A Pressing Conference

Today I’m at the Smirnoff Experience Press Conference featuring co-headlining acts, Tiësto and BLK JKS.

I must say our beloved vodka specialists really know how to turn everything into a party!There’s another mixology session going on with Kenji behind a lavish bar. I turn around further and notice drinks galore and lovely finger food being passed about. Sure, I’ve been to many media events; but none have ever hit my olfactory senses so hard with such a bold vodka aroma. And I’m not complaining.

I caught up my Sweet Spot Content friends, Miles and Joel, as well as the very hip DJ AA. Before I knew it, it was time for kick off. We step inside a small conference room with 30 or so other journalists. Global Smirnoff representatives are there, and after a short wait, the big Dutchman himself arrives through ordinary doors.

Only two hours fresh into the country and running on jetlag, Tiësto tries his best to answer our questions; instilling at times incredibly apt humour. One biting journalist recaps Tiësto’s changing sound style as “going very mainstream” before he dare enquires: “May I ask why you’re heading down the path of sounding like David Guetta?” In that moment I could visually hear everybody’s mouth drop. “No. You may not ask that,” a witty Tiësto replies with a chuckle to follow. Question easily brushed off without being rude.

I’m up next to find out the heavyweight’s most current influences. Staring attentively into my eyes he lists a high fraction of artists he recently collaborated with.

“I think all of the artists that I worked with on the Kaleidoscope album are definitely the artists I’m listening to,” he reveals. “So Emily Haines, Sigur Rós, Bloc Party, Calvin Harris. Also M83, Muse, you name it: BLK JKS!”

I would have expected some new and old-school artists. Maybe his native DJ pals Armin van Buuren and Ferry Corsten; or even U2 and Australia’s own Cut Copy as I’ve read, but nope. My goal was to obtain Tiësto’s current Top 8 songs for mysecretplaylist.com, but he wouldn’t budge.  “I’m sorry, I can’t do that now. That would cost an hour”. Indeed it would!

I’m sure there’s some truth in running out of time, or charging me a million dollars, but the journalist in me cannot refrain from reading between the lines. Tiësto is the world’s number one voted DJ for the past three years now. Any particular song or artist that “influences” him is worth money; considering anything that comes out of his mouth is a Tiësto brand endorsement that’s worth an absolute mint!

I honestly didn’t expect music to ever get so censored. People generally love music and it would personally pain me if my management/public relations team wouldn’t grant me the right to share the name of my favourite song; or at least make people pay for it. Still, as media trained as Tiësto is, the music industry is what it is and I perceived him as a pleasant guy who just likes to play music. At the age of 41, I don’t think he’s going to be quitting anytime soon.

“I definitely get excited for every show,” he says. “I look at the big picture. I want the crowd to go home happy and that’s always my goal.”

Tiësto described his music as something that comes from his heart; very pure and very honest and will always push boundaries. While he wouldn’t disclose any sneak peeks of his Mash Up Street mix, he did promise a spontaneous set.

“I always look for the new stuff and try to refresh everything and try to keep everybody on their toes. It definitely makes the music more euphoric when you have all the lights and have a big screen and the visuals,” he says.

Progressive rock band BLK JKS are also on the press bench and I’m keen to find out more about how they feel in regards to working with and sharing the stage with Tiësto. They’re subdued and give off a cool, calm and collected vibe. Although the guys are a big deal in South Africa, I sense no egotism at all.

They’re just normal guys from Johannesburg who bring style wherever they go. They write about “what we see around us”. Their appealing experimental, psychedelic style won them South Africa’s Best Alternative Album of the Year.

Having already scored a live performance and spot on the Official FIFA South Africa 2010 World Cup Soundtrack, collaborating with Tiësto  is cherry topping their lusciously appetizing cheesecake.

“I really enjoyed collaborating with BLK JKS, one of the most exciting new bands from South Africa,” says Tiësto. “[It’s] something I might not have done were it not for Smirnoff asking me to be part of the Smirnoff Experience Mashup Street.

“I’m looking forward to coming back to South Africa.  It’s going to be a great party!”

You can stream an hour of Tiësto’s Smirnoff Experience South Africa Mash Up Street live set here.