Top 10 Most Impactful TV Moments in DJ Culture
You can debate the positive effects social media has had on the spread of Turntablism and the broader culture of DJing within Hip-Hop, but before Instagram, YouTube, Facebook, and TikTok, TV was the platform where legends of the field took to spread our culture. Read on to learn more about my top ten most impactful TV moments in DJ culture, when raw talent on our glowing screens brought attention to what we do on turntables.
1984: Herbie Hancock at the 26th Annual Grammy Awards
In February 1984, most of the world had never seen anything like the performance Herbie Hancock and his band delivered. In a Grammy performance for the ages, Herbie played the Keytar, a keyboard-like instrument strapped around his neck, while masked B-Boys represented the element of Breaking. But front and center stood Grandmixer D.ST, behind the wheels of steel. This would be the first time a Hip-Hop DJ joined a formal band in a live performance. D.ST treated the turntables as if he were introducing a new instrument to the music industry. Looking back, it’s easy to see why this moment was an early touchstone of Turntablism.
1986: Big Fun in the Big Town
Directed by Bram van Splunteren and presented by Belgian TV personality Marcel Vanthilt, this was one of the earliest Hip-Hop documentaries of the 1980s. Although it aired in the Netherlands, Grandmaster Flash explained the science behind his “Quick Mix” and “Clock” theories to audiences outside America who still hadn’t caught on to raw Hip-Hop DJing.
1987: Jive / RCA Showcase: Jazzy Jeff & The Fresh Prince
From the moment I heard DJ Jazzy Jeff cuttin’ the “Catch The Beat” drum roll on his debut single with The Fresh Prince, “Girls Ain’t Nothing But Trouble” I’ve appreciated and learned a lot from this DJ legend. Remember, there was no social media back then, so when I finally had the chance to see Jeff perform live, thanks to Ralph McDaniels airing Jeff and Fresh Prince’s performance at the ’87 Jive/RCA showcase, my respect for Jeff’s accuracy and overall funkiness on the turntables grew even more. Jeff’s influence on DJ culture is undisputed.
1989: DJ Aladdin and DJ Miz appear on Yo MTV Raps
DJ Aladdin and Miz were the two finalists of the 1989 New Music Seminar battle. Their final head-to-head battle was like Ali vs Frazier. They made such an impression that MTV invited them to demonstrate techniques such as scratching and beat juggling on Yo MTV Raps. These two dudes are Hip-Hop titans!
1990: 3rd Bass on the Arsenio Hall Show
The 3rd Bass appearance on Arsenio in 1990 was a groundbreaking moment in Hip-Hop. But amidst MC Search, Pete Nice and even MF DOOM before the mask, it was DJ Richie Rich who truly stole the show. Live, without Serato’s relative mode to save him from accidentally skipping the record, it was clear why Richie Rich had a reputation for being a titan battle DJ. I remember running to my local record store the very next day and purchasing doubles of “Me So Horny” (2 LIve Crew) and teaching myself this routine.
1994: Coca-Cola commercial with DJ Scratch, Magic Mike, and Plaztic Man
This is the first time DJs from any genre, let alone Hip-Hop, have been featured in a television ad. Watching DJ Scratch, Magic Mike, and Plaztic Man get busy on two turntables and a 2200 Gemini was a spectacle, not just for the Turntablist community but for the broader culture of DJing.
2001: Gap Commercial with DJ Rob Swift, Shortkut, and Shannyn Sossaman
To promote their new 2001 fall clothing line, The Gap tapped me, Shortkut, and actress Shannyn Sossaman from A Knight’s Tale.I remember Shortkut, and we recorded the scratches to Dizzy Gillespie’s “Matrix” at our hotel the night before we filmed the commercial. Who would have thought a young Afro-Hispanic kid from Jackson Heights, Queens, would end up in a GAP commercial… not me!
2002: The X-Ecutioners perform at MTV Icon Aerosmith
The word “icon” is often misused, but this, I can say without fear of error, is one of the most iconic moments in Turntablism. Once Hip-Hop went mainstream and gave rise to Rap music, the DJ became the unsung hero of Hip-Hop. Yet, historically, we’ve always played a pivotal role in shaping the music fans listen to. Just as DJs are the nucleus of Hip-Hop culture, we are the driving force behind all styles of music. Roc Raida (rest in peace), Total Eclipse, and I proved it when we performed a medley of Aerosmith songs in tribute to Aerosmith. Prove me wrong!
2003: DJ Premier, Grandmaster Flash, Kid Capri, and Jazzy Jeff tribute to Jam Master Jay
PREEMO, Flash, Capri, and Jeff did an amazing job of reminding the DJ world that it lost the best on October 30, 2002. Jam Master Jay was more than a DJ; he was the backbone of the group Run DMC, and his legacy is tougher than leather!
2006: Roc Raida and Rahzel Pepsi commercial
There hasn’t been another commercial repping DJ culture like this since Pepsi’s homage featuring the late Grandmaster Roc Raida and Rahzel. Whenever I watch this ad, I think, “What if?” because it offers a glimpse into the world of comedy that Raida began experimenting with. Some of you may not know this, but Raida had plans to apply his creativity in funnier ways, ala Dave Chappelle, in future projects he was brainstorming. I miss you, Raida!
*BONUS
2007: DJ Q-Bert Mac commercial
Q-Bert is one of those rare DJs who can be funny and super creative all at once. From his Turntable TV VHS tapes from back in the day to albums like Wave Twisters, he brings an infectious personality and talent that blends humor with incredible DJ skills. What makes Q special is that he doesn’t try to be funny or nasty on the turntables; he just is, naturally.
While social media may be a pervasive force in the spread of DJ culture today, television, for two-plus decades, was the medium the OGs of Hip-Hop DJing used to spread the culture to hundreds of millions of people around the world.