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A Prince Among DJs By Wendy Day from Rap Coalition
Latin Prince just might be the hardest working man in show business. He does so many different things. But he’s a DJ first! He is the guy behind the scenes moving in silence giving back to Hip Hop because the music has blessed him so. Prince started the Bum Squad DJz because DJs are the backbone of the music industry and he wanted to set up an organization for the DJs that would serve as a music mentorship program or school, as opposed to just a DJ crew. “It’s not about the bling. There has to be more substance!” says Latin Prince, who is called LP by his close friends. Bum Squad, established in 2004, now boasts a membership of around 120 official members and hosts a hot website – www.Bumsquaddjz.com - that gets over 20 million hits a year. “We were the first to launch a sound bank online at bumsquadddjz.com,” he informs. “It’s the first spot on the Internet for DJs to download songs from a digital record pool. Now we have over 10,000 registered users at New Music Studio Reloaded (the sound bank).” The message board is also an outstanding resource and “a world of its own. It’s a great way to see what DJs are thinking and how they feel.” New Music Studio Reloaded is a very popular extension through the Bum Squad DJz’ site. Reggaeton is so big it required a separate Reggaeton All Stars sound bank. They’re about to launch one for the mash up DJs as well. LP loves mash ups and offers a bi-weekly radio show featuring the top Bums DJs who subscribe to that genre, on Sirius’ channel 50 (Hot Jamz; Ch 50). “Mash Ups are growing in popularity and Reggaeton is holding steady,” LP reveals. “In New York, Miami and L.A., reggaeton is still huge. Women love reggaeton, especially in L.A. So it’s still heavy in the clubs. Mash Ups are starting to get heavy in the clubs especially in Las Vegas. It’s a mash up of people, so why wouldn’t it be a mash up of music? A hot Hip Hop vocal over an AC/DC track, for example. It’s getting very interesting.” So what makes Latin Prince want to devote so much time to setting up the Bum Squad DJz? “I want to show the DJs more,” he persists. “I’m busting my balls to be different. I’m unique and showing that through our annual convention, which is more of a family reunion with a teaching component.” So successful in his grind, for so long, this 38 year-old Latino is eager to share his secrets of success with others. “Never be afraid to ask for help,” he insists. “Utilize your relationships, because the industry is based on that. Give to people and ask for help when you need it. Help each other. People want to help. They just need to know what you need. Spread knowledge and let people know what you are doing.” Latin Prince’s industry beginnings unfolded in the Bay Area at only fifteen years old. As a kid he pretended to be a radio DJ with his mom’s old beat up turntable, broadcasting to his living room that he would one day take part in the coveted art form. He grew up in Nicaragua (just hearing him say the word is poetry) and then moved with his Mother to San Francisco. DJing kept him away from street drama and out of trouble during his teen years, while his mother motivated him to do well in school by taking away his turntables if his grades slipped. Needless to say, it was a great motivation tool. Like many DJs, Prince started out holding down house parties and eventually blossomed into one of the more recognizable club DJs in the Bay, spinning for crowds of 2,000 to 4,000 people. He was discovered by Alex Mejia, the Music Director and a radio DJ at KMEL in the early 90s. The grind of balancing club DJing and radio DJing wore on him, but he persevered and learned by doing. He often took a ribbing from other radio DJs, but he adjusted and grew quickly, staying at radio for over 7 years. He had a hugely popular mix show at KMEL, which is the third or fourth largest (listeners wise) in the country.
// OZONE WEST
Since growing out of his position in radio, Latin Prince tried his luck with HITS. Latin Prince boasts following a five year plan that he follows strictly. Over the years in the industry he flew himself to every convention to meet other DJs and industry folks. The grind proved heavy but successful as he built powerful relationships in the process. In accepting the position as Associate Mix Show Editor at HITS, Prince acknowledges knowing nothing about magazines or writing. English wasn’t even his first language. Even still, he moved to L.A. in May of 1997 under the tutelage of Ricky Leigh. After adjusting to the written word LP and Leigh moved to promote records. The transition proved a good one as Prince, after five years at HITS, was recruited by Troy Marshall from MCA to promote their records exclusively. After MCA folded, LP opened his own marketing and promo company – Urban Jungle Music. He worked as a consultant for TVT and was eventually earned a staff position, where he ultimately broke artists such as Lil Jon, Pitbull and Ying Yang Twins. Years later, Marshall moved to reassemble the team at Universal Records, where LP went on to become National Director of Mix Show Promotions for the West Coast, a position he maintains to the day. “TVT taught me how to break new records and MCA taught me how to work a handful of records at one time. Now I’m applying everything I learned to my job at Universal,” Prince reflects. “Our conversations are more than just, ‘Hey, can you put this record in the mix?’ I talk with my DJs about life and real issues.” With a full time job at Universal and running one of the biggest DJ organizations in the country, one has to wonder how Latin Prince finds balance. “The business strains loving relationships,” he offers, revealing a crumbled marriage. “Time and traveling takes a toll on relationships. Achieving balance is tough. You gotta work at it. It’s a full time job. You already have a full time job and then making a relationship work is also hard work. Although my marriage didn’t last, I do know people in the industry who’ve made relationships work. But it’s hard. “Late nights at the office and a rigorous work travel schedule. You give up some things in return for others. It’s so hard. How much time and energy you put into your relationship is how it’ll succeed. But it takes two people to make it work. Some partners think, ‘I don’t want to have this kind of lifestyle,’ but some can ride it out. The key is to choose a partner who can ride it out.” To escape the pressures of work LP rides his Harley with industry guys on Sundays whenever he can find the time. “Personal time is key,” he says. “You have to make the time. My life is very structured. It’s scheduled tightly and mapped out so I can accomplish everything.” He sticks to his schedule like most workaholics do. We laugh over the fact that he enjoys looking back at the end of the week and saying, “What a crazy week!! But it feels goooooood.” LP spends a lot of time DJing in Europe, Croatia in particular, where there is a huge Hip Hop scene. And Bum Squad now has its own a magazine in the US and recently launched a Hip Hop magazine in Croatia (Bums Magazine). Latin Prince loves to DJ overseas because “the way they take care of the DJ overseas is how they should do it here. The respect and love is incredible. DJs are out here in the US struggling. They are always one step away from being on the street. We are bums—that’s where the name Bum Squad DJz comes from. “The Bums office is opening in the UK this year. We focus on worldwide as opposed to just local US DJs. There’s also an Asia tour coming this year. We have a huge worldwide vision. I want my DJs to see what I’ve seen. DJs are stars around the world, so we’re building internationally. I’m working steadily and quietly. I’m on some next shit.” And after all, isn’t that what it’s all about? //