DJ Graffiti: Soul of Detroit Carries on in All of Us

Martin Smith, better known to the world as DJ Graffiti, has been one of my biggest inspirations since my college days. I have had the privilege work with him at A-Side Worldwide, where he is the VP of Marketing, and been able to throw some business his way for his DJ and photo booth service – Snapfuze. I used to share stages with him at many a hip hop show back in my performance days. As a successful DJ and business owner, Graffiti has helped many ambitious young people see what is possible if you put a little thought into your hustle. If not for Graffiti, Animal House Party probably would not exist, so it is an honor to have his as our headlining DJ.

Hubert: A birdie told us that you’re a pretty big deal; even though, you’d humbly deny it. Think about some big deal DJs, which of them inspire you?

DJ Graffiti:

• DJ Jazzy Jeff
• DJ Dez
• Questlove
• D-Nice
• Houseshoes

The DJs listed above are ones that are my biggest inspirations, but honestly the DJs that I hang out with on weekends and DJ events with around Detroit influence me most. Even though they may not be “big names”, working together and sharing songs, tips, or just borrowing elements from their styles is the biggest source of growth for me.

Hubert: You’re from Metro Detroit, but you’ve been in Ann Arbor since college. How do you think the regions have shaped your DJ style?

DJ Graffiti: Being in the Detroit area has shaped my DJing by making soul a major component of whatever I’m playing. I spin many different genres of music but there’s always a certain groove or underlying soul that has to be there whether I’m spinning Hip-Hop, R&B, Electronic, Rock, Reggae or Indie music. I don’t know that being in Ann Arbor has shaped my DJ style that much, but I’ve learned from every DJ I’ve ever worked with. It’s great to have so much talent concentrated in this area. Often when I’m spinning out of town, or when people move away they tell me they miss Detroit’s DJs because they have so much soul.
Hubert: Now let’s talk animals a bit. Did you grow up with animals in your home?

DJ Graffiti: Growing up, I had a wonderful mutt named Rover Lee Smith. I’m an only child and he was my best friend. I was afraid of dogs until my parents bought him for me. Even though sometimes I’d make him wait until I was done watching TV or playing video games before I’d feed him or let him outside, he always loved me unconditionally. I believe I took for granted how much he meant to me until he passed away. It’s heartwarming to have a pet that’s jumping at your ankles extremely happy to see you every time you walk through the door. Every once in a while these days I think I see him running around out of the corner of my eye. Even writing this now I miss him. I’m dedicating my DJ set to Rover aka Roggie, the best dog ever!

Hubert: When you think about animal welfare as someone that lives in Ann Arbor, what comes to mind?

DJ Graffiti: I’m not really sure that how I feel about animals is shaped by my living in Ann Arbor. My views are pretty simple and straight forward. Animals give us their best, so they deserve the best from us as well. I’m looking forward to adopting a dog in the next few years. Hubert: AMEN

Hubert: That’s awesome. I want to switch up one more time to your “day job.” As the VP of Marketing at A-Side Worldwide, you help manage a solid line-up of music acts as well as provide creative marketing services for major brands, so you know about captivating an audience on so many levels. Sometimes it seems like the music industry is a lot like the nonprofit sector. They both provide something with intrinsic value. Not every nonprofit effort is going to be huge, what do you feel are some of the similar characteristics of a successful music act and a successful nonprofit?

DJ Graffiti: Both a nonprofit and a musician start from the premise that someone out there will benefit from what they spend their time creating. Whether it’s music, or a greater good for people, places or things, someone at the end of the day will benefit from what you’re offering. I guess that is just as true of a for profit business. I’m not sure that a good for profit business shouldn’t have some intrinsic value in its offerings as well. Often the most successful characteristic of a music act, nonprofit and a for profit business is that at the end of the day someone would be willing to do what they’re doing regardless of whether money is involved. Putting a smile on someone’s face, helping someone get through a hard period in life or even saving a life is the ultimate goal. Money is secondary and is mainly important because it allows the artist, nonprofit or for-profit company to scale that benefit to a larger group.

Hubert: One of the things we’re looking to do with AHP is show nonprofits and social entrepreneurs alike, the new ways to garner attention in the best way possible. I’m sure A-Side pulls experience working with major brands to help develop artists like Mayer Hawthorne. What attributes do you feel are universal to truly building a platform to attract a particular audience?

DJ Graffiti: For us at A-Side it generally goes more the other way around. We take the much more experimental experience of working with and promoting artists and apply that to working with brands once we’ve found techniques that are tested. One thing that I feel is universal is knowing the audience that you’re trying to reach. You have to know the audience you’re going after no matter what you’re promoting. Find out what that audience wants and how they like to be approached before trying to promote to them. Create a plan for how you’ll reach that audience in a way that they’ll appreciate and you’ll get much stronger results. I’m not sure if that exactly answers your question, but that’s my answer. J