Going Digital

One Local DJ's Unexpected Impact on Acadiana Listeners During a Time of Quarantine

By Abby Meaux Conques

PORCHRAIT BY LEEANN B STEPHAN

Chances are, if you frequented the Lafayette club scene in the early 2000’s through the stay-at-home order, you danced to the beats of Acadiana’s own Brandon Journet, widely known as DJ Digital.

Chances also are, if you follow him on social media, you had a living room dance party (or 12) since the stay-at-home order.

I caught up with Journet to speak with him about his beloved live social media DJ sets, his brand expansion, and the journey that got him here.

I contacted Journet after finding myself waiting for him to announce his themed, live social media DJ sets weekly. These times feel very chaotic for me, in a collective way as well as a personal way. Friday nights I’d tune into his live sets, turn up the volume and have living room dance parties with my 4-year-old and my sweet husband who always entertains my crazy ideas. Those weekends, during those 3 or 4 hours, I was transported to a time (20 years ago!) where our biggest problem consisted of what outfits to wear to Downtown. For those few hours, the virus, economic downturn, and big social problems weren’t heavy on my mind. I heard songs that I forgot how much I loved to blare in my little silver Saturn Ion. I’d also catch myself doing something that I hadn't had the heart to do lately...dance. I knew I couldn’t be the only one feeling this way.

In the first five minutes of our conversation, Journet said something that embodied what I (and presumably many of the other people who also tuned into his weekly sets) felt. He said, “Even if for a moment, music suspends reality.”

Journet is a noted Louisiana DJ and Brand Manager, Program Director, Music Director, and On-Air Personality at Town- square Media / Hot 107.9 (since 2004.) Just like everyone else, as late February and March approached, he was left stunned with what we were (and still are) facing regarding COVID-19 spreading to the area.

“I had my finger on the pulse of this since early 2020, being in the media, but I think we tend to have a ten-foot-tall, bullet- proof approach until something is in our faces,” he mentioned. At that time, preparations were being made for Downtown Lafayette’s annual Patty in the Parc celebration.

“It was like a war room situation. Do we call it off? We realized numbers were spiking and we did not want to be any acceler- ator that would jeopardize people’s well-being, so the decision was made and calls started going out. Literally in a matter of days we knew we made the right call with stay-at-home orders being announced,” he said.

The last pre-COVID gig Journet played at that time was a rooftop set at Tsunami in Baton Rouge. “I can remember it clearly, it was March 13. You could feel it in the air, it was eerie. People knew things were about to get weird.” Journet’s calendar was filled from March through June. After the Governor’s order, events were starting to cancel. “That’s when you start putting numbers together and seeing how much money you need. It was at that time that I realized what business I was in...I was in the gathering business...and the order made gathering impos- sible.” Journet went from busy seasons of playing music on the weekends to an abrupt standstill. “I thought that if we can’t gather, so many people can’t work...it kind of got me down... what do I do?”

DON'T STOP THE MUSIC

Journet decided to do what he would normally do on any given Spring Friday night. He’d play music; and he would do it on a live Facebook feed.

“I leaned an iPad on stacked shoeboxes and got on the turn- tables because that’s what felt familiar for me. I had no audio hookup. It was just me in my socks with my records and my turntables,” he said.

1 viewer turned into 10, to 100, then 300, 600, 1000. “It was crazy. People were so excited.” After playing for a few hours and seeing the feedback from likes and comments, Journet said, “Well, I guess I’ll be back tomorrow.”

Journet would go live with his sets week after week, and start- ed doing themed nights with 90s R&B music, Breakfast Jam music, wedding songs and the like. “It was so cool to be able to do it because I got to tap into that creativity and explore. I got to play to my audience and not play for a particular set of expectations.”

One thing I mentioned to him was the seamless way he’d connect two very different songs. Once I’d hear the first song morphing into the second song that may have shared just one same beat, they’d meld together and I was wowed at how he

connected the two, especially if there were two completely different genres. He said, “I think people were shocked at my knowledge of music and having it on vinyl. They were appreciating the skill that I’ve worked to have all these years; that’s where I believe my brand was enhanced. In a club, people just want to dance and don’t really notice the nuances of what skills the DJ actually has; on the livestream people pay more attention and really start to notice.”

