LeBron James’ official DJ talks LBJ’s influence on music, the Midwest and more
Steph Floss is the unofficial mayor of Cleveland
Cleveland native DJ Steph Floss texts me Wednesday morning that he’s outside my downtown hotel. Steph is a voice of the city, a longtime resident mixshow DJ on Z 107.9 who holds the dual distinction of being the official DJ of both his hometown Cleveland Cavaliers and the team’s biggest star, LeBron James. His portfolio includes having spun at events for Jay-Z, Barack Obama, NIKE, Beats by Dre and a who’s who of A-list clientele with residences in cities all across the United States and into Canada. And from 2009-14, he was named Ohio’s Best Club DJ.
It’s hours before the Cavs’ heartbreaking Game 3 loss. A defeat that makes Friday night’s Game 4, a potential closeout game for the Golden State Warriors, all the more sobering. No one knows what to expect this offseason with James’ future with the Cavaliers — not even Floss, one of James’ closest friends. Or if he does, he’s not breaking his poker face.
Floss agreed to show me around his city for the day. It’s game day, so the first stop might just be the most important: the barbershop. En route to Supreme Barber and Salon in Cleveland Heights, Floss opens up about his love of travel. Perspective, he says, is key to developing a true appreciation for the world around you. He’s traveled the world for work, DJ’ing at clubs and stadiums around the world, and for pleasure. The opportunity is a testament to both his own work ethic and the blessings in his life.
It’s been 15 years since his life as a DJ began on the campus of The Ohio State University on a marketing and operations scholarship. But music and the joy of entertaining crowds are seeds that had been planted far earlier. He credits the movie Juice, both for the late Tupac Shakur’s presence and, in particular, Omar Epps’ role as Q. “He was a young, fly dude. He’s DJ’ing. He got the nice little older babe,” Floss laughs while looking for parking. “He commanding the crowd. He’s cool and he’s out here. I’m like man, you know, I love music as well. Maybe that’s something I could do, but my mother would never buy me the equipment. She was like, ‘You not ’bout to have all that and be loud up in my house!’ ”
We pause that conversation and head into the barbershop. As is the case for most black men, it’s a safe space for Floss. He knows everyone. Everyone knows him. Demaris cuts his hair. Swiss lines me up. The conversations range from the upcoming Cleveland Browns season and the uncanny but fitting buzz in the city about the team and his overhaul of talent this offseason. Then there’s a completely random and hilarious homage to former New York Knicks and Houston Rockets head coach and current NBA commentator Jeff Van Gundy. “Jeff wanted all the smoke!” said a patron while discussing Van Gundy’s willingness to throw himself into NBA brawls.
After about an hour, Floss and I leave. The conversation picks back up where we really dive into his come up, how the Cleveland Cavaliers came calling and his kinship with LeBron James.
So how did this Steph Floss story ultimately begin? Where do the roots begin?
When I was in high school, a group of friends of mine, we used to throw parties. We were like 15 years old throwing parties and making good money. We would call ourselves all kinds of stuff, like Platinum Plus. But, you know, we had other people that was part of the collective as well. I wasn’t DJing at the time, but we used to throw the craziest little high school parties. (Floss attended Benedictine High School.) We’d have thousands of people there. It was insane. Me and Rich [Paul, founder of Klutch Sports and LeBron James’ agent], went to the same high school together. That’s how we met each other.
I love school. I still love learning and I still love education. When I was in school, I was out here. I was in the nightlife and kicking it and partying. Hanging out and having fun. But I was also really into my books as well. Once I went to Ohio State, I said I have this scholarship and I don’t really wanna mess this scholarship so I’m gonna focus on my studies. But I needed to make some money.
I don’t have to pay for school, but I wanna make some money. And I don’t want to work a ‘job’ because I don’t want that to take away from my classes and sleep. I said, you know what? I always wanted to DJ. We had been throwing parties. So I’m just finally teaching myself how to DJ. I get the [equipment] and get busy. I’ve been wanting to DJ since I was like 8 years old.
