Atlanta is renowned for its international population, its elevated number of transplants, but most importantly its inclusive culture that serves as a true home to many, whether native or not, as is the case with the Durtty Boyz from 107.9 FM Atlanta's Hottest Hip Hop radio station.
The show’s producer, Starter Cam was born in Nigeria while the host J-Nicks is from St. Louis and the show’s other host DJ Kash is from New York. But no matter the origin, they consider Atlanta their city, a place where they can feel comfortable, be themselves, and find their niche.
“I came here to visit, and Atlanta was just home. It felt like home,” said DJ Kash. “It’s one of those places that embraces you.”
The city has always embraced them and to reciprocate, the Durtty Boyz take pride in all things ATL. In collaboration with well-known Atlanta photographer Cam Kirk, the radio group attended the Atlanta United match as they played host to D.C. United in its third sold out match of the year.
“It’s amazing to see how this is the first year, this many people are in tune to this team and how much this team has brought to the city period,” said J-Nicks. “It’s bringing a whole lot of culture to this city.”
In various ways, all three have always been connected to the game throughout their life. Starter Cam’s home country has one of the most prolific national teams in Africa, meanwhile DJ Kash’s Haitian and Caribbean heritage tie him to the sport which he says “runs in his blood.” In addition, J-Nicks played in his childhood, sporting the number 22, which he placed on the back of his five-striped ATL UTD kit.
The soccer-crazed Durtty Boyz are impressed with how the sport’s culture is brewing in the city and boiling at the helm of Atlanta United.
“The fans have embraced the culture for what it is as far as not being your typical American sport like basketball or football,” said Starter Cam. “You have a soccer game that can bring together people at this incredible capacity.”
The show’s producer also praised the “camaraderie” and the “authenticity” of the crowd, the environment and the atmosphere surrounding the club. Starter Cam remembers a similar sentiment when his home country of Nigeria won gold in the 1996 Olympics in Atlanta. The inclusiveness of the city and the acceptance of the sport
Through radio, the minds behind the Durtty Boyz don’t only desire to entertain people with a talk show and hot music, but more importantly they want to inspire, motivate, encourage and empower others by sharing the beauty that is Atlanta.
“I want to continue to push the envelope of what I think people can do, what kids can do as far as music & entertainment. I want to be one of those people that can speak to others, let them know about the soccer team so they can come experience this game. At the end of the day it’s all about the culture.”
It’s not an easy industry to succeed in. It’s difficult to separate yourself. But when you can empathize and create a trust between you and the people as well as building a captivating reputation for loving the city, you create a unique brand.
“The only way to be on radio is to accept the city as your heartbeat,” said J-Nicks. “You have to accept the whole culture and make it a part of you.”
That’s just what the Durtty Boyz from 107.9 have done, diving into the freshest scene in the ATL with the city’s new Major League Soccer team.
On a final note to the city of Atlanta, to those who haven’t yet experienced the Atlanta United matchday atmosphere, Dj Kash added,
“Even if you’ve never been to a soccer match or you’ve never watched the game, you would come here and get excited about the sport and the team because of the pure energy in the stadium. Everybody is in unison. Everybody is chanting. Everyone is excited. Win, lose or draw the energy is insane.”
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