I INVESTED, THEY BECAME MORE INVESTED

Journet began to realize that his live sets were gaining such traction that people were expecting it week after week.

“At one point it took on its own life and stopped being my thing and became something for everyone else; it’s like people were planning their weekends around it,” he said. When people started to send him images of their families having their own living room dance parties while streaming his video on their living room screens, it made him want to give them a better product.

People were commenting asking if he had Venmo to tip him for his music services. Journet began to share his Venmo and Cashapp links and took those virtual tips to invest back into his product. “Let me give them good audio,” he said. “I invested the money in new equipment, and a good thing turned into a great thing.”

Journet said he never wanted to mention he was accepting tips without the audience getting something in return. “I wanted to invest into the equipment for a better quality experience and I wanted to offer merch.” Once he posted images of available apparel donning his signature logo, the orders began to roll in.

“My friends began to joke that I was a boutique that mostly DJ’d. I truly appreciated all of this more than anyone would know. People were posting pictures on social media wearing my stuff and it was so humbling. My social media following doubled in less than two months to 20,000 followers, all organic. The more I’d invest into this, the more people were invested in it,” he said.

A NECESSARY MOVE

With the new setup, Journet moved from his living room in socks to a shared workspace studio in Downtown Lafayette. “I know my wife was appreciative that I took my streams Downtown,” he joked. When speaking of his wife, Natalie, he mentioned, “She’s the perfect balance of me. She’s running all this with me; she’s my ride or die. She’s super supportive...I’m so grateful for her. But there’s still a photo of her way too close to Drake on our fridge that I have to walk past everyday,” he laughed.

Most of the time it was Journet and friend, well-known local photographer, Paul Kieu, in the studio. “Here we’d have a two-person party with music and right behind us is the backdrop of an empty Downtown. It was so eerie. When the music would stop, it’s just me and Paul in an empty room, distanced...and then back to quarantine.”

The studio was also a great space for him to partner (and safely distance) with other local DJ legends for special themed nights like DJ Dolby D and DJ Trashy.

BACK TO THE START

I inquired about when Journet first remembers getting into music.

“Growing up I had a sister 7 years older than me, and when you’re a kid you listen to what you hear in your Mom’s van. Thankfully, this meant I was exposed to all kinds of music. My Mom would

Porchrait by LeeAnn B Stephan

listen to adult contemporary like Stevie Wonder. It’s 1988, I’m 7 and my sister’s 14 and listening to boy bands, girl groups, booty bass and hip hop. She had boyfriends and I’d hear what the guys were listening to, too. I was 7 and hearing MC Hammer, En Vogue, Salt-N-Pepa, Beastie Boys, Snoop, Dre, 2Pac, 2 Live Crew...”

Journet went on to explain that he was that kid that always had the radio on.

“I think we grew up in a great time for music; I call us the ‘Oregon Trail Generation.’ Dance music in the 90s was huge. I was growing up and was listening to Nirvana, The Offspring, and Weezer. We were the MTV kids and got to have all of these different music experiences with grunge...hip hop was exploding and there was Yo! MTV Raps...we had R&B. We had analog half our lives then we got technology,” he said.

Journet got turntables and started mixing with all of the music that he was exposed to. By the end of the Summer of 1999, he couldn’t even get into some clubs, but found himself DJing at the Keg on the Strip for his first gig. Other DJs were there but he was so young and knew what people were listening to. “I linked up with more DJs and was always nice to them and they were good to me; I was cool with everybody, I was young. There’s no sense in being competitive in this, we helped each other out.”

