Jay Bednar is no stranger to the Coachella Valley’s music scene.  In fact, if you’re a live show fan, I’m sure you’ve seen him around, and at the very least it’s probably been on Facebook.  Take one look at his Facebook page, with his 4,500 friends and tons of “event flyer” profile pictures and you may wonder… “who is Jay Bednar?!”

Well, today on The Coachella Valley Art Scene we reintroduce who Jay Bednar is and how he is about to change the game on Saturday.

Jay Bednar is an event producer/promoter that has been holding down the desert’s hip-hop, reggae and electronic scene for some time now.  He has consistently brought in top-notch underground acts from out-of-town to the Coachella Valley for the past 5+ years.  He is, what I believe to be, someone that really influenced the desert about 3 years ago to finally pull the trigger on putting up with living in a dead-beat city (in terms of things for the 30-year-old-and-younger community to do after dark) and for individuals to start making a conscious effort to give a try at attempting to “do something” to “make shit happen” for ourselves in the Coachella Valley.

The last show that Jay Bednar of Full Flexx Media produced was the super dope Odd Future show at the Indio Performing Arts Center 3 months ago.  Jay had reinvented himself, attracting not just the younger (swag) generation from the Coachella Valley, but music fans from all over Southern California, Arizona, and Nevada as well.  The show was a real jaw dropper, to say the least.  It was what the younger hip hop generation wanted right at the right time.  This Saturday, Jay will be hosting Desert Digital, a music and entertainment experience.  The night will feature out-of-town and local acts.  Given that this event will be hosted at the Palm Springs Convention Center we can predict that this one will be even bigger than his last.

A while back, after the Odd Future show a couple months ago, we got a moment to speak with Jay and set the record straight.  Who was this Facebook friend of ours?  Who threw that show?!  And what’s next in store for us?!

So, without further ado, I present to you… Jay Bednar of Full Flexx Media…

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– photo of Jay’s latest creative endeavor, Desert Digital at the Palm Springs Convention Center this Saturday – 

CVAS:  Who is Full Flexx Media?

Jay Bednar:  Full Flexx Media is Jay Bednar, and a team of talented interns, armed with something secret to take over the world as you know it. We’re that virus planted in your computer from the factory.

CVAS:  What is Full Flexx Media?

Jay Bednar:  Full Flexx Media is an artist management and identity theft protection services company. We innovate while others duplicate. Known at times for elaborate event production, while other times, just for keeping it crispy, Full Flexx Media promotes that which moves us, carefully walking the roads less trampled, pushing what we feel is the future. Period.

CVAS:  Tell us a little bit about how you started out… Where were you about 3 years ago? And what you are doing today?…

Jay Bednar:  So 3 years ago, I was pretty much doing kind of about the same thing I am doing now. Well, partly at least. First and foremost, I am always a husband and a father, so I was doing that. Professionally, I was throwing events through the Aesthetic Arrest Events name, partnering up with my ninjas from Kil Atwill on most of the projects during this time period. We had a good run of shows via various venues in the desert. I think we did shows with B-Real of Cypress Hill, Haiku De’ Tat (Aceyalone, Myka 9, Ab Rude), Dose One & Jel (Anticon), Peanut Butter Wolf(owner of Stones Throw), James Pants, Gary Wilson, Qwel(Typical Cats) and a dope ass show with Eek A Mouse around that time, if my memory serves me right. I had also partnered up with Ace Hotel, when they first got to town and weren’t so darn cool, on a series of Pool Parties called Sundays At The Short Bus. We did pool parties with a bunch of DJ’s and bands and all sorts of craziness went down. I think the pool party, or my involvement with the pool party at least, lasted for 2 years.

Now, still a husband and a father, add an additional son. Other than that, just still throwing events, mainly via Space120, where I have been the Entertainment Director since its opening, almost 2 years ago now. I could give you a list of all the artists we have brought through to Space120, but I think you ask in a later question about what artists I’ve brought to the desert, so I will spare you that info here. If you know, you already know. If you don’t know, you’ve been living under a rock.  Let’s just say, we haven’t been playing around over here in this part of desert.  At times it seems we have shaped and changed the formula of nightlife in the desert with what we have done with Space120. Well, at least it seems that way sometimes. Recently, I also have gotten involved with a very talented young man named Shawn Moore who is making a name for himself with his music and overall movement, the Hella Cool Art Collective. He is a 19 year old MC and all around good kid from the desert who really has a unique style and a lot of creativity to offer. If you aren’t familiar with him yet, you really should be, and if you haven’t seen awesome yet, let Shawn demonstrate: www.theshawnmoore.com

– Jay and Kil At Will with a hip hop legend, Del tha Funky Homosapien –

 

CVAS:  Who are some of the artists that you have brought to the Coachella Valley?

