DJ D-Nice

For an artist, the hardest skill to master is the ability to transcend—be it the era that created them, the work that defined them, or even the fame that elevated them. However, those who are successful are rewarded with a title that can only be earned: legend. Derrick “D-Nice” Jones, with a multi-decade music career that has taken him from the Apollo to Singapore and seemingly everywhere in-between, can proudly say he earned that title.

To understand why D-Nice can be spotted spinning all over the globe, you need to know where he began: the Bronx. At just 16 years old, D-Nice was a founding member of the iconic 80’s rap group, Boogie Down Productions. By 1990, he had a Billboard number one single off his self-produced debut album Call Me D-Nice, but as the landscape of Hip Hop—and New York itself—began to shift, D-Nice recognized the need to transcend.

A proven talent behind the turntables, D-Nice sought a creative outlet in famed downtown clubs such as Lotus and Table 50 where pioneering DJs like Mark Ronson and Q-Tip performed. The venues, with music blending old-school tracks and dance classics with the latest rock, soon became his home away from home, and it wasn’t long before he made a name for himself with a style unlike anyone else. Suddenly, the MC from uptown was the hottest DJ downtown—and around the world. From Oscar® night galas to the Superbowl, from Essence Fest to the legendary private parties thrown by Diddy, D-Nice can now be heard in places like Cannes, Singapore, South Africa, and Miami.

Not one to rest on his laurels, D-Nice discovered he not only possessed an ear for a mix, but an eye for capturing stunning images. Strapped with a Leica camera from his expanding collection, he began documenting his life and travels through the lens. A visit to D-Nice.com can yield a portrait of Dave Chappelle or John Legend as easily as an artful street scene of Brooklyn. Music and photography became two expressions of the ever-expanding BrandNice.

D-Nice moves seamlessly between gigs, whether he’s rocking the Apollo Theater Spring Gala with Stevie Wonder or shooting the campaign for Dave Chappelle’s Netflix comedy special. Currently, he’s a brand DJ for Hennessy, holds a DJ residency at Atlantic City Borgata Hotel Casino, and recently held the distinct honor of spinning multiple times at the request of President Barack Obama (including the President’s Inaugural Ball). Positive and always creative, the father of two continues to evolve his BrandNice agency into new territory.