Making radio waves
Thu, Jul 3, 2008 (midnight)
Photo: Iris Dumuk
Hometown: Los Angeles
Profession: CEO/program director, SwurvRadio.com
Profile: As a DJ and producer, Osiris has worked with MCA Records’ Chris Stokes to bring the world Immature and Tony! Toni! Toné!, and in doing so, amassed a library of MP3s before the world even knew what the term meant. On a friend’s advice, he launched OsirisRadio.com (now SwurvRadio.com), a sister project to his Swurv Digital graphic-design firm, which averages about 6-7,000 unique visitors a day, and provides two terabytes of music (say, half a million songs), streaming 24 hours a day courtesy of 45 DJs across the country.
Why I Do What I Do: “We want to capture hip-hop in a way that’s not as repetitious as stations out here are. You might hear a song once or twice in a day, but never more than that unless we’re really trying to blow something up. [Without Swurv], independent artists would never have an opportunity to be played in their own community.”
Personal Tidbit: Osiris has worked in nightclubs since the age of 17 as both VIP host and doorman, specifically in Vegas at OPM, 40/40, Jet and others. While he loves the status of being a VIP host in Vegas, and loves how that coveted profession opens doors, he would love even more to focus on his three children and leave nightlife behind to pursue Swurv Radio full time. He will retire in two years to do just that.
What I’m listening to:The Humdinger, by Nappy Roots
Latest Accomplishment: SwurvRadio.com was selected last month to be a featured radio station on the Microsoft Windows Media player.
Quote: “Eat like they do.” In other words, you gotta work just as hard—if not harder—to play with the big boys.