Last week the well-known VICE magazine went Massiv with the world famous DJ duo Jack Beats. Filming a series for Smirnoff, VICE and Jack Beats stopped by the showroom to go deeper into the relationship between the DJ's and the clothing. Beni G and DJ Plus One chopped it up with co-owners Kai and Yoni about the natural relationship between the brand and the artists. For those who aren't aware, the roots go deep.
Though Massiv originated with Reggae and Caribbean influence, the network of artists who have been down since day one is much deeper than most believe. Daniel, LA Riots, was also in attendance for the filming, another innovative DJ who has held down Massiv and was even once a partner in the brand himself. Massiv doesn't just work with any artists, Massiv works with family. None of the DJ's or artists in attendance were new to the showroom and all had been representing Massiv for some time now. As Yoni elegantly put it, Massiv chooses who to collaborate with on a very personal level and the people always respond. The piece with Jack Beats shed some light on what happens behind the scenes at Massiv, and their relationships with various DJs in the Massiv family.