From Leland to London, DJ Bigg V has rocked crowds and booked shows, all while putting Mississippi on his back.
The path to an artist’s success is tricky and often involves considerable work. In an effort to circumvent the journey, they will sometimes move to larger cities hoping to get closer to the center of the action. But often they find that the blueprint to success isn’t in the major cities and venues they perform in, but in the smaller towns lodged in between. Along that path, men like DJ Bigg V from 97.9 The Beat stand by, waiting to lend help to upcoming and established artists alike.
Over the course of the last twenty years, V’s served as the connector, inviting newer artists into his city and lending resources when needed. Even though he’s certified internationally and respected all over, there’s still more in store for the man from Leland, Mississippi.
The Mississippi Delta has one of the richest historical legacies in the country. Not only is it special for its natural composition of soil and other crop-baring resources, but it’s also the home of all the genres of American music most notably blues. A melting pot for entrepreneurs, college kids, and more, it’s one of the few American regions where we can find evidence of black culture in its truest roots.
When asked about the Delta though, V laughs and says,
“It’s more than just cotton. It’s a place of opportunity for us. When people left the North, they would come back home. This area bred a lot of opportunities for musicians, skilled laborers, barbers and more.”
For Bigg V, born Vince Roberts, it’s where he got his education from. Born and raised in Leland, Mississippi, he grew up in a two-bedroom duplex.
“Some people consider that hard, but I didn’t know the condition I was in. I wasn’t aware people lived the way I did because Leland is very small.”
What wasn’t small though were V’s dreams for himself and his family. V wanted to in his words, “be the voice that came out of the speakers.”
Torn between being a DJ or preacher, he eventually did music, which he credits to the influence of disc jockeys like Wolfman Jack, and television hosts like Don Cornelius and Lee King from the show Black Gold. As a teenager, V pursued his dream after quitting his high school football team.
“The coach helped me launch my DJ career. It went well. I started a Masonic Hall, Lacy Hall and the parties grew large enough to be hosted at the National Guard Army.”
V was a natural talent who developed his own style as a DJ but wasn’t strong enough to go against the grain at the time. After receiving negative feedback from his family and radio mentor, V turned away from everyone and enlisted in the Navy. “My dreams being crushed launched me into the military, says V.
Ultimately, V’s time in the Navy proved to be beneficial and after serving for almost ten years during the Desert Storm and Shield operations returned to Greenville, Mississippi. At the time, V worked in finance for Household International, but his love for radio persisted. After asking around for some time, he got the chance to work in a sales capacity for Delta Radio in which he helped the company sell advertisements for its fourteen partner companies.
“I got back in 2002 and I was doing events and parties. I hired other DJs for the parties and was putting them on the air even when I wasn’t on myself.”
V used his knowledge and position to help create an ecosystem for DJs and nightclub owners around him, helping them book shows and events on air and in the community despite not having the position he desperately craved.
However, everything changed when a friend took his kindness for granted. Immediately afterwards, V got back into DJing, hosting parties and events in the area and aligning himself with the notable Hittmenn DJ coalition, composed of DJ Greg Street, Bigga Rankin, and more.
“Hittmenn DJs allowed me to bring bigger entertainment to my area. I wanted to give more opportunities to my market, says V. V then got with Bigga Rankin and Cool Running DJs to continue fostering strategic relationships.
For fourteen years, V stood in the gap, promoting other artists and DJs in a sales capacity, despite wanting to be behind the microphone. During that time, almost every major Southern artist who rose to fame crossed paths with V, who continued to support the culture behind the scene.
“I don’t like to name-drop, but to give you a timeline, my first major connection was with Three 6 Mafia. Later it was everyone from Young Dolph, Yo Gotti and more. From Three 6 to Texas and Memphis artists, it’s pretty long. From 2002 to now, there aren’t many successful hip hop artists who didn’t reap the benefits of coming through Mississippi.”
Things changed in 2016 when he was offered an on-air job with the competing radio station, 97.9 The Beat. Almost instantly, V got into the driving seat and became the face of the Bigg V Radio Show. Though it’s been on the air for six years, V sees it as more than just a show.
“It represents opportunity. It’s an opportunity for people to get a message out that they normally wouldn’t be able to. Artists have an opportunity to get music out for people to hear. Organizations too. It’s about entertainment and opportunity.”
Besides international acclaim, recently DJ Bigg V was recognized by the Southern Entertainment Awards as the number 1 DJ in the south. By all standards, DJ Bigg V has accomplished a lot, but his goal is to help artists and creatives reach their goals more quickly.
Wright World 