Floss used money from the refund checks he received while at OSU to buy equipment. For Floss it was all about believing the part so others would too. The easiest way to do that? Release a mixtape. While on summer vacation after his freshman year, Floss built a makeshift studio in his mom’s basement. He set it up like a karaoke bar. The mic hung from the pipes in the ceiling and, as one would expect, the sound quality left much to be desired. “It was one of the best mixtapes I’ve ever done,” he says with a smile.
It was the closest Floss felt, at the time, to being like the DJ Clues, DJ Absoluts and the Funkmaster Flexes of the world, all of whom he cited as inspirations. But his first big moment came on campus after that summer. After his showing at a cookout at OSU’s Hale Black Cultural Center, the ladies of Delta Sigma asked him to DJ their big campus party known as the “Icebreaker.”
“They were like, ‘How much do you charge?’ I was like, ‘Uh, $150?’ ” says Floss. He didn’t know how much to charge because prior to them he had never been paid. “The first party I ever DJ’d was the biggest party at Ohio State. I think I did a decent job despite my equipment kept cutting off because it was overheating. I had my dudes with me. I had them fanning the amp while I’m DJ’ing for the rest of the night. I eventually got everything rolling, and the rest is kinda history.”
We’re pulling up at Beachwood Mall, an upscale shopping center in suburban Cleveland, when we transition to life after Ohio State.
How did the Cavs and LeBron come into the picture?
I was still living in Columbus. I would travel back and forth [to Cleveland] because we had a nightclub called The View that started popping up here. That was one of the dopest nightclubs ever. We had a crew called 8081 that we started doing the parties under. My guy Kelton, my guy Smallz, Meel, Mo, myself, Rich. They hit me up like we got this party Sunday night that we’re about to start doing. I would travel back and forth from Columbus to Cleveland and do the party. The first couple of nights it wasn’t making no money, but I saw something in it and I liked being home. I stuck with it. It ended up being one of the best decisions that I’ve made. Everybody that started off, right now we’re all brothers. Only thing that could make us closer is blood.
So I was doing that party and at the time my guy Mick Boogie was DJ’ing for the Cavs. I was part of his DJ crew, the League Crew. Mick didn’t talk on the mic, but I would talk on the mic when I was DJ’ing so I could host as well. Mick knew that, and he asked me to come host a party for him because his host was MIA or something. I was like, ‘Cool, yeah, I’ll come do that.’ I hosted the party and I kept doing it. As a result, me and Mick got closer and closer and I became part of the League Crew. It was me, Mick, Terry Urban and DJ Fresh.
Mick would do the Cavs games, so some games he’d just take me with him. I just noticed how he would be DJ’ing the games. The kinda music he’d be playing early in the games as opposed to late in the games as opposed to pregame.
It got to a point where these are Cavs games and they’re popping. I was basically coming to these games for free. What I started doing is I started getting to the games early to solidify I’m gonna get there and I would hook Mick’s equipment up. He’d come in and basically just be able to plug and play. I was very familiar with everything. Then Mick decided he wanted to move to New York. During this time, my relationship with ‘Bron became stronger and stronger. The whole crew, really. All of our relationships became stronger. Around this time, we had went to the Finals in 2007. At that point, we had all been around each other for some time. It’s crazy. Mick decided he wanted to move to N.Y. during the playoffs. He was outta there because he had a gig in N.Y. The Cavs needed a DJ for one of the playoff games, and Mick was just like, ‘Can you do it?’ I’m like, ‘Yeah I can do it!’
One of the first times I’ve ever DJ’d in the Q was a Cavs playoff game. It was like an Eastern Conference finals game. It was some wild game! I held it down. It’s crazy because I was never nervous or anything like that. The time came for the new season, and it made the most sense [to hire me]. It was a real process to interview and all that.
Obviously, you’re working with the Cavs. LeBron’s LeBron. But how did you all grow to become so close?
