Earlier today, my buddy Jake sent me this video… and I didn’t watch it at first. I was busy, and didn’t have the time. But as soon as I got home, I checked my email to find this video waiting for me… and I love it. I have never been to Founders Brewing Company, but we are headed up there in April. Jake, Sheryl, Eric and I are headed to Michigan to see this brewery, among others, and to drink beer. I might just drink all their beer! I am a BIG fan of Founders; it was neat to learn more about them. I had no idea they made 15 different beers.

Their beers are big. Most of them are pretty high in alcohol, but they all taste great. I like the Double Trouble and the Founders Breakfast Stout the best. I haven’t had the Canadian Breakfast Stout, but I hear it’s even better!

Speaking of beer, Jake and I recently made some. We haven’t even tried it yet, but from what Jake says it smells amazing. We made it at his place, and I think he is holding it hostage. We call it our “baby”. It’s weird, but the beer will be amazing when it’s ready. It was fun to brew with him, and before we brewed it we decided to make a rye. We are actually copying the Founders Red’s Rye recipe, but we added our own little touch. We named the beer The Hop Sandwich on Rye IPA. Get it?

Anyway, this video was cool, and I can’t wait to get up there and see this brewery in action. I might just try all 15! A flight… not a pint.

Anyway, moving on. I read an article on Yahoo! Health the other day about health benefits of beer. They listed 10 health benefits.

1. Stronger Bones
2. A Stronger Heart
3. Healthier Kidneys
4. Boosting Brain Health
5. Reduced Cancer Risk
6. Boosting vitamin Levels
7. Guarding Against Stroke
8. Reduced Risk for Diabetes
9. Lower Blood Pressure
10. Longer Life

If any of those are true, cheers to that! I knew that beer, in moderation of course, will help with certain things… but I had no idea it would do all that. Wine is also said to have similar health benefits. I just thought this list was interesting. I didn’t read through them all, but if drinking a beer or two is going to help me stay healthy and live longer… bottoms up!

What is your favorite beer?

Source: http://health.yahoo.net/experts/dayinhealth/10-surprising-health-benefits-beer

So we met on Facebook… I actually wasn’t familiar with your work until then. Now I am seeing you all over the place. Let’s start with your name. Is your real name Beadz Jones? And why a “Z” and not an “S”?

Beadz Jones isn’t my birth name, it’s actually Derrick Jones. The name Beadz came to be from me having braids with beads on them. I wore braids and beads for over eight years and whenever I rapped or performed I performed with a lot of energy and all people would see was my braids and beads going everywhere. So in high school some of the girls thought it was cute and would come up to me in the hallway and asked me to shake my beads… the name stuck from there. I use the “Z” instead of the “S” because it looks cooler to me. (Laughs.)

What’s it like working for Manatee Records?

It’s great being a part of Manatee Records. I’m the lead artists on the label and I also have an executive position with them. I play a major role on helping make decisions in what direction the label takes. Some of the artists on the label deal with marketing and promotions.

Where are you originally from?

I’m originally from Chicago. I was born on the south side of Chicago, and I spent my peak years in Harvey/Riverdale, Illinois which is like ten minutes from the city of Chicago.

I see you are a Sox fan. Why not the Cubs?

I started off a Cubs fan when I was young, but when I got to the age to really understand I was from the south side I became a Sox fan because they’re on the south side. I’m a fan of all Chicago teams though.

You have produced a ton of work. How is a mix tape different than an EP or a full-length album?

Well the main difference between a mix tape and an actual album is the fact that on a mix tape there are no rules. What I mean by that is on a mix tape you can take/use other artists beats and samples without permission… basically because mix tapes are mainly for promotional use only. On most mix tapes, artists get DJs to mix and blend records together. In most cases there is no particular structure. When an artist works on an album, they trying to find your lead records that will catch the consumer or your fan base; they’ll look forward to your project. Also on an album an artist will work with producer and different artists to build the body of work which means there more business involved in legal ramifications.

You say you are “one of the realist in it”… but what is “it”?

When I say I’m “one of the realist in it”, I’m saying I’m one of the realist in this industry. The things I rap about are things I have personally experienced or have seen those close by me experienced. I don’t go far out of things that I don’t know. If I’m not sure about something, I don’t rap about it. I do over exaggerate, or talk about things that’s out of my tax bracket. I don’t rap about Maybachs cause I never been in one… I don’t rap about the stars, the moon or the galaxies because I’ve never been. I feel I have been successful to this point because I kept it real thus far.

Do you write all of your own lyrics?

Yes, I write all my own lyrics. I write everything and do most of the singing as well.

They dubbed you the “Face of Chicago”. You were featured in an issue of Hip Hop Weekly. What sort of exposure does something like that get you?

It’s been a blessing to appear in Hip Hop Weekly Magazine and the other magazines I’ve been featured in. A magazine as big as HHW puts you in the presence of the top hip hop artists in the music industry. It helps build the awareness for independent artists such as myself.

Do you play a lot of live shows up there in the Windy City?

Yes, I have performed in majority of all the top hip hop venues in Chicago. I also travel a lot and perform in different states as well.

What are you listening to these days… what’s on your iPod?

I predominately listen to hip hop & R&B,. As far as mainstream artist go, I still listen to older music like Jay Z, Tupac, DMX & Biggie. I do listen to artists like Lil Wayne and Drake and any other artist who’s successful… because I have to take in consideration what they are doing to be in the position they’re in. I also listen to a lot of underground Chicago music.

How did you get connected with Raw Product Music?

Raw Product Music was a group that I started when I was younger. Now we go by Dowg Mobb Ent or Team DME.

Do you have a job outside of music?

No, I don’t have a job outside of music. I’ve been fortunate enough to maintain off of music, paid shows and features.

Wait a second… and you were featured in an issue of The Source. Lil Wayne was on the cover of that one. Man, you are killing it up there.

Yeah, I was featured in The Source, Hip Hop Weekly Magazine, Ozone Magazine, Hood Mag, SIR Mag, Ford Mag and a few more. It’s like a snowball effect once the people pick up on you and you stay consistent… one thing leads to another.

Is the scene you are in competitive, or do you guys share ideas and shows?

It’s both; it’s very competitive on the Chicago music scene at the same time it’s certain artists share ideas, plans and strategy.

Tell me a little bit more about “A.W.N”.

“A.W.N” is the name of one of my CDs. It stands for “America’s Worse Nightmare”, meaning “I’m a Nightmare to America” in  various way. I’m a nightmare with my music and intelligence. I’m not the average rap artist. I feel I’m in the process to make an impact in the music industry how a Jay Z or a 50 Cent did. They both were successful making music and business moves.

I see you are also a Bulls fan. As a matter of fact, you wrote the official Derrick Rose theme song. How does an opportunity like that even present itself?

Some opportunities you have to create and that’s exactly what I did with the D Rose them song. I made the song because I felt he deserved a song. I did the song out of RESPECT for what he recreated for Chicago basketball and the song just took off and the people made it successful and created the awareness of the song.

Who are some of your biggest inspirations?.

My mom and my son are my biggest inspirations. Life itself inspires me to make the music I make though.

You are all over Twitter. In your opinion, how has the internet and social media changed the way people absorb music?

The Internet and social sites make it easier for an artist to reach more people without spending a lot of money. I can be in NY and still handle business in MN with the web and social media. I’m able to keep my fans in tune with me easier by a click of a button.

You’re over 21… what’s your favorite drink of choice?

Awww man… I’m Remy VSOP is my #1 choice. I also like Hennesy, Grey Goose and Rose. Those my favorites.

What would you be doing if you were not recording?

If I wasn’t a recording artist I would’ve perused the career to be an on air radio personality on an urban station.

Some people call it rap… others hip-hop. What do you call it? Is there a difference between the two?

Some artists are rappers and some are hip hop artists. Hip hop to me is the culture and rap is just part of the culture. Hip hop has substance; it’s just not words over a beat. A good hip hop artists you’ll feel like you know them and the music is everlasting. Rappers are trendy and are only here for the moment.

What’s a typical Friday night look like for you?

It really depends but Fridays are busy… sometimes I’m traveling performing or making appearance in a club.

I remember listening to rap a lot growing up. I always liked the poetic side of the lyrics. But the whole “east coast / west coast” thing got in the way. Why can’t everyone just be friends? You are stuck in the middle here living in the Midwest.

I think it just depend on the type of people and the type of egos they have what causes rap “beef”. Egos tend to run high in the rap world and rap is oriented from the streets so the combination can potentially cause problems. Some rap “beef” is fun and entertaining because battling is part of the culture. The problem comes when people take it too far.

When you sit down to write a new track, what is that process like?

When I make a song the process is like talking to a woman I would like to hook up with… some are easier than others. (Laughs.) I ride with the beat and listen to it and I talked back to it. If me and that beat is meant to be, a good song come out.

Tell me about your relationship with Emily Grimes.

