He occupies a space that lies between the realms of “contrast” and “equilibrium.”
Individuals who champion contrast, similar to Steve Aoki, risk being perceived as paradoxical, and the life of this global DJ is undeniably filled with contradictions that resemble contrasts.
Consider Aoki’s status within the electronic dance music (EDM) community, which may or may not appeal to you, yet it undeniably exists. Currently, his social media channels amass over 100 million views monthly, and he ranks among the most in-demand headliners at prominent music festivals worldwide. When juxtaposed with his earlier contributions to Los Angeles’s underground music scene during the 1990s, this is particularly striking.
On one side, he is a sharp businessman with investments spanning fashion, art, gaming, and more, along with a fitness application, a pizza franchise, a comic book series, and a podcast. Conversely, his stage presence is so wild that he has turned the act of throwing “cake” into a verb, flinging sheet cakes at enthusiastic fans during each performance.
As the offspring of Rocky Aoki, who founded the Benihana restaurant chain, he nevertheless launched his initial music endeavors with minimal funding. His label, Dim Mak Records, which he established in 1996 and which eventually led to his success, quietly began without any backing or mentorship from his father.
Arranging my interview with Aoki presented its own contrasts. I interacted with numerous publicists, exchanging countless emails and screening questions to finalize a precise time for our conversation three weeks ahead. When the talk finally happened, it was relaxed, enlightening, and largely unscripted.
This interplay of contrasts might seem evident. Living in a world of contradictions means embracing a dynamic existence. From an outsider’s viewpoint, it appears Aoki inhabits such a state—he holds the Guinness World Record for the title of “most traveled musician in a year,” and a Netflix documentary chronicling his life is titled I’ll Sleep When I’m Dead.
However, that is just the perception. Living at the crossroads of contrast and equilibrium embodies a dynamic lifestyle where certain meticulously chosen elements are intended to remain constant. Be it principles, creative processes, or family, constants are essential for maintaining balance.
In my discussion with Aoki, I aimed to understand his views on success and whether it remains static or shifts amidst chaos. Interestingly, he has been contemplating this a lot lately.
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Aoki stands as an undeniably accomplished individual. Forbes cited him as the fourth highest-paid DJ in 2018, amassing $28 million. He has received two Grammy nominations and collaborated with countless top-tier artists while being celebrated by devoted fans across virtually every corner of the globe.
During conversations with successful figures, sometimes, there’s a nagging part of you that lacks the patience for the intricacies that shape who they are. That part simply wonders: What’s the secret?
Thus, about 45 minutes into our dialogue, I inquired about how Aoki defines success.
“Success stems from wisdom, which takes time,” he replied. Fortunately, our dialogue coincided with Aoki wrapping up his upcoming memoir BLUE: The Color of Noise.
The narrative employs the color blue as a thematic element to recount a series of stories from Aoki’s life. Many memories trace back to when Aoki was a vegan college student in a Santa Barbara co-operative who transformed his small apartment into a concert space called the “Pickle Patch,” gaining attention for its eccentricity and for attracting artistic talent.
Aoki himself played some music, yet his true passion lay in facilitating the vibrant music scene of Los Angeles in any possible way. It was during this period that he launched Dim Mak Records, spending long hours at Kinko’s printing posters and emblazoning logos on shirts. What the young Aoki failed to see was that he was in fact, creating a brand. He was not in it for profit; he simply sought to sustain the enthusiasm surrounding him and others like him.
“I perceived it not as a business, but as a culture,” he explains. “Anything I invested my time and energy into was a cultural necessity. It was my means of contributing to a tiny world, so small that if I didn’t participate, it would indeed suffer.”
Dim Mak Records would go on to cultivate a variety of noteworthy underground musicians and host events that eventually connected Aoki with major industry names, including Kanye West. However, such outcomes were incidental to the vibrant scene he was helping to build. “That participation defines your purpose. The potential gains are secondary to the act of doing it.”
Now that Aoki is an iconic figure in entertainment, it’s evident that his ease with brand-building is grounded in the self-image he curates, aligned with his values. He aims for individuals at his concerts to converse in various languages, to visit Japan, and to foster optimism.
“It’s not driven by money or ego,” he asserts. “[Success] involves your willingness to engage in a manner that surpasses the ordinary.”
“When I enter the studio, my goal is to blow minds alongside others.”
