In the 1970s and 80s, the first taste of entrepreneurship for many American teenage boys was either a paper route or a summer job cutting grass. The thought of earning $12 – $15 each week was plenty of motivation for young boys to wake up at 7am, on Saturday mornings – and hustle to complete their jobs before the blazing summer sun reached its peak temperature.
But oh, how things have changed drastically over the last few decades. Paper routes are now jobs for adults with vehicles and large lawn care services have practically taken the grass cutting jobs away from neighborhood children.
And let’s face it – the kids of Generation Z, who grew up on video games, i-Pods and the internet are not huge fans of working outdoors with their hands. They’d rather have much “cooler” jobs – and 14 year-old James Richards a.k.a. “DJ Richie”, of Louisville, KY, has done just that.
After Djing for less than two years – a viral video of the young DJ, commanding over 750 teenage party-goers to get their Swag Surfin’ on – catapulted him to the top of Louisville’s DJ scene. The event took place at his first “self-promoted” (under 18) party at Louisville’s Highland Community Center in July 2018 – which would lead to him establishing his own company, RichBeatz Entertainment.
Richie’s DJ career began two-and-a-half years ago, at the age of 12, while at his sister’s dance competition. Instead of focusing on the dance performers – his attention became fixated on the DJ at the event, who was playing all the hype music.
“One time I was watching my sister’s dance coach’s husband – his name is DJ Deuce… I went to her dance competition and I was just looking at him – and was like, ‘I want to do this’… He told me everything I needed to get, so I called my daddy and told him that I want to be a Dj and he got me the stuff.” – DJ Richie
In support of his son’s dream – his father immediately went out and purchased the equipment his son requested but it would end up sitting around the house for another year because Richie didn’t know how to work the music board.
Eventually he would begin to play around with the equipment and DJ’d his first gig at his godbrother’s Sweet Sixteen party. Richie admits that the event didn’t go well but it was all part of his learning process. At this time, he was only 12 years-old and still had plenty of room to grow. Since that time – he’s mastered his craft and has been booked for over 100 shows.
As he takes a look back over the past two years, Richie appreciates all the success he’s experienced but says that he will never forget the day that he got his first big break – by being asked to DJ a party by popular Louisville teen party promoter, Young Commercial a.k.a. YC.
“I DJ’d this Christmas Party for this dude named YC (Young Commercial) and after that, people have been looking at me ever since… Now every time he has big parties, he calls me but I’m also throwing parties for myself now so my followers and likes have been going up on Instagram.” – DJ Richie
Richie’s mom, Tayvonda Page, has been very hands on and instrumental with his growth and transition from DJing as a hobby – to becoming a responsible entrepreneur.
After recognizing that her son’s popularity was growing in Louisville’s DJ community – it was her who suggested that he throw his own party, which resulted in the footage of the Swag Surfin’ viral video. By nature, her son is a very shy young man – so she stood in awe as she watched Richie transform into a confident “Showman”, once he hit the stage.
“At this point he had been doing a lot of other people’s parties. In one weekend, he had three gigs in a row… So he had earned a nice amount of money so I told him that it was time to throw his own party. He paid for the venue himself.. He paid for the flyer himself… He paid for security… He paid for everything… So I’m just trying to teach him how to make his money, make money for him.” – Tayvonda Page
Being that it was his first party, as an entrepreneur – Richie and his mother were hoping that 50-100 teens would be in attendance, for them to consider the event a success. Ms. Page was always confident that her son’s reputation was established enough to bring out a small crowd – but she had to consistently pep the young DJ up, because he was doubtful that anyone would even show up.
After months of tedious planning – it was now “Party Day.” This success of this party, or lack of, would determine the fate of Richie’s new business venture. He was understandably nervous. This was a huge amount of pressure for a 14 year-old kid, from a college town that prides itself on throwing legendary parties.
Louisville is the type of the city that doesn’t give party promoters second chances – it’s either do or die. Most promoters establish their reputations with their first event. If it’s a success – it will be the talk of the town. If it’s a failure – it will be the talk of the town. A failed party in Louisville is often accompanied by viral social media posts and pictures, ridiculing the empty venue.
Richie and his mother would arrive at the venue early to set up and decorate. His father and grandmother would also come along for emotional support. The party was scheduled to start at 8pm. Ms. Page (Richie’s mom) would make a store run to grab some last-minute supplies before the party started. To her surprise, she would get a call from someone at the venue, informing her that a line of teen party-goers had formed outside. It was now just shortly past 7:00pm.
At 7:45pm, there were now over 200 kids in line. When the doors opened at 8:00pm, there were 400 in attendance and by 9:13pm, the party was packed with 589 kids. Before the event would end at midnight, the occupancy had reached to over 750 teens. The party was a success!
From that moment on – DJ Richie was solidified as a professional DJ/Party Promoter. His mother now knew that she had to adjust his fees, as a hired DJ, accordingly. Since that first party, Richie has continued to elevate his craft, as well as his brand.
In the months following, things began to take off fast for the “In-demand” 14 year-old. Several veteran Louisville DJs, noticed Richie’s movement and reached out to offer him pointers and guidance.
Popular nightclub DJ, Lil Jerry passed down his moniker “The Youngest In Charge” to Richie. DJ Z- Nyce and DJ Deuce would become very instrumental in mentoring and opening doors for the up & coming youngster. As a result, DJ Richie would become a member of the prestigious Midwest DJ crew, The Elitegiance.
However, the highlight of his career thus far has been working with popular Louisville-based rapper Bblasian. Richie has been a huge Bblasian fan since he appeared on Louisville’s music scene a few years ago – and it’s been a dream of his to become his personal DJ.
On October 19, 2019, DJ Richie and Bblasian performed at the Drip Fest 2018, as an opening act for national recording artist Tekashi 6ix9ine at Louisville’s Diamonds Pub & Billiards. Making this performance even more special, was the fact that it commemorated DJ Richie’s 100th gig, as a professional DJ.
On Friday November 9, 2018, Richie and Bblasian will collaborate on stage once again, as they perform with Louisville native & national recording artist Jack Harlow, at a concert in Nashville, TN.
These days, it’s a bit of a challenge to book DJ Richie. The Central High School student, typically stays booked 2-3 months in advance – and when he’s not in school, he often has 2-3 shows booked per week. He’s living quite the life – for a 14 year-old.
DJ Richie’s next entrepreneurial event is: Rich Beatz Ent Presents: Friday Night Live: The Move Part 3 – Friday November 23rd – 8pm -12pm in Louisville. Location to be announced soon.
Follow DJ Richie on Instagram @_djrichie and Facebook @ DJ Richie 502
Brad Harrison is a journalist/motivational speaker/entrepreneur and on-air personality. He earned a Bachelor’s Degree in Communications with cum laude honors from the University of Louisville. In October 2015, he started UrbanMaxx Magazine to provide positive role models for Urban residents that reside in at-risk-communities and lack positive leadership in their lives.
For booking or advertising – contact Brad Harrison at bradharrison@urbanmaxx.com