Jay Bednar:  Well, over the many years I have brought tons of talent through the desert to perform at various concerts and showcases I have produced. Here are a few off the dome…

E-40, DJ QUIK, GURU(GANGSTARR), MATISYAHU, THE DOG POUND(DAZ & KURUPT), GZA(WU TANG CLAN), BREAL(CYPRESS HILL), BONE THUGZ & HARMONY, MURS, DILATED PEOPLES, ODD FUTURE WOLF GANG KILL THEM ALL, LIVING LEGENDS, PEOPLE UNDER THE STAIRS, CURREN$Y, YELAWOLF, KING FANTASTIC, PEANUT BUTTER WOLF, SKRILLEX, DJ CRAZE, DJ CLASS, SKREAM, 12TH PLANET, DAEDELUS, NOSAJ THING, JOGGER, GASLAMP KILLER, EXILE,  DADDY KEV, THE GLITCH MOB, HIVE, JASON BLAKEMORE, RAW, CURIOUS?, DIRTY DEEDS, DRUMCELL, LA LUKA & KRAUSEY, ANA SIA, DJ DREZ, PAWN, DJ HUGGS, VOODOO GLOW SKULLS, CHIN CHIN, DAM FUNK, PSYCHO REALM, EEK A MOUSE, BUSDRIVER, GROUCH & ELIGH, SCARUB, CROWN CITY ROCKERS, ZION I, LUCKY EYE AM, SUNSPOT JONZ, ASHER ROTH, DOSE ONE & JEL(ANTICON), DEL THE FUNKY HOMOSAPIEN, A PLUS, BUKUE ONE, LMNO & KEV BROWN, CALI SWAG DISTRICT, MARTY JAMES, ONE BLOCK RADIUS, BLUEPRINT, TAME ONE(ARTIFACTS), THE SHAPESHIFTERS, 2MEX, QWEL, YAK BALLZ, VAST AIRE, HAIKU DE’ TAT, MESTIZO, JAMES PANTS, GARY WILSON, SPEAK, JOSH MARTINEZ, NOCANDO, DUMBFOUNDEAD, SLEEP, DJ DAY, ALF ALPHA, EVARO, SOUL OPUS, SHAWN MOORE

…. and a whole lot more, I got tired of trying to think about it.

CVAS:  Damn!!  Okay, so can you break down the Art of throwing/curating an event?

Jay Bednar:  Not really. I can’t. I mean throwing an event, well a good one at least for that matter, is like controlling chaos. A person I know in the event world who I respect a lot broke it down to me like this. Throwing an event, or really a concert for this concern, is like taking a suitcase full of money to the highest building you have in your town. You have to climb up onto the roof of that building with that suitcase full of money, and on the count of three, open up that suitcase, allowing all of the money inside to fly away into the wind, fluttering around as if it has a mind of its own. Who knows where that money is going to end up? The honest answer is no one really does. You then have to close the suitcase, run down the stairs of the building, and try to gather all that money, remember it’s your hard earned money you had in that suitcase. See, here is where the answer lies. Good promoters have no problem gathering all that money back up into the suitcase, and somehow even more money fits in there, and they turn a profit. Unfortunately, most promoters obviously lose a lot of the money due to a number of related issues and key factors. Good ones seem to make it work. In a nutshell, I like this description of event production. It just seems to fit for me and from my experience, really is the truth. Events aren’t for the faint hearted and always need to “look good”, because it is, at the end of the day, “Entertainment”. This has no affect on the bottom line though, they are often times very different.  My advice to anyone wanting to pop off banger ass events is this.  If you enjoy keeping your money, don’t do it!!  Ha, ha, ha. No I’m just kidding. I say put your money where your mouth is and go make it happen. Just be ready for the roller coaster ride. And oh yeah, hold on.

 

– Jay with dubstep’s lovechild, Skrillex – 

CVAS:  So, the last big show of yours that everyone went to was the sold-out Odd Future / Alf Alpha show at the Indio Performing Arts Center.  That show was so wild!  I had never seen anything like that out here in the desert.  I loved every minute of it.  I know tons of crazy shit must have went down that night behind the scenes (or far more than the average concert-goer could see, at least).  Can you tell me what kind of crazy shit happened at the Odd Future show that even you have never seen happen at a show in the desert before??

