Benny Benassi brings the noise
By D'Arcy Bresson
Managing Editor
September 10, 2008
 It’s not everyday a Grammy Award winning musician peddles past the University of Windsor. He may not be as recognizable as Billy Joel or some of the other baby boomer idols that now pass through Windsor on their post-career casino tour, which is one of the things Benny Benassi loves about the Rose City. He can peacefully enjoy a bike ride along Windsor’s picturesque waterfront.
The Italian DJ is accustomed to playing for tens of thousands of raving fans like the 60,000-plus that recently packed the Stadio Olimpico in Rome for Madonna’s Sticky and Sweet Tour. The Queen of Pop invited Benassi to open for her.
To think, just a few days prior, Benassi performed a sold-out show at the Boom Boom Room in Windsor for the third time in two years.
From Reggio nell’Emillia, Italy, by way of Milan, Benassi began DJing during the late 80’s before taking up producing in the mid-90’s. Now, 23 years later, his popularity continues to grow.
To those unfamiliar with many genres of electronic music, Benassi’s sound might be blown off as techno. To the more discriminating ear, Benassi’s unique music is a kind of electro, sort of house-tec, a little bit dirty, and a whole lot of sexy. Whatever the sound is—he owns it.
Benassi was influenced by the synthesized sounds prevalent in the Italian nightclubs during the late 80’s. He says the influential sound is difficult to describe but is was “kind of like Joy Division and New Order—except good.”
Since the release of the mega-hit Satisfaction in 2002, Benassi has been redefining the traditional electronic genres, which has brought him success both commercially and in the clubs. “Satisfaction changed everything,” says Benassi, “the song’s success allowed me to do what I love—to produce, to play, to travel.”
Success in the DJ world ultimately means making loads of money but Benassi has achieved the elusive status of a crossover artist—someone who can bring new fans to the genre. The success of Satisfaction attracted music fans that would not otherwise listen to electronic music. It’s now commonplace to hear someone say they hate techno but they like Benny Benassi. This crossover appeal has landed Benassi’s music in television commercials and even garnered his own special edition Coke bottle as part of Coca-Cola’s promotion of the Beijing Olympics.
Benassi has also remixed music for artists such as Outkast, Moby and Public Enemy—for which he won the 2008 Grammy for Best Remix. “My manager said if I do more work in the United States, I could maybe win a Grammy,” said Benassi, “but I thought that would never happen.”
So when his record company approached him about remixing one of Public Enemy’s tracks he obliged. “Next thing I know, I’m skiing in Italy and my manager calls me while I’m on the slopes and says, ‘You won the Grammy! I told you!’”
Winning a Grammy has once again changed everything for Benassi. Of all the music awards, the Grammy remains the most prestigious and winning one gives even little known artists the street-cred and freedom to do what they like.
Benassi has spent his most recent production days remixing and sampling whatever he wants. Typically a DJ needs permission before remixing a song but winning a Grammy has given Benassi the credibility to reverse that order. He now works first then asks for a blessing. Most artists approve of his work but not always. “Artists either say, ‘That’s great,’ or they say, ‘What the fuck is that?’”
A recent remix of Iggy Pop’s Sixteen made its way onto Benassi’s latest album Rock N Rave and an upcoming David Bowie collaboration also received a go-ahead. Benassi requested, out of politeness, to not disclose the two major bands that dislike his remixes. “That’s okay, I like [the remixes] and I still play them.” (A quick YouTube search will reveal some clues).
The schedule of an international DJ can be arduous. Benassi’s schedule, for example, took him from Windsor to Toronto so he could fly to a gig in Gatineau, Que. the same day. He flew to Edmonton, Alta. the next day and back to Toronto the day after. He made a point of arriving in Windsor a day early so he could relax and do what he enjoys most—bike riding. “I do it to stay in shape but to also clear my head.”
“When I retire, I want to open a bike repair shop,” says Benassi, “I like to repair bikes and give them to people,” he continues as he flips through photos of a 40-year-old bike he’s in the process of restoring for a friend.
His manager then interrupts and reminds Benassi he’s not allowed to retire. In the meantime, Benassi looks forward to returning to Windsor.
“I love Windsor, it’s always a good vibe,” says Benassi in his thick Italian accent. “It’s like Ibiza.”
Really?
“Ha, ha. No. I joke…but Windsor’s very good.”
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