Fashion Gxd Magazine - DJ Finesse | Print Issue Now Available |
Written By: Samantha Cee
Finesse Your Lifestyle LLC is a lifestyle brand designed for anyone who wants to live life to the fullest, challenge the status quo, and have a burning desire to make their dreams a reality! With “VALUE” being the cornerstone of the brand, we provide value through Fashion, Luxury Travel, Personal Development, and entrepreneurship. Here's our exclusive cover story on the famed brand.
FGM: It's an honor to sit down with you all. Tell us a little about your brand and how you've come to this vastly successful peek in your career.
Answer: As I sit back and look at my career in the entertainment industry, I think about all the decisions I’ve made that have gotten me to this point in my career. Dj Finesse and the Finesse Your Lifestyle brand is a culmination of all those decisions, relationships, sacrifices, learning, and growing. As a former Dj for Bad Boy Records, I have to say working with that label (Rich Dollaz primarily), has afforded me some amazing opportunities! I’ve been on some of the biggest stages with the biggest artist. Whether on the Big Screen, BET, VH1, Las Vegas, or Europe, I’ve been blessed with a career that has lasted over 35 years.
Taking nothing away from the countless number of hours I still put in to be good at my craft, I believe my longevity in this industry has more to do with who I am as a person and my approach to people and business than it does with my talent. My mantra is “Value Is The True Currency”. Whether it’s working on personal projects, consulting with others, or establishing working partnerships, I pride myself on providing the highest value possible.
FGM: Who are the clients/what are the projects that you most enjoy working on?
Answer: Finesse Your Lifestyle is a philosophy and a way of life! Our clients are those who dream big and want to explore EVERY possibility. People who want to challenge the status quo and live the goals and dreams that are in their hearts and not accept what the world has handed them. We want to help people understand that when your dreams become reality, we empower others to do the same. FYL was designed for the thrill seeker, the life enthusiast, the wanderer, the entrepreneur, and the people who have a burning desire to live life on their own terms!
At 54 I’m blessed to have the opportunity to entertain Dj bookings almost every weekend. I don’t say yes to them all as I want to make sure the kinds of gigs I agree to do match the brand. I love the 80s and 90’s so my style of spinning focuses on the Golden Era of Hip-Hop and R&B!
Currently, I am the official Dj for the Providence College Friars Men's Basketball. Providence College is a member of the Division 1 NCAA Big East Conference and has been nationally ranked for the last 2 seasons. We won the Big East Championship in 2014 and were crowned the regular season
Big East Champions of the 2021-22 season. We also advanced to the Sweet 16 in the Men’s NCAA national tournament in that 2021-22 season. I am entering my 13th year as their official Dj and can be seen on the floor for every home game spinning in front of sold-out crowds of over 12,000 screaming Friar Fanatics. It’s been an amazing ride and has opened doors for partnerships and branding opportunities.
My wife and family love to travel. Since 2015, I’ve been on close to 40 vacations. As the planet began to slowly emerge from the pandemic, I saw an opportunity to jump into the travel industry and added it to my entrepreneur plate. To be honest, I believe I’ve found the unicorn of travel! I’m a brand ambassador for a company called By DZYNE. Again, under that title, my focus is on providing value for others. I know how travel makes me feel so if I have the opportunity to help others take that bucket list vacation they thought they could never afford to take, I’m going to do everything I can to make that happen.
Towards the end of 2022, I created Finesse Your Lifestyle Merch for both men and women. I love working on the line with my son and daughter. Both are models for the brand and my daughter's silhouette is the female logo. It’s in its infant stages but I love the challenge of bringing pieces of clothing to the marketplace that people can relate to. It’s not just about fashion, it’s clothing with a message that aligns with the Finesse Your Lifestyle philosophy I spoke of earlier.
I'm excited to be starting a Podcast with 3 talented individuals. You might remember the platinum award-winning R&B group called PORTRAIT. My good friend Irving Washington was the lead singer and he is one of the hosts. My other friend Scott Ross aka Scottie G was a member of the Funky Bunch from Marky Mark (Mark Wahlberg) and The Funky Bunch. He is another host. Rounding off the podcast hosts is Mrz. Katya. She is a model but don’t let the good looks fool you! She is extremely talented and an all-around dope woman. Presently we are in the creative stages of working on the vision, guest list, (Pilar hint) naming rights, social media branding and marketing, etc… We will be launching the podcast in July 2023 so stay tuned.