Jay Bednar:  I did see some crazy ass shit at the Odd Future show. Kids actually started lining up for the show just before 1pm. Remember, the doors opened at 7pm, and the show itself was supposed to start at 9pm. These kids sat there for 6 hours, in the heat, just to see this group.  I’d say that’s kinda crazy. By 4:30, we had like over 400 people in line who were anxiously waiting for those doors to open. That’s kinda crazy. The amount of stage dives and crowd surfing that I personally witnessed had to be in the hundreds. People threw shoes, socks, shirts, hats, cups, panties, a slab of bacon, and various other things up on to the stage from the crowd. Tyler jumped off the front of the stage into the crowd, ran through the crowd, out the front door, around the building, and began knocking on the back door to be let back in the show, then continued rocking the song. I’d say that’s kinda crazy.  Finally, management of the band Marroon 5 hit me up because they wanted VIP treatment to come see the show. Apparently 2 of the band members are fans of Odd Future and needed to get tickets for the show after it had sold out. So yeah, these things don’t regularly happen at shows out here in the desert. Not mine at least.

CVAS:  Wow, that’s pretty awesome.  Beyond the music acts, one thing that really “wowed” me was your level of production/presentation.  You had an amazing stage set-up equipped with lighting, a thumpin’ sound system, and your visuals were on-point all night.  I know it must have to take an army to put something like that on.  Who helped in the production of that??

Jay Bednar:  Thank you for the kind words on the level of production. I do take a lot of pride in the level of production that we always try to achieve. You never do events by yourself, and it always takes a great team to make shit happen properly.  With that, I pretty much always work on projects with my ninja Jino Ducusin from Kil Atwill. We have been partnering up on events for about 5 years now and it has really seemed to be a synergistic relationship for both of us. At this point, I don’t really think of doing anything without the involvement of my brothers at Kil Atwill. It’s just worked out that way and I don’t really see it changing for a while. As far as all the other elements that made the event happen, they were all local people who came together to pull it off.  I did the overall project and production management, Chris Lancaster with MTG SOUND did all the Audio and Audio Reinforcement. I had the ELAB guys, Adrian and Einztein, on the sound engineering tip. I thought they handled business well. All of the visuals were done by Aries Marso and Roy Reyes who are the AMBUSH FREQS. They are local dudes who do cool digital graphics tied in with projectors.  Security was done by Serna Security. Locked down. We had sponsors and local ticket retailers involved with the event that we also would love to thank and mention. Big shout out to Glen Coy with Epidemic Skate Shop and Sean Wood with TG Tattoo. Both of these guys are down as fuck for the scene and the desert as a whole should support these spots.  Last minute, we also had involvement with the event from VintageNVogueinthedesert and Westcoast Barber School. Thanks to them for coming in late in the game but just as clutch.

CVAS:  Wow.  Now that is what I consider a cool community project.  Nice.

– Jay and Kil At Will hanging with a reggae rockstar, Eek a Mouse – 
CVAS:  Alright – so, I’ve been dying to ask this entire time….. me and everyone else are dying to know… WHAT’S NEXT!!!!

Jay Bednar:  Nothing.  We’re all gonna die.  Watch it happen here:  www.fullflexxmedia.com

CVAS: (in my heading thinking:  what a typical promoter… always keeping us excited to know what’s next and preserving the goods by not giving us too much info until the right time rolls around.  with Jay we always on the edge of our seats…)

However, in actuality, Jay has another huge project ahead of him… and it’s going down this Saturday.  The show is called Desert Digital and will be going down at an even bigger venue then his last (the I.P.A.C.), the Palm Springs Convention Center.  Yeah, you read correctly, the Palm Springs Convention Center.  Crazy, right?!  The last thing I saw go down in there was Palm Springs High School’s graduation ceremony.  Guess times have changed…

This show is projected to be Jay’s biggest one yet and we are very excited to see his progression, the production brought to all kinds of new levels, see kids of all ages coming together in the spirit of arts and entertainment, and being able to witness history being made for the young and upcoming indie party scene of the Coachella Valley.

See you there…

Information on Full Flexx’s Desert Digital event this Saturday:

~~~> DIGITAL DESERT is an ALL AGES EVENT
which means NO AGE RESTRICTIONS <~~~

~~~> DIGITAL DESERT will be held at the
PALM SPRINGS CONVENTION CENTER <~~~
277 N. Avenida Caballeros
Palm Springs, Ca 92262

Here is the OFFICIAL ONLINE PRE-SALE TICKET LINK (groovetickets)

— http://fla.vor.us/1104867-DIGITAL-DESERT-tickets/DIGITAL-DESERT-Palm-Springs-PALM-SPRINGS-CONVENTION-CENTER-September-10-2011.html —

*** Here is the list of OFFICIAL RETAIL PRE-SALE TICKET OUTLETS ***

:: Pipe Mart – Palm Springs – 760.699.8420
:: TG Tattoo – Cathedral City – 760.324.9828
:: Epidemic Skate Shop – Palm Desert – 760.346.4760
:: Greyhound – Indio – 760.702.2468
:: Gaudalajara Furniture – Coachella – 760.398.5661
:: Arox – El Centro – 760.351.6783

“DIGITAL DESERT” will be held at the beautiful, safe, and secure…
PALM SPRINGS CONVENTION CENTER in Palm Springs, CA

Please join us as we digitalize the desert like never before. We welcome you to a place where the BASS goes BOOM. We invite you to gather with your friends and feast your eyes upon the SIGHTS and SOUNDS we will bring forth!

