Sumter Street Freeze-Out: In case you haven’t heard, the long and trying saga of the Sumter Street Storage facility, fondly referred to as The Sheds, is over. Free Times has covered the outcome online and covers it this week in our Government section on page 8.

Prince Among Thieves: Those in music-related careers age dog years rather than those of people. The life span for musicians and radio DJs are short, as there’s always someone young and ambitious always trying to take your spot. That’s why it’s an impressive feat that South Carolina disk jockey DJ Prince Ice is more than just a DJ, but rather a “living legend” in his field.
 

DJ Prince Ice

“I never gave myself that term; it was something that was given to me on air, and it stuck,” Prince Ice admits as he looks back on his on-air career in South Carolina. To celebrate, he’s throwing an Old School Anniversary Party on Saturday at Midlands Celebrations at Midtown at Forest Acres.

“To be able to make it 20 years is a blessing,” Ice admits. “People always ask me how I did it, and I just tell them that if you love what you’re doing, it’s second nature. The best way to do your job is to just do it.”

Relocating to the South over 20 years ago from his native New Jersey, Ice, a minister’s son, entered the world of broadcasting world when on-air DJs had the more freedom to break an artist. Though today, he sees the industry in a totally different light.

“The difference between radio then and now is that back in the day DJs played music and the people chose what they wanted, now stations decide what they want people to hear,” Ice says.

Many time slots once held down by on air-personalities have now been taken over by syndicated talk shows and automated programming pre-recorded and pre-logged into computers. In understanding this, Ice recognizes that his career as an on-air personality makes him one of a dying breed.

“When I got started, stations were owned by independent companies or a family,” Ice says. “It was usually one owner until 1995. That year, broadcasting laws were de-regulated and allowed companies to own more stations, so then they bought in clusters.”

As a result, automation technology became more apparent, and more stations played more of the same songs pushed by larger labels, leaving it difficult for independent artists to get on the radio. And there were consequences for the independent artist, Ice says.

“Local and indie music was affected first,” he says. “Songs need to be broken, and mix shows were the only place independent artists could get a shot. Now, the labels decide what they want people to hear. It’s more about spins now than breaking a record and getting someone into rotation.”

According to Ice, the radio DJ will soon go the way of the Betamax. But he’s not worried.
“You don’t need radio these days to get a record deal,” he says. “Technology is making it easier for artists to get exposure on their own. Since major labels are raping artists financially, people are looking for other avenues. But no matter what, people still love the DJs.”

Ice’s greatest asset is his personable nature. He’s easy to approach and always focuses on working with positive artists, acting as back-up DJ for many local artists, something that other local personalities would never do.

“I just love people and doing what I do,” Ice says. “There are actually DJs around here with bodyguards. People can just walk up to me when they see me at IHOP. I love that. I love doing what I do.”

Doors open at 9 p.m., and Ice himself will be deejaying the party. Admission is $15.


The Playlist is a discussion of life, the universe and every-thing — but mostly music. Let us know what you think: Email music@free-times.com. Read the new Playlist blog at free-times.com.