New Orleans, Louisiana, a city steeped in musical tradition, has birthed countless legends across genres. Among these pioneers stands Jimi "DJ Jimi" Payton, a trailblazer whose contributions in the early 1990s helped define and popularize the bounce music genre. His journey from local club DJ to an influential figure in hip-hop is a testament to his talent and vision.
The Rise of DJ Jimi
DJ Jimi began his career spinning records and hyping crowds at Big Man's, he honed his skills in live performance, mastering the art of energizing an audience. His natural ability to connect with crowds set the stage for his transition from DJ to recording artist.
In 1992, DJ Jimi's career reached a turning point when he signed with Isaac Bolden's Soulin' Records. His debut single, “Where They At,” became a breakout hit. With its chant-heavy style and infectious energy, the song showcased the distinct bounce sound—a dance-oriented, rhythmically driven subgenre that would come to define New Orleans hip-hop.
Breaking Barriers with Bounce
While the risqué nature of "Where They At" posed challenges in securing major label distribution, the track’s licensing to Memphis’ Avenue Records proved instrumental in propelling it onto the Billboard charts. DJ Jimi’s release was a landmark moment for bounce music, marking the first official recording of the genre and solidifying his status as a pioneer.
Beyond the studio, DJ Jimi’s live performances were legendary. Accompanied by his grandmother and mother as backup dancers, he toured regionally, captivating audiences with his electrifying shows. His collaborations with producers like Leroy “DJ Precise” Edwards not only pushed creative boundaries but also introduced future stars like Juvenile, who would later become a household name in hip-hop.
"It’s Jimi" and the Legacy of Newton’s
One of DJ Jimi’s defining works was his album, It’s Jimi, which included his iconic rendition of “Where They At.” Produced by Isaac Bolden, Dion "Devious" Norman, and Derrick “Mellow Fellow” Ordogne, the album captured the essence of bounce music and cemented its place in the musical landscape.
DJ Jimi’s career is closely tied to Newton’s, a corner barroom where he and other local talents began their musical journeys. In the 1980s and 1990s, Newton’s was a vibrant hub for emerging artists, including U.N.L.V., who recorded their debut song, “Another Bitch,” at the venue. Though Newton’s closed its doors in 2022 after evolving through various identities, its legacy as a cradle of New Orleans music innovation endures.
An Enduring Influence
DJ Jimi’s influence on the music scene is immeasurable. By introducing bounce music to the world, he laid the groundwork for a genre that continues to thrive and evolve, shaping the careers of countless artists. His fearless approach to creativity and his dedication to his craft have left an indelible mark on New Orleans’ rich musical heritage.
As the legacy of DJ Jimi resonates through the city’s vibrant hip-hop scene, his contributions stand as a testament to the enduring power of New Orleans as a birthplace of musical innovation.