Digiwaxx is one of the most influential digital-based companies determining what songs are going to be hits in today’s marketplace. Located in Harlem, New York, Digiwaxx is the brainchild of Corey “CL” Llewellyn and Andrew “D-Major” Edgar, who contemplated a company, designed to embrace the digital revolution while simultaneously closing the digital divide in the emerging urban demographic. We caught up with “CL” to get his spin on the company’s widespread influence.

Explain how Digiwaxx has not only provided a necessary vehicle for the music industry, but how it has transformed the way we do business?
Every artist or label expects to get their music heard, thus they engage in various promotion tactics to create awareness for their projects. Until recently, the most effective way to distribute music to DJ’s and other music trendsetters was by creating vinyl and CDs and physically mailing them to each contact.
Our Digital Waxx Service is the first digital music entity that services over 7000 DJ’s with new high quality music on a daily basis from all major record labels and a plethora of solid independents. It is the only digital music service with a detailed feedback system that allows clients (labels) to view reports, and feedback 24 hours a day, 7 days a week online.

The service is necessary for DJ’s because they are constantly looking to it as a source for new music. Since the introduction of digital music formats such as Serato, Final Scratch Pro, and PCDJ, the majority of DJ’s have switched from vinyl and CDs and are now only playing music strictly off of these formats and using Mp3’s. Because there was no way for DJ’s to get the music they wanted in digital formats, The Digital Waxx Service was created to service DJ’s demands for receiving new labels they could not get product from or they had no way of contacting.

For labels the service provides them with the perfect outlet for them to reach over 7000 DJ’s with their music and get mandatory feedback from members who downloads their songs. This information is automatically put into a detailed feedback system that allows them to view charts, review numbers, and members’ information so they can properly strategize about the direction they need to take regarding their project. It also gives labels a jump-start in airplay and support. They can’t lose.

You get so much feedback from your DJs about the many records that come through your system. How influential have they been at this ground level to the future success or failure of so many artists and labels who utilize your site?
Extremely; because never in the history of music promotion, has there been a system that exposes labels’ music to DJ’s in such a way that makes it is easy for DJ’s to communicate to those same labels the simple and honest truth about their projects while giving projects airplay.

It is these same DJ’s that start the initial music trends for songs by actually playing and breaking them. Their momentum carries from DJ to consumer and DJ to DJ at every outlet they play at and ultimately influence the masses who communicate, sell, and buy music. There are many instances that they have helped labels to make crucial single or project changes throughout the Digital Waxx Service to save the label from making a right or wrong choice. The Digital Waxx Service has been the first tier of promotion for the majority of the singles that have been serviced in the last two years. Some of the projects that we have broken since its inception are Busta Rhymes, Rick Ross, D4L, Baby Cham, Fort Minor, Sean Paul, T.I., Beyonce, Mims and countless others—all which have had direct airplay results because of the Digital Waxx Service.

Because of Digiwaxx, are we possibly seeing the demise of the 12inch single?
The 12” will never die. It is as much a part of hip-hop as we are and it will only become more classic. However, technology is changing the way many DJ’s are playing their music. The convenience that programs like Serato & Final Scratch bring to many allows them to carry more music without carrying loads of crates to their various destinations. Digiwaxx provides them with a solid source to keep their Digital Crates filled.

Your company provides a number of services, in your opinion what do the labels most want from you—and do those services differ between majors and independents?
We currently provide the Digital Waxx Service as well as Spinworld Music Promotion which is our music promotion and consultation business. Both were created to level the playing field for both majors and independents and they really don’t differ. Initially, both want to get their record serviced via the “Digital Waxx Service” to our network of DJ Members because of the feedback they can get that can ultimately save their company thousands and in some cases millions of dollars. If the record is not being received well, by DJ’s in a certain markets or not at all, it allows clients to view that information up front and make quality decisions regarding their projects.

They also want to get their record serviced because of the vast amount of influential DJ’s they can reach through the service as well as understanding that it will create a core group of supporters that could ultimately influence the tipping point of the project. Finally, it would currently cost over $40,000 to service 7000 DJ’s product domestically and globally, and there is no guarantee that the DJ would give feedback let alone play the record.

You have access to over 6000 Djs, what is it that Djs most require from you?
CONSISTENT GOOD MUSIC... Digiwaxx provides each DJ access to up to 5 new songs a day with multiple song versions (clean, dirty, instrumental, etc.) from major labels, indies, and other artist sources. Because of the broad variety of DJ’s we keep the music selection broad by providing music from the genres of hip-hop, R&B, reggae, reggaeton, neo-soul, house, and more.

What is your take on the music industry overall and the direction that it is heading?
Right now, I see the industry becoming much more beneficial for artists and independents because of the reach, outlets, and opportunities that the Digital World has brought to the table. Right now, an artist can track, mix, and master a record at their home or private place of work, service it digitally to thousands of DJ’s, Radio Stations, and music trendsetters to start a buzz, cut deals with numerous digital music download and ring-tone companies and make significantly more money than they would if they were signed to a label. Not only will they get a higher percentage of the sale, they will own their masters and they are not bound by territorial sales. It is only a matter of time that artists will be looking at download and ring-tone charts and swimming in money because they sold 1 million downloads in China in 1 week.

www.digiwaxx.com