IMPETUS

What happens when you're 18 years young, you've just exchanged your parent's warm and comfortable countryside nest for a humble existence in the seedy Euro-metropolis of Amsterdam where you have gone to pursue your life passion, and you suddenly fall straight into the electronic dance music revolution of the 1990s? You guessed it... You rent a cheap, dodgy room in the heart of Amsterdam's Red light district, buy a pair of old turntables at the local flee market, find yourself a job in a record shop, dance six nights a week, practice mixing 24/7, and then yes, suddenly you've become a DJ.

A Freudian would definitely be able to dig out the deeper reasons for Maarten Ossewaarde to rename himself EMJAY and trade his carefree, future-assured student life for the turbulent existence of a DJ filled with loads of ecstatic peaks and even more desolate valleys. Emjay himself however, borrowing Prince Charles' life motto, gives a more simple rational for his path: "Never explain, never complain".

STAGE ONE : THE EARLY YEARS

In 1989 Emjay, who comes from a musical family, moved to Amsterdam with only a backpack on his shoulder and a Walkman on his head.  Raised on equal parts of Italo, Pop, Rock, and Techno/Trance, he was well prepared when he found himself witness to the rise of underground electronic music movements we now call Acid, Detroit Techno, and House. For the young Emjay the experience was almost spiritual, and he quickly became a disciple. He employed himself in any job he could find simply to stay close to the vibe. Emjay recalls, “I was a record slave at Amsterdam 's legendary Outland shop, a bartender at a gay bar called “Club Fuck”, and even--if you can believe it--a bouncer at the first illegal after-hours parties where I could occasionally escape my security duties, which I was really quite horrible at as you can imagine, and spin a few records. This was after all, why I was really there” 

This whatever-it-takes attitude paid off, and after sending out countless mix CDs, it led to his first gigs as a warm-up DJ in club Escape and club IT in 1995. At the time IT was one of the world's most famous clubs, and it was here that Emjay became addicted to the high decibel, monolithic speaker towers, the tell-tale smell of the smoke machine, and the flickering, freeze-frame world of the stroboscope and disco-ball under which famous stars like Grace Jones and Farley Jackmaster Funk showed up to perform in time-lapse artificial reality.

In 1996 Emjay's DJ career took another step up the success ladder when he started a Friday and Saturday night residency in jet-set club Sinners in Heaven that lasted for three years. This was the keystone upon which the fortress was built and not long thereafter Emjay had played at every club, festival, and after-party in Holland . Holland had been conquered--next goal: woo the world.

STAGE TWO: KREMLIN & PERFECTO

In 1999 Emjay, along with the help of his soulmates Amsterdam 's jet set king Kommander K and MTV music director and DJ Kross, started the pioneering super-club concept “Kremlin”. Emjay's three year, Saturday night residency at the helm of Kremlin where he played side by side with his childhood heroes, was the first step towards a global presence. For three years those fans patient enough to wait in the queues which wrapped around the block starting at opening hour, watched Emjay play along side of the likes of international stars including Paul Oakenfold, Timo Maas, Steve Lawler, John Digweed, Sister Bliss, Hernan Cattaneo, and Tiesto to name a few. In 2002 Kremlin won the Dutch award best club night of Holland , and its music and global brand became notorious worldwide for its massive edgy and pounding underground sound.

It was these experiences at Kremlin which caught the attention of international dance music tzar Paul Oakenfold. Emjay recalls: “Paul supported my first record Transatlantik, which I made with US producer/sound-designer Asouter, and released it on his label Perfecto. After seeing our global leadership at Kremlin, he asked me to compile the Underground Sounds of Holland EP (Perfecto) and invited me to play with him in Ibiza, Miami and special gigs in Amsterdam . From that moment on, I realized I needed to spend more and more time in the studio.” In 2003 Emjay started working as A&R manager for Cavern Studios, one of Amsterdam 's best recording studios.

STAGE THREE: PRESENT & FUTURE

Today, the man who gained global fame through initiating the award winning Dutch super-club, Kremlin, has become a true artist. Today his music is not only heard on Holland's top radio stations including Radio-538, Radio-3, and others, but also continues to be played constantly around the globe by industry legends such as Paul Oakenfold, Deep Dish, Digweed, Tenaglia and Tiesto to name but a few.

But Emjay is not only about “rocking the house” anymore. His world has expanded. His erudite whit and charismatic personality have made him a popular guest in many different arena's. Emjay debates with Dutch ministers, hosts the Amsterdam Dance Event for MTV, continues to A&R a studio, hosts DJ workshops for troubled youths, maintains a global artist collective, and last but not least writes his infamous columns on the ongoing beat and latest gossips in nightlife.

Music however, remains his passion. In 2004, Emjay and partner started the new company STORM ( www.wearestorm.com ) . “Storm manages my activities and takes music one step further by producing a hurricane of action theatre, visuals, and even acrobatics around it. STORM blends music and entertainment through innovating nightlife concepts. Currently we are working on a show reminiscent of the De la Guarda . We are also setting up a record label focusing on cross-over music. It's time to launch some good tunes into the chart list! Most of what I hear on radio is crap.”

The summer of 2005 finds this goal already being realized. Emjay's new anthem (M.S.N.) has been chosen as the theme tune for the monstrous Global Gathering festival in the UK . Another new anthem has been chosen for the 10 year anniversary campaign of the leading Dutch music channel station TMF.

To quote the man himself: “I am just beginning, this is just silence before the Storm ”.

Well, we believe him. Emjay rocks. Let the Storm begin!