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Embarking on a long-awaited return, Luca Lozano’s ‘DEEJAY SERVICE’ takes centre stage once again after a six-year hiatus. The limited mid-season drop emerges as part of the diverse EDWIN Music Channel series, offering a satirical and comparative exploration of the DJ world.
If you're in reaching distance of Barcelona this Friday (19th April), help us celebrate the launch from 6pm onwards at 33I45 for a night of art and music where various prints from the collection will be on show alongside the Deejay Service capsule collection.
Arrive early for the usual giveaways... C/ de Joaquín Costa, 4, Ciutat Vella, 08001 Barcelona, Spain.
The project makes a timely reappearance, considering the current climate of a crowded and fierce marketplace of DJs vying for business. The scene is noticeably different from 6 years ago, prescribed strategies and business models are in place and have been honed for efficiency. The art of DJing is now accompanied by a shrewd and obvious plan for fame, competition is more commonplace between the new DJs and the journey to the top is exhausting and all-consuming.
What was once before a play on the fetishisation of vinyl culture and rotary mixer obsession, seems now more applicable and fitting to the desperate plight of DJs climbing the ladder of followers and Instagram likes. The call-girl origins of the designs make even more sense in 2024, with even more comparisons ready to be drawn.
The second edition of ‘DEEJAY SERVICE’ kicks off its promotional campaign with the stories of two modern DJs, and two working DJs in different stages of their careers. The video above with interviews from Chica Acosta and Nehuen reminds us of the hustle behind the craft, the work that goes into pushing the music into centerstage. This is the ‘business’ side of the music business, one cannot exist without the other and since day dot it's been a symbiotic relationship.
Chica Acosta shares her story of being a young female Latin DJ. The Barcelona-based selector invites us into her home studio and gives us a tour of her favourite neighbourhood spots.
Nehuen tells his life story as a designer, producer and DJ-for-hire for the Deejay Service project. Originally from Buenos Aires, he took his hustle to Barcelona where he works as an independent creator. For this short interview, he takes us record shopping whilst putting up home-made stickers to keep up appearances.
Through its lighthearted approach, ‘DEEJAY SERVICE’ invites audiences to rediscover the humility and enjoyment that often get overshadowed in the music world. It gently nudges us to remember the innocence and excitement that existed before the era of targeted campaigns and outrageously specific DJ riders. This collection serves as a reminder of the joyful experiences that lie beyond the realm of calculated marketing strategies.
The latest KLASSE WRECKS capsule collection embodies the captivating graphic elements that have defined their label over the years. Elevating EDWIN's oversized hoods, tees, and long-sleeves with their distinctive signature style.
AVAILABLE NOW AT EDWIN STORES, SELECTED RETAILERS AND ONLINE.