Aight, so I met ‘Bron via Rich, but of course if you’re from northeastern Ohio you knew who LeBron James was. But we also had other mutual friends, and I remember they came down [to OSU]. ‘Bron was real cool with Maurice Clarett at the time, and that was my guy at Ohio State. Him and ‘Bron were seen as the next two superstar athlete friends that were gonna [dominate the NFL and NBA]. We met via all of these different channels and became cool. Then everybody just started advancing in their careers.
A lot of times people think since ‘Bron is like my brother, they think he’d be like, ‘That’s my guy, he’s gonna be DJ’ing.’ Nah, it didn’t work like that. ‘Bron is my guy, but I worked my way into it. I don’t get it anywhere near as much now, but at first it was like, ‘You just got that because of ‘Bron.’ I’m like, actually, I was going to Quicken Loans Arena setting up equipment early just to make sure I was in the arena so I could watch the game.
You’ve been doing this for 10 seasons?
This is how I count my years. Well, I was here for two years with ‘Bron. Then ‘Bron was gone four years and I was still here. Now he’s been back four years. So that’s 10. Then I sit back and think like, ‘Wow, that’s crazy. It’s been 10 years.’ It’s been a roller coaster. Some super highs and some lows, but we still here and it’s been beautiful.
It’s in and out in Beachwood for Floss. We’re roughly six hours away from tipoff, and he still has to run by his office downtown at Spaces and Co., drop off some used clothes at the Goodwill, get a run in (he’s an avid runner) and grab a bite to eat. But you can’t have a name like ‘Floss’ and not be fresh. He runs into Next, a trendy apparel store with a hilarious sales expert named Trice who, as she dubs it, is “serving looks” all day.
After shopping and talking for nearly an hour, Steph ultimately decided on a deep pink champion hoodie and orange Carrots T-shirt. Trice jokes about pulling up the game tonight and Steph’s after-party at Lago, which overlooks Lake Erie. As we make our way back to Steph’s car, the topic of LeBron comes up. As with James, a notoriously caring person for those he considers his closest friends, Floss speaks highly of the four-time MVP.
He’s achieved success without LeBron. He’s made a name for himself without LeBron. But make no mistake about it, Floss’ appreciation for James’ friendship and the opportunities he’s helped make happen just through remaining true to each other is limitless.
“‘Bron’s put everyone in his crew to be successful without him,” Floss says while throwing his recently purchased items in the trunk. “That’s the best thing about him.”
Is it fair to call you “LeBron James’ official DJ?”
It was at a point when ‘Bron was in Miami. We’d go down to Miami and ‘Bron would be like, ‘You know how crazy it is that you’re the Cavs’ official DJ and my official DJ still?’ We would be joking and laughing about it, but as I’ve gotten older with nightclubs and everything [putting that] on publications and flyers — it’s in my bio and all of that stuff — they’ll send me over a flyer and it’ll be like ‘DJ Steph Floss—official DJ of LeBron James.’ I tell them you gotta take that man’s name off. You gotta put “Cleveland Cavaliers” because that man is the biggest entity in sports. Flat out. A lot of people try to finesse. Regardless how good I am or whatever, people are gonna try to finesse more people to the club or finesse a LeBron James situation at their event via that tagline.
You’re gonna try to make other people believe ‘Bron is coming out when he is not coming out. I’m the one that’s spinning! There’s been times where I popped up in a city and the Cavs have had a game and I had a gig. ‘Bron didn’t even know, and he’ll hit me up like, ‘What spot you at tonight?’ He’ll be like, ‘Cool, I’ll fall through.’ Or he might be like, ‘I’ma just chill.’ The club owner and the promoter’s mentality for a lot of spots are trying to capitalize and put some butts in the seats.
It gives people a false hope that everywhere you are LeBron is gonna be there.