Emily is a photographer out Chicago. She made her name by doing a lot of photos at the underground hip hop spots. I took a liking to her work and I hired her to do photo shoots for me and the artists involved with my company. I recently had her take photos of the behind the scenes of  my video Everything Cold featuring my artist D Greazy.

How was your Christmas?. Get everything on your wish list?

I just wished for a strong end to 2011. I got two videos in the editing process and I’m shot another video for another one of my songs on December 27. I just want to end 2011 strong, and get a good jump on the new year.

From what I can tell, you had a pretty good 2011. What’s next for you… what do you have in store for 2012?

In the first quarter of 2012 music fans should see me appear in at least three more major magazines. I start my promo tour top of the year as well. Also there will be more videos to come and another CD.

In all of the interviews I do, I always give the artist the last word. Go.

I would like to thank you for taking time to interview me! I would like to thank BC the Man for linking us up. Also would like the readers to follow me on Twitter. Mad love to everybody who supports independent artists no matter what genre. Be on the look out for Manatee Records / Dowg Mobb Ent and Breezy Diamond Dolls!

Click here to friend Beadz Jones on Facebook.

Click here follow Beadz Jones on Twitter.

When we got to BevMo, they were closed. Duh… it’s a holiday. Why would they be open on Thanksgiving? But wait… what’s that… a Total Wine SPIRITS • BEER & MORE across the street. They were open! Total Wine is similar to BevMo. Their prices are about the same, too. They were open, so we headed over there to shop around. While walking around the store, I saw a Top 20 Wines of 2011 list. I picked one up, and starting flipping through it. Total Wine carries all of the wines listed, and Total Wine employees voted on these. It was pretty neat to see what the staff liked.

In the spirit of this list, the holidays, and sharing a good bottle of wine I have decided to share the list of the top 20 wines of 2011 with you as well. Below are the 20 wines and a brief description of each wine. I have not had them all, but this gives me something to do… let’s drink people!

#1 – CULT Cabernet • Napa, California • 90 Wine Enthusiast

The #1 wine of 2011, a 90-point Wine Enthusiast’s choice CULT Napa Valley Cabernet comes with a family of pedigrees that dates back more than 60 years. The Salvestrin family began growing grapes for local wineries with the repeal of prohibition and added winemaking to the family portfolio in 1987.

California is home to many heavy-hitting cult wines – offerings from famous winemakers that catch the eye of collectors and fetch astounding process. CULT Cabernet made the top spot on the list because it offers you the opportunity to try a great cult wine at a reasonable price. Salvestrin Winery delivers a product as good as any cult winemaker could offer; handcrafted, smooth and smoky, full-bodied Cabernet with black fruit flavors and dark chocolate nuances.

#2 – Kitchen Sink White Blend • California • 90 Wine Enthusiast

This wine makes the list because it offers everything… including the kitchen sink. This delightful blend is a party-perfect, easy-drinking fantastic value that is meant to be enjoyed, not analyzed.

(This wine is awesome. It’s cheap, and tastes great. I love sharing wine… but this wine is so good, you might want to grab a bottle for yourself!)

#3 – Domaine Mas du Bouquet Vacqueyras • 2009 France • 91 Wine Enthusiast

The Rhone Valley is a treasure trove of value, and this highly rated Grenache-Syrah blend should not be missed in the fantastic 2009 vintage.

(I have had this wine, and it is delicious. This wine goes really well with red meats and has a wonderful finish. Might be one of the better red wines I have had in 2011.)

#4 Chateau La Papeterie Montage St Emilion • 2009 France • 92 Wine Enthusiast

Savvy shoppers are seeking out values like this impressive Merlot-based red from critically acclaimed 2009 vintage in Bordeaux. Merlot is my least favorite red… but this one is worth trying.

#5 Tesoro della Regina Pinor Grigio • 2010 Italy • 91 Wine Enthusiast

The Valdadige is home to some Italy’s most complex whites, and this stunning and stylish Pinot Grigio will top your list of crisp and refreshing whites.

#6 Maipe cabernet Reserve • 2009 Argentina • 90 Wine Enthusiast

Renowned Italian winemaker Alberto Antonini makes this velvety and dark berry flavored Cabernet Sauvignon from prime Mendoza vineyards.

#7 Muirwood Chardonnay Reserve Zanetta • California • NA Wine Enthusiast

Muriwood Reserve Chardonnay reflects the family’s commitment to produce distinctive wines with great nuance and depth from their finest vineyard estates.

#8 Anam Cara Pinot Noir Nicholas Estate • 2008 Oregon • NA Wine Enthusiast

Owner Nick Nicholas grows the grapes for his outstanding 2008 vintage Pinot in Oregon’s famous Chehalem Mountain District of the Willamette Valley.

#9 Flichman Malbec Tupungato • Argentina • NA Wine Enthusiast

Allow the magic of Malbec to charm you with this plush and vibrant red from high-altitude vineyards in the prime Tupungato zone from Mendoza, Argentina.

#10 Villa Lanata Moscato d’Asti • Italy • NA Wine Enthusiast

Fragrant, fruity, lightly sparkling and delightful with desserts or as an aperitif, this delicious bubbly hails from Italy’s famous Piedmont region.

#11 Clos des Quatre Vents Fleurie • 2009 France • 91 Wine Enthusiast

Fleurie is one of the finest villages of Beaujolias and in the outstanding 2009 vintage… you won’t want to miss this medium-bodied and fabulous single-vineyard red.

#12 Radius Merlot • Washington State • NA Wine Enthusiast

Super bargains like this crowd-pleasing Merlot have earned the wines of Washington state critical acclaim and legions of loyal consumers.

#13 Sobon Zinfandel Rocky Top • California • NA Wine Enthusiast

Paul Sobon makes a firm commitment to our environment by handcrafting this outstanding Zinfandel from organic grapes at this carbon-neutral winery.

#14 Casisano Colombaio Brunelo • 2004 Italy • 90 Wine Enthusiast

Brunello is one of the most prestigious wines of Italy and owner Riccardo Ciarpella has taken his classic 2004 vintage Brunello of the top tier of the region’s greatest producers.

#15 Martin Ray Cabernet Santa Cruz • 2007 California • 90 Wine Enthusiast

The Santa Cruz Mountains have long been recognized as ideal for producing world class wines like this outstanding Cabernet Sauvignon value.

#16 Aspaldi Rioja Reserva • 2006 Spain • 90 Wine Enthusiast

Aged to perfection by the Ugarte family in Rioja Spain, this silky bargain is ready for your enjoyment.

#17 River Road Pinot Noir • Russian River Valley • NA Wine Enthusiast

Gary Mills owns vineyards smack in the heart of the Russian River Valley and is dedicated to producing world-class Pinot Noir.

(Pinot Noir is my favorite style… I follow the 20/20 rule with most wines, but I totally prefer my Pinot chilled. Not cold… slightly chilled. )

#18 Kemblefield Sauvignon Blanc Marlborough • New Zealand • NA Wine Enthusiast

Winemaker John Kemble makes the list with his racy, yet bargain-priced Sauvignon Blanc from the prestigious Marlborough region of New Zealand.

#19 Chateau Ferrand St Emilion Grand Cru • 2005 France • 90 Wine Enthusiast

The critics all agree that the 2005 vintage in Bordeaux is one of the best ever produced. Total Wine selected this Grand Cru, Merlot-based red for its excellent value.

#20 Gumdale Chardonnay • Australia • NA Wine Enthusiast

One way to stretch your wine-buying dollar is to focus on value-oriented producers like the Casella family.

Like I said, I haven’t had all of these wines, but the ones that I have had are amazing. I am excited to try more of these, as these wines will still be good into the 2012 season. I wonder if they do this every year… because that’s a really cool concept! Total Wine is known for having the lowest prices, the best service, and an incredible selection. Based on what I saw while in Arizona… I would have to agree!

Have you had any of these wines? What was your favorite 2011 wine?

Click here to “like” Total Wine on Facebook.

Click here to follow Total Wine on Twitter.

What’s the J stand for?

My last name is Justice. It’s a memorable last name, but I’d like people who listen to my music to focus more on the catchiness of “Nick J” than the criminal justice system.

You have a song titled Boiler Up. Does that mean you went to Purdue? That’s where I graduated from, so I’m glad you don’t have a song about the Hoosiers!

“Boiler Up!” I did not go to Purdue University, but one of the groups I produce a lot for, Lux & P, are all about it. (I went to Ball State University – Cardinals!) It was meant as a hype song for anyone who likes the Boilermakers.

Some call it rap… others call it R&B. I might even call it rap. What do you call it?

I feel like rap is a more modern version of hip-hop. Rap is the dance, pop, or even hardcore cousin of hip-hop. R&B is the slower, almost all-singing genre that expresses more emotion. That’s just the way I look at it.

Where are you originally from?

Born and raised in Indianapolis! Pike Township to be exact. I am very proud to be from this city and even more proud to be a musician in this local music scene.

