"DJ Carisma" (excerpt from Issue 8: "The Next Gen") by Miss Dixon & Andrew Mason
“I love seeing someone’s life change,” Carisma says. “Being able to help an artist really break, that’s what I’m most passionate about. Seeing them take off is the best thing ever.”
UNDRGRND Magazine | Sept 10th, 2023
“CARISMAAAAA!”
If you’re from Los Angeles, you know that’s the tag of the beloved DJ Carisma. Producer, 3x DJ of the Year recipient, and arguably the queen of West Coast radio. For most of this century, Southern California has watched Carisma pour her heart and soul into championing spaces in radio for hip-hop artists. Today, she continues to thrive as a DJ in the true essence of the profession: a mix maker, record breaker, crowd curator, artist advocate, and an overall voice for real rap culture.
“I love seeing someone’s life change,” Carisma says. “Being able to help an artist really break, that’s what I’m most passionate about. Seeing them take off is the best thing ever.”
Becoming an established Latina DJ in one of urban radio’s top markets was pretty unprecedented at the time of Carisma’s come up. She grew up in the ‘90s outside of Los Angeles, as she is an Orange County native, born and raised in nearby Santa Ana, California.
“Not too many people make it big [from Orange County],” Carisma says. “I’m proud of it. Everyone’s a Dodgers fan, I’m reppin’ Angels. Orange County should’ve bought the Clippers…it would’ve been lit.”
In the mid-2000s, Carisma first officially joined up with Power 106, a commercial radio station broadcasted to the Greater Los Angeles area, most popular for their hip-hop content. A member of the station’s Flava Unit street team, she began to build her name and make connections.
She jumped to mixing on air in 2008, eventually breaking New Boyz’ viral 2009 single, “You’re a Jerk.” Carisma pushed the record early in the LA market, helping the song reach No. 24 on the US Billboard Hot 100. The track was such a hit, it is considered to be the lone song that kicked off the infamous Jerkin’ Era, and landed New Boyz a label deal.
“I’m good at picking talent,” Carisma says. “I’ve helped many people get on. I can spot a star and I know I’m good at that.”
Since “You’re a Jerk,” Carisma has broken more records and introduced SoCal talent to the mainstream scene, including YG, Ty Dolla $ign, Tyga, Problem, Nipsey Hussle, DJ Mustard and TeeFLii. More recently, she’s helped artists like Sexyy Red, Iamsu!, Sage the Gemini, G-Eazy, The HBK Gang, and Rayven Justice share new drops with radio listeners and club goers in LA. Carisma also releases her own catalog of music—her most notable song is “Party Party Party” featuring Dej Loaf & Chris Brown.
Teaming up with DJ Wavy, Carisma founded Young California Radio, a platform aimed at sewing the gap between the LA and The Bay area’s hip-hop scenes. It was through Young California how Carisma first met Cypress Moreno, a young DJ who would go on to work with Shoreline Mafia, Kalan.FrFr, AzChike, Rucci, and more LA rap icons.
“That’s my little brother right there,” Carisma says of Cypress. “He’s a younger me. He did during his generation, what I did during mine. He’s had his finger on the pulse.”
During the 2023 NFL Offseason, Carisma announced her biggest gig yet. She will be spending Sundays inside So-Fi Stadium as the official new DJ for the Los Angeles Rams.
But as she keeps adding impressive titles to her resume, Carisma keeps elevating her goals. She tells UNDRGRND Magazine that she wants to produce a cartoon series on YouTube, in addition to the comic book she already has out. In terms of the radio world, Carisma says an executive role of sorts is in her future plans.
“I’m trying to land me a boss position next,” Carisma says. “Definitely. I want to get a boss seat.”
Photos by Brian Ticas, Inmar Bonilla, and Jovanni Martinez.
