Raffi Zaki Norberg, aka Jack Pharaoh. Photo by Sander Roscoe Wolff.
The National Association of Music Merchandisers (NAMM) hosts the largest convention to be held at the Anaheim Convention Center. Companies and individuals from all over the world converge to share new products, new technologies, and to connect with retailers and music professionals.
Long Beach has always been well-represented at the NAMM Show, and in this third installment of the series, we’re speaking with Raffi Zaki Norberg, who performs as Jack Pharaoh. He’s opened shows for RZA, John Mayer, and Pato Banton, and will be performing at the NAMM Show, on their Center Stage, this Friday.
Long Beach Post: What is it that you do?
Raffi Zaki Norberg: Essentially, I explore different technologies such as touch screens and modifiable/custom programmable devices to create music in real time as a performance. Sometimes I’m remixing recorded music using effects, mixing, and sampling. Sometimes I create music on the fly using one shot samples, synths, and loops. Sometimes I use both together. At the very least I beatbox and/or rap over a track. Essentially, I’m always doing something.
Did you have a traditional musical education as a kid?
Yes and no. I had violin lessons when I was in elementary school, and I took a couple of music theory classes in a community college. That’s as far as I went with traditional musical education. The majority of what I’ve learned is through trial and error, online research, and from a couple of great mentors I’ve had.
What led you to doing this kind of work?
I was originally a working bassist, also playing some guitar and drums. One night, I was trying to open a wine bottle in an unusual way. Unable to find a corkscrew, I attempted to whack off the top of a wine bottle using a bottle opener. The bottle shattered and ripped most off my thumb off, and it hung by a thread.
I was left unable to play any of my traditional instruments during the recovery of my reattached thumb. Being bored, I figured I was able to make music on a laptop, and I haven’t really look back since. It was a blessing in disguise. I doubt I’d be doing this today if that never happened.
Before my thumb injury I was actually neglecting my bass and musical career in comparison to a year prior. After the accident I was sharply reminded that the use of my body parts were essential, and it drove me into the music world more. There was a chance my thumb would never be the same again, so I worked vigorously on electronic musicianship.
My unique style actually originally comes from being a bassist. I wasn’t like most bassist, I didn’t like to play in the pocket or stick in the background. I loved solos, experimentation, and had an intense dancing stage presence. I actually remember being kicked out of a band for upstaging the lead singer. My sense of experimentation and intense performance style stems from this.
How did you start performing in this new context?
I started as a really crappy DJ under the name of DJ RA, I would actually use iTunes and FL Studio [FL stands for Fruity Loops] together, remixing songs using loops and synths. It was mediocre at best, but I remember that, at my first venue gig, I got the place dancing really hard and I realized it didnt take much talent to be a simple DJ. I wanted to see how far I could take it.
What kinds of venues do you perform at?
I usually perform at festivals in the middle of deserts or forests these days. My most memorable set was either the Long Beach Zombie Walk, or opening up for RZA from Wu-Tang Clan. Both had thousands of people watching, and the energy was really strong. It felt epic, so to speak. These gigs were early in my career, and were really big for me. I’d never played to that amount of people before.
What have you been up to lately?
I’m completely fascinated with touch screens right now. They have so much potential, and their future is even more promising with flexible and larger screens. The next step is utilizing software that reads brain waves for prosthetics, but converted for musical purposes, so one is able to control the music with their mind and their hands.
How has the NAMM Show played a role in advancing your career?
Before the NAMM Show I had zero relationships with musical product manufacturers. My first taste of NAMM was as a product salesman for a music-based website, and as a journalist. I was given the opportunity to DJ at the booth I was working at and, from there, I was able to meet many companies and interesting individuals. I’ve also learned about product sales, product testing, and how to showcase a product while performing. It has made me more professional and well-rounded.
What’s your plan for this year’s NAMM show?
I will be performing for Monster GO-DJ. I’m also excited to be showcasing a brand new stand-alone touchscreen device with JD Sound. I will also be performing on Friday at 4:00PM on the Center Stage.
Will that be different than your regular performance gigs?
Yes, definitely. With many of the events I perform at, people are just feeling the groove and catching glimpses of how I’m creating the music. In an expo setting like NAMM, people are watching you like hawks, so technical skill is much more important. I actually really enjoy the challenge. It gets me to work hard and learn new things to excite and keep the crowd [engaged].
What’s next for you in 2016?
I hope to test the new JD-Sound touchscreen mixer into perfection, and book my first international gig. I also have lots of great festivals I’m already booked at, such as Good Vibe Tribe and Suspended in a Light Beam.
To keep track of Raffi’s performances and other activities, visit facebook.com/JackPharaohMusic, or visit JackPharaoh.com.