You have a new album coming out. That has to be exciting. Tell me a little bit more about the album, the process, and what your overall expectations are for the new release.

Yes, my album “The Nicest” comes out January 24, 2012. The album started out being a collective work of the “greatest hits” from the artists I produce for. Then, I decided to have these artists (and some new ones) record a few brand new tracks to add to the album. It turned out really well. Since most of the songs I am using were already recorded, I did not end up spending a ton of time in the studio. However, I spent more than a few hours getting the best versions of the old songs and recording the new ones. I had the whole album mastered, copyrighted the new songs, and put the whole thing up on iTunes. I expect it will be popular. Hosting so many different artists and sub-genres within hip-hop… there really is something here for everyone.

You are friends with Brad Real. He is killing it here in the Circle City. You guys are in the same scene… is there a lot of competition or do you all play nice and share successes with one another?

Brad is awesome. There is no competition; we help each other. When he started out, I did almost 100% of his production. We worked together on songs and I even rapped on a couple of them. (Laughs.) Now that he is expanding here in Indy, he helps me through publicity, shout-outs, and the continued use of my music. Not to mention, we are both on his label, 8729 Records. It’s a great relationship.

Speaking of Brad, you worked on the song Mumble. I LOVE that track.

Thanks! One day he gave me a few clips from a song by Mr. Kinetik and asked, “Hey, can you make a beat and chop these samples into the hook and bridge?” And what came out was the best that I could do with it. Brad’s verses just came together and made the whole thing complete.

“The Nicest” has a ton of names associated with it… including Brad, Lux and P and many others. Where do you find these artists? How do you decide if you want to work with them or not?

Brad Real and Lux & P had been my friends long before we started working on music together. Making songs with them was easy once we realized that we all had some kind of talent. A few other artists on the album, such as Ephect and P. Hardy, I met through Brad and Lux & P. When I hear an artist’s work, I ask myself if I think I could create anything that would sound good with their style. Besides that, professionalism and lyrical content are big factors in deciding whether or not I work with an artist.

96.3 seems to be the only hip-hop and R&B station in the city. Do you do a lot of work with them? Has your work ever been featured on the air?

I don’t do a ton of work with 96.3 on a personal level. However, I have had songs I’ve produced featured on this station. Stop, Drop, & Roll by Lux & P was my first produced single on 96.3. Also That’s Me by Lux & P, and Nowhere by Brad Real have both been on air. Other Indianapolis stations that have played our music are 100.9 and X103.

Who is MVL?

MVL is a female singer in the Indianapolis music scene. My connection with her was her feature on Brad Real’s song Married to the Music. I have also produced a few songs for her and she has performed them at a few of the same show Brad has performed at.

Christmas is right around the corner. What’s on your wish list?

(Laughs.) Movies (of course), maybe some clothes, and the music lover’s essentials… iTunes gift card and blank CDs.

Do you have a job outside of music?

I do. I have a degree in criminal justice (I know my last name makes it appropriate) from Ball State. It has been very hard to jump into the perfect career right out of college. I am working for a private security company right now. It pays the bills for now until I decide what I’m doing next.

When you produce a track, do you work from home or do you have a studio?

For the most part, I work on production at home. I have a nice little set up where I can concentrate and get things done. But I also collaborate with other producers including Majestic of Bad Boy Ent. and Michael Miller of M Productions. This gives me the opportunity to get in the studio and give my input to other producer’s tracks.

If someone wanted to get into producing, where should he or she start? What does it take to produce a track?

Producing is a form of creativity. In order to even think about getting into creating music, you need to have some sort of talent. In my personal opinion, anyone these days can use loops and samples on the production software to create an instrumental. But to actually make an original, harmonically legit piece of music, someone needs to learn the notes, chords and keys of music. Besides the melodic part of the beat, rhythm is very important. You have to be able to not only create an interesting drum pattern, but to know what sounds good with the melodies. Lastly, mixing the beat is important. All the sounds need to be well blended in the headphones, speakers, your car and whatever else. Those are the main components of instrumental production.

In your opinion, how has the Internet changed the way people absorb music?

The Internet has made listening, creating, distributing, and buying music easier. It’s that simple. It is easier for both the buyer and the artist. Local artists have it easier as well. The internet has made finding their name and music much more convenient than in the old days.

Tell me about your affiliation with 8729 Records.

I was working with Brad Real before 8729 was even created. Once he and his dad created the label and made it official, I signed on and have been an in-house producer ever since. I work with Brad and Big Tid and I’m sure there will be more artists joining us eventually.

I have talked to Brad about this before… but he doesn’t use a lot of profanity. He might not use any. How does that affect being surrounded by a scene that pretty much demands you swear to fit in?

Well, other people might notice that you don’t use profanity, but it is not going to affect their opinion of you. If you make good music, you make good music and it shouldn’t matter if you cuss or not. I think Brad and my other artists have been very virtuous in not going crazy with profanity. Being a producer, I don’t have to worry about that, but I would prefer that a rapper doesn’t dirty up my track too much with their language.

You did some work on Rise Above. Jason Firebaugh was on that track. They both have appeared on a rickyleepotts.com presents six bands for six bucks. Have you been to one of those yet?

I think I might have a couple years ago when it first started, but I’m not sure. I have been to so many shows that they kind of all blur together. (Laughs.) I have heard great things about six4six and I will definitely try to get out to the next one.

I listen to a lot of electronic dance music. Have you ever produced a dance track?

My definition of dance music varies a lot. I can make dance rap, dance pop, dance R&B, and other forms. But I do not think I have ever tried an electronic dance techno type beat. It sounds like a lot of fun though.

The single Stop, Drop & Roll had a ton of success. That was early on in your career. Has anything else you produced since had as much success?

Yes, Stop, Drop, & Roll by Lux & P featuring the Hoosya Boyz was on 96.3 and performed at many college parties. It was my first produced song on the radio. Brad Real’s Nowhere and Rise Above have both had as much success if not more. They have both been featured on Indianapolis and out-of-state radio stations. Nowhere features Jon Young and J. Cash of Orlando, Florida and they have promoted the song on their albums as well. Rise Above, as you know, has a music video in rotation on IMC and is very popular in the rock scene, as well as the hip-hop crowd. I am very proud of those songs.

Do you ever write lyrics for the tracks you produce?

(Laughs.) Not anymore. When Brad was still a young pup coming up in the music scene, he featured me on at least three songs. I rapped on a few verses and the hooks. More recently, I helped Brad write the hook for a song called That’s Sketch. I even have a part on the chorus. That song is on my album.

What’s next for you… what does 2012 have in store?

This next year will see the release of my album and hopefully the expansion and blossoming of my producer skills and the artists I produce for. I think it’s going to be a good year.

Surely you have been to some shows… what’s the best concert you have ever been to?

Well, it’s a tie for two completely different shows. One was a fraternity party Lux & P had at Purdue. It was in the giant basement of this frat house and there was a DJ booth and decorations and even a “back stage” area. There were, of course, lots of college kids and lots of drinking. It was fun. Lux & P had a pretty large audience and everyone was dancing and getting into it. They even had a special appearance from one of their featured artists. That show was cool. Second was when Brad Real opened up for Cypress Hill at The Vogue in Broad Ripple. That show was incredible. The Vogue is already prestigious to begin with, but to see Brad up on stage and hear my music coming out of the speakers was awesome. He did an excellent job for a crowd that big. Those are my two favorite shows.

Let’s say someone approached you about producing a country song… would you laugh and turn your head, or give it a shot and see what you could come up with?

I should give it a shot! I am ALWAYS open to trying new things, especially when it comes to a new producing style. You never know if it could work until you try it. And, if it sounds good, then that’s the beginning of something great.

Since you are producing all this music, The Nicest could have a TON of tracks on it. How many songs are you looking at?

I have produced many many songs. Many will never be heard past my computer or the artist’s stereo. But there are also many that need to be heard by everyone. I have fifteen tracks on “The Nicest”. Ten of them are the “greatest hits” I have chosen and the other five are brand new just for this album.

The album comes out at the end of January. How will you be promoting the new release?

I will be promoting the release first through social media, like Facebook and Twitter. I will also have my own producer website set up very soon. This will make it easier for people to access links to my music and information. I’m in the process of creating a video commercial to put online that will be promoting it, too. I have many small ways that I think will get it publicized.

Thanks for taking the time to sit with me today. In all of the interviews that I do, I always give the artist the last word. Go.

I appreciate you interviewing me! It’s been great expressing all these thoughts that I have been taking for granted. I appreciate all the support everyone has given me and the artists I produce for. I am excited to pay everyone back with good music. “The Nicest” coming January 24, 2012!

Click here to follow Nick J on Twitter.

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The La’s make the trip across the Atlantic for their first New York show in 20 years, an amazing coup and a “must see” opportunity to catch Lee Mavers and his seminal, psychedelic outfit. Many more artists will be announced over the forthcoming months.

