Excerpted from the magazine for Billboard.com.
It stands to reason that touring extensively behind a new album is crucial to its commercial fortunes. But at a time when the heavy hitters of trance are not as visible on world stages as they once were, Dutch DJ/producer Tiesto (real name: Tijs Verwerst) has instead been plugging away on the road in support of his debut Nettwerk artist album, "In My Memory," issued last year.
Thanks to his blend of luscious female vocals and anthemic melodies, Tiesto has become one of the biggest names in trance in recent years. Aside from his high-energy live sets, he has been in constant demand as a remixer for artists ranging from Sarah McLachlan to Chicane and Dave Matthews Band.
Tiesto has lately made particular inroads in North America, having played his most high-profile gig here in late April at the annual Coachella Valley Music & Arts Festival in Indio, Calif.
In a set highlighted by his now-ubiquitous remix of Moby's "We Are All Made of Stars," Way out West's irresistible "Mindcircus," and a host of tracks from "In My Memory," the DJ made his mark amid a lineup that featured such mainstays as Paul Oakenfold and Sasha & Digweed.
Tiesto concedes that "the dance scene in the States is still really small compared to other places." But at Coachella, he relished the opportunity to "get exposed to another audience than you have on the club circuit. You meet a lot of new people who hear you play for the first time."
The DJ's audience is primed to grow to an even greater level this summer, when he heads out on the road as part of Moby's Area2 tour. The trek, which winds through North America from July 28 to Aug. 16, will find Tiesto -- who earlier this month took home the award for best club DJ at the Dancestar Music Awards in London -- anchoring a dance stage that also features Carl Cox, among others.
"I'm really looking forward to [Area2]," Tiesto says, beaming. "It's one of my highlights this year, because again, you play for a different crowd. It's just an honor that they asked me."
At each Area2 tour stop, Nettwerk will pass out a CD booklet highlighting the label's dance roster and directing fans to the its Web site (nettwerkamerica.com). From there, users can download tracks from each artist, burn a CD, and utilize the booklet as cover art.
At the end of July, Tiesto will roll out his own mix show, initially set to air once a month on WKTU New York, WPYM Miami, and WKIE Chicago. Overseas, Tiesto regularly DJs in Ibiza, Spain; he will also be on hand for the Dutch Lowlands festival (Aug. 23) and the Liverpool, England, edition of Creamfields (Aug. 24).
In addition, just released is the third volume of his "In Search of Sunrise" mix series, issued internationally on his own Black Hole imprint, which is handled in the U.S. by Studio Distribution. "That's busy enough, Tiesto says, before adding, "I think."
Excerpted from the July 27, 2002, issue of Billboard. The full original text of the article is available in the Billboard.com members section.
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