The time is now…The future is here…The desert is digital!
//////////////////////////////DIGITAL DESERT\\\\\\\\\\\\\\\\\\\\\\\\\\\\

**** OFFICIAL DIGITAL DESERT SET TIMES ****

////////////////////////// MAIN STAGE \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

*****************************************************

2:40 – 3:00 – *** AWOMP ***

2:20 – 2:40 – *** THR3 STRYKES ***

1:20 – 2:20 – *** ALF ALPHA ***

1:00 – 1:20 – *** HOPSIN & SWIZZZ ***

12:00 – 1:00 – *** AROX ***

11:00 – 12:00 – *** DJ BL3ND ***

10:00 – 11:00 – *** CHARLIE LUTHERGATES ***

9:40 – 10:00 – *** SHAWN MOORE ***

8:45 – 9:40 – *** VOLKI ***

8:30 – 8:45 – *** ADRIAN CRUSH & CAM ***

7:45 – 8:30 – *** AWOMP ***

******************************************************

//////////////////////// 21+ LOUNGE 2ND AREA \\\\\\\\\\\\\\\\\\\\\\\\\\

******************************************************

1:00 – 2:00 – *** DIRTY ISH ***

12:00 – 1:00 – *** JF DISCORD ***

11:00 – 12:00 – *** THE MEDIC ***

10:00 – 11:00 – *** ESTECHRON ***

9:00 – 10:00 – *** SET BELOW SEA LEVEL ***

8:00 – 9:00 – *** DJ B-EAZY ***

******************************************************

Ages: ALL AGES EVENT plus a 21+ VIP LOUNGE with FULL BAR

✯✯✯✯✯✯✯✯ F E A T U R E D H E A D L I N E R S ✯✯✯✯✯✯✯✯

✯DJ BL3ND✯
www.DJBL3ND.net
http://www.facebook.com/bl3ndizzy?sk=app_178091127385

✯HOPSIN & SWIZZ✯ (hip hop)
http://www.datpiff.com/SwizZz-Hopsin-Funk-Volume-Mixtape-Haywire-mixtape.51509.html

As fans of hip-hop continue to get more calloused and used to the mainstream, we tend to start looking for someone to deliver a different sound than what we are used to. Enter Hopsin & SwizZz. With Hopsin’s interesting voice, SwizZz’s tight lyrics and an eerie yet effective production style, these cats are definitely bringing “different” to the table.

✯DJ ALF ALPHA✯
www.djalfalpha.com
http://www.facebook.com/djalfalpha?ref=sgm

✯SHAWN MOORE✯ (hip hop)
http://www.youtube.com/watch?v=8bTknD356Tc

****************** ALSO FEATURING *****************

✯THR3 Strykes✯
http://www.facebook.com/pages/THR3-STRYKES/287394466260

✯CHARLIE LUTHERGATES✯
www.myspace.com/charlieluthergates

✯ADRIAN CRUSH AND CAM✯
www.adriancrush.com www.reverbnation.com/camtime

✯AROX✯
www.facebook.com/ARoxOfficial

✯VOLKI✯
http://www.facebook.com/pages/VOLKI/277059527357

✯AWOMP✯
www.facebook.com/aimeewomp

******************* 21+ VIP LOUNGE ******************

✯JF//DISCORD✯
http://www.facebook.com/JFDiscord1

✯DIRTY ISH✯
http://www.facebook.com/djdirtyish

✯THE MEDIC✯
http://www.facebook.com/profile.php?id=100001775833652

✯ESTECHRON✯
http://www.facebook.com/ismokechronic

✯SET BELOW SEA LEVEL✯
http://www.facebook.com/cristophercichocki

✯DJ B-EAZY✯
http://www.facebook.com/profile.php?id=100000451302989

***************** ADDITIONAL INFO ******************

For all event info please go to

www.fullflexxmedia.com

Please stay tuned and check back with us soon

– Full Flexx Media

Time: 8PM – 3AM (music will be played all the way till 3am)

Ages: ALL AGES EVENT plus a 21+ LOUNGE with FULL BAR

Ticket Price: VERY limited $10, then limited $15, then $20

Location : PALM SPRINGS CONVENTION CENTER
277 N. Avenida Caballeros
Palm Springs, Ca 92262

~ Full Flexx Media

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