David Pichilingi, CEO Sound City comments, “Sound City has established itself as the coolest city centre festival and business conference in the UK. In the short space of 4 years we have delivered our bumper boutique events in Norway, Dubai, Texas and our home city of Liverpool. The UK businesses, individuals and artists we have showcased and assisted have gone onto generate over £12 million of real money for the UK music and digital economy. We do not mess about. For us to partner up with New York is the next logical step. Liverpool and New York have always shared a special relationship with each other. Two of the world’s biggest cities and both synonymous with art, music and pop culture. This is the first announcement in what is going to be an exciting time for the growth of our strong brand.”

The inaugural New York Sound City (NYSC) will take place on Monday, March 12, 2012 as a one day and night music event and will feature key public and media partners from both the UK and the US. By day there will be sessions from the very best transatlantic innovators, forward thinkers and new creative’s, with the primary aim being to build working and creative relationships between the music communities in both these great port cities – as well as inspiring and educating in equal measure. The daytime sessions will feature one-to-one networking opportunities, roundtable sessions and high-quality keynote addresses.

And by night, after a VIP reception for business and media, Sound City will present “Six of the Best” featuring three of the best emerging acts coming out of the UK together with three of their NYC contemporaries. This will be open to the general public as well as NYSC delegates and will feature The La’s playing their first NYC gig in over 20 years, with full line-up TBC.

Access to the conference, networking events, lunch, cocktail parties and the live show at night will cost ($120). Tickets for the live show that evening will be priced at $30. Places are strictly limited on a first come, first served basis and capped at 100 delegates.

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You are a scuba diver… know that diving will be a HUGE focus of this interview! Let’s start at the beginning; how long have you been diving?

My dad first took me diving in Lake Mead, Nevada in the summer of 1983. He had learned to dive while in the Navy during the Korean War on the USS Oriskany. That summer we dove several times in Lake Mead and even though the visibility wasn’t great, I was hooked. Later that summer we went over to California and did some beach dives near La Jolla and there was much more to see.

Surely you are certified. What certification(s) do you have?

I actually wasn’t certified in 1983 when I first dove. My dad and his friends weren’t either, but back then the certification process wasn’t well established and if you knew a buddy with an air compressor, you could get your tanks filed. My dad just took me in our pool and showed me the basics of breathing compressed air and told me to never ascend faster than your bubbles. He was always with me when I dove and we never went deeper than 40 foot. Actually when he started diving, there were no recreational diving certifications and so he never did get certified.

After graduating from college, where I didn’t dive because I was broke, I took a tip to Jamaica in 1992 and went diving again after taking a brief resort course. The waters of the Caribbean were the best I had ever seen and quickly I got hooked on diving again. So in 1993, I took PADI open water classes from a friend in Phoenix and I did my open water dives in San Carlos, Mexico.

After a few years of diving, I got my first 35mm underwater camera, which I quickly traded in for a more advanced model that allowed me to control aperture underwater and had different lenses that could be changed underwater.  I used it on a few dives and had moderate success with it, but struggled to consistently take good pictures. So I signed up for a PADI underwater photography class on a Great Barrier Reef 7 day live-aboard trip. My instructor was an Israeli name Uzi and he would teach classes on the boat, then dive with me and assist underwater. Once back on the boat, we would process the slide film and view it on a light table and he would critique and provide feedback on how to improve my images. That instant feedback was great and I quickly mastered the basics of that camera and drastically improved my images. In fact, I entered a shark image from that trip in the Seaspace 2000 international underwater photo contest and took first prize. My prize was a trip to Roatan, Honduras where I got my PADI advanced open water certification.

Do you teach others how to dive? I was certified at Indy MPH Watersports, and the guy that taught me had a day job and taught lessons in the evening.

I never got my instructor certification, so I don’t teach scuba diving. I do enjoy informally teaching others underwater photography on live-aboard dive trips. If someone is interested, I am always willing to share tips and lessons learned over the years diving. I meet a lot of people on dive boats with new cameras and they do not know the basics of photography so mostly shoot in automatic mode which will not consistently deliver quality images. So I help them use the manual settings on their camera and provide them photo tips. Over the years, I learned a lot from other more skilled photographers, so I am just trying to pass that on.

You have been diving a long time… how many dives have you been on?

Good question… I actually stopped logging dives at about 600 dives because I found my photography to be a better log book. My dive computer also stores each dive in it so that is another record in case anyone needed to see what my dive profile was for a given dive in the event of an emergency. I typically will take a picture of the dive map that the dive master draws as a reminder of the site and then tag my images with the location of the dive. When I am on a dive trip on a live-aboard, I am typically diving 3-5 times a day so on a 10 day trip, I can really get a lot of dives in. I do try to keep a dive journal during the trip that I make note of unique experiences or conditions as well as the conditions of the operator and boat. I will then typically write up a trip report and share it on my website so that others can see what to expect if they are planning a trip. I now typically put my trip reports on my blog (http://www.ronwatkinsphotography.blogspot.com/)  and then create a new gallery on my website.

Your tank, in some of the photos I have seen of you, says “NITROX” on the side. What’s that mean? Does that require a different certification?

If you are going to be doing a lot of repetitive dives for several days in a row (like on a live-aboard), NITROX is a certification you will definitely want to get for a number of reasons. NITROX or enriched air NITROX is a mixture that contains a higher percentage of oxygen and lower percentage of nitrogen. A standard air filled tank is around 21% oxygen and 79% nitrogen and as you know from your certification, nitrogen absorption into your blood stream is what limits your bottom time. So, by increasing the oxygen to 32-36%, you reduce the amount of nitrogen you absorb and therefore can increase your bottom time significantly. You also reduce the risk of decompression sickness and you can decrease your surface intervals so you can spend more time in the water. There are also side effects associated with the nitrogen, like feeling lethargic that you minimize. But there is a risk to diving on NITROX and that is oxygen toxicity, which can kill you. To avoid this, you have to know the maximum depth allowable for the percent oxygen you are using. When you take the NITROX certification classes, they teach you all about this and you also use a special dive computer that you can program your percent oxygen in to.

What’s the best dive you have ever done? Is it even possible to pick?

This is one of the most frequently asked questions I get and the most difficult to answer. It really depends. The easy answer is Indonesia, but that is like saying my favorite state is the United States because Indonesia is about the same size and is an archipelago made up of thousands of islands. Indonesia has incredible biodiversity and the remote regions are pristine. Not only the diving, but the people and culture are phenomenal. Some areas can be challenging though for diving and photography, but if I could only go one place and dive there the rest of my life, it would be Indonesia. I would live in Bali and use it for my base camp for diving expeditions because it has good diving; the nicest people and is a beautiful island.  Some of the places I have been in Indonesia include Bunaken, Lembeh, Wakatobi, Komodo, Flores, Alor, and Raja Ampat. All together, I have spent over 4 months there.

Besides Indonesia, here are a few of my other favorites… For wreck diving, Truk Lagoon in Micronesia has hundreds of sunken WWII Japanese ships and planes. The soft coral and people of Fiji are also hard to beat. Venture out into some of the 300+ islands and find fantastic diving. Hawaii is my favorite US diving. Cozumel is my favorite in Mexico and the Cayman Islands my favorite in the Caribbean.

That’s a lot of dives… have you ever run out of air?

Can you define “run out”? Technically I have never run out of air or I wouldn’t be doing this interview! I have had a few occasions where my primary tank of air ran low and I had to share my buddies air all the way up to the surface. You know, buddy breathing. I am usually really good about monitoring my air, but on occasion, I get so in to my photography, that I allow my air to get lower than recommended. Buddy breathing works fine, but when I am diving with other photographers (the worst kind of dive buddy, me included) or when I dive alone, there isn’t always a buddy nearby. On one dive, my dive buddy and I separated early on in the dive and I found myself at 40 foot with only 250 psi (supposed to surface with at least 500 psi). I saw another diver in the distance, but couldn’t get his attention, so I had to decide to either do a controlled ascent on the air I had or swim after him which would use up air quicker. I swam for him and finally caught him with the take near empty and he quickly gave me his primary air hose and he switched to his back up. We did our 3 minute safety stop at 20 foot and surfaced together.

The other time that was a closer call was on a recent photography dive trip in the cold waters of California where I had not dove in 20+ years.  I found myself separated from my dive buddy photographer after a few minutes into the dive but since I was in only 50 foot of water, I decided to continue on with the dive and photograph. I was breathing more air than usual because of the chilly waters and slight current. I was focused on a colorful nudibranh when I tried to breath in and felt resistance. I immediately looked at my gauge and it read empty. I didn’t panic though. I looked around and saw no one, so I slowly ascended remembering what my dad had taught me about never go faster than your bubbles. I had to skip the safety stop, but I was on NITROX in shallow water for only 50 minutes, so I was fine. I actually had to manually inflate my BC because there was not enough air to inflate it and surface swim on my back to the boat. I was very fortunate and that close call reminded me that safety has to come first.

