Meet Rani ‘g’ of World:Life:Music

Today we’d like to introduce you to Rani ‘g’.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I’ve been fascinated with music since I was a toddler. My uncle used to play guitar and keyboards around me, which got me excited about instruments. My father is an avid fan of classical music especially Mozart and Beethoven and owned several of their compositions on vinyl. So I was exposed to a lot of their music and other classical and baroque music at a young age as well as various ethnic music from the Mediterranean, Middle East, Africa and Europe.

I was born in Cyprus and grew up learning multiple languages: Arabic, English, Greek, then French and Spanish in school. I also picked up on other languages (Armenian, Serbian, Russian) through classmates as I was fortunate enough to attend private English nursery and British elementary schools finishing my secondary education/High School at The American International School in Cyprus.

The benefits of a British curriculum is that you get a very well rounded education. That included music theory, where I was introduced to various instruments from the xylophone, tambourine, wooden claves and more. I also picked up the descant recorder and became quite good, passing a few Royal School of Music ( in the UK) exams.

It was circa 1989 when a schoolmate, who was a grade higher, mentioned he was DJing on the radio on our bus ride home… That’s when I started taking up an interest in the disc jockey world. If I remember correctly he wasn’t “beat matching,” but mostly selecting songs and programming. His name is Marios Takoushis. He was helpful and encouraging, answering all my questions to the best of his ability. I remember listening to a few of his shows and getting excited about having that ability to broadcast and share music.

My first time DJing was around 1990, that’s when I volunteered to DJ our middle school dance with my best friend Joe. We had two cassette tape decks to get the job done at the time. It was no easy task but somehow we managed to make the best of it, have fun and receive many compliments.

As time progressed I started getting into electronic dance music, disco, hip-hop. Then around 1994, when I started going to clubs and seeing DJs actually mix and use turntables, it really pulled me in and I wanted to further my knowledge. I befriended one of the best DJs in Cyprus at the time (Dinos Assiotis- and he is to this day). We became friends, I started hanging out at his studio and gradually he began to mentor and give me lessons.

Gradually he let me DJ private parties, opening up as well as playing prime time with him at one of the best clubs in Nicosia at the time. I also got to experience Ayia Napa (resort town on the southeast coast of Cyprus, that was second hottest tourist and clubbing spot after Ibiza in the late 90’s) and its diverse nightlife club culture. It was also great to be exposed to many DJs especially some of my favorite UK garage producers and MC’s.

Things kept building… fast forward I moved to Phoenix in 2000. Went to community college and university but also tried to get better acquainted with my new surroundings, the scene and nightlife. Coming from Europe it was an awkward adjustment handling not being able to go out to bars/clubs until I was 21 as I had been frequenting nightclubs since I was 14 back in Cyprus.

Having a musical background I also wanted to find a way to integrate live musicians into the mix. So I started to network and go out to various venues. It also helped that I worked as the doorman at one of the most prominent Irish Pubs in town, Rula Bula in Tempe. It was a part-time job I held whilst going to school and eventually became the security manager. That’s where I met and connected with several musicians as we booked live bands weekly.

At the time, I was mostly playing house music, downtempo lounge/hip-hop and remixes so I started helping a friend and fellow DJ run his weekly event as it aligned with my musical palate. I had also started my own weeklies before this point, while I was in school, but my most notable weekly (called Symposium), I started after my favorite deep house weekly (Batucada) ended. It was on a Wednesday night and I decided to start it to keep the tradition of house music on that day of the week but I added my touch by incorporating live musicians, belly dance and fire performers (since the venue where it took place was a Greek venue). I would play house music, some international remixes as well as Afro-beat, ethnic originals/remixes and jazz-centric tunes.

All in all, all my experiences have really helped shape my diversity and creativity as a DJ and event professional. It’s allowed me to work and collaborate with several clients and have been blessed to play in various settings. from restaurant/lounge, club, resort, festival, special occasions, anniversaries, grand openings
internationally and more.

Here’s a selection of clients I’ve worked with off the top of my head… Saks Fifth Avenue, Neiman Marcus, Roberto Cavalli, Brunello Cucinelli, Phoenix Children’s Hospital, Banner Health, Fresh Start Women’s Foundation, Make-A- Wish Foundation, TGen Institute, Phoenix Heart Ball, Barrett-Jackson, Möet Hennessy, Diageo, The Gerber Group, Men’s Art Council & Contemporary Forum (both supporting the Phoenix Art Museum), Hance Park Conservancy, The Agency Arizona (Real Estate), Deco Communities, Ballet Arizona, SMoCA, M Catering, Conceptually Social Catering, The Desert Botanical Garden, Sanctuary Resort & Spa, The Village Health Clubs, Mountain Shadows Resort, The Scott Resort, FOUND:RE Phoenix, Phoenix New Times, Pa’La, Fat Ox and many more.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It’s never a smooth road… Initially, I wasn’t planning on DJ-ing full time. I wanted to find the right job after graduating from ASU and do it on the side, which is what I did but after some time at my first corporate job, I decided it wasn’t for me at that time. I took a break and with my networking skills, the help of friends and DJs started getting a few bar/lounge gigs playing select top 40, old school hip-hop, special UK garage remixes and disco house.

