December - January 2012 FEATURED


CONTENTS


22-23 14-25


50-51 34-36


40-47 / Interview by: Scrappy / Design & Layout by: Chelsea Coolsaet /


A decade ago, a struggling pop music artist needed to live in big cities like New York, Los Angeles, Miami or Atlanta in order to break into the industry. A super talent’s demo from Wyoming, for instance, would get lost in a pile and gather dust on a record executive’s desk. Then and now, in order to get noticed, artists must embrace the notion that they are a living, breathing, dynamic brand. A stellar sound is not enough. They need to embody the whole package – a remarkable persona that oozes so much charisma that the consumer must have a relationship with them. And they must sell themselves as such to music executives, fellow artists, and whatever burgeoning fan base they have.


Today, an artist on the grind can be from Wyoming, thanks to the advent of viral social media. With modern technology, an artist doesn’t just sell a sound, a look and personality; he/she also can quantify their popularity with the number of hits on his/her site. Label honchos take big notice of this. Jullian Boothe, Vice President A&R of Slip n’ Slide Records says, “When signing an artist, we don’t just look for a super talent; we also want to know if the artist has a movement. Are they winning in their hometown?” With consolidation of record companies, shrinking A&R budgets and proliferation of home studios/indie labels, access is granted – but so is immense competition.”


This is what makes Dev’s story so compelling. She grew up in Manteca, California, about 90 minutes outside of Oakland. As a teen, she loved singing, and one day she sang over some beats while messing around at her friend Phillip’s garage. Unbeknownst to her, Phillip posted it on MySpace. With no marketing and just word of mouth, Dev’s flow earned her well over a million hits in two months. Those numbers, in addition to her monster talent, caught the attention of producer/artists, The Cataracs, who later signed her to their Pop-Indie record label. Fast forward three years and Dev has a slew of successful features and two smash hit records on her resume; “Like a G6” with the Cataracs, has sold over 3 million downloads and “Dancing in the Dark,” her debut hit single, which reached the Top 5 on the charts.


Viral Dev-elopment An Exclusive Q&A with DEV


SCRAPPY: Everyone mentions The Cataracs in the same sentence as you. What exactly is your relationship?


DEV: They’re like my best friends and my brothers. They found me on MySpace. I never really worked with anyone else, or at least not as closely. Even though I’ve done features elsewhere, like with the New Boyz on “Backseat,” they pretty much produce all of my music. And they taught me most of what I know.


S: When Phillip put your music on MySpace, did he have an agenda?


D: No way. We didn’t think about that at all. I just really like music, and it was only up for about two months before The Cataracs found it.


S: Did your phone just ring one day and on the other line it was The Cataracs saying, “Yo Dev, we got your music, let’s do it!”?


D: (laughing) No, it was more of messaging back and forth with them telling me, “I like your music, you have an interesting sound; maybe we should work together.” I was like, “okay, for sure!” I was still in school at the time and working at Old Navy, and didn’t really think anything was going to happen. I’ll never forget how the first thing they said was that my music was weird. I loved that!


S: Now, instead of folding shirts, you have a nice career and you’re off to a great start. What did The Cataracs do for you creatively to involve you as an artist?


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S: The Cataracs produced your whole album. I get the vibe they are soul mates of yours.


D: Definitely!


Foreva 52...


D: They definitely showed me a lot of things that I don’t think any other artist or producer could have been able to. They understand my individuality and unique sound – and craft within it – not around it.


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Celebrity Q&A Exclusive interview with DEV


S: What is the process of your collaborations?


D: I am neurotic and they really help get the best out of me. I write from a woman’s point of view and then they riff off of that. It is very organic. There’s never any pressure in the studio. We really vibe off each other! Sometimes our manager says, “Stop messing around!” because we’re such good friends and always want to kick it with each other.


S: Do you really write best between 4-6am?


D: (laughs) Yes, because I was a swimmer all my life and getting up for practice at that hour became routine for me.


S: I love the sing-talk voice style that you treat us to. Where’d you pick that up?


D: I have a very soft voice, and starting out I was shy and that’s what people thought was unique about my voice. I was encouraged to develop it and I naturally gravitate towards that tone.


COLUMNS 7...


