DJ AG hosts his own first-time festival after years of hosting live streams and DJing in the streets of London.
Ashley Gordan, 39, formally known as DJ AG, began his DJ career in the early 2000s, spending years perfecting his craft, performing on pirate radio station Axe FM and MCing at events.
Eventually, after leaving his full-time sales manager role to pursue DJing full time, he took full advantage of social media and began live streaming his DJ sets in the streets of London.
He is now headlining his very own festival, going from a portable DJ set on the streets to a two-stage event.
The festival takes place on Saturday July 25 in Copthall Playing Fields Barnet, where there will be two stages for music performances, food stalls and DJ AG himself as the host throughout the day.
Copthall is the perfect backdrop for what AG is trying to achieve, it is open, accessible space and mirrors the spirit of the street performances.
@djagonline Legendary moment with 🔥🔥🔥🔥#djagonline #teamag #ukdj #tiktokdj #djlife ♬ original sound – DJ AG ONLINE🎧✌🏾🇬🇧
Tickets are priced to ensure it is affordable for the community, the same community that supported him in the streets.
Marketed under the tagline Two Stages For All Ages, the festival is designed to be inclusive and welcoming to everyone, families, couples, groups of friends and solo attendees.
The lineup reflects the breadth of the platform AG has built, spanning UK rap, garage, grime and drum & bass.
Confirmed artists include Funky Dee, JME, Lady Leshurr, D Double E and more to be announced.
Music in public spaces is nothing new, with buskers lining the walls of the underground station, but AG was different from the start, arriving with a full production, a camera, lights, sound and his decks effectively making the streets his broadcasting studio.
The North London-born DJ carries his equipment to every corner of London, from Stratford, to Brixton, to Camden High Street, even Buckingham Palace
His concept was simple yet radical; bring music to the people whenever they want, wherever they are and let anyone be a part of it.
His social platforms DJ AG Online have since exploded, amassing 817k on Instagram and 1.9 million followers on TikTok.
His unique set up in public operates without barriers, there is no dress code, no guestlist, no tickets.
“This just can’t be about me, it’s got to be about the people, how can I lift them,” he told the Shizzio Show.
Career timeline created by Tee Moyo
In a city where live music increasingly sits behind a paywall, the commitment to keeping these performances free and accessible is proof that the best experiences do not always come with a price tag.
Up-and-coming artists use it as an opportunity to promote their music, whilst members of the public enjoy a karaoke-style sing-along session and no performance goes unposted.
AG tags and collaborates with every artist he features, turning a street appearance into a career moment for many.
A passerby can suddenly become a performer and now rush-hour is far more entertaining.
Image from Esther Durin
Esther Durin, 28, is one of the artists who knows first hand what DJ AG’s platform can do for a career.
The Christian artist will be performing on the Discovery Stage at AG Fest, as the first Christian artist to take to his stage.
After performing on DJ AG’s public platform, his team reached out directly, leading to follow up appearances at private events including a set at Defective Records in Brixton.
What began as a street performance quickly became something far bigger.
She is proof that the platform does not discriminate by genre, audience or background and that the opportunities it creates are very real.
“He is doing something that hasn’t been done before, which is why it is taking off so much.” she said.
“For young people it is a beautiful open space and for us more developed artists it is a great way to promote what we are already doing and it is a great marketing strategy.”
She also reflected on what a platform like this would have meant when she was first starting out and the gap that AG has filled in the London music community.
“Everyone is using DJ AG as a way to connect with the community and that’s the most important thing as an artist, to connect with your community and new communities.”
Image from Emergency Dancer
Emergency Dancer is an Angolan artist also bringing something entirely different to the AG Fest Discovery Stage.
During one of her first Kings Cross performances with DJ AG, Emergency Dancer commanded the stage, stripping off her wig mid-set, rapping with passion and bringing out back up dancers in a performance that stopped people in their tracks.
Video by Tee Moyo
Performing in a genre and language that many in the crowd may not be familiar with, she plans a bold and energetic performance for the discovery stage.
Speaking ahead of her performance, she reflected on how even those unfamiliar with Angolan culture can connect with what she brings because the energy speaks for itself.
In a phone interview, she recaps her experience performing for DJ AG.
She will be introducing the AG Fest crowd to Kuduro and Kizomba, two vibrant Angolan dance and music styles.
“I am feeling blessed to have an opportunity to be on that stage and give a “lit”, real and raw Kuduro and Kizomba performance.” she said.
Her energy had not gone unnoticed by AG himself.
After her performance, DJ AG told her directly, “Now that was a performance.”
Between Esther Durin breaking new ground as the first Christian artist on his stage and Emergency Dancer bringing Angolan culture to Barnet, the Discovery Stage alone tells the story of the versatile representation of all cultures, backgrounds and genres.
Over time, DJ AG has transformed the streets of London into one of the biggest stages, hosting international artists in Kings Cross London including Will Smith (below), Rita Ora, Ciara, Lloyd, all of whom appeared on DJ AG’s set.
@djagonline @Will Smith 🔥🔥🔥🔥#djagonline #djag #london #djlife #deejay #teamag ♬ original sound – DJ AG ONLINE🎧✌🏾🇬🇧
Hundreds of commuters and members of the public now gather in Kings Cross to witness these impromptu performances.
The platform has grown so influential, that artists performing in London now include an appearance on his street performances as part of their promotional runs, proving how much cultural weight his street performances carry.
These performances are advertised online, sometimes on the very day of, yet still manage to draw in a significant crowd.
The streets of London were just the starting point; AG and his decks have since taken the show to the Midlands and across the Channel to Paris.
His personal brand heavily promotes giving back and bringing the community together, using music to do so.
“Everything I do is about community and is about hope,” he said during a school visit.
The open format DJ has also notoriously gone viral for his DJ sets in care homes for the elderly, bringing the party vibes to them.
Footage of residents dancing and singing along have gone viral across social media and his 16-year-old daughter is seen helping her dad with the entertainment.
@djagonline D&B at Metchley Care Home! @generallevy Community ♥️🔥🔥#djagonline #teamag #ukdj #birmingham #djlife #tiktokdj #deejay #dnb ♬ original sound – DJ AG ONLINE🎧✌🏾🇬🇧
DJ and music artist Midé Naike knows a thing or two about building an audience online, having grown his own TikTok following through viral remixes, making him well placed to speak on what DJ AG has achieved.
“He is a servant of the community,” Midé said and if AG Fest is anything to go by, it will be a celebration for other DJs across social media.
AG announced his music festival AG Fest early this year in February and turned his social media virality into a community movement.
For long term followers, AG fest carries a particular kind of excitement.
Many discovered him through a shared video or a chance encounter in London and now they have a chance to be a part of something he has built from scratch.
He has spent years showing up for London in shopping centres, high streets and in care homes, on the 25th of July at Copthall Playing Fields, London gets its chance to show up for him.
Feature image: Photo by Aleksandr Popov on Unsplash
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