Today, we’d like to introduce you to Freddie Harb.
Hi Freddie, so excited to have you with us today. What can you tell us about your story?
My journey in the music industry began in the early 2000s when I started performing as DJ Fresh One, despite being underage, at some of the top nightclubs in San Diego. As a resident DJ, I had the opportunity to witness and contribute to the growth of the city’s vibrant nightlife scene.
In 2004, I co-founded Sleeping Giant Music (SGM), which initially started as a record label and a community of artists. Our first compilation received worldwide distribution, but the advent of MP3 technology soon shifted the industry’s landscape. By 2007, SGM had evolved into a booking agency, marking the beginning of significant growth for our brand.
Our agency underwent mergers in 2012 and 2016, transforming into a globally recognized brand, all of which was achieved through bootstrapping from my home with limited resources.
In 2017, I began releasing music under the alias Freshcobar without revealing my identity. This venture led to multiple record label signings with prestigious labels such as Enormous Tunes, Sirup, and Undr the Radr. My remix work with Lavelle Dupree earned us two Billboard Dance chart #1s, further establishing our presence in the industry.
The COVID-19 pandemic in 2020 presented unprecedented challenges, particularly with the events side of our agency. Despite these difficulties, we retained our entire staff and sought new revenue streams. This period led to the creation of Distinct Mastering, a YouTube channel dedicated to helping artists with music production and mastering. The channel has grown significantly and remains an active project for me.
In 2023, Erick Diaz, Lavelle Dupree, and I launched NOS Recordings (No One’s Safe), our own record label. This venture has been highly successful, with releases every three weeks and an extensive catalog of music. We are expanding to include sample packs and an online shop offering exclusive merchandise.
Throughout my career, adaptability and a commitment to innovation have been key drivers of my success, allowing me to navigate the evolving music industry and continue to grow.
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
No, the journey has definitely not been smooth. There have been numerous challenges along the way. One of the most significant setbacks was the impact of COVID-19 on Sleeping Giant Music (SGM). Before the pandemic, we were booking around 650 shows per month. However, on March 15, 2020, this number plummeted to zero. The sudden halt in events was unprecedented and required us to adapt rapidly to survive.
The evolution of the DJ industry itself has also presented its own set of challenges. The transition from vinyl to digital technology in 2005, with the advent of Serato, was a major shift. This change facilitated extensive touring and allowed me to navigate the open-format DJ world for many years. However, by 2012, the nightlife scene in San Diego was experiencing a transformation, and I found myself performing more frequently out of town from 2012 to 2015.
Currently, while I still perform some open format shows, my focus has shifted towards the Freshcobar brand and our record label. The DJ industry has become increasingly production-centric, a significant shift from the past. Additionally, the rise of streaming platforms like Spotify and Apple Music has dramatically changed the landscape. Staying relevant in this constantly evolving industry requires continuous adaptation and a proactive approach.
Overall, the path has been filled with obstacles, but these experiences have been crucial in shaping my career and keeping me agile in an ever-changing industry.
We’ve been impressed with Sleeping Giant Music, Freshcobar, NOS Recordings, and Distinct Mastering, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Sleeping Giant Music (SGM) – Portal for all things SGM-related.
SGM Agency – We are a global booking agency specializing in touring DJs. Our reach and reputation have allowed us to work with some of the most talented DJs worldwide, facilitating performances that resonate with audiences across various markets.
SGM Events – This branch of our organization focuses on private and corporate events. We provide bespoke booking services tailored to the specific needs of each client, ensuring memorable and high-quality entertainment.
SGM Concerts – In San Diego, we offer talent-buying services for numerous clients. To better serve our community, we are planning to launch SGM Concerts, a platform that will list all these events, providing a consolidated source of information for our audiences.
While I am more behind the scenes at SGM, our success is driven by an exceptional team that manages day-to-day operations and continues to expand our brands. Their dedication and expertise are fundamental to our ongoing growth and achievements.
One unique aspect of SGM is our handling of international artists. The complexities of international tax withholding have necessitated a deep understanding of these processes. To assist our artists, we are launching a service to help with tax laws for performers, starting with SGM artists and potentially expanding to others in the future. This will be called Taxes for DJs, so stay on the lookout for that.
In addition to my work with SGM, I also perform under the alias Freshcobar. I release music through NOS Recordings, a label that I co-founded to have full creative control over our productions. NOS Recordings has been successful, with regular releases and a growing catalog.
Moreover, I am passionate about helping artists improve their music production skills. Through Distinct Mastering, I provide mastering services and run a YouTube channel that offers educational content on music production and mastering techniques. This initiative has grown significantly and continues to be an important aspect of my work.
Our brands are characterized by a commitment to excellence, a focus on innovation, and a dedication to supporting artists at every stage of their careers. Whether through booking services, educational content, or our musical productions, we strive to make a positive impact in the music industry.
The crisis has affected us all in different ways. How has it affected you, and any important lessons or epiphanies you can share?
Definitely! Covid-19 taught us to stay ready for anything unexpected. When the pandemic hit, and everyone scrambled to work remotely, we were already set up for it. In 2013 or 2014, I read a book called ‘Remote,’ which convinced me to make our office setup remote-friendly. So, even though we still had a physical office, we were practically working from home most of the time.
This decision proved invaluable when we merged with a partner in Miami in 2016. So, when 2020 rolled around, we smoothly transitioned to remote work while others struggled. We eventually ditched our office in September 2020. It’s all about being adaptable and staying ahead of the curve!
Contact Info:
- Website: https://sleepinggiantmusic.com/ | https://sgmagency.com/ | https://sgmevents.com/ | https://taxesfordjs.com/ | https://freshcobarmusic.com/ | https://nosrecordings.com/ | http://distinctmastering.com/
- Instagram: https://www.instagram.com/deejayfreshone/ | https://www.instagram.com/freshcobarmusic/
- Facebook: http://facebook.com/freshcobarmusic
- Youtube: https://www.youtube.com/c/FreshcobarMusic | https://www.youtube.com/c/DistinctMastering
- SoundCloud: https://soundcloud.com/freshcobarmusic
- Other: https://www.tiktok.com/@freshcobarmusic
