Photo by Doug Coombe
Craig Adams may be DJ Assault, but DJ Assault is not Craig Adams. Although the two look and dress exactly the same (who else would have such a carefully coordinated), it is immediately noticeable that while producer/remixer DJ Assault is busy pimping the bitches and slapping the hoes, Craig is busy building his empire, shopping around a "ghetto as hell" cartoon while simultaneously developing a whole new genre of music.

"DJ Assault is really just a character," states Craig. "His style is pimp -- he's got that player vibe. DJ Assault has the perfect lifestyle: he can say and do whatever he wants. He doesn't have any worries. He has nice cars, and doesn't have one woman because he can have them all. Whatever people fantasize about is what Assault is." Craig, on the other hand, is quiet, reserved and observant, a man of few words, who'd rather let his art speak for itself.

Born and raised in Detroit, Craig came to dance music like many of his Motown brethren, via the radio. Detroit radio jocks like the Electrifying Mojo, The Wizard (Jeff Mills' alter ego) and Chicago's Hotmix Five all made lasting impressions on the young artist. Mixing records since 1982, Craig has been indoctrinating people with his own take on electronic and dance music, which is very much an amalgam of his radio predecessors. From the Mojo's funky eclecticism to Mills' introduction of scratching to non-Hip Hop genres of music, his style is something that could only have come from Detroit. Along the way, DJ Assault was born.

Anything is game when Assault DJs, be it house, techno, jungle, R & B or whatever -- as long as booties are bouncing. He has rocked parties around the world, including sets in Germany, Holland, France, Spain and throughout North America. Each time it's the same: When he steps up to the decks and unleashes that high-speed booty-shake, the audience has only one option -- to shut up and dance.

Assault is also the man behind a whole new set of beats -- the man responsible for some of the most infectious hooks this side of the Mississippi. From his early work on Assault Rifle and Electro Funk Records to his newer releases on Jefferson Ave/ Intuit-Solar, Assault has been making some of the most talked about booty-bass tracks in existence. Songs like "Ass 'n Titties" and "Yo Relatives" have turned into genre classics, even if Craig doesn't exactly cotton to the terms people have come up with to label this sound (hint: asking Craig about "ghetto-tech" is the surest way to silence the man).

"When I play a gig, I'll play anything -- from bass to techno to jungle to hip-hop to house," explains Craig. "But as a producer, I call the music that I make accelerated funk, like what you'll hear when you listen to the new DJ Assault album, Jefferson Ave."

"Accelerated Funk" is DJ Assault's one-of-a-kind style - the kind of signature sound that will have its place in the music history books for decades to come. What Dr. Dre is to Cali, Luther Campbell is to Miami, Timbaland is to Philly, or the Artist Formerly Known as Puffy is the East Coast, DJ Assault is to Detroit. And, like these other producers with great ears for A&R, Craig is gathering speed as he begins to tap the fertile ground from whence he came. "I'm working with some talented young artists on my new record, like Ms. Kia and Worldwide. I love producing and remixing, and have a lot of artists I want to produce," he confirms.

Last but not least, Jefferson Ave. finds Craig stepping up to the mic and rapping, introducing yet another character: Craig Diamonds, the Street Narrator. "Rapping offers a certain type of power, a certain freedom of speech," Craig explains. "When you have millions of people buying your CD to hear what you have to say, that's power. The stuff DJ Assault raps about is mostly done for shock value -- it is either funny or offensive, but never meant to be disrespectful -- but that is not all that I have to say. As I get more of a rapping fan base, you'll hear more of a message from me, but right now I'm just having fun."


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