By 2001, Journet knew this was what he wanted to do. “I knew I wanted to do this and I bet on myself. I thought ‘I’m gonna go all in.’” And he did. He began playing every gig that came his way, including after hours. “I was seasoning the genres: hip hop, electronic, pop, techno, rap.” Journet played at Mako’s, Firestone, Amanda Scott’s, The Plaza, Graham Central Station, and beyond. He took after-hours gigs in New Orleans. He played in Battles of the DJs. “In 2001-2003 electronic was big. I did a lot of traveling and after hours clubs. I played at Stan’s which was one of the first mega clubs in the area that had hip hop and dance.” Journet then opened as DJ for Club 410 Downtown Lafayette. “Club 410 was my baby; it was dance and rap. I could experiment and really showcase my versatility.” He said, “I felt lucky, I’ve just always been booked.”

2003 was a big year for Journet since he got a break working in radio. “I interviewed for a slot on Hot 107.9; they put me on Sundays 12pm-6pm. Since all my friends were still up partying and doing Sunday Fundays before it was a hashtag, they tuned in.”

DOWN THE ROAD TO NOLA

After Katrina, Journet had the chance to open for The Metro in New Orleans as a resident DJ from 2006-2012. He was still able to work in radio and reap the benefits of the opportunities that DJing in a bigger city afforded him.

“NOLA was special cause I could cut my teeth on more professional stuff and be part of corporate opportunities; I got to know the business side of the music scene and got to network with huge DJs from all over the country before social media was big,” he said. Nationwide companies like Red Bull would sponsor large scale events like NBA Allstar Weekend and major Superbowl parties. Journet would learn from his experiences and see how big businesses handled the music scene. “I was fortunate to keep contacts I made then, and as those people came up and worked for bigger companies; we stayed in touch.”

“At that time, I got to grow with a city being reborn. If you can’t handle NOLA, it could break you, but it’s also so charming at the same time. It’s a crabs in the bucket kind of city and I still love it,” he explained.

MOVING FORWARD

When I asked Journet what he thinks lies ahead for his industry and how he sees all this moving forward, he explained, “Clubs as we know them aren’t ever going to be the same, I’m afraid. I don’t think we’ll ever see a bar without another revenue stream.”

We talked about how everything going on will build resilience in people. “Anybody who’s ever struggled before...all we know is how to make it work. When things like this happen, you go into a natural survival mode and literally just have to bet on yourself.”

Even social media poses a problem for live streaming DJs during this wild time, shutting down streams they say violates song terms and using certain algorithms to pinpoint pages and stop the streams. “I’m in a group chat of DJs out of NOLA. You probably wouldn’t think it, but we can get really technical. I DJ’d for some Saints events with some of these guys. I’ll text with Raj Smoove...he does ‘Mimosa on Your Sofa’ and streams from the House of Blues. We’ll text, 'Hey, you got shut down for Facebook?’ and we’ll troubleshoot. ‘You gotta trick the algorithm: no more than 90 seconds of a song, play remixes and scratch over it, play at X and X pitch,’" he said.

Journet says surviving right now is all about pivoting. “What I did reflects what anyone in my position would do, I think. I really feel bad for the people who can’t pivot,” he said. “Then I think, ‘Can this be sustainable?’ I can’t abandon these people...the audience. I’ll probably do this in some form on a regular basis moving forward. Maybe even nights collaborating with restaurants...dinner and drinks at home with the kids. I have ideas for some cool concepts that will add to what I’m already doing...maybe secret shows where people can sit in when things are more lax...dance parties over zoom.”

Journet has some new things lined up professionally on a national level. He recently started a new gig as host of XXL Higher Level Radio, a widely popular syndicated radio show that’s been associated with the hip-hop industry for decades. The platform is a digital behemoth of a brand with millions of social media followers and is widely known as a trendsetting media outlet and perfect spot for the discovery of new talent.

LAST SENTIMENTS

In closing our conversation, I asked him if he had any final thoughts.

“Though this time has been crazy so far, I’ve learned a lot about myself. I want to do more to leave things better than I found them. I often try to make decisions by asking myself, ‘What are you doing to leave Lafayette a different, better place?’ I want to be a major part of things that will move the needle...I’m very passionate about that. I don’t see a lot of people like me at the table. I want to help to change that.”