Desi Attitude: Hardly.

A friend turned me onto DJ Desi's myspace site, from which I saw a link for Desi Attitude that I assumed was a rip of Rocawear or something. So I played along and clicked.

Ends up that DA is a non-profit that the DJ is involved in (i.e. founded?). Aside from a splash page that seems to have taken it's cue from myspace, at least in the number of photos it has on it, there was much to wonder about with this group.

Apparently, it's dedicated to the "hi-5s" - a list of five program areas that really kind of cover the whole spectrum:

Children
Poverty
Women
Literacy
Music & Arts

I don't know - it's a nice idea, and you can tell that he's sincere, I guess, but I'm skeptical about this whole thing - sorta the dude who takes himself a bit too seriously, and really, looks like he's all about the parties, but this "project" is his way to sell the other products.

Maybe that's a little cynical of me, but let me tell you, when you go to the desi attitude myspace, the wallpaper has "spread the desi virus" as the clever slogan. Wha?! Okay dude - I don't know what you're smoking, DJ "They-See", but that's not flying for me.

But the classic quote from your website is:

Money is not the only thing a homeless person is looking for. Sometimes they just want someone to ask, "How are you?"; sometimes they just need a hand to stand up, someone to listen to their story, someone to tell them a story, a laugh, an element of inspiration, just something to make them feel human. That's the attitude we want to bring to giving. And when you touch a human on that level, they get a lot more.

- DJ Desi

Uh. Okay dude. Thanks for the lesson. I thought the second sentence would be "they want a home." But I guess the point is compassion, right? You take yourself pretty seriously for someone who's supposed to be throwing a bunch of parties. Regardless, while going through the site, and the model-like team that you've put together, I keep trying to find the punchline.

But then I realize - I mean, your name is "DJ Desi." You don't have a single ironic bone in your body. For real. What about "DJ Day-Z." Not DJ They-C? How about DJ Daisy? Don't want to hate, brother, but I'm not a big fan of the shirts, the logos, the whole get-up. Come on brother. Is this for real?