Do you own all of your own equipment?

I went on one trip to La Paz Mexico in the early 90s after getting certified without my own equipment, and the rental equipment was so unsafe and I almost drown. When I returned home, I bought all of my own equipment. But times have changed and the rental equipment at diving resorts and on live a-boards is often better than what I have. It can be expensive to buy and maintain your own gear, so unless you dive more than 10 days a year, I would seriously consider just renting. It is also a major hassle traveling with all of that extra weight and paying those baggage fees.

You travel all over the world diving… your job also helps that, but still. Does the cost of diving in say, Micronesia differ from diving in the Bahamas?

Dive travel can be very expensive… from the airfare, to the dive boat and the accommodations. Most liveaboards cost between $300-400 dollars per day but you will typically get the most dives in on one. I especially like this option because my camera equipment is safely stored on the boat and there is usually ample space to service it.  So for me, unless there are great land attractions, I try to do a live-aboard because that is my best value to maximize the bottom time and have the most time for photography.

For land based destinations, I think Cozumel and Roatan are two of the best values in the Caribbean and you can usually get low cost airfares. Cozumel has inexpensive hotels, great food for much less than in the US and good dive operators for reasonable price. I do however use a dive guide in Cozumel named Jeremy who owns Living Underwater because he is the best and worth the extra money. His boat, the Jewfish, has a custom made rinse tank that fits my camera exactly because he used it to design the tank. Now that is service!

I typically will do all of my own trip planning to save money, but do have a few travel agents who specialize in dive travel to remote places. I always first try to use my airline frequent flier points if possible,and plan ahead. Many of the southeast Asia destinations like Indonesia, Thailand and the Philippines are cheap once you get there, but the flights can be expensive.

As you have mentioned, you do more than dive. You are a professional underwater photographer. What prompted you to start taking pictures down there?

I have always like photography, but really got seriously into it when I took up diving and wanted to capture the beauty I was experiencing and share it with others. Particularly my dad, who can no longer dive, is still able to experience my underwater adventures through my photography. I have also been able to use photography to increase awareness on just how fragile the underwater ecosystem and how we are destroying it. I have given several photography presentations and done photo essays and use them as forums to educate people on the dangers facing the oceans and the creatures that call it home. I am now on my 5th camera setup and it is a really addictive activity.

I have seen sharks, dolphins, sea lions… Do you prefer to shoot any one kind of creature over another? Do you plan the dive for that specific shot?

I go through phases. I shot sharks a lot and planned all of my trips to sharky waters for several years. They are incredible creatures and I am always trying to get that majestic image that shows the beauty of a shark in contrast to the perception of them being man eaters.

I free dove with dolphins in the Bahamas and that was one of favorite shoots ever. I was able to get some great shots of them feeding on squid at night. I was in the water for about three hours with them well after midnight until a large tiger shark showed up and spoiled the party. Sea lions are very playful and fun to shoot because they are like puppy dogs underwater. I also like to shoot macro and capture all of the amazing little critters like pygmy seahorses, squid, crabs, shrimp, anmonefish and eels.

As far as planning the dive for a specific shot, I always try to do that, but sometimes you just get lucky and see something that you never expected.  Then, you hope you can capture a great image. I enjoy researching the marine life of the area before I go. That way I can know what rare species are in the area, their habitat and behaviors. I am also a bit of a history buff, and love to read about the ship wrecks and how they came to their final resting spot. Several years back, I dove in Truk Lagoon in Micronesia, which is considered the wreck diving capitol of the world. It was the site of a major allied offensive during World War II called Operation Hail Storm. There are over 50 Japanese ships and 100 airplanes in the area that you can dive. Seeing these wrecks with their deck guns pointed upward, military artifacts scatter around and the crew’s living quarters was very moving and better than anything I could have read in a history book or seen in a museum.

It’s not just animals you shoot… tell me about All Wet Portraits.

All Wet Portraits presented a new challenge in underwater photography… photographing children underwater. It is so much fun for me and the kids. I use different backdrops, lighting, and even costumes for the kids. It allows me to be very creative in a controlled environment (a pool) and experiment with different techniques.  It also allows me to do photography when at home in Arizona. I have partnered with several swim clubs and also do private shoots on location at pools.  These images are a lot of fun and can be seen on my website www.allwetportraits.com. If you have young children and want to get their picture taken underwater, let me know! I have photographed babies as young as 6 months old.

What’s the deepest you have ever been?

I only dive as deep as I have to in order to get the photo and to date that was 145 foot. There was a Japanese transport ship with tanks strapped on the deck that I had to photograph. It was a quick 15 minute bottom time and then several safety stops at different depths. Not exactly a fun dive, but the tanks were really cool. Usually most of what I shoot is in less than 60 foot, and I prefer shallow water so that I can use the ambient light along with my strobe light.

You are originally from Las Vegas. I LOVE Vegas, but I am not sure I could live there. Do you miss living in Sin City?

Not at all! It was a neat place to grow up in the 80s, when the mob still ran the town and crime was organized. Now, crime is out of control and there are some really bad parts of town. You can get a really cheap house there, but I could never live there again. Usually after 3-4 days, I am ready to escape the strip and head home.

Do you ever exhibit your work? I could totally see a fish on the wall at my local coffee shop!

I use to exhibit my work a lot and participate in several juried art shows a year, but I don’t have the time to do that now. I do have some art in a local coffee shop and a permanent exhibit of 9 prints at the Peoria Library in the kid’s book section.  My main exhibit now is in my home and online.

I have only been on a few dives, but I LOVE it. Do you get the same thrill 1,000+ dives in that you did when you first started?

I do get excited every time I dive and feel fortunate to be able to do so. I must admit that I do get less excited when I am diving in the Caribbean after diving so much in SE Asia because there is a lot less marine biodiversity.

Tell me more about the Sonoran Arts League.

The Sonoran Art League (SAL) is a wonderful group of talented artists of all kinds. SAL allowed me to not only network with other artist and learn more about the business of art. The SAL Hidden in the Hills Studio tour is one of my favorite events each year. I participated 3 years in a row and unlike the typical tent art show, you get to see the artist demonstrating their art and spend more quality time with the artist in a relaxed setting. For me, it is difficult to demonstrate my art at the tour, but I do have all of my underwater photography equipment on display and enjoy explaining the process to interested people. I encourage everyone to come out and the tour which is held the weekend before and after Thanksgiving each year.

Does diving get easier the more you do it?

It does come very natural to me know and I rarely consciously focus on breathing. Buoyancy is also something that improves with experience and the less weight that you wear (new divers are typically over-weighted). I have a mental checklist that I go through before each dive with my gear and camera equipment. If I haven’t been diving for several months, it usually take the first dive for me to get back in my groove, but then after that, I really feel at home.

You have done a few liveaboards. What’s that experience like? Take me through a week on a boat.

Eat, dive, sleep and repeat pretty much sums it up. Most the boats I have been on hold between 10-16 divers and are really nice inside and out. You get your own cabin and usually your own bathroom. On low end boats, like in California, you may just sleep in bunks and share a couple of bathrooms. Food is great and plentiful, the service excellent and the dive setup really easy. They usually wake you up shortly after dawn and you have a light bite and then dive. When you get out of the water, you sit your tank in a designated spot and put away your gear under your seat.  They fill the tanks and everything is ready for the next dive, which is after a full breakfast. You repeat this and dive about 3-5 times each day. If you don’t do a dive, you can relax, read a book, nap or work on pictures and camera equipment. The boat may move a little bit throughout the day and so you will dive different spots. At night is usually when they make the major moves. They also usually have land tours to local villages or sites. It is a diver’s paradise and will spoil you.

Have you ever been bit?

I once got bit by an anemone fish (Nemo) when I was too close to her eggs. They have really sharp teeth and it did draw blood. I have suffered a couple of severe jellyfish stings on my neck that really hurt. I also got a hickey from a stingray in the Caymans.

Your work is SO good. Have you ever won any awards for your photography?

Thanks Ricky. Glad you like it. I won The Digital Shootout two years in a row in Bonaire and Little Cayman and have also won awards in several international photography competitions over the years. I also won the photography category in the Cave Creek Film & Arts Festival 2 years in a row and the second year won the people’s choice award. The prizes for these contest include cash, some really nice dive trips and dive/camera equipment. The latest underwater photography competition that I have entered has over $82,000 in prizes!

You are currently living in Scottsdale… that’s the desert. There is no water! If you get the itch, where do you typically go to dive?

Besides pools, I have only been to Fossil Creek, which is about 2 hours north of Phoenix. There I photographed the native fish and scenery and wrote an article that was published in the Arizona Wildlife Views magazine.

When I was learning how to dive, the instructor always said before we got into the water, “Let’s get wet.” I say that EVERY time I get ready to jump in. Do you have any rituals before you jump in?

