For , taking his DJ sets outside was never really about building a platform or chasing a bigger audience. It was about getting out into the world, putting some music on and giving people a reason to smile. What began as an experiment has since grown into a recognisable part of London’s musical landscape.

We caught up with DJ AG as part of ‘s collaboration with and , exploring the importance of grassroots music venues, the value of community and what the industry could be doing better for its next generation. From being inspired by Robbie Gee and Ian Wright, to his early days at open mic nights and now visiting schools and care homes himself, AG has always prioritised connection and community. Here, he reflects on the journey so far, the people who inspired him to give back, and how we can give the next generation the best chance of success.

Your livestream DJ sets have become a huge part of your identity. Can you take me back to the beginning? What made you want to give it a go? 

I saw SUAT doing it, simple as that! So shout out to him. I saw him outside, going crazy, but he’s got his setup on his back, walking around with it. I thought that was exciting, so I tried to replicate the setup and went outside. I realised it was way too heavy for me, so I made something more stationary.

I also just realised that there’s a lot of people out there who are sad. Life’s heavy here, man. And I feel like playing music outside is just cold. People are smiling, they get into the spirit, they’re dancing, they’re interacting. I kind of wanted there to be more of that, you know?

The North Face has always championed exploration and self-expression. Your decision to take DJing outside and build something of your own was a leap into the unknown. What gave you the confidence to take that risk, and what would you say to someone who’s sitting on an idea but is afraid to take that first step out of their comfort zone?

My background is in sales, and in sales, you experience a lot of rejection. The things that can happen outside are just another form of rejection. I’ve had that throughout my working career, doing sales and customer service. So that’s where I get it from. And I didn’t care if [the livestream] was big or small. What I cared about was having fun. I didn’t care if there was a big audience. I didn’t go out for that reason. I went out to enjoy myself.

I think sometimes when we have these big expectations, we end up disappointed. I had fun on TikTok, and I thought, let’s get outside and change it up for my own mental health. I just saw the opportunity and understood the power of music.

According to Save Our Scene, around 30% of grassroots music venues have closed in the last four years, which is why these campaigns are so important. Why was it important for you to get behind the campaign, and what would the music scene lose if these spaces continued to disappear?

They’re so important and I’m fully on board with supporting artists in every way, shape or form. My thing with venues closing is, how do you use a digital space to actually support artists moving forward? How do we use that to our advantage? And then how do we educate the artists to get the best results possible?

Maybe one day we can get some of these venues back, because it is important. You’ve got a digital space but there’s nothing like doing a show. You can put stuff out there online but the experience of having people in the room is different. 

What has the grassroots music scene given you personally, and how important have those spaces and the people within them been in shaping your journey?

When I used to MC, I used to go to those open mic nights and hone my skills. It’s a tough crowd, but you’re getting feedback straight away from the audience. That’s important.

You’ve built a well-earned reputation for bringing people together and creating opportunities for others. Where does that community-first mentality come from, and how important is it to you to give something back?

For me, it’s all about community. My mum is a very selfless person, so that’s certainly a big influence for me. My gran had dementia, so seeing someone go through that process, losing their sense of who people are, was tough. We have to show love to our elders. A lot of elders in care homes don’t even get visitors. So for me, that’s probably the most important thing that I do right now.

And with the schools I’ve been inspired by Ian Wright and Robbie Gee, celebrities going into schools historically, and me having touchpoints with them through my teenage years. I used to go to Lewisham play scheme and Robbie Gee used to always come. This was the time when he was in Desmond’s. He was in one of the biggest shows on TV, in Black entertainment, and he’d still find the time to come and see the youth. He’d drive the white van and take us to different places. What an amazing thing for him to give back. He doesn’t really get the recognition for doing that. So I’m like, look, maybe I can do something with my influence. Why don’t I try and use that to help the next generation? It’s important work. 

You never know who you’re going to touch. Ian Wright probably never thought he was going to spend an hour with me and then for me to remember that for the rest of my life. I was about 13 and a big Arsenal fan, so he was inspirational back then as well. And I know he still does it to this day.

Today’s activation includes an emerging showcase featuring some really exciting emerging artists. From your own experience, what do you think young artists need most to get their foot in the door, and how can people who have built a platform help them get there?

We need more backing from radio. We need more radio stations supporting up-and-coming artists, not just playing the back catalogue of old nostalgia that people love. I understand that, but we need a nice, healthy balance. We need to give them opportunities. We need more A&Rs, record labels and institutions to actually support and develop people. There’s just no development right now.

It’s like you go viral and get an opportunity, and then you have to keep going viral. It’s a lot of pressure. In boxing, you see a fighter come in, they get them the right fights and do the matchmaking. You build them up, especially when someone’s got talent. There are so many talented artists who just need a bit of that polishing to get them to where they need to be.

And how can these artists help themselves to grow? How can they become more self-sufficient?

For the artists, it’s about understanding what people want to watch now. You’re not just up against musicians; you’re up against every category when it comes to social media. Everything on your feed, everything when you scroll. It’s fitness, then food, then maybe a musician, then animals. So you have to make it engaging. If it’s not engaging, you’re going to have a hard time.

I suppose it’s also about me having life experiences and me taking the time to watch. I don’t just listen to music. I look at content and I’m always asking why. Why is this going viral? Why do I like this piece of content? I kind of use that to get inspiration and do different things, you know?

People want the weird and the wonderful. So you’ve got to have the character, the cojones, to make that content. You’ve got to have the courage to make something different. You can’t just be a good musician anymore.

You’ve collaborated with so many talented artists, built an incredible platform and made a real impact on the community. What’s next for DJ AG? Are there any projects you’re particularly excited about that we haven’t seen yet?

We’ve had our first one this year, so now we’ve got AG Fest 2027 next year. More care homes, more schools, more outdoor livestreams. But we’re going to make the outdoor livestreams really interesting. I can’t say too much more than that, but we’ll have another interview next year and it’ll all make sense. Trust me. It’s going to be crazy.