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Doug Cohen Keeps the Table Turning with Flud
Artist: Doug Cohen of Flud Watches
Interviewer: Dre Lo |
Doug Cohen Keeps the Table Turning with Flud