That’s not fair to you. That’s not fair to him. That’s not fair to me. I’m not giving you that false hope! Like I said, in my younger years, yeah you can put that on there. That’s cool. But now I’m like nah, you gotta pay for that. You gots to pay for that!
What makes it so unique about LeBron that he’s so effortlessly entrenched in hip-hop culture?
The fact he’s from northeastern Ohio, as we all are, we’ve always had to pull from different coasts and different eras from music. I honestly think, and no disrespect to anybody else, Midwest DJs, and especially Cleveland DJs, are some of the best in the country. It’s because we’ve never really had a run for real. We’ve had Bone Thugs-N-Harmony, but it’s a lot of areas with DJs who’ve had runs. Like Atlanta. They’ve had a crazy run, so their DJs could just play all Atlanta music during the set and they’ll be fine. West Coast, always have a run! New York had a run! Chicago, they’re Midwest, but Chicago had a run. Texas, they’ve had runs. New Orleans too! But we always had to know music from everywhere! If you hear a set from me or another Cleveland DJ, you’re gonna be like, ‘Yo, how do they know this?’ It’s because we have to. We couldn’t rely on just playing Bone all night! Or Ray Cash. You just can’t rely on playing our artists’ music because we never had a run of that magnitude.
Like with ‘Bron, we grew up listening to a lot of West Coast music. Especially those guys in Akron. They had ties with The Bay area, like E-40, Yukmouth, Too Short and people like that. Around here, man, we listen to a lot of West Coast music growing up. I was like the biggest Spice 1 and MC Eiht fan. We used to love that. We also have a huge connection with Texas with our music and their music. Their culture is kinda like us, and we’re kinda like them with the old-school cars and a lot of slang. Then, of course, we’re not far from the East Coast. You’d love the Biggies, the Jay-Zs. I grew up loving Mobb Deep. You would’ve thought I was from Queensbridge: Mobb Deep, Nas, AZ. I listened to everything!
So ‘Bron’s authenticity comes from the fact he really knows and loves music. It’s not fake. It’s not like I’m just gonna put this song on my IG because this is what’s poppin’. This is what I like. You may like it or you may not, but this is what I’m listening to and this is what I think is poppin’. I think the artists understand that. He really knows his music.
His IG stories are basically the new listening sessions.
It’s an A&R-type situation! You’d be surprised how many people have asked me, ‘Can you get big homie this joint?’ I’m like, ‘That’s awkward, man!’ (laughs) Like I understand it, but it’s like I’ll tell him to listen to it and if he likes it he does what he does with it. It’s been times I’ve told LeBron such and such sent me the album early and I’ll send it over to you. He’ll listen to it and he actually liked the album, but he didn’t put anything up on his story. You can’t use him though. I’m letting you know the man liked the album. It is what it is. That’s what is authentic about him. And he has a good ear.
After a quick bite and a few more errands, we part ways until it’s time to link back up at Quicken Loans Arena for Game 3. As if the crowd needs any more reason for creating a raucous environment, Steph runs through a litany of high-energy hits: Ayo & Teo’s “Rolex,” Jeezy’s “Win,” Diddy’s “Victory,” Lil’ Reese, Rick Ross and Drake’s “Us (Remix)” and the modern-day holy grail of hip-hop motivational sermons in Meek Mill’s “Dreams & Nightmares (Intro).”
Unfortunately, all the energy in the world, yet another LeBron triple-double and a breakout performance from Rodney Hood wasn’t enough, as Kevin Durant and the Golden State Warriors inched one step closer to defeating the Cavs for the third time in the past four seasons. With the game ending closer to midnight, Steph lamented the moments missed in the game that could’ve turned Friday night’s Game 4 into a potentially series-tying contest. The night might have been over closer to midnight when the game ended. But for Floss, his night is only halfway done. He’s leaving work to go back to work for an after-party about a mile away.
It’s a grind he’s dedicated his life to since the days of poor-quality mixtapes at Ohio State. Just like LeBron, in his 15th season as well, Floss doesn’t appear to be slowing down anytime soon.