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At the intersection of music and technology, Derrick D-Nice Jones has laid the groundwork for a multimedia empire. Under the United Camps banner, Im building a company that will encompass all aspects of entertainment, says D-Nice. True to his word, D-Nice has built a career as a respected musician, photographer, web-developer--and a successful entrepreneur.
D-Nice grew up in the Bronx, hip-hops birthplace, and emerged as a rapper and producer in the late 1980s. The late Scott La Rock of Boogie Down Productions mentored D-Nice as a teenager and offered him a place to develop his talent alongside rap legend KRS-One. He began to expand into production, producing The Stop The Violence Movement’s number 1 single, Self Destruction, and later working with Queen Latifah and Kid Rock on their early albums. Ultimately, D-Nice released two albums with Jive records, including the 1990 hit single Call Me D-Nice, which reached the top of Billboards rap chart.
During a musical hiatus in the mid nineties, D-Nice began to delve into the emerging Internet industry. In 2000 he co-founded Boom Digital, a web design firm that worked on sites for Aaliyah, Queen Pen and Reebok, capitalizing on the dot-com boom. Seven months later, he started his own company, United Camps, which has created the web presence of Alicia Keys, Luther Vandross, and Wyclef Jean, and is currently working with Violator Management on several projects.
In 2003, after a night of rubbing shoulders with old industry acquaintances at Q-Tips birthday party, D-Nice knew his return to the turntables was imminent. Studying the techniques of Q-Tip, DJ Hot Day, Mark Ronson, DJ Cassidy, and DJ Scratch, I wanted to understand what made those guys special, say D-Nice. As in all of his endeavors, says D-Nice, I wanted to learn how to use the tool first, and then develop my own style. As he began to DJ weekly parties, D-Nice became known for his promotional E-blasts featuring his old-school anecdotes, latest song lists, and photography, a longtime passion. The parties drew high-level attention, as did his work behind the lens. He has since photographed projects for Lil Scrappy, Talib Kweli, Jean Grae, new Warner Brothers artist Gravvy, Major League Baseball’s "I Live For This" campaign, as well as the current 50 Cent G-Unit/Reebok campaign.
D-Nice hit his stride in 2005, working nonstop as an accomplished photographer, web developer, and DJ, in demand at exclusive events nationwide. D-Nice performed at events hosted by Stevie Wonder, Mariah Carey, Counting Crows, Star Jones, Kid Rock, Zac Posens fashion week bash, and--a coup among turntablists--three of Diddys 2005 VMA soirees in Miami. Corporate America has taken note, hand-picking D-Nice to provide the soundtrack at events for Sports Illustrated, Mac Cosmetics, Sean John, Adidas, Brand Jordan, Diesel, Complex Magazine, Rolling Stone, FHM, Heineken, Moet, Pepsi, and Paramount Pictures. D-Nice has also made a name spinning at society events for the Mets pitchers Kris Bensons Foundation, the Robin Hood Foundation and the Young Patrons Society at Lincoln Center in New York.
Citing the career path of renowned photographer, filmmaker and composer Gordon Parks as inspiration, D-Nice intends to turn his attention to filmmaking in the coming months.
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EPISODE 3: YZ - Thinking Of A Master Plan
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