No cool sayings like that, but I like it! On the liveaboards, they usually say, “the pool is open” and you are free to dive. I always double-check my camera seal so that it doesn’t leak.

What’s the coldest water you have ever dove in?

This trip to the Channel islands just his last October for the Southern California digital shootout. Water was a chilly 63, which the locals said was warm. Screw that… I prefer the warm water, but the diving is California is really good and I will be going back soon.

Speaking of getting wet, what’s your preferred entry method? I prefer the giant stride!

Me too. Back rolls are okay though.  I always have to swim back to the boat after jumping in and get my camera though.

You are all over the place… how many stamps are on your passport?

When I was living in Singapore, I filled up all of the pages on my second passport and had to get additional pages. I haven’t counted recently, but my current passport is getting full again. I also have Visa’s for China and Indonesia in there as well.

When you take photos, do you post them as is, or do you take them into Photoshop and clean them up?

Some of colors you see underwater are like no other color you have ever seen before. However, the deeper you go, the darker it is and the more color you lose to the naked eye. But when you add light with a flashlight or the strobes on my camera it brings back the true colors. I am sometimes asked by people viewing one of my exhibits if I enhance or change the color of the marine life in the image. This is often because when they have seen that fish of turtle while snorkeling or in an aquarium, it appeared with less color or a different shade of color. I currently use an SLR digital camera for my photography and shoot all of my images in a RAW digital negative format. Like the earlier slide film that I worked with, RAW files have to be post processed in a “digital” dark room environment using software instead of chemicals. Most of the adjustments made to the image are the same types of adjustments that were made in a traditional darkroom. The goal of my fine art photography is to represent the subject as close to its true colors as possible and allow nature’s palette to shine through. I do not manipulate any of my images by adding elements that were not in the picture.

Do you ever shoot on dry land?

I do and love it. My favorite subject is wildlife and have gotten some of those images published as well. On a recent trip to Canada, I photographed black bears for three days in the wild. I was able to get pretty close to them and captured some awesome shots. Another fun trip was when I took snowmobiles into Yellowstone National Park in the winter. I got some nice images of bighorn sheep, bison, elk, deer and a bald eagle all with a winter wonderland backdrop.

We talked about your scuba gear, but what about your camera gear? I bet you have some pretty high-end cameras and lenses. What all are you shooting with?

My equipment is pretty high end, but not the highest end. I have been shooting with my Nikon D300 DSLR camera in a Sea & Sea housing for the last 3 years and feel really comfortable with it. I use two Sea & Sea 250 strobes and a focus light. On land it weighs about 22 pounds, but under water with some floats it is almost neutral buoyant. Depending on the type of lens you have on the camera, you have a different port on the housing. This means you have to commit to shooting macro or wide angle for the entire dive.

It is definitely not the camera that makes the photographer though. I have been out shot by some camera setups a lot less than mine. There are so many factors that go into a good image. On a recent trip to La Paz, a friend with a point and shoot Canon G12 got a lot better whale shark photo than the one I got and it was her first time diving with that camera. So all it takes to take good images is to be a good diver with excellent buoyancy, have a quality camera that you know how to use, a good eye for composition and lighting, and a little luck never hurts.

There are so many places to dive… but what’s next? Where is the next dive? Are there any places that you have never been but want to visit?

First where I want to go still! Maldives, South Africa for the Sardine run and possible Alaska if I can brave the cold.  My next trip this April is to a new place and I am very excited about that trip – Papua New Guinea! I will be on a 10 day live-aboard dive trip and can’t wait. I also hope to explore some the local tribes that live there and get some nice land photographs. And I want to “get wet” with Mr. Ricky Lee Potts in the near future. Maybe we could get some cool images of you underwater that you can share with your followers!

We have been talking about scuba diving and photographs all day… but what else do you like to do? What other hobbies do you have?

I really enjoy flyfishing and hiking. Actually anything outdoors I love. I like golf, but I am just a hacker and enjoy being outside. I also love to travel and experience new places, culture and food.

Speaking of golf… diving is like golf… something you can do forever. Do you see yourself diving your way into retirement?

Absolutely! My dad was able to dive pretty late in life, but had to stop after he damaged his ear drum. I have been diving with people in their 80s before. So as long as I am healthy enough, I will dive!

Man, I feel like I could ask you questions all day. This has been fun… we need to go diving soon! In all of the interviews that I do, I always give the artist last word. Go.

Life is short so make the most of it. I have been fortunate to pursue my passions and experience some wonderful places in my life. Another one of my passions is preserving the ocean and all of its inhabitants. I also use my art to increase awareness of the reefs and marine life. The oceans support a diverse and important marine ecosystem which humans depend on. Over the years I have been diving, I have witnessed the deterioration of reefs, decreased fish populations and the decimating practice of shark finning. I hope that by people seeing my images, they will take more of an interest in the conservation of this fragile natural resource. Shark finning kills tens of thousands of sharks every year and is senseless. Please do not support any establishment that serves shark fin soup. Thanks for this interview Ricky and I look forward to getting wet with you soon!

Thursday, December 1st – Tiësto

Friday, December 9th – Redfoo of LMFAO & The Party Rock Crew
Redfoo, one of dance music’s preeminent talents, has taken over the EDM scene in recent years, both through his solo DJ gigs and as part of the prolific LMFAO duo alongside Sky Blu. A remix of the single I’m in Miami Bitch launched the group’s initial stardom, while international acclaim came with the David Guetta collaboration Gettin’ Over You, which was subsequently crowned #1 in three countries and peaked in the Top 10 in eight others. LMFAO’s second album, “Sorry for Party Rocking”, continued their success with the release of Party Rock Anthem – the single reached the coveted #1 spot in thirteen countries and was the definitive Summer 2011 theme song of soirees worldwide. Currently Redfoo has established himself as a one of the globes preeminent party DJs with a notorious residency at Marquee Las Vegas, LMFAO’s Sexy and I Know It sits at #2 on the Billboard Hot 100 and iTunes Top 10 Songs charts, and their headlining performance at the American Music Awards has reverberated through pop culture circles around the world in just a few short days. After an epic first performance at LAVO this past August, Redfoo is coming back with his Party Rock Crew for a repeat – the anticipation of his return is building towards epic proportions.

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“Our goal at Nervous has always been to add a positive, fun, glamorous, and slightly edgy element to NYC’s nightlife culture. Our vehicles toward this goal are music, events and fashion,” said Nervous Records founder and president, Michael Weiss. “Société Perrier is a great new website that captures the energy of nightlife right now, and is exactly the kind of site we feel our events and music should be affiliated with. And, of course, they also add an element of nightlife that has been missing from the Nervous repertoire…mainly refreshment!”

“Nervous Records is one of the finest dance music imprints in the world, and Mike Weiss is one of the most tireless supporters of global club culture,” said Darren Ressler, Société Perrier’s Global Editorial Director. “To be able to present parties with world-class DJs at Cielo — one of the best clubs in the U.S. — along with Nervous Records is incredible. People had better plan on taking the next day off because these parties are going to be amazing!”

Perrier, the first imported bottled water in America, arrived in the U.S. at the height of disco and made its nightlife debut at Studio 54. A long-time supporter of the arts, SocietePerrier.com launched in July 2011. With local editors based in New York, Los Angeles, Miami, Mexico City, Montreal, Toronto, London, and Moscow, the site’s mission is to explore global nightlife and culture in all its forms and includes sections focused on nightlife, art, music, fashion, travel, and cocktail culture channels — all of the essentials that make for a great night out. By visiting SocietePerrier.com you can check out Dubai’s indoor-outdoor superclub Nasimi Beach or get a snapshot of Italy’s best nightlife destinations, as well as profiled visual artists such as Peter Jensen and Lady Aiko, fashion stars like Opening Ceremony and Rachel Comey and hot mixologist Aidan Demarest. SocietePerrier.com is connecting the dots between all forms of nightlife and provides one place to look, listen, learn and live it up.

With connections to the disco era, music has always been an element in what Perrier is all about. The music section of SocietePerrier.com is an important section of the site and is the place to download exclusive tracks/DJ mixes and learn about the DJs and bands making waves on the global nightclub circuit. So while you’re exploring the finest clubs in Tel Aviv or discovering the magic of Stockholm, download an exclusive Sociéte Perrier DJ mix for the next flight out of town.

“Société Perrier helps keep the discerning global nomad up to speed in the areas of art, music, fashion, travel and nightlife entertainment through its easily navigable website.”
- CoolHunting.com

“Where all the elements of nightlife come together in a global party that never ends.”
- Blackbook

About Société Perrier
Partnered with some of the world’s premier clubs, bars, hotels and event spaces, the Société Perrier website and events reflect the hottest parties and happenings around the world. Spanning eight cities and five countries, when you see Société Perrier – you know it’s where you need to be.

