When you think about music from a particular region, certain pioneers of sound come to mind. There hasn’t been a producer who has been more associated with leading the charge for the West Coast since Dr. Dre. But DJ Mustard's signature sound of the snare and 808 really put the West Coast back on the map and started a new movement with his day one partners YG & Ty Dolla $ign.
There is no denying that bounce on the track or his signature “Mustard on the beat, hoe” drop. When he signed to Roc Nation, it revolutionized the way the hip-hop DJ/ producer is viewed. Mustard has taken his sound around the globe, rocking festivals and major tours, and receiving a coveted Vegas Residency at Marquee Nightclub.
Wednesday night I was able to get a preview of his documentary For Every 12 Hours produced and set to be released exclusively on Tidal . The documentary takes us to Europe with DJ Mustard as he opens for Rihanna on her Anti Tour. It follows Mustard as he moves from stadiums full of people to doing studio interviews for a European radio show.
We also get to learn about Mustard from some of his closest friends and business partners in music. We learn why Roc Nation wanted to connect and get behind his talent. There are intimate conversations with Big Sean, Ella Mai, and Ty Dolla $ign that peels layers back to the creativity, work ethic, and over great person that Mustard is.
After the screening DJ Mustard and Karen Civil had a conversation about several topics:
On his best experience:
"Being in the studio kicking it with my day one family. Living their dreams out. And now doing what they always said they was going to do."
On his most challenging obstacle:
When asked about the most challenging obstacles he’s faced, Mustard said "people stealing his sh-t." Everyone knows a Mustard-style beat from a mile way, and he has had to learn how to continue to evolve his style and stay confident in the lane he created.
On his biggest accomplishment:
He just purchased his first home.
On his goals for 2017:
He talked about really focusing on his 10 Summers artists Ella Mai, a soulful R&B singer from the UK who he signed last January, and RJ, whose hard-hitting street records are tearing up the L.A. club scene.
On the story of 10 Summers:
In a conversation with a friend Mustard said he wanted to be successful for 10 summers — hence the name. That turned into a mission for any artist he signed to his label; he had to believe they had the talent to make it for 10 summers.
Tune in to Tidal on Friday (January 13) to watch For Every 12 Hours.