Music

The Weekly Interview: The state of Vegas hip-hop with DJ Franzen

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When Franzen helped SunDrai’s become one of the hottest hip-hop nights Vegas has ever seen, his status as a local tastemaker was cemented forever.
Photo: L.E. Baskow

San Francisco native and Hot 97.5 FM DJ Franzen has been a pivotal figure in the Bay Area and Las Vegas hip-hop scenes for decades, routinely introducing new music and artists to the masses and rocking parties all over. When Franny accepted a residency at Drai’s at the Cromwell last year and helped transform Sundays into SunDrai’s—one of the hottest hip-hop nights Vegas has ever seen—his status as a local music and culture tastemaker was cemented forever. We sat down with Franzen to talk about that music and culture, how Drai’s has succeeded, and what comes next.

You moved to Vegas from the Bay in 2001. What was that like? Yeah, my whole family is still out there but this is it for me, I wouldn’t have it any other way. I love this city. We’re just too spoiled out here. I’m a nocturnal type of person, always have been. Even when I was an intern at the radio station, I’d go home at 3 a.m. and there was nothing to do out there. Out here, endless opportunities.

What were you doing before the move? I was working with Snoop for Snoop Dogg Radio, a syndicated show, and it was a pretty good experience but granted, Internet radio wasn’t that big yet. We were in 30 different markets, which was cool, because I’d get phone calls from Hawaii from friends saying, “You’re on the air with Snoop right now?” I forgot it was pre-recorded. But I did that for eight or nine months and then got a phone call from an engineer from the station where I worked in the Bay who was [in Las Vegas] now. I had just celebrated my 21st birthday [in Las Vegas] so I was like, cool, a free trip.

So you didn’t think you’d end up here? At the time, I’d never left the Bay. I was really going back and forth with it. But when I came out and really saw the opportunities, why not? It was time for a change. So I’m doing it. I’m risking it. But I didn’t know what to expect. I didn’t know what the culture was going to be like.

And what was it like then? When I first got here, I was star-struck off this city. I couldn’t believe you could wake up at five and go to the Crazy Horse and pop a bottle. But also, right when I moved here, Aaliyah died, and then September 11 happened, my first month in Vegas.

SunDrai's at the rooftop Drai's Nightclub, December 6, 2015, with Niykee Heaton.

SunDrai's at the rooftop Drai's Nightclub, December 6, 2015, with Niykee Heaton.

What was it that helped you get adjusted in Vegas? Once I started going on the radio, I started getting phone calls from people who grew up listening to me in the Bay. I didn’t realize Vegas is a town where so many people are not from here and everyone is migrating from different areas, not just in the United States but from all over the world, coming here to make a living. It was funny. So that progressed, I built a pretty quick fan base on the radio station. At the time, it was only myself and Mike P, the only two disc jockeys doing it out here. I remember saying to myself, How is this gonna work out? I’m going on 15 years now and I’m still here. I’m blessed.

You took a more traditional route in becoming a DJ, mixing records and then talking on the radio, and then playing in clubs. The idea of who a DJ is now, what a DJ does, is a lot different, right? Yeah. The thing is, when I play in the club, I don’t play for myself. Of course I love to hear those records, too, but I’m here to play for the crowd, to make sure that dancefloor is moving. If it’s not, there’s a problem and you gotta go to the next record immediately. I see other DJs and they don’t even look at the crowd. They’re just playing music. It’s so important to interact. And I understand a lot of clubs in Vegas don’t really like the DJ on the mic but for hip-hip and R&B and this culture, that’s a part of it.

Also, back when I started, there was no downloading music. If you want a record you have to search for it. There was no way you would borrow someone else’s records to play. Now, if you need it, you’re just gonna go online. One thing I think the younger generation doesn’t understand is the hardship of carrying those crates of records. And I still use turntables. I do not like CDJs.

You’ve always been about hip-hop but have you been asked to adjust your sound during your career? In Vegas I’ve always been labeled that way, and there have been times where they’ll say, “Okay, let’s get you in the club, but can you play this type of music this time?” That’s just not programmed in my head. I can’t vibe with EDM. I love house music, though, that Chicago soulful house music, like that Robin S, “Show Me Love.” Growing up in San Francisco, we did a lot of raves so I get it. I get the hype on it and I get why people get hyped on it, totally. But it was never for me.

A$AP Rocky makes his SunDrai's debut on January 3.

A$AP Rocky makes his SunDrai's debut on January 3.

You’re just not Swedish. (laughs) I guess. But I see the shift now. People who work at other clubs tell me, “All they play at our club is EDM and we love when you’re here on Sundays because we know we’re going to hear good music.” And I know people have other options and we’re fortunate they choose to come here and have a good time.

There’s no overstating how huge Drai’s has been in pushing hip-hop to the forefront on the Strip in Las Vegas this past year. When the SunDrai’s series started, that’s what popped everything off. It influenced a lot of other clubs. Marquee wouldn’t have booked [somebody like] Fetty Wap a year ago. It’s the blueprint they’re taking from our Sunday party and it’s a compliment.

The music and the headlining artists get all the attention, but what else is it that makes SunDrai’s special? It’s the environment, the whole setup. When artists go to other clubs for live performances, you’re mostly talking about getting on top of a DJ booth. Here there’s a real stage. And people know that. With social media, the word gets out so quick. I was with Drake [in Canada recently] and he asked, “How is it at Drai’s?” and I just said, “I can’t really explain it to you, you just have to come and experience it.”

And I have to commend the staff here. They’re very welcoming, and it’s everybody, the people behind the scenes, not just the bottle girls or the sound guys. To me, it’s like a family. People hang out outside the club. When the girls are out at Hakkasan or any other club they’re taking pictures and tagging them Drai’s Dolls. The whole vibe and energy is really good. Another thing is you can see outside the club! So many years at so many different venues and all you see is walls and lights. We’re 11 floors up. You can go outside and take a picture of the Strip. And you don’t have to go anywhere else. You can come in the summertime, stay at the Cromwell, go to the beach club, go to dinner, take a nap, go to the nightclub and then go to afterhours, and Drai’s Afterhours is legendary. We got everything here, a one-stop shop.

You’ll be at Drai’s on Sundays all year long. What else is coming up for you? People have been telling me for years, “You know all these artists. You should put together a mixtape.” So this year for my 40th, I think that is going to be one of my biggest presents to myself. I’m doing a lot of traveling this year, booked in Europe, in the Philippines—and that’s bucket list for me because I’m half Filipino—and other spots, Bulgaria and more. Spots where they don’t even speak the language but they’re jamming to the music. That’s how powerful music is. I still get high off that. When I play “Juicy,” you know that line, “You never thought that hip-hop would take it this far,” it’s so true.

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Brock Radke

Brock Radke is an award-winning writer and columnist who currently occupies the role of managing editor at Las Vegas Weekly ...

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