About Nervous Records
Nervous Records is one of America’s longest–standing and most influential dance labels. The Nervous catalogue includes seminal tunes from such luminaries as Josh Wink, Armand Van Helden, Masters At Work, Frankie Knuckles, David Morales, Paul van Dyk, Roger Sanchez, Murk and more. In additional to its club music legacy, Nervous also was one of the forces behind the 1990’s resurgence of East Coast hip-hop, with such groups as Black Moon, Smif-n-Wessun, Funkmaster Flex and Mad Lion all releasing the most impactful work with Nervous. Recently Nervous has strengthened its rep as the top purveyor of underground house music with acclaimed compilations from Oscar G, Boris, Chus & Ceballos, Tom Stephan aka Superchumbo, Ralph Falcon, Starkillers & Austin Leeds, Behrouz and Funkagenda. Nervous has also moved into the burgeoning Nu-Disco genre with acclaimed released by Catz&Dogs, Soul Clap, Maxxi Soundsystem, and Danny Daze.  Nervous also has established a bi-monthly residency at one of NYC’s premier venues, Cielo, showcasing talent like The Juan Maclean, Treasure Fingers, Richard Grey, Prok&Fitch, Pleasurekraft, Junior Sanchez, Kenny Dope, and more.

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This has been a big year for you. You recently changed jobs. Tell me about your new job at the Carmel CC.

Yes, it has been a big year. I am now the Director of Instruction at Carmel CC. I am so excited for the opportunity to share my passion for helping people and create my own programs and schools for the membership to enjoy. They are so hungry for the opportunity to learn and enjoy the game. We have 1,350 members, 2 great golf courses and it is a very active membership. I have a dual bay learning center that I am looking forward to upgrading and putting my personal touch on which is very cool. The membership is dedicated to making the golf academy the best it can be and I am looking forward to seeing what I can do with it. It is a blank canvas right now. I am in charge of all the instruction, training of the staff and they are allowing me to be creative with the programs and new technology that I am bringing which is new and exciting for the club. I have been working and preparing for a job like this my entire career and I love it so far.

What were you doing before you came to Carmel CC?

I started out as an assistant professional at a couple of clubs in West Virginia learning the business. I moved to Charlotte in 1997 and was the Head Golf Professional at the NorthStone Club for 3 years. I quickly figured out that my passion was in teaching and coaching and not running the shop or merchandising. I started to pursue my passion for teaching when I joined the Dana Rader Golf Schools where I worked for 12 years. The ability to give a ton of lessons and learn from one of the best (Ms. Rader) was a huge step for me and my career.

Are you working more or less? I bet the lessons are more intimate at a country club.

Although I have more control over my schedule and can work whatever hours that I want, I am probably working more right now than I did before because I am new and that there is so much more that I have to do off of the lesson tee. I spend a lot of time creating schedules for schools and groups, coming up with different programs and just getting to know the members better. The big thing that I wanted to do was to be available for the members and show them that I care about them and their golf game. I have spent a lot of time at different club functions such as member guest and ladies golf luncheons meeting as many people as possible. Walking the practice tee introducing myself and giving out free advice when asked has been a big help. They seem to really appreciate it as the feedback has been very positive.

What’s the first lesson like for you? Walk me through the first hour with you.

Great question. The first 10 minutes I interview the student. I try to ask open ended questions in order to gain as much information that I can because that will steer me in the direction that I need to go with the individual. For example, what is your handicap? Do you have any physical limitations, medical history, etc.? What is your big miss or the shot that you want to get rid of? What ball flight do you desire? And most important, WHAT IS YOUR GOAL? I see too many teachers moving in the direction that the teacher wants to go instead of what the  student needs. This also lets the student know that I care about their aspirations and it gets them relaxed and comfortable being there. It is nerve racking for them to hit balls in front of a coach so I want them to feel comfortable with me.

Next I would video your swing or short game shot, putt, etc. and we would sit down and go through what I see and start to organize a plan of attack for the changes that I think we need to make that match your goal for the lesson. This is a critical stage because I don’t try to point out everything I see, just the vital few that I want to work on and I make sure I explain WHY we are making these changes so they make sense to the student. Then we go to work. I am a very hands on teacher. I like to manipulate the student into positions so that they feel the correct move or position. I think that this is a lost art with coaches and I think it is why I am able to get quick results. It allows me to get into the students learning style quicker as they see it on the video and feel it as I move them. Just telling them does very little as far as changing motor patterns. This also allows the student to give me constant feedback on their perception of what they feel. I can then use their words instead of just how I would describe the change. More of a student centered approach. I then give constant feedback on just the area that we are working on to keep them on task. I will subscribe a drill to work on and then finish up by sending the student their before and after video with voice over reiterating what we covered in the lesson. Allow them to ask questions to make sure there is no confusion and give them a glimpse of how the next few lessons will go. I.E. short game, putting on course. Serious students want a plan and it’s my job to give it to them. I can guarantee you will leave hitting the ball better and have a clear idea of what is going on when you don’t.

Are golfers that are not members at Carmel CC allowed to get lessons with you?

Yes. I can work with non-members. A lot of my students have followed me from my previous job, which has been nice. I have some mini-tour players and elite juniors that have been out to see me. My first priority is taking care of the members but it is nice to be able to fill in the gaps with some regulars that you have worked with for several years.

That golf course is gorgeous, by the way. Speaking of pretty golf courses, what’s the best course you have ever played? What did you shoot?

Wow, tough question. There are many on my list that I haven’t played. As for the ones I have played, my favorite is a tossup between Charlotte Country Club and Carmel South here at the Carmel CC. I am a traditionalist when it comes to courses. I don’t like the tricked up venues just the places that reward good golf. Honorable mention would be Grandfather Golf & Country Club, Diamond Creek and Quail Hollow Club. I think 69  is my low at Charlotte CC but I haven’t played it that often. I have only played the redesigned Carmel South once and it is spectacular. Career low is 65 back when I used to play a little more.

This is something I want to learn more about with the PGA teaching pros that I talk to. In your opinion, what’s the difference between teaching and coaching?

Great question. It is very much like the difference between blocked practice and random practice. This is  how I guide a student through the learning process. Teaching is helping the student make physical changes to their pattern (a swing change) which is very much a conscious part of the learning process. You have to think about the changes because they are new and not habitual. Coaching is more to do with helping them get the changes to the golf course (unconscious). Situational training: pre-shot routine, course management, helping them develop practice habits that match the way they play. Most teachers and students get stuck in blocked (mechanical) practice and never learn how to play the game. Great coaches also know how to motivate. When to be tough on their players and when to encourage. It is an acquired skill.  Expert coaches understand how to teach both. This is an area that I have tried to improve in and have seen better results especially in my tournament players.

You are a great writer. I have been following your blog for ages. When you sit down to write a new blog post, do you already know what you want to write about? Where does your motivation come from for a new post?

Thank you for the compliment. I enjoy writing and sharing. I usually get my ideas as I am on the lesson tee. When I am working with a student it usually just hits me and it eats at me until I write about it or shoot a video about it. I don’t plan very well like most bloggers which is why I tend to be streaky with my writing. I once wrote 20 blogs in 20 days (“20 days with the Guru”) just to get some momentum and to see if I could write something meaningful for that many days. I also get ideas from other coaches and blogs that I follow.

You know me and Tiger go way back… do you think he will break Jack’s record?

You are the biggest Tiger fan I have ever met, that’s for sure. I know he has had his struggles but I believe if he can stay healthy into his late 40s that he will break the record. He is starting to show signs of improvement especially in the Presidents Cup. If he would come and take a putting lesson from me I think he would for sure; just kidding. He is just too talented not to win at least 5 more.

You recently had a day with John Graham. Tell me more about that experience and what you learned from using the Aim Point Technologies.

John is great. One of the smartest coaches out there and he has really embraced AimPoint Technologies and taken it to another level. AimPoint is a green reading system that allows you to make a few calculations, look at a chart and figure out exactly how much your putt will break. Mark Sweeney is a genius for coming up with it and I am honored to be getting certified to teach the system. John did my training and I will be officially certified in the spring. As for what I learned… it is not as difficult as I thought it would be and it doesn’t take as much time to do once you develop a few basic skills and practice. Spending time with John is always great as we are able to share ideas about coaching. He keeps me on my toes and I am so much better because of the time that we spend together.

Starting with the driver and working your way through the rest of the bag, including the golf ball, what’s in your bag?

I am a Titleist Staff Member.

• Driver – 910D3 10.5 with a Diamana white board stiff shaft
• 3W – 910 Fd 15 degree
• Hybrid – 910h 17 degree
• Irons – CB forged 4 – pw
• Wedges – Vokey (50, 56 and 60 degree SM4 series)
• Putter – Coutour Bolt custom putter (33.25 length/365g head)
• Golf Ball – Pro V1x (with Guru on the side)

You have seen a ton of success with Twitter. I have the mentality “don’t think, just tweet”. You seem to have the same sort of thought process. I love it! Outside of Twitter, are there any other social media sites that you have seen success in?

