Amidst the bustling chaos of Brixton market, a familiar South London rhythm pulses through the air. Shoppers weave through the crowds, dodging a Lime bike rider as the number 322 bus pulls up nearby. At the center of this vibrant scene stands DJ AG Online, spinning grime instrumentals on his trusty Pioneer decks.
Beside him, Inspekta Veg seizes the moment, rapping about the perils of processed food. "Birdseye mums, raising Birdseye daughters and Birdseye sons / You don't eat fish without breadcrumbs," he spits, captivating the growing audience. This is no ordinary street performance – it's a testament to the democratic platform that DJ AG Online has created, giving a voice to London's diverse pool of grassroots talent.
DJ AG, a 39-year-old DJ, has carved out a unique niche for himself in the city's music scene. Self-identifying as an 'open format DJ', he has built a portable pirate radio station of sorts, traveling to iconic locations around London and offering members of the public the chance to showcase their skills on the microphone. It's a formula that has gained viral notoriety in recent weeks, with spontaneous performances from the likes of Skepta, JME, Lethal Bizzle, Chip, Krept & Konan, and more.
As a teenager, DJ AG spent time as an MC before returning to DJing at clubs and parties in 2011. However, it wasn't until last year that he took his craft to the streets of London.
Then working at a FTSE 250 sales company and becoming increasingly disillusioned with corporate life, DJ AG began experimenting with the viral formula during his spare time. The gamble paid off, as he was able to accrue enough followers to dive into the project full-time. However, it hasn't been without its challenges, as DJ AG recalls having water thrown at him and eggs being hurled at his equipment when he first started.
Now, with a larger audience than ever and co-signs from some of the UK's biggest home-grown talents, DJ AG is poised to take his platform to the next level. But it is supporting the community around him that remains at the forefront of his mission. "As a DJ, I'm never going to be the most technical and that doesn't really interest me," he says to Dazed Digital. "It's not about me, it's more about the platform. I'm here to support and get the best out of you. There'll be a time and a place for me to do a club event and show my mixing skills but, for me right now, it's about showcasing talent and seeing what we can do to help people. Hopefully, some of the ANRs and labels will pick some of these people up and give them a push."
Maya Torelli
Straddling the worlds of art and communication, this creative professional established People in 2009, a content agency specializing in the fusion of words and visuals. Over the years, her work has spanned a variety of projects, including magazines and documentary films. Beyond her commercial endeavors, she dedicates herself to exploring the nature of imagery, with a particular focus on its interplay with other media forms, especially music. Her passion for music not only fuels her writing but also deeply influences her work as a filmmaker, shaping both her documentaries and video installations. With a voracious appetite for knowledge across philosophy, sociology, anthropology, and various scientific disciplines, she weaves these diverse interests into a unique, interdisciplinary approach to content creation, perspective-taking, and writing.