I slowly realized that I didn’t want to take that route where I had to just always cater to the masses. I wanted to be creative and have the freedom to introduce different styles of music. My friend Maji, referred me for a gig at new high-end sushi restaurant concept that opened in Scottsdale in 2008 called Roka Akor. It also had a lounge, and that’s where I started a weekly residency and kept growing from there.

It wasn’t easy as I had to start from nothing and build my name and brand. Especially since I was doing things a bit different and I was new to the scene. To this day Phoenix has so many talented DJs and nowadays there are even more DJ’s with a lot of newcomers, who buy a laptop, download software and decide they want to “DJ”.

With that said, I have supported and helped develop/mentor a few friends and DJs along the way. It’s always a pleasure to help out when needed. At the same time, I still followed my own path. My intent has always been to be unique and stand out using my own style and set of principles that I am still refining to this day.

Another challenge is that I’m essentially a one-man operation. Almost all the work falls on my lap. From DJ-ing to consultation time with client, meetings, operations/admin, booking, business development,  brainstorming ideas for events, curating a bespoke soundscape, entertainment layers (musicians, performers, vendors etc) and much more. It’s easy to get burnt out, but my passion for music, being creative and consistently delivering for my clients is what keeps me going. I’m working on finding the right assistant and laying out the framework for their role.

Alright – so let’s talk business. Tell us about World:Life:Music – what should we know?
W:L:M is a Phoenix-based, boutique DJ & Live Entertainment Agency. My aim has always been to craft musical experiences. I was never happy just showing up and just playing music. No matter the size of the event.. from small to large, I’ve always tried bring together unique musical collaborations featuring DJ’s with musicians, performers and more. The synergy created is what has and continues to fuel my passion.

I get to chance meet, work and curate custom entertainment experiences for various clients from (DJ sets or sound design/playlists, mixes etc ) to more involved scenarios (DJ, live musician(s), performer(s) and bespoke programming and collaborations). Furthermore, on a deeper level, I love that I’m able to spread my passion for diverse and quality music to more people and that I’m entrusted to do so. It’s very humbling a times. From the deep house, global soul, Jazz-centric, funk, rare edits, ethnic, Afrobeat, world and creative remixes of familiar pop, covers and more. One thing I like to tell people… Life is too short for bad music!

I tailor my programming to every event and client direction/needs followed by digging into my diverse and extensive collection of music from around the world. I don’t rely on top 40/commercial music and only play what I like to call the “respectable pop or top 40” if and when needed or if I’m feeling it during the event. Part of my musical arsenal is comprised of special remixes, rare edits and mashups, some of which aren’t available for purchasing. I also have my signature style of playing, mixing/blending music and I often incorporate live musicians into my sets who embellish my selections by improvising live and following my cues and nuances as needed.

I always aim to provide more value through my selections, striving for engaging musical journeys. I try to connect with every audience on some level and build accordingly. I am very fortunate that over the years, through networking and referrals, as well as standing out at what I do, that a good portion of my clients just invites me to program entertainment and the soundscape for their event with little or no direction. They give me information about their event and allow me to get creative accordingly. Of course, I always work with them to complement their vision and incorporate their musical selections.

I’ve always taken the boutique and personal approach. Being international and having befriended, supported and experienced many DJs in the Phoenix scene and from around the world, I brought something different to the table. Having that experience behind the decks and inspiration from house music, disco, ethnic rhythms, jazz etc and bringing that mindset of playing “underground” to the corporate world really made a difference.

Also, because I’m passionate and like to support local artists, musicians, friends etc.. I’ve found ways when the opportunity presented itself, to add more layers to various events. I also entered the entertainment consultant role as well as curating the sound design and DJ-ing live for fashion shows at Saks Fifth Avenue (Phoenix store) and other local charity galas like TGen’s Key To The Cure, Fresh Start Gala, and Phoenix Heart Ball Kick-off.

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
There’s too many to mention as I’ve been fortunate to connect, network, learn and collaborate with numerous people, DJs, musicians and creatives from all over. All my clients deserve credit naturally, but here’s a list starting from my first music teacher in elementary school, leading up today. These are the notable people most of which have either supported, booked, referred, mentored, inspired, encouraged and built friendships with me.

Carol Economou, Marios Takoushis, Dinos Ashiotis, Constantino Tellalis, Amy Clerides, Maji aka Dr. Majera Majidi, Mark Chapman, Joe DiPadova, Thomas Turner, Sean Badger, Pete Salaz Steve Kushnir, Mark Patel, Kate Spratt, Margaret Merritt, Amy Videan, Jojo Flores, Victor Simonelli, Jose Marquez, Chanel Marquez, Leah Haag, Jackie Carro, Courtney Smith, Kyu Utsunomiya.

Contact Info:

• Website: www.worldlifemusic.com
• Phone: 480.233.1295
• Email: book@worldlifemusic.com

Image Credit:
www.hautephotovideo.com, www.nightfuse.com, https://www.facebook.com/speyerphoto/

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