DJ Mustard's Hyper-Branded Ratchet Turns Up House Beyoncé Built
Photos by Marco Torres
Type the words "post-superproducer" into Google (go ahead...just come back) and the first name you're likely to see is that of the ubiquitous DJ Mustard. While he's been the engineer of the type of music that makes the classiest girls twerk something, Mustard has also been a key ingredient for today's charting hip-hop scene. The guy really is everywhere, and has been for a while now.
On Saturday night Mustard stepped onto the smallish stage at Houston's House of Deréon; he was a little late due to flight from Los Angeles being delayed, he said. The crowd got an extra dose of special guest Devin the Dude, as well as Doughbeezy, the night's opener.
DJ Mustard, though, was the star of the show, or at least the reason why a bunch of people were getting free drinks and free music at the place Beyonce's dad built. He's made these Brisk Bodega stops at a slew of cities around the country -- for those who don't know, a bodega is basically an NYC term for "corner store," usually one that sells loose cigarettes but no fresh food, and is now being used by Lipton to connect with "urban" kids.
Mustard has not only been helping sell oversweetened iced tea, but promoting his mixtape album 10 Summers a free collection of music available via Google. It might feature a murderers' row of MCs, but it's nothing that you really haven't heard before; DJ Khaled he's not. But Mustard has shown he can turn up a crowd with his staple click-click, smash-boom bass thump you've heard in at least a few of your favorite songs over the last couple of years.
Devin the Dude
Saturday night, though, his song transitions were quick and light. He wasn't really trying to impress, but had a few solid crowd moments, or was it all that free-flowing vodka spiking the Brisk punch?
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One of the things fans learned from hanging out at the Houston set is that people really love the "Shmoney Dance." That was one of the night's true highlight tracks, which Mustard undoubtedly has played to death this summer. He followed that with the well-received "0 to 100"; you know now much H-Town loves Drake.
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Next came a couple more crowdpleasers and the Mike Will Made It track "No Flex Zone." At one point during his set, Mustard had to remind the crowd that he was from L.A., "smoking that Cali" weed before going into the now classic "I Got Five On It." The crowd definitely approved, weed smoke lingering in the air,
Wearing a leather snap-back, Mustard looked deft on his computer monitor (with its lit-up mustard splotch) playing song after song, not sticking too long with old favorites and bouncing back and forth. A dig into the Dirty South vaults yielded Juvenile's "Back That Thang Up," one of the only songs that fell a little flat with the crowd during his close to 45 minutes. This is the ratchet king, and the crowd wasn't interested in that type of nostalgia.
But with all the branding going into the event, music was just a side note. The night was promoted by Vice's Noisey, sponsored by Lipton's Brisk, and featured a DJ promoting an album carried exclusively by Google Music. Welcome to the post-superproducer era.
Doughbeezy (center) and friends
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