D: Exactly! D: (laughs)


S: When “Bass Down Low” popped off last year, you were only 21. Was it mind blowing to have so much success at that age?


D: Yeah! It was weird, but great though. It felt awesome to hear myself on the radio! All I could do was celebrate, because I’ve been working my ass off!


S: You were born in Costa Rica and had an opportunity to return to your roots and record some of your first album down there. Pretty damn cool!


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D: It was amazing! It was everything I could have ever imagined. It was me, The Cataracs, and our manager. We were like 12 bros! We would record all day and head to the ocean at night! It was beautiful… I was in heaven!


S: You decided to go there to get away from all the stress and distractions of daily life?


S: Over 32 million YouTube hits for your mega hit, “Dancing in the Dark”!!!


D: Scrappy, I’m still just trying to process all of this. Three years ago, I was a freshman in college not even thinking about this stuff. I’m just really fortunate to have mentors like The Cataracs because they have kept me grounded. I have everything in perspective. But I’m also very confident in my skills.


S: I am digging your hair color in the video. A little blonde over here… black streaks over there…


S: That would be huge. Given your ethnicity, do you know Portuguese as well?


D: A little. I try to use some Portuguese words in my songs. I think I’m pulling it off.


S: You were a world class swimmer in high school? I swam in high school, too.


D: That is so dope! I did the 200 breast stroke for varsity all four years. It was gnarly. I swam every morning and every afternoon.


S: Sean Paul was a world class swimmer and attributes being on the swim team to the development of his singing skills. And you?


D: I don’t know, but I can see that with the deep breathing and such.


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S: Finally, how do you stay so grounded and unpretentious at age 22 when everyone is kissing your feet these days? D: I don’t define myself based on what I do, but rather who I am.


S: Also in the video, when there are at least twenty hands simultaneously caressing your body – did you enjoy it? D: (laughs)


S: Dev, now that you’re a star, have a few tracks out, and everyone knows who you are, do you have a lot of male groupies?


D: I’m lucky enough to have both female and male fans, but I don’t play into groupies. I can’t, that’s gross… (laughs) C’mon Scrappy!! (laughs)


S: No, for real… you’re on stage and doing a big tour, like the OMG tour you recently did with Usher a few months back. You don’t pick out a couple guys and have your bodyguards fetch them for you?


D: (hysterically laughing) No way… that’s funny!


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54-55... Fashion Crush: Favorite Holiday Products 56...


From the Stylist: Winter Brunettes


58... Ask Laurie: Advice Column 59... He Said, She Said: Gender Debate


ET CETERA


60-65... On Scene! Candid Pics: Eaglepalooza 2011, Seven Nightclub & Fort Myers Film Fest T.G.I.M.


68-69... Local Happy Hour Specials 70-71... Be Scene! Local Gossip 72... Event Calendar: December–January 2012 74...


Behind the Scenes


ABOUT THE WRITER: Scrappy, Southwest Florida’s highest


rated radio DJ, can be heard every afternoon from 3-6pm on 105-5 The Beat.


Official Website: www.devishot.com


S: Dev, I appreciate you. I’m a fan and I’m looking forward to hearing your second album. D: Thank you so much, Scrappy, it was great talking to you!


S: What do you like to do in your spare time?


D: I don’t get a lot of downtime, but when I do, I watch a lot of Sports Center. I try to shop sometimes, and I like to read.


S: You’re becoming the queen of features. Anyone else you’re hooking up with in the upcoming months?


D: Actually, yes. I am featured on David Guetta’s album and I also did a track with Timbaland. S: Timbaland? No way? What was it like producing music with him?


D: It was in Miami and I was nervous. But he could tell that I am not a pretentious chick trying to take over his studio; that I was there to learn from him. It was really cool. He’s nuts! The way he makes music is very dope. Also, it was cool for me to see a different way because I am so used to working alone with The Cataracs. It was definitely an amazing experience!


S: Is your phone ringing with people like, “Yo! We need a Latino girl on our track, spitting some Spanglish!”?


D: (laughs) No, but hopefully it will. That’s what I’m trying to do. I want to branch out. I’m trying to get my Pitbull on. He’s amazing in the way he has a foot in both North and South America. He can rock a pop track, but also bust out Reggaeton with the best of them. To be the female version of him would be an honor.


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