As far as the business side goes, James says Hampton U’s Business School prepared him well. “When it comes to DJing, it’s all about how your brand yourself. What I learned in school was how to take a product and how to market that product to its demographic,” he says.
James explains how he caters to his 8-40-year old demographic that he’s acquired since working with Bieber. “You fill everyone’s needs. You give them mixtapes that hit all aspects: a Top 40 mixtape that has Britney Spears, Christina Aguilera and Pink on there, and Bieber and Justin Timberlake; then you do a classic mixtape with Bun B, to hit the classic hip-hop side so everyone is happy.”