Welcome to the 106th insertion of DEMUR®, an analytical series highlighting the intricacies of the artistic world and the minutiae lying within. In this episode we fade between the past and present, revisiting Virgil Abloh’s deep ties to music and his career as a DJ.
Growing up in Chicago, Virgil Abloh began DJing house parties and venues from a young age. Becoming infatuated with all things culture during his adolescence, he cites legendary MC’s like A-Trak, Roc Raida, Invisibl Skratch Piklz and more as initial sources of inspiration. He would work the door at parties, scouring for connections to the music world while desperately trying to secure set lists and positions at similar events.
Becoming friends with Kanye West in the early 2000’s, Abloh quickly began to find his footing. House and techno music plagued the radio but his interests fell underground, bumping 808’s and synths in low-key hip-hop clubs. The world wasn’t ready for a new age of sound, but Virgil didn’t seem to mind, in his words “we were the first kids playing Travis Scott songs in a club that was selling bottles.”
As Abloh established himself, he became known as “FLAT WHITE”, an alias that would define his disc jockey era. Stepping into the 2010’s, he would form the streetwear and DJ collective ‘Been Trill’ alongside @heronpreston, @matthewmwilliams and @justinrsaunders. Together, the group would push open-format sets and overthrow the Tumblr aesthetic, ultimately growing to new heights.
Abloh was so diverse many found it difficult to define his niche. Reaching to parallels like jazz and techno, he refused to shy from rather ill fitting mixes, opting to celebrate the history of each venue he worked. Oftentimes Virgil would freehand events, always ready for a heat of the moment sample or beat drop, “my usb stick is prepared” he joked.
Stepping away from the booth momentarily, Abloh pursued album production and design following Been Trill’s demise. That is, until 2017, when he opened for Travis Scott at Terminal 5, reviving his onstage persona. “DJing is my only peace of mind” he stated, despite his recent induction to the Louis Vuitton maison.
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