By Esther Sanchez
Don’t let the name fool you, she is not only sweet to look at…Noemi Rodriguez, AKA, Sugarfree is an up and coming DJ on the Coachella Valley Music scene whose candy-coated DJ sets are so delectable they might leave you with a toothache. A desert pixie with an edgy vibe, the Indio HS alumni has been making a way for herself in the male dominated art of DJing as more than just a novelty; Sugarfree has been building the skills necessary to play with the big boys.
Sanchez: How did you discover the art of DJing?
Rodriguez: Music has always been my passion. Since middle school I used to be the one making CDs for my friends all the time and introducing them to new music. When I was 21, I met my friend Ashlee who had DJ equipment at her house and I started messing around with it. It was as if I had found the love of my life! It was such a magical moment for me that I went out to buy my own gear. Not long after, Ashlee and I started mixing together as a duo at desert raves and I threw house parties on my own.
Sanchez: Regardless of what many folks might think, DJ mixing is a skill that takes work and training. How did you learn?
Rodriguez: Ashlee taught me a few things she knew but, overall I learned how to beatmatch and do effects on my own by listening to DJ mixes and watching tutorials on YouTube. I guess I’ve always been musically inclined. I used to sing in choir groups at church and whenever I would pick up an instrument I learned things quickly so, I guess it came pretty naturally to me. That said, the tips I got from her and other DJ buddies, really helped.
Sanchez: What do you think about our local music scene?
Rodriguez: To be honest, I sometimes find myself frustrated by the current, local scene due to what seems like a lot of lean towards “mainstream” sounds that are radio-friendly. Don’t get me wrong, there is music on the radio that I really enjoy but I am a big fan of electronic music and that is mainly what I like to play. It’s hard to play that kind of music without someone going up to me asking for hip hop so I sometimes feel the need to throw one in just so no one complains. I don’t like feeling like I can’t just be myself the whole time and it’s hard not to feel like that in this valley. I guess I’m just not the type of DJ that wants to please a crowd by playing only what they like. I’m the type of DJ that wants to be able to play what I like, have the crowd enjoy it and embrace something new.
To break the monotony and showcase my versatility, I occasionally do special sets of other genres, but in the end, EDM has my heart. BART Lounge, where I am a resident DJ, is the best because they give me the freedom of expression to let me be me! Overall, I really do admire a lot of the artists in this valley who have been working their butts off to get to where they are at now and even though we might not produce the same genres of music, I think we should support each other as artists and help each other grow.
Sanchez: In your 8 years as a DJ, do you have a favorite memory?
Rodriguez: Favorite memory? It’s hard to choose just one, but what is always memorable to me is when people approach me after a set to let me know that I made their night by playing good music. Seeing their smiles on their faces is what keeps me going.
Sanchez: What do you think about the evolution of technology and how it affects what you do?
Rodriguez: Just as the music its self is continually evolving and changing, the technology that DJs use to perform their job is also changing. Many DJs out there who started back in the days when only vinyl existed will argue that you’re not a real DJ if you don’t know how to spin vinyl and will not take you seriously. In my opinion, it’s not about what you use… it’s how you use it. If your heart is in it, it will sound good no matter what you use. I’m not gonna lie, I used to have a problem with DJs who only used laptops to mix, but then I saw the passion and hard work some of these people put into their craft and I decided to check myself and admire them instead.
Evolving technology can be a little intimidating to us DJs because of the fear that it can pretty much take over our jobs/careers. There are machines out there who can do what we do but that’s why I think it’s important to stand out. Be unique. Create your own style. If you sound like everyone else, you will soon be forgotten and be replaced by a machine.
Sanchez: What can the readers do to experience what it is that Sugarfree creates?
Rodriguez: Currently, as I previously mentioned, I am a resident DJ at BART Lounge in Cathedral City. I’m there 2-3 times a month and we have a monthly event going on right now which is 90’s night. It is one of the best monthly events around. People love the 90’s! The next one will be on the 26th of this month. That’s when I play 90’s hits. (Alternative Rock/Pop/R&B/Electronic). I also do private events at hotels, houses, and other venues at least twice a month. Other than that, people can hear my mixes online where I produce my own music under the moniker, Twelfth Moon.
Sanchez: Is there anything you would like to add?
Rodriguez: Just that, music is my world. It has picked me up in the darkest moments of my life. My wish is to radiate that love through every set I perform.