Thanks; yes I am a random tweeter… very similar to my blogging style. I use what I call the “four corners of social media”. Facebook, Twitter, WordPress and YouTube.

YouTube has been my biggest success coupled with my blog. 2 years ago, I created my own TV show called “Guru TV” which has been very popular among my students and even across the world. I picked up a lot of business because of someone checking out my videos or reading my blog. That has been very flattering. I probably spend more time on Twitter talking to other coaches and sharing information. I use Facebook to promote my blog and videos, but YouTube seems to be the most popular. So many golfers are spending time on the computer looking for free tips so I have no problem providing them with good information. It gives them some insight into what I am like and makes me more real and accessible. I try to convey that the videos are just ideas; you have to actually see me in person to get the good stuff. Social media has changed the game, that’s for sure. Students want you to be available and I have no problem with that. To be successful you have to be there and I want to be where the people are.

I know you like wine. What’s your favorite wine?

I enjoy trying different wines but I always tend to go back to a few of my favorites. I like Italian wines such as Monte Antico. French wine… anything Cotes du Rhone region is solid. My favorite right now is Louis M. Martini cab Napa Valley 2008 and Bridgeman Cab (Washington).

You are a D-Plane certified instructor. What does that mean? I am not sure I have seen that before.

That is a certification that Rich Hunt (richie3jack.com) came up with for instructors that understand D-Plane and that use the principles in their teaching. D-Plane (descriptive plane) is simply  3D ball flight. It’s what happens when the ball and clubface collide. Understanding correctly what creates ball flight is imperative for any instructor. It has allowed me to make the correct changes in the right order much faster than ever before. TrackMan and launch monitors have allowed us to confirm these ideas much more accurately so there is much less guessing for the teacher. It is currently the only list that I am on so I think it is pretty cool.

Do you do playing lessons?

Yes, as much as I can. I think it is helpful for me as a coach to see how my students play on the course because we don’t always get the entire picture of the their games on the practice tee. It is also a place where I can help them with their mental games and course management. I like to include at least 2 hours out of 8 lessons on course if possible.

What’s The Guru Project?

The Guru Project was an idea that I had to try to help a certain golfer that lived far away and couldn’t come and see me. I had him shoot video of each are of his game and I basically gave him a virtual lesson. I sent video of me demonstrating what I wanted him to work on with drills and such. Kind of a Haney project, over the internet. It went pretty well as he improved. Still not as good as the real thing, but it was fun. I need to do another one.

Golf pros are always teaching… but I bet you are always learning too. I am sure you have had some golf lessons in your life. What teaching pros have you worked with in the past?

I think taking lessons is a great way to learn. It helps me to be in the shoes of my students and reminds me of how hard this game really is and how hard it is to make a swing change. I haven’t taken as many lessons as I would have liked but I have observed tons of top teachers giving lessons. I have worked with Todd Sones and Mike Shannon on putting. I have worked with Kevin Sprecher, Jason Carbone, and Dana Rader… of course. Jim McLean, Charlie King, Chuck Evans, Jim Hardy, Chuck Cook, and Martin Hall have had a tremendous influence on me. There are so many more that I didn’t mention but I have either spent time with, watched them present or watched video of them teaching. Then of course there are my guys on Twitter. John Graham (@JohnGrahamGolf), Jason Helman (@jasonhelmangolf), John Dochety (@johndochety), Dennis Sales (@DennisSalesGolf), Sara Dickson (@Sara_PGA) and Rob McGill (@GolfProRob). Just too many to list. I have learned so much from all of these guys and continue to do so.

You have been nominated three times for the Top 100 teacher list by Golf Magazine. What’s holding you back? Why aren’t you on that list?

Good question. I wish I knew. I feel like that I am talented enough to be on that list and should be on it, but I guess it just isn’t my time yet. There are so many teachers that could be on there that aren’t. The feedback I have received from the magazine is that I need to write a book which I am in the process of doing and the fact that I haven’t won teacher of the year in my section, which I have been nominated 6 or or so times (lost count)… so I can understand that. I just keep trying to improve my skills and help my students and the lists will take care of themselves. If it is meant to be it will happen but I don’t think it defines my career, although it would be nice to be recognized.

I know there are 100 guys on that list, but in your honest opinion, from what you know about the game of golf, who is the best teacher in the world and why?

Wow, tough question. I think there are too many variables to figure out who is the best, because the playing field is not level. We are all teaching different students. It is tough to track who is getting better and who is not. Are the best teachers the ones with the high profile tour players, I don’t necessarily think so. There is probably some guy in parts unknown who doesn’t care about or even knows about the top 100 list who is getting incredible results from his players. My philosophy is if your students are getting better, you are a great teacher. If they are not, you need to change what you are doing. So if I had to pick one guy  it would be…? Why not the Guru? I don’t know, too tough to call.

Did you play high school and college golf?

Yes. I started playing when I was 12. I played in high school and then went on to play at Glenville State College in West Virginia.

I am not familiar with the Tarheel Tour. Is that a North Carolina thing?

It is. Probably the fastest growing mini-tour. It is right up there with the Hooters Tour as far as talent. There are PGA tour winners playing out there such as Tad Fujikawa, Erik Axley. Tommy Gainey played out there before getting his card. Great breeding ground for young aspiring tour players.

You know, it’s pretty neat to open a golf magazine and see your face there attributed to an article. What magazines do you write for, and how do you land a gig like that? That’s pretty cool!

For the past 3 years I have written full time for Golf Illustrated which has been very cool. I do a big article a year and write a bi-monthly column as well. I have written for other small mags and websites as well, like PubLinks Magazine, Metrolina Golf, The Turn Magazine, TravelGolf.com and GolfInstruction.com. Trying to break into the bigger ones so if you have any connections help a brother out.

Are you playing a lot of golf these days?

I play mostly with my 10 year old son, who has really started to enjoy the game. That has been a blast. I don’t play as many section events as I used to because of my busy teaching schedule, but I miss that part of the business. I love to compete so hopefully with my new position I can play a few more tournaments. We will see.

Will I see you in Orlando at the 2012 PGA Merchandise Show?

Absolutely. I use the PGA Merchandise Show mostly to network, catch up with other pros and see the latest and greatest training aids. Of course I can’t miss the annual “tweetup”. That’s where we first met. I also am getting ready to join the Golf Business Network, so I look forward to the educational opportunities that will bring at the PGA Show.

You do a lot of speaking engagements. Do you get nervous before you get up there to talk? You are an expert in this (or a guru I should say), so I would imagine it comes naturally.

I am glad you asked that because although I consider myself a decent speaker, it wasn’t always that way. I consider myself a trained extrovert, which means that I have worked extremely hard on my presentation skills. I use to be so backward and shy that you wouldn’t believe it. My wife likes to tell the story of when I wouldn’t even order food at the drive through at McDonald’s because I was so shy. But I knew that to reach my goals as a top teacher that I had to improve in that area so I took classes from places like Toastmasters International. I practiced in the mirror. I videotaped myself teaching and giving presentations (which I highly recommend) until I started to improve. I have a long way to go but no I was not a natural. I still get nervous, but I enjoy it now because it is such a part of my job. The best advice I can give anyone is to practice and prepare. You are only nervous if you are not prepared or not comfortable with the material you are presenting.

I see you have a ton of blogs in your blogroll. Do you read all of those? (I really like John Graham’s blog.) I try to keep up with most of them but mostly I just want to help others get exposure to their stuff.

Yeah, John’s blog is high on my list. His is packed with tons of great info.

Are you TPI certified?

I am not. I have been to enough seminars and worked with certified trainers to effectively screen my students, which I feel is important. I send my students to a certified TPI fitness trainer because he has more time to work with their bodies. I just give him feedback on what I need them to do and he helps their bodies do it. I used to think I could make my students do anything but if there are weak links physically, they can’t make the change. Great stuff for sure.

I know you just got started at the Carmel CC, but what’s next for you? What’s the immediate future hold for Jason Sutton?

Good question. I am so blessed to be at Carmel. I could definitely see myself finishing my career there, but you never know. I just want to keep getting better and improving. I want to get more involved in the education of young teachers whether it’s in the PGA or some other realm because I really enjoy the mentoring process and giving back. I want to finish my book and I would love to travel all over the world and teach. In the meantime, I am just focusing on helping the student in front of me get better.

Jason, it’s been so much fun talking with you. You are an inspiration, and a great friend. I appreciate the time! In all of the interviews that I do, I always give the artist the last word. Go.

My goal is to leave a legacy so that my family will be proud of all of the hard work that I have put in over the years. I don’t want to ever get complacent in my work or my life but always strive to get better. My goal is to be in as many testimonies as possible because that would mean that I might have helped someone reach their goals just like all of the people that helped me along the way. Ricky, thanks so much for allowing me to share my story. You are the best and keep up the great work.

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