Jace Clayton: Uproot: Travels in 21st Century Music and Digital Culture

In 2001 I recorded a three-turntable, sixty-minute mix called Gold Teeth Thief. It was deliberately all over the place: I opened with R&B futurist Missy Elliott and ended with Muslimgauze, an obscure one-man band from Manchester who layered field recordings from the Middle East over trancelike electronic beats. I uploaded the mix to the Internet so my friends could listen. Who else would? One magazine reviewed it, then another, and soon a lot of magazines, leading to hundreds of thousands of downloads. Meanwhile, I had moved to Madrid, happily going about my days without regular Internet access. I didn’t know what was up. A few months after the mix went online, I got a phone call from a large European independent label. I’d used one of their songs on the mix. They loved it! It was the best DJ session they’d heard in ages! They wanted to license the Gold Teeth Thief mix and give it a proper release, assuming they could pay the various labels a fee of $1,000 per track. “That’d be fantastic,” I said, “but pretty expensive. I use forty-four different songs on it. Some of those are major pop tunes, and a bunch are unlicensable bootlegs. It’d be a nightmare to do legally.” They insisted that I send a complete track list so that their legal department could get cracking. Result: “Impossible. Our lawyers laughed at us.”


As a process, DJing is inevitable and necessary for our times, an elegant way to deal with data overload. As a performance, it’s what the kids are grooving to the world over. As a product, it’s largely illegal. If I were a band, and Gold Teeth Thief an album, not a mix, that would have been my big break. A powerful label, big advance fees, well-connected publicists, a coordinated tour. But it’s more common for even a popular DJ to receive a cease-and-desist order than to get a mix-album deal with a large label.


It’s hard to care. Viral culture doesn’t play well with intellectual property laws. I knew Gold Teeth Thief couldn’t enter the commercial world when I did it. I didn’t need it to. Word-of-mouth buzz and bootleg mixes are the DJ’s symbolic currency; live shows provide the cash. A few months after Gold Teeth Thief was posted online, I received my first real gig offer. A choreographer in Berlin wanted to fly me there, house me for a night or two, and pay me €500 to DJ. Good that he didn’t haggle over the fee—I would have done it for free. Being paid the equivalent of a month’s rent back in Madrid to mix my favorite records! My head spun. Little did I know that this was to be the first of many such offers; Gold Teeth Thief ended up being a great calling card.


In the years to come I would start performing in far-flung locales and cosmopolitan megacities: a sprawling, multitiered nightclub in Zagreb, a tiny gallery in Osaka, a former brothel in São Paulo, the American Museum of Natural History. All the while I was crossing paths (and in many cases collaborating) with a huge range of musicians, producers, fans, visual artists, technological visionaries, and fellow DJs from all over the world. Some of these were industry veterans who had toured the globe many times; others were teenagers leaving the confines of their sub-Saharan villages for the first time in their lives. The bottom line? I saw and learned a lot more than I would have had I stayed put in Massachusetts. Without realizing it, just as the music world was making its fitful, uncertain transition from analog to digital, I was getting a frontline education in the creative upheavals of art production in the twenty-first-century globalized world.


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In 2009, almost a decade later, I appeared on a New Yorker Festival panel about the state of the music industry. The magazine had assembled delegates from every cross section of the music biz to weigh in. The panelists included a major-label bigwig, the owner of a prestigious downtown New York independent label, a veteran studio session musician (he’d played bass for everyone from Caetano Veloso to Henry Rollins), and a marketing guru who’d discovered Nirvana—and then me, I suppose as the representative of burgeoning digital culture.


I was the last to speak that afternoon, and I was a bit surprised by all that was said before I had my turn. One by one, everyone else onstage told his or her personalized version of the same story: that in the last decade the sky had fallen—the rise of digital culture had pretty much killed off every aspect of the music business, and we were left to react, defensively, to these harsh changes. Granted, I knew things were bad in a lot of ways. Around 2003 I started to see all my favorite record shops in Manhattan and Brooklyn shutting their doors. CD sales fell dramatically, and distributors and record labels were taking fewer artistic risks. Visionary musicians who for the last decade or two had been able to survive—barely—on a trickle of record-sale royalties were forced into silence and bad day jobs. As the money hunkered down around concerts and merchandise, corporations such as Live Nation started buying up independent venues across the States, replacing fan-built booking networks with a more streamlined, profit-maximizing approach. Ticket prices went up, and while live gigs continued to flourish, those profits didn’t necessarily reach the musicians sweating onstage each night. Everyone was a bit worried.


But, at the same time, my experiences have shown me that for each of the avenues closed down by the proliferation of digital technology, unexpected new pathways have opened up.