In the world of Hip Hop production, there is a vast sound experience that ranges from mashing up samples to pounding out original synthetic drum patterns. The producers who stand out are rarely those who rely on sampling alone – this is the day of the true artist.
Ridd and Dnali, collectively known as DNA Beats, are bringing their style of natural percussion and DJ-inspired rhythms to the forefront as they build a brilliant new soundscape for Philadelphia’s urban music scene. They have a current Mid-Atlantic hit with DJ Diamond Kuts’ “Salt Peppa Ketchup Hot Sauce” featuring Casino and Pumpkin, and a flurry of work this year with the likes of Bump J, Gillie Da Kid, Young Tre, Peedi Peedi, Five Mics and more.
Ridd and Dnali met as students in Voorhees, New Jersey’s Eastern High School. Dnali was honing his skills as a drummer in the music department, while Ridd was spending his nights DJing local parties. They had both tried producing songs individually, but it wasn’t until they met that everything made sense.
Eventually they became DNA (Digital and Analog), and had a memorable moment when they linked with Will Hart of the Delphonics to create a song. Ridd initially captured the idea for the track when AllHipHop.com CEO Grouchy Greg played him the Delphonics classic “Seventeen in Love.” Inspired, DNA made a Hip Hop sampled track, and by chance Will Hart came through Philadelphia and was able to lay original vocals on the song for them.
“Working with Will Hart was a big achievement for us, because we grew up on that,” explains Dnali. “As far as sampling, The Delphonics got some classics. The opportunity in itself to work with him on the same song, and for him to hear what we did and be thoroughly impressed was a great experience.”
DNA Beats got their first nationwide placement with Rocafella Records artist Peedi Crakk (now known as Peedi Peedi). In 2006, they worked with Peedi on his DJ Whoo Kid-hosted mixtape, Crakk Files, blessing him with the standout single “Knock Em Out the Box.” DNA Beats began working with a flurry of budding artists from Philadelphia including singer Jai-Sun, The Corner Boys and rapper/songwriter Casino.
One of their key successes has been developing the sound for Young Tre, who recently linked with Def Jam. They produced several original tracks for him on 2007’s Days of My Life mixtape with Remy Ma’s DJ BedTyme and 2008’s Shoe Box Money hosted by The Aphilliates’ DJ Infamous. As the Young Tre project has taken off, their work with Casino developed into a new song with Philly’s Power 99 on-air personality and BET Rap City regular DJ Diamond Kuts. Written by Casino and produced by DNA Beats, “Salt Peppa Ketchup Hot Sauce” quickly caught on with radio in the Mid-Atlantic region, and has been lighting up dance floors throughout the Summer of ’08.
In 2008 alone, DNA Beats has offered up two other singles with Young Tre’s “Private Room” and Bump J’s “Pretty Girls in the VIP.” The latter spawned a sought-after remix featuring Peedi Peedi and Gillie Da Kid. They also continued their mixtape success with original tracks for Five Mics on The Million Dollar Dream, hosted by The Aphilliates’ Don Cannon.
As students of the legendary production team Gamble & Huff, Dnali and Ridd plan to take the Philadelphia movement to new heights as they marry their technical foundation with their vision for the next generation. “When we make a track, we focus on a lot of things that other producers don't,” explains Dnali. “Our main thing is our cadence on our drums, the way we actually set them up. We start out every track with our drums before we lay any instruments. Sometimes we'll just have a whole track that's just basically sound effects and drums - the drums gotta hit.”
“We're trying to take some of the late ‘80s stuff back,” Ridd adds. “Our whole vision with ‘Salt Peppa Ketchup Hot Sauce’ was imagining if Roxanne Shante came out with a record right now. That's what we're trying to help bring back a little bit. We're not making it more club-friendly, we're just providing all of the elements that have worked.”
“It's a basic simple formula,” Dnali agrees. “It's funny how our name DNA kind of ties in with everything that we do. Look at the genetics of the way hit songs were put together from a formula that's always going to work.” In addition to their work with local artists, major labels have also been seeking the DNA sound. The team has done some recent work with Cherri Hyll at Interscope, a group signed to producer RedOne who created four of Akon’s Number One singles. DNA also has some developing placements with Dave Lighty’s new artists at Jive.
“We definitely want to make an impact in the industry,” explains Dnali. “We're not trying to be the one-hit wonders - we strive to make sure we're on top of our game. We definitely feel we're in a position to make an impact just off of basic elements of our sound.”
DNA Beats knows that the business side of their work needs to be handled as effectively as the creative side, so they teamed with Status Management to take things to the next level. Their relationship with the Status team goes back a few years, as they were actually friends with CEO Kyle Piasecki before they did business together. “Our whole dream is, of course, to be big time celebrities,” says Dnali, “but we want that friendship first. Working with Kyle is great, because he's energetic and hard-working and we're the exact same way about our music. That's why we've complemented each other so well.”
With such an outstanding line-up of songs in 2008, there is still a lot more to come for DNA Beats. While they consistently push creative boundaries in the market, their work ethic stays ahead of the curve as well. “Our plate is full right now, everyday it's something new,” asserts Dnali. “It's exciting, but at the same time it's a grind.”
For interviews and press information, contact dove@tygereye.net
DNA BEATS INTERVIEW ON ROCK ME TV
DNA BEATS SHOWING DJ DIAMOND KUTZ HOW TO MAKE BEATS
PRETTY GIRL'S IN THE VIP "OFFICIAL VIDEO"
Bump J Featuring Gillie Da Kid & Peedi Crack
PRODUCED BY DNA!!!
DEF JAM'S Hottest New Artist YOUNG TRE
"Shoebox Money" Mixtape
DNA Lead Producers!!!
DJ DIAMOND KUTZ, DJ KHALED, ACE HOOD, GDK AND FLY BOY
Theme Song Created By DNA Muisc for
BLACK LATINO EXPO – PHILADELPHIA, PA
SEPTEMBER 2008
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