Kanye West’s Creative Director, Virgil Abloh Talks DJ Culture At Coachella

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Story by Kelly Giuliano

Aside from being Kanye West‘s creative director, as well as the mastermind behind the highly embraced Off-White clothing brand, Virgil Abloh is also an internationally respected DJ. Under the stage name FLAT WHITE, Abloh most recently performed for the thousands who attended both weekends of the Coachella Music and Arts Festival in Southern California. After a recent interview with The FADER, Abloh gives insight as to what goes into creating a truly electrifying experience for his audiences.

“The DJ in 2015 is the most important occupation in culture,” Abloh stated just before his set at the Absolut’s Spark Bar. “Like if the room is like set up properly, if you engage the room, make them become one.”

Abloh also discusses how reactions play a huge role in the experience of being a part of a crowd. People feed off of one another, and in return, Abloh feeds off of the crowd’s energy. It’s all about control, and giving people what they want, all to ensure that they have an amazing night.

Check out the full interview with FADER here.