A BREATH OF FRESH AIR “950 PLUS”
When the 80's had the gold rope chains, British Knights and Kangol hats, fresh was an understatement. Fast-forward to the 90's where rugged Timb boots and baggy jeans were fashion must haves in hip-hop now is the new millennium everything goes. Freedom of speech has been taken to another level, what you are and where you want to be. Designer names and the Internet influence are visible in almost every artist’s wardrobe.
So is only right the Bronx's next generation, 950Plus, staple themselves as "fly dudes".
Having over 300, 000 hits on www.myspace.com/950plus
, features on Bridgez and E2K magazines, a European tour and over 350 shows under their belt, all at the tender age of 22, Prince "F.Ezzy" Suarez and Shawn "Young Duse" Barrero are a product of this fresh era. They clearly state that they are "swagger" and in the Bronx is where it all started.
Their ear candy music has touched fans from Venezuela to Czech Republic, but it is the new wave of technology, myspace.com, responsible for half the shows they have under their belts and for just as much for their success. " If I wanted to sell a 950 Plus CD to a young boy out in the most rural area in Africa, I can", states The Ave Records Co-CEO and 950Plus Co-Manager, David "De-Kutz" Aviles. This is the kind of power technology has breaded.
950Plus does not find it difficult at all to relate to fans because, just like the fresh gear they sport, they stay relevant. Whether is blarring out constant bangers out the studio or sporting the new gold foil Coogi hoodie in stores, the power they behold and how they have used it to their advantage is something no one would've ever predicted at the time Biz Markie was saying he’s just a friend.
950Plus has surrounded themselves with some of those responsible for paving the way for the new generation they now represent. They proudly name A.G. from DITC (Diggin' In The Crates) Crew as one of their earliest influences, and now having him co-manage them is icing on the cake. They keep themselves grounded with a circle of people who share the same ambition and that is to make it. Surrounding themselves with entrepreneurs has resulted them to adapt a recipe for success. This to them is to be themselves, do as you believe and never quit.
This is the same drive visible in Jonathan "J.O." Molina,(Label Associate) of Tha Ave Records. being a product of the Bronx himself he feels a duty to make 950Plus a staple in hip hop. Having just 2 years experience in the promotions world, his parties and events have snowballed into over 13,500 hits on his myspace page and over 2000 Facebook friends. This has helped him establish a network for himself major labels would love to formulate. Walking in the room with his own set "estilo"(swagger) at hand and his hunger for success in the other, he knows how important the sacrifices are to complete his goals. Staying present in all meetings, communicating ideas clearly and getting online is how he promotes 950Plus. "Do what you know, do what you learn and find a theory", he says. 950Plus is what he knows and the world of cyberspace is what he learned.
The circle of life is not avoidable. It can be tampered with and shifted but it will always fall back into where it started. In this case the Bronx would've never thought it would birth such power, where technology, fashion, talent and knowledge unite in a form of entertainment. 950Plus is just that. A lot of artists have broken barriers but not many have marketed this business the way 950 does. After 7 years strong, no show is a bad show because to them someone will always be watching. Whether is the Puerto Rican Day parade or a local college performance, the show does not stop there. They are determined to brand themselves and have you listen. Either through your speakers, computer, television or print, they want to always bring you that breath of "FRESH" air.
BY CLARA CALDERON