This sentiment might resonate as typical for an electronic musician or DJ. However, for Aoki, the emphasis is distinctly on those last two words: alongside others. The widespread success he’s experienced across diverse platforms undoubtedly requires talent, but the most advantageous skill he’s honed throughout his two-decade career has been collaboration. He’s collaborated with a wide array of creators, both in and out of the music realm, encompassing directors, scientists, and futurists. Aoki’s albums feature collaborations with rock bands like Linkin Park, Fallout Boy, and Blink 182, alongside hip-hop artists such as Migos, Gucci Mane, and Lil Yachty.
“I’m an artist renowned for my collaborations; I do a considerable amount of them and across various genres, as well as outside music,” Aoki explains.
To work with the kinds of artists that ignite his passion requires him to avoid waiting at his Las Vegas residence for them to come to him. To share the stories he wishes to convey, Aoki has traveled far beyond the borders of America.
“I genuinely spread my wings wide and thrive in crossing different cultures, genres, and realms,” Aoki states. “EDM transcends borders.”
Accompanying Aoki to Japan (or the Netherlands, Italy, or Brazil) makes it clear that this is more than mere talk. These collaborations yield reciprocal effects. He has developed a significant global fan base, partially due to his relentless touring, yet he attributes much of his success to his songs with Israeli group Vini Vici, Korean pop band BTS, and Puerto Rican artists Daddy Yankee and Nicky Jam, not only for attracting new listeners but also for expanding the musical preferences of his existing fans.
He’s witnessed throngs singing in Italian, Spanish, English, and any myriad of languages that may have otherwise been foreign to them. “It serves as an introduction to uniting cultures.” That encapsulates the essence of his live performances. Experiencing music transcends simply hearing it or watching it displayed on a screen. Aoki no longer keeps track of the numerous couples who have told him of their meet-ups at his concerts.
“Music serves as a profound emotional outlet. It is almost akin to a religious experience,” he contemplates, pausing to digest that thought. “Or, perhaps it is. I believe religion tends to evoke a comparable reaction when you dedicate your entire being to something alongside others.”
Anyone fostering such connections with individuals across the globe is bound to encounter plentiful opportunities beyond music. Aoki has teamed up with prominent brands like ASICS, Diesel Watches, and Samsung, but his role transcends mere endorsing. Collaborating with Steve Aoki means drawing from his creative expertise, and he would have it no other way. “I don’t tend to remain silent,” he shares. “I seek collaboration, whether they desire it or not.”
His app, Aoki Bootcamp, presents workout programs, inclusive of videos showing Aoki exercising, designed for individuals with busy, travel-filled lives. In 2018, Aoki performed 198 shows, frequently slotting in his workouts immediately after gigs that wrapped up around 3 a.m. or later. His Aoki ‘N Air podcast delves into the food, culture, and music of Japan—a country that holds significant meaning to him, given that both his parents hailed from there. “Sometimes, one can get entrenched in their environment and lose sight of how humans communicate,” he reflects. “In Japan, one discovers the remarkable nature of human beings and how wonderfully they treat each other.”
It’s evident how Aoki’s various pursuits relate to his broader existence, but a larger narrative unfolds—a vision he coins “Neon Future.” He has released four successful albums, with the latest debuting this spring. While that might seem abstract, the concept becomes clearer with the launch of a Neon Future comic book series on the content platform Impact Theory.
Neon Future encapsulates the theme of technology, which is often portrayed in a dystopian light within popular culture. Aoki, however, harbors a more optimistic view of the future. “I perceive technology as a force that empowers us to be more imaginative and creative.” He identifies as a humanist, believing we can harness technology to endure and enrich the human experience. The comics spotlight augmented humans as the underdogs.
The Neon Future albums aim for a cutting-edge sound. Aoki has always envisioned them being animated or illustrated, and he has actively contributed to the comic writing process. “The next aspiration is undoubtedly to transition this into television or theater,” he states. “This narrative deserves to unfold in such a manner. Neon Future represents an imaginative endeavor, and I perceive this as the initial step towards something even grander.”
For Aoki, each project—from live performances to studio collaborations to ventures beyond music—exists in a shared creative universe; think of it like a tapestry akin to Star Wars or Game of Thrones.
Aoki is weaving together a global narrative, and in his vision, every individual plays a part.
And the world continues to turn…
