In collaboration with
- Words Yazzi Gokcemen
- Photography & Videography Naomi Kane
- Production Amy Yates
Live from Sundown Festival earlier this year, emerging DJ JOJO talks making it in the industry, maintaining her own identity, and being part of the Jägermeister family for life.
JOJO’s DJ dreams were lived out this summer. The enigmatic mixer played at Boardmasters and Cloud X Festival, as well as on stages at Brighton Pride and Notting Hill Carnival, sending off the festival season at Sundown Festival in early September. How did JOJO arrive at this point? TikTok helped for sure, but a lot can be credited to her self-assured attitude: she refuses to simply people-please and always plays what she loves.
Knowing what it’s like to be an emerging DJ trying to cut through a noisy, saturated space, JOJO cannot emphasise enough how valuable brand support can be. Collaborating with Jägermeister has provided her with not only greater visibility and the slot at Sundown, but also a supportive cross-industry network. From connecting young talent with editorial platforms and other brands to plugging them at events, Jägermeister’s commitment to supporting rising artists in the music scene is based on action as much as it is a co-sign.
Catching a minute with JOJO at the festival, we learn how this spirited boost gave her confidence, as well as the fellow rising artists she’s loving right now and the time she took a shot of Jägermeister coffee with Bassboy.
Do you remember the moment you fell in love with music?
The moment I fell in love with music was when I was really little and my mum showed me the song ‘Beat Goes On’ by The All Seeing I. We used to have a thing called ‘dance before bedtime’, it was bare cute. It’s funny because the song has now gone viral on TikTok. But it has been my favourite song for life since my mum showed me it.
When did you know you had to pursue music as a career?
I’ve always loved music, but when I was 13 years old, I recall watching the 2011 Tomorrowland Aftermovie. I’d watch it on repeat and show all my family. I said to them “I want to DJ. I don’t know how I’m going to do it, but I’m going to do it.” The Tomorrowland soundtrack was downloaded on my phone and I listened to it every morning on the way to school.
If you could go back in time, what advice would you give your younger self?
My advice would be to not compare yourself to anyone in the music industry. You’re on your own journey. Things will come to you as you’re growing, you don’t need to settle for what other people like, especially when it comes to DJing. It’s super important to play what you love and to not people please. It gets you nowhere.
What advice would you give to DJs trying to make it today?
Watch no one. Obviously it’s hard when you feel like you need to form a brand, however when you get too caught up in that you lose your identity. Play what you love. Stick to what you love. Otherwise, you’ll fall out of love with what you’re trying to do.
Tell me about why it’s important to support rising DJs and artists?
Everyone starts somewhere. The London scene is so saturated with people that have already made their name. There are so many people who have worked so hard, who work a 9-to-5 and have their own three radio shows. They’re so on it and are amazing but they never get their time to shine. It’s so important to hear these artists because the effort they put in is unreal.
Who are your favourite rising stars in music at the moment?
My favourite rising stars in music are a few DJs I’ve been following for years now. ***(Couldn’t make out name of artist – ask JOJO)***, an incredible DJ. She’s killing it at the moment. Sammy Virji, who is an incredible producer. And Badger – seeing him on stage with Vengaboys made my year.
What’s your go to track to capture the crowd’s attention?
My go-to track at the moment is ‘Calabria 2007 (Young Earth Sauce remix)’. It’s sick.
What’s a song you could listen to on repeat?
A song I could listen to on repeat would be ‘Loca’ by Vibe Chemistry.
What does it mean to you to be part of a festival like Sundown?
To be invited to play at Sundown was crazy. I’ve been going to festivals since I was a baby and playing at them has always been a big dream of mine.
How has Jägermeister been a part of your best nights?
Jägermeister has been a part of some of my best nights. I was at Boardmasters festival with Jägermeister. I took a shot of Jägermeister coffee with Bassboy…what a G. It made my night.
What does it mean for Jägermeister to support rising artists and the music scene?
It’s super important to showcase emerging artists and Jägermeister are doing an amazing job of that. Recently I spoke to a DJ friend who has been working with Jägermeister for a while and she said that they look after you like family. Once they see you do your thing, you become part of the family forever.
Last question, what’s next for you?
What’s next for me… That’s scary. I’m not quite sure. We will wait and see.
