of live shows including a video of Jove doing part of a set in a bra (I’ll spare you the link). To get a sense of his live presence, also check out clip 2 from the MTV.com series where he spins in a club filled with scantily-clad women. He raps the first verse on “Act Stupid!


As a producer, SV has a diverse but signature sound from club rap (think Black Eyed Peas) to pop-R&B (a la Rihanna or Akon). Although born and raised in Brooklyn, some of his beats have a Miami feel to them, particularly “Act Stupid!” In others, he juxtaposes tribal and Middle-Eastern sounds with a mainstream, synth-based club minimalism (like in Rich Boy’s “Drop”). SV is also making moves as a rapper and lyricist–his hook writing ability in particular is phenomenal.


Breaking Onto The Charts


Look out for these guys in the coming months. Today, there are really three ways for an artist to break onto the rap and pop scene, any of which could propel SV & DJ Jove to the top of the charts:

  • A guest spot from an established artist – the Drake model
  • “Going viral” – the Soulja Boy model
  • Grassroots / paying dues – This is the model for most big rappers today including as TI and Lil Wayne. Can take up to a decade to reach peak potential. One could argue that like with rock music, these artists largely benefited from the promotional dollars of the “old music business” (pre-2000s) and that this sort of success may not be as viable in today’s short-attention-span/everything’s-free marketplace. On the other hand, if you told me that Wayne was eventually going to be a Top 40 artist back when I was jamming on his Tha Block is Hot album, I wouldn’t have believed you. I always thought of him as one of the under-appreciated members of Cash Money Records. So I think there’s actually an objective reason for why these artists stood the test of time and went from moderately successful Southern rappers to Top 40 artists: talent.


DJ Jove & SV - Act Stupid! - Single - Act Stupid! Buy “Act Stupid!” on iTunes


Buy “Act Stupid!” on Amazon MP3


www.djjove.com
SV on Myspace


SV & Jove in the studio

Recent Project: Ex Norwegian

Posted by Keith Freund On May - 18 - 2009COMMENT ON THIS POST

Miami-based indie rock band Ex Norwegian is a Fix Your Mix artist we’re excited about right now. They’ve been featured on XM radio, performed live on Sky News (London) and at the 2008 CMJ Music Marathon in New York City where I saw them play for the first time.


Click here to check out “Sad Wonder” off their new album Standby.

Ex Norwegian


I was blown away by this song upon first listen. Usually when you think of psychedelic music, you think of effects, but to me, these chord changes are psychedelic. Add a catchy melody, loud-soft dynamics, and an arrangement that holds your interest all the way to the end and you’ve got a recipe for success.


I knew right off the bat that I wanted to emphasize the synth pad “ahhhs,” so I mixed the chorus first. That’s how I usually begin a mix: pick a section or element of the song that excites me the most and build the rest of the mix around it.


They were going for a retro sound with a modern twist. Drum samples and compression define the modern rock sound, so I dropped the former and kept the latter.


Rock mixers today tend to rely mainly on samples for drum ambience rather than reverb or room mics. Instead of doing either of those, I downplayed the drum ambience altogether and focused on punchiness instead. This was also important because the other instruments were being sent to several different reverbs and delays.


To keep it modern, the individual elements and overall mix were compressed a good deal more than Ex Norwegian’s old-school references (Big Star, David Bowie, ELO) and I added a vocal stutter edit during the first verse for some extra modern flare.


I also went heavier on the low end than a standard rock mix, which worked out perfectly because the electric bass locks up with the kick drum. (This goes along with one of the themes that tends to comes up when Phil and I have philosophical discussions about music: Arrangement is King.)


Standby is filled with stand out tracks. My personal favorites are Sad Wonder, Aventura, and Add Vice.


Ex Norwegian on Myspace


Buy Ex Norwegian’s debut album Standby on Amazon MP3.

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