Another huge project I’m excited to be working on is a new reality show with my good friend Jarrod Tillinghast. Jarrod is a former pro boxer from Rhode Island. He is the creator and CEO of Brawl For It All. Brawl For It All just recently partnered with Damon Feldman who is the CEO of Celebrity Boxing. This is going to be huge! I can’t speak on it in detail as we are being strategic with the marketing and press releases. Not only will I be helping with celebrity acquisition, I will also have a recurring role on the reality show, so again, STAY TUNED!
FGM: How do you feel you make a difference in the world?
Answer: My mom passed in April 2021 from Pancreatic Cancer. I am blessed to have had her in my life for 51 years. I would often talk to her about this very question. I truly felt there was much more to Dj Finesse than just spinning dope parties and everything that came with club life. I wasn’t sure what it was but in my gut, I felt I was meant to do more. What would my legacy be? How do I use my platform to create significant change in this world and in the lives of others? How do I reach the masses with my message?
In 2019, I decided it was time to start writing my book. Throughout my career, countless people have told me I needed to write a book but it didn’t register. I am a person who is moved by emotion and energy. I couldn’t see myself writing until I knew I had something worth saying. I understand the name recognition of being Dj Finesse but I humbly “felt” that wasn’t the story the world would relate to.
In November 2020 I self-published and released my first book on Amazon entitled “From Personal To Purpose''. You can get it in a hard copy, kindle and I just finished the audiobook version. I don’t want to spoil it for anyone who hasn’t read it by talking about it here. What’s important to know is that every single word is mine, besides my man Masta Ace who wrote the foreword.
What’s also important to know is I needed to find my purpose beyond the turntables. I believe everyone is born with a sense and a gift. I’m now convinced that becoming Dj Finesse was a gift, but Mason Santos found his goal. If you want to grow as a person, this is the book for you. It falls into the genre of Self Help/ Personal Development. We all need a push from time to time to help us get to our desired destination. If entrepreneurship is what you seek, know you are going to have to grow personally, professionally, and spiritually. I believe my book can be vital to your growth and development.
Lastly, If you are reading this, unfortunately, you know someone who has been affected by Cancer in some capacity. My prayers got out to you. I partnered with Dr. Howard Safran at the Miriam Hospital for Pancreatic Cancer Research here in Rhode Island. A portion of the proceeds from my book and merchandise are being donated to help find a cure in honor of my mom. Please know you do NOT have to purchase to donate but the support is appreciated. Simply log on to www.finesseyourlifestyl.com and click the donate button. It will redirect you to the Miriam Hospital Donation page. Thank you in advance for your support and may God bless you all.
FGM: Tell us about a time when you showed determination to continue as an entrepreneur
Answer: As I mentioned before, my wife and I love to travel so in 2015, I joined a travel club. At the time, it was the best way to travel hands down! Although it was a travel club, it fell into the MLM space which offered an opportunity to make passive residual income. I hit a pretty substantial rank in the company within my first 6 months of joining. We formed a group of travel like-minded, travel and business enthusiasts called Team Elite. We had a blast traveling and built a huge team!
Everything was going great until 2017. In 2017 I was diagnosed with Squamous Cell Carcinoma; a form of cancer that can be triggered if the body fails to rid itself of the HPV Virus, (you can read more of the story in my book). The team launched a contest right before I started treatment. As I went through chemo and radiation, I had one thing on my mind and that was to win the contest!
I had no interest in the prizes offered. My prize was showing everyone what it is to fight; that no matter what you go through in life, you can push through adversity. So, while going through chemo and radiation, I was the number one producer on our team. Again, I didn’t do it for the accolades. I did it for those who needed a real-life story of perseverance and for anyone who may have lost their will to fight. In your quest to be an entrepreneur, life is going to throw everything at you. Being an entrepreneur may seem easy to navigate when everything is going to plan. How do you show up when you're being tested? How do you handle the obstacles that are sure to find their way into your life and business? I would have been justified in isolating myself to get well but I chose to make my fight public in full transparency. My decision to go public wasn’t just for the team, it was for anyone following me on social media. I knew my victory would help others face and conquer whatever limiting beliefs were holding them back from greatness. I hope this article does that for you as well.
FGM: Give me the three best qualities of your brand.
Answer: Value - Simply put, as long as you add value to the lives of others, you will always have opportunities. Value the needs of others and place their needs before your own. If you help enough people get what they want, you will have everything you want.
Transparency - Being transparent is one of the pillars (no pun intended) of the brand. I don’t believe in “Gotchas”. I think you give people ALL the information and let them make an informed decision. Always remember that not everything is going to work out. But, if you are transparent, people will continue to follow you and be interested in the projects you are working on.
Integrity - Everyone has a story. By telling our story, we believe we give others permission to tell theirs. Our brand reaches into Personal Development, Travel and Leisure, E-Commerce, Entertainment and Philanthropy. We pride ourselves on providing quality over quantity. It's not about how much money we make as it is the lives we impact.
FGM: Give me an example of when you worked irregular hours.
Answer: I am blessed to still be relevant and in demand. Often I find myself having multiple gigs on the same day and more the next. For that reason I barely sleep and why I love to vacation! For me, it’s hard to say no when you understand your purpose and know you can add value. It feels like there are never enough hours in the day.
As a Dj, 90% of the events you do are at night so you have to adjust your sleep schedule. I don’t have the luxury of getting in at 3-3:30 am from the club or event and sleeping in the next day. Most days I find myself getting no more than 4-5 hours of sleep. I remember being in Switzerland and having to adjust to the time change and prepare myself to do 6 events in 7 nights as well as travel between Basil, Bern, and Zurich. It was an amazing experience, but very taxing to say the least.
FGM: Being an entrepreneur is a 24/7 job, how did you get ready for that?
Answer: Establishing routines is essential to me being an entrepreneur! During the pandemic, we turned our garage into a small boxing gym. For me, there are huge benefits to getting up early. At 54, 5 times a week I wake up at 4:50 am and go downstairs to our garage workout in before work. I feel energized when I'm finished and it puts me in the right mindset. I feel like I've gotten a headstart while everyone else may be sleeping. I have to establish routines and daily goals or else things will fall through the cracks and I won't get done what I need to accomplish for the day.
One of my most important routines is making my bed in the morning. Psychologically, I love the feeling of starting something and successfully completing the task before I even leave my
house. I urge you all to try it if you don’t already. See how it makes you feel, and see if your approach to things is different.
The first thing I do when I get to my desk is read my daily affirmations. I do this to program my subconscious mind for success. Second, I make a checklist. I have to write it out on a sheet of lined paper with the date and a heading, “To Do Today”. I don’t put it in a note on my phone because I need to see it crossed off on a piece of paper. Yes old school but it holds me
accountable. Third, I make it a point to read 10 pages of personal development. As much as I want to be physically fit, it’s just as important to make sure my mind gets the right exercise as well.
FGM: How did you acquire the ability to work under pressure to beat meet deadlines as an entrepreneur?
Answer: I played college basketball so I truly believe it prepared me for entrepreneurship. The approach to being an entrepreneur is much like the approach to playing sports. I believe only 3% of students are collegiate athletes. To get to that level you have to be willing to do what others won’t, and you have to be willing to take risks. Basketball taught me the importance of trusting the process. It also helped me understand the value of selflessness, accountability, responsibility, teamwork, respect, and most importantly, leadership; all fine qualities of an entrepreneur I would say. Being really good at your craft means showing up early and oftentimes leaving late. I remember those days in the gym so it’s almost second nature to me.
I never learned how to play it “safe” from basketball. A Lot of people play it safe and there is nothing wrong with that, but playing it safe rarely produces pressure situations. There are a lot of pressure situations in basketball. You have to be able to think on your feet and make quick decisions for the benefit of the team. You have to trust your instincts and training.
Even with all the practice and training, I understand things don’t always work out but I’ve learned to embrace the tough times. I’ve failed over and over but I succeed because, in every failure, there is an opportunity to learn and grow. I believe it’s helped me tremendously with working under pressure, meeting and beating deadlines.
FGM: What is your favorite inspirational point, or place, to develop new brand developments?
Answer: My mind is always racing and for some reason, I find myself waking up between 2-3:30 am and I can’t get back to sleep. Ideas start popping into my head. I purposely keep my phone on, and in arm's reach so I can grab it and put the idea into a note so I don’t forget. After working out, I jump in the shower and start thinking about the idea and how I can put it to good use. The vision isn’t always clear and they don’t always pan out, but it happens often enough for me to pay attention and embrace it. I’m also very observant so I’m humble enough to watch and take notes from others who are more successful than I am.
FGM: Which current public figure, are you inspired by or appreciate the most?
Answer: As I am starting to direct my energy more and more toward public speaking, I am a huge fan of Eric Thomas, Les Brown, Tony Robbins, and Jim Rohn. There are so many more I can mention but these four gentlemen are the ones I connect with most. I find myself constantly on youtube watching and listening to their content and it inspires me to be better and be intentional with delivering value. They all have amazing backstories and I truly appreciate their passion and dedication to helping millions find their true calling. When it’s all said and done, I would love to know something I did or said had an impact that changed the lives of millions globally.
FGM: How do you handle stress?
Answer: If I’m being completely honest, I’m very seldom stressed. I truly can’t remember the last time I was stressed out. I believe it’s a matter of perspective and energy. How I view situations and people now is entirely different from how I viewed them in the past. Who you spend time with is a choice. They say we are the average of the 5 people we spend the most time with so I make sure my circle is tight. Only like-minded, positive people who have a genuine interest in others are allowed. I will only surround myself with positive people who want to do some good in this world and elevate those around me. Life is much too short to remain in the presence of negative people of any kind so I’m quick to distance myself from anything and anyone who brings the wrong energy. And if that doesn’t work, I go play basketball lol. In all seriousness, I do make time for the things I enjoy that have nothing to do with business. I still play basketball, boxing, golf, and fishing.
FGM: What are the three qualities you feel an entrepreneur must have?
Answer: The ability to THINK OUTSIDE THE BOX. Entrepreneurs look at things differently. We see opportunities where most don’t and seek opportunities where most won’t. Entrepreneurs don’t sit and wait for things to happen, we have an uncanny ability to make things happen.
I believe you have TOUGH SKIN. Being an entrepreneur and becoming successful is not easy, trust me! Success as an entrepreneur is never a straight lineup. You are going to fall, but as long as you keep going you will never fail. Being an entrepreneur means you will have to deal with rejection. Some people close to you may not understand you and your interests. You will have some friends and family not supporting your business. I wrote about it in my book. It’s par for the course.
Lastly, I feel you have to be willing to NETWORK. I’m a firm believer that one hand washes the other and two wash the face. In everything I've accomplished to date, I’ve had the help of someone who saw my vision and believed in me. They say your network is your net worth. I humbly disagree. You may have a massive network, but if you can’t figure out how to add value to the lives of everyone you're working with, and how you ALL can benefit, you just know a lot of people!
FGM: Where do you see your business in 10 years? How do you plan to get there?
Answer: If I’m being 100% transparent, I haven’t thought that far ahead. A lot of what I'm working on is in its infant stages. I want to make sure the foundation is stable before I can project it out 10
years down the line. What I do know is what I want the Finesse Your Lifestyle legacy to be; a brand that left people in a better place after they came in contact with it, and its products. A brand that was invested in giving back, as well as adding value to the lives of everyone they came in contact with. A brand that realizes when you tell your story, you empower others to create and tell theirs. If my brand is still eliciting emotion in people 10 years from now, It will have been worth the blood, sweat, and tears.
FGM: It was a pleasure speaking with you thank you for joining us.
Answer: I am truly humbled by this opportunity! Congratulations on all of your success. Thank you, FGM for giving entrepreneurs a platform to share their insights and stories. I hope this interview opens the door for future dialogue.
