The good people at Turnstyle recently spent some time with RVA’s own Donny George to talk about Richmond, the electronic music scene, and trying to bring the two together.
Briefly introduce yourselves. Names, DJ names, position, etc.
JO: I’m Jesse Oremland, also known as DJ Jesse Split. I’m the co-owner of Turnstyle, a house and techno aficionado, a DJ on WRIR 97.3 FM, producer of ‘THERAPY,’ and a resident DJ at Konkrete Jungle VA.
JW: I’m JoAnna Willey, aka Miz JoAnna O. I’m also a co-owner of Turnstyle. I focus on breakbeat and drum & bass, and I’m a self-proclaimed fashion junkie. I produce +THERAPY+ and hold DJ residencies at Therapy on Friday nights, “FREQUENCY” on WRIR 97.3 FM from 11 PM to 1 AM on Saturdays, and Konkrete Jungle VA on Monday nights.
What is the concept behind Turnstyle?
JO: A lifestyle boutique that is dedicated to the Turntable Lifestyle. From the music to the fashion to the accessories that support the DJ, the club, and the clubber.
JW: Urban necessities for the Turntable Lifestyle – à la Turnstyle.
What made you decide to want to open a vinyl boutique specializing in electronic dance music in Richmond?
JO: It was too difficult to get the music and fashion that I was looking for in Richmond and found that others felt the same way. So, I felt I could bring my years of experience and world travels to the table and offer Richmond something new.
JW: We both wanted to open a record store well before we moved to Richmond. So, in 2003, the timing was right, and Richmond got lucky.
What difficulties did you have when you started that you were able to overcome?
JO: Overcoming incorrect perceptions of what electronic music is, as well as the negative image that the media has painted over the years. It is a constant struggle, as with any scene.
JW: Ridding the city of the tired (1999) mentality that “nothing goes on in Richmond.”
What have been your biggest successes so far?
JO: I look at anything that moves electronic music in a positive direction as a success. The EVOLVE festival, Turnstyle, WRIR, THERAPY, Anniversary Event when we blocked off Broad Street during First Friday’s Artwalk (June 2004).
JW: Jesse pretty much summed it up. The future continues to look bright for Richmond as a techno city. The addition of good techno on the FM airwaves gives our music a voice like this city has never seen before.
How do you divide up the responsibilities for running things, or do you both just do everything together?
JO: We definitely try to split up work according to each other’s strengths and help the other in areas that may be weaker. We just have a good sense of what the overall goal is, and we each work towards that goal. Sometimes responsibilities overlap.
JW: We both have specific expertise in different areas that balance well when put together. We are always together anyway, so eventually everything gets done in the 60+ hours we work per week.
Where is your store located?
JO: 102 West Broad Street, Downtown Richmond.
JW: It’s all about downtown. Just a few short blocks from VCU, conveniently located just minutes from Interstate 95.
Why did you choose that location?
JO: It’s downtown, and I love living and working in a downtown urban environment. Downtown Broad Street is on the rise.
JW: We never thought of any other location. Downtown is where the action is at.
What kind of contribution do you hope to make to the Richmond community?
JO: I just hope I can bring a positive influence to a city that needs more positive influences.
JW: To continue bringing quality techno music and urban fashion to Richmond.
Briefly describe your night “THERAPY.”
JO: A downtown clubbing experience that highlights turntablists, live performances, and just the best that electronic music has to offer in a one-of-a-kind venue.
JW: Good vibes, superb music, fine people, strong drinks, booming sound, wooden dance floors, and we party till 4 AM. Sounds like Therapy to me.
How did you come up with the name “THERAPY”?
JO: This night is for those that are tired of the same old crap. You can come, get your end-of-work-week therapy. Let loose and blow off steam after a long week. Because we could all use a little therapy. Music is very therapeutic.
JW: Agreed. And it is quite humorous to hear your friends tell others that they have to be at “Therapy” on Friday night.
Can you tell us about the venue?
JO: Mr. Bojangles Entertainment Complex is a 3-floor, 14,000 sq. ft. nightclub with the most unique layout of any club I have seen. The second floor has an outdoor patio that overlooks Festival Park with a backdrop of the Richmond Coliseum. The third floor opens up to the 6th Street Greenhouse and has floor-to-ceiling windows that overlook the Richmond Coliseum. It really is something that has to be seen to be believed.
JW: I can honestly say it is by far one of the most incredible venues I have seen. You can take the elevator (or stairs for the super healthy) up to the second or third levels. Grab a drink at one of the four bars, relax on the patio while taking a break from dancing on the nice wooden dance floors. As a DJ, the sound is the best I have ever played on in Richmond. The top level is my favorite, though—it almost reminds me of an amusement park for adults.
What can people expect when they come out to Therapy?
JO: The downtown nightlife experience, whether you just want to socialize, listen to music, or work it out on the dance floor.
JW: To leave all the BS at the door and get ready to have a good time! Music and clubbing are all about having a good time and nothing else.
How long have you been DJs, and how did you get started?
JO: Ten years. I got started by buying tracks on vinyl because they weren’t available in another format. If I wanted to hear my favorite song, I had to play the record. The next logical step was to learn how to mix the tracks together, so I bought a pair of decks. But even as a little kid, I was always trying to adjust EQs and knobs to get a different sound out of stereo equipment.
JW: Seven years. I could always be found on the dance floor prior to DJing. At the time, most of my friends were DJs, so that’s just how we hung out. There was seriously one summer where the music never stopped because someone was always spinning. I never had the intention of becoming a DJ; I was just looking for another creative outlet, and it seemed to come naturally to me after years of playing the piano at an early age. I promise I will still be spinning records when I’m eighty.
How would you describe your style and approach as a DJ?
JO: I adjust my style and approach depending on the audience I’m playing to, the equipment I’m playing on, and the vibe that I get from the audience. If you don’t have good equipment (sound system, mixer, turntables, needles… I could go on), it really limits the overall potential, and it becomes more difficult to perform the way you like. The DJ’s job is always to move the crowd, which is a lot more than just playing a song that everyone knows.
JW: It depends on whether we are playing together (as Turnstyle Soundsystem) or individually. But in either case, the ADHD I was never diagnosed with as a child seems to come out when I get behind the decks. Lots of crossfader action and EQ tweaking combined with slammin’ beats. I enjoy making people sweat to my beats.
Is performing as a duo different from performing solo?
JO: Sure, it’s just like any other musical performance. When you’re solo, you really have to bring it from yourself, but when working with another musician, you can vibe off each other.
JW: I enjoy performing both ways. When we play together, it is generally a house/breaks/techno session. When playing solo, I am usually booked to play breaks or drum and bass. Sometimes being a female DJ tends to overshadow us as a duo, focusing more on the novelty of me being a girl than on the sound of our music.
Do you ever get nervous before performing? How do you deal with it?
JO: Sure, whenever I perform to a crowd, there is the anxiety of the unknown. I just try to have confidence in myself and my abilities and remember that everyone is there to have a good time.
JW: Most definitely. If I didn’t, there would be something terribly wrong. It is more like a nervous excitement, though. I generally count to ten and take deep breaths. After that, it’s on!
Interview by Donny George
