In the midst of Martin Luther King Jr. Day celebrations and a College Football Playoff championship game, one of Atlanta’s most influential music collectives is throwing an anniversary party.
Coalition DJs, a marketing and promotion company that works with up-and-coming artists, is celebrating 17 years with a concert Monday at Believe Music Hall in Mechanicsville.
The lineup includes over a dozen local and regional acts. On the bill are Ralo, Travis Porter, Sean Garrett, OJ Da Juice Man, Young Ralph and ATL Jacob, among others.
“This anniversary isn’t just a celebration — it’s a testament to our influence, dedication, and the power of DJs in shaping the culture,” said Coalition DJs cofounder DJ Big X.
Big X cofounded Coalition DJs along with DJ Funky, DJ X-Rated and the late DJ Nando in 2008. Since their inception, the collective has leveraged strip clubs, lounges, studios and hookah bars to help break records for independent artists.
“We influenced the music through connecting with the artists, networking with the artists, putting artists in different situations and scenarios where they can get to the next level of where they’re trying to go,” Big X said.
A former executive at producer Dallas Austin’s Rowdy Records, Big X said he and his peers are apt to identifying what does and doesn’t work when it comes to developing musicians. That involves everything from understanding the business to properly holding a microphone during shows, or reminding rappers that every member of their entourage doesn’t need to be on stage.
Credit: Courtesy of Coalition DJs
Credit: Courtesy of Coalition DJs
In addition to helping break early records for Atlanta rap royalty such as 2 Chainz, Migos, T.I., Jeezy, Future and the late Rich Homie Quan, Coalition DJs offers programing to give artists visibility.
One their earlier successes came from helping Columbus rapper Ca$h Out find placements for his platinum-selling record, “Cashin Out.”
Another example of the group’s work in action is the weekly Music Monday event series hosted at Stankonia Recording Studios. The gathering functions as a showcase and networking opportunity for independent artists and is open to the public.
“We have a lot of record executives we have a lot of songwriters, producers … A lot of big things happen out of that room,” Big X said.
Credit: Courtesy of Coalition DJs
Credit: Courtesy of Coalition DJs
The Coalition DJs team has spent its nearly two decades of existence expanding the group’s reach. 17 major markets, including Houston, Dallas, Chicago, Detroit and Washington D.C., all have some form of representation.
Every year for the past decade, Coalition DJs has celebrated their anniversary on Martin Luther King Jr. Day.
Big X grew up in Wheat Street Gardens housing project, around the corner from King’s birth home. For a neighborhood kid, celebrating the King holiday and the corresponding march down Auburn Avenue was just part of growing up.
Big X said the team was so focused on this year’s programming they didn’t know it coincided with President-elect Donald Trump’s swearing in, and a rush of college football fans into Atlanta for the championship game between Ohio State and Notre Dame. Those details were lost in the shuffle of 2025 planning and DJ Funky’s role as an A&R for Ice Cube’s latest album, “Man Down,” which was released in November.
In the lead-up to Monday’s concert, there will be events throughout the weekend, including a welcome celebration today in Clarkston, an A&R conversation at Stankonia, and a DJ spinoff Saturday at the Palm Beach ATL restaurant. On Sunday there is an R&B brunch planned at seafood restaurant Sea Salt on Howell Mill Rd.
Credit: Courtesy of Coalition DJs
Credit: Courtesy of Coalition DJs
Though he’s excited about all the celebrations, Big X is looking forward to watching DJs duke it out for bragging rights during the spinoff competition. Just don’t expect a battle of who can cut, scratch and mix the best.
“We’re not trying to see your technical skills. What we really want to see is if you are a party rocker,” he said.
If that sounds facetious, that’s not Big X’s intention. The caveat, he said, speaks to how he sees Atlanta and its music scene evolving in the coming years.
The College Football Playoff is just the tip of a globe-sized pro sports iceberg coming to Atlanta.
With the Major League Baseball All-Star game this year, 2026 FIFA World Cup on deck and Super Bowl in 2028, seismic changes in music are sure to follow.
Don’t be surprised if future sets from your favorite DJ find them crossfading out of their trap music leanings to embrace influences brought on by an influx of demographic and cultural shifts.
“A lot of people don’t see it right now, but with us having such large group of people that’s about to come to the city the music is going to change drastically and fast,” he said.
To keep up with those forthcoming changes, Coalition DJs is moving into digital and tech spaces.
This year, they want to explore more digital distribution channels. Big X said they also want to leverage tech spaces to help artists in Atlanta and nationwide.
Currently, they’re developing a platform to help indie artists beyond the New Music Monday programming. The idea would be that acts could upload songs, footage of live performances and even sell their records online via Coalition DJs platforms.
He’d like to see artists using QR codes to share and sell their music at New Music Monday events.
“From the clubs to the charts, Coalition DJs has built a legacy of breaking records and elevating independent artists,” he said.
“We’re doubling down on our mission — empowering artists, influencing the industry, and keeping the culture alive.”
CONCERT PREVIEW
Coalition DJs 17th Anniversary Concert
6 p.m. Jan. 20. $40; $25 early bird tickets are sold out. Believe Music Hall, 181 Ralph David Abernathy Blvd, Atlanta. coalitiondjs.com.
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