Loco Dice on hip hop's EDM cash-in: "I want to see Jay-Z coming to Plastikman"
Fri 24th Aug, 2012 Newsin
At the start of our summer, Desolat flag-bearer Loco Dice will be joining his Ibiza buddies Carl Cox and Adam Beyer on the techno stage at Stereosonic. This week, inthemix had the man on the line from Desolat HQ in Dusseldorf to see how he’s surviving a long party season in the Northern Hemisphere. When asked to pick a highlight of the summer so far, he singled out his Ibiza residency at Sven Vath’s Cocoon Heroes.
Dice has been a stalwart presence on the House Terrace at Amnesia, with the grand closing set for Monday 1 October alongside Ricardo Villalobos, Cassy, Raresh and Vath himself. Given the DJ’s history as a hip hop head, we asked him if he’s still noticing a steady traffic of big U.S. rap stars through Ibiza’s clubs. As it turns out, it was a timely question, with a trailer emerging overnight for P. Diddy’s ‘documentary’ about his White Isle conquests.
“You have Diddy coming every year for his birthday and rocking the dancefloor,” Dice told us. “You have a lot of hip hop guys coming through. Man, back in the day, I was the only one wearing a cap backwards in Ibiza. Now you go out of the hotel and you see B-Real from Cypress Hill or Bam Margera from Jackass.
“In Ibiza, electronic music is the thing at the moment, which is cool but scary too. You see the big cats there making big money. In my world, where I am, it’s a different thing. Sometimes we see a hip hop guy where I’m playing, but he’s behaving more. He wants to feel the groove and get inspired, instead of showing up to pop ten bottles of Cristal. That’s not our world. When I play at Cocoon, I don’t have a VIP behind me. I have just my normal friends and the people on the dancefloor. When these people come with an entourage and want to take the whole place over, it doesn’t work like this.”
The DJ would also like to see hip hop’s biggest players reaching out to less conventional names than the usual pop-dance hitmakers. “I say live and let die,” he began. “Whatever you want to do, do it, but the scary thing is, it’s becoming more a business thing: how can I merge two names together to make money? The result is just often crap – a vocoder voice, a beat and a snare drum.
“I want to see more people like Jay-Z or Dr Dre coming to Plastikman or Mathew Jonson or to me,” Dice concluded. “I want them to say, let’s combine, let’s try something that’s not so obvious. Let’s create something. I think this is what people really want to hear. But really we are just a small crew of people; the majority would actually prefer to hear will.i.am with Lady Gaga.”