While the pandemic has been incredibly disruptive for the music industry, in reality the beat literally goes on despite the dearth of live music events. We checked in with Antwerp-born Moroccan DJ and producer Lady S (real name Sahira Chadouli) about influential new music trends, how the business of DJ-ing differs globally and the pluses and minuses of song requests.
Now based in New York, Lady S also discusses adjustment to living in the big City, her love of kicks plus her newly-released single, “All Mine” featuring Kritikos.
Check out the exchange below.
Snobette: You recently moved to New York, the City that never sleeps. How has the pace affected your creativity?
DJ Lady S: “I must admit, the first year, I had to completely shut down because I thought I could keep up with the New York pace, but I stumbled instead. I had to observe how New Yorkers move and then go with their mindset and workflow.
“Once I figured that out for myself, I felt like my creativity shot up to a 100 because everything is possible in this City. Everyone has an open mind and is receptive to any idea you throw at them. I’ve become more creative because compared to Belgium where I’m from, I feel like there are no limits here.
Snobette: Do you find differences in business practices working across countries?
DJ Lady S: “Whenever I was booked in Europe or the Middle East, I know the booking dates far ahead of time. Everything is planned out nicely and prepped for with enough time to promote the event. In the U.S., it’s a bit different. There are a lot of last-minute gigs some with two-day notices sometimes”
Snobette: Does the no requests rule apply when you spin?
DJ Lady S: “Requests don’t bother me. Sometimes they even inspire me to add a song to my playlist I may have forgotten. What does bother me are people who are annoying while requesting songs. Having a cell phones in my face, returning to the DJ booth to ask me when I will play it, etc. If I can play it and it fits in my playlist, be sure that I will play it. If not, just keep it moving please.”
Snobette: In your editorial you blend traditional apparel with sneakers. What is your relationship with sneakers?
DJ Lady S: “I have a BIG love for sneakers. I started collecting them at a young age. I was inspired from seeing how passionately my brother talked about his sneakers. He taught me all the cool things about particular silhouettes like Air Jordan 1 Shattered Backboard. Sneakers aren’t just shoes, they’re pieces with stories behind them. To me that was the coolest thing ever. Respect the sneaker!!!
Snobette: What are the top three songs that you have on heavy rotation right now?
DJ Lady S: “My new single, ‘All Mine’ featuring Kriticos, C Kay’s ‘Love Nwantiti’ featuring El Grande Toto and Pop Smoke‘s ‘Show Out’ featuring Kid Cudi and Skepta.”
Snobette: Going into 2021 do you see any music genres or trends that will emerge or gain more traction?
DJ Lady S: “I have a feeling Afrobeat and Afropop is going to grow bigger on this side of the world. It’s already a household genre on radio, and pre-COVID it was big in the clubs in Europe and Middle East. But it’s going to gain a lot more popularity in the coming year, I have a strong feeling.”
Snobette: Are there any artists you think should be on our radar?
DJ Lady S: Lous and the Yakuza, she’s from Belgium and sings in French so get your French up. Giveon has an incredible r&b voice and Rema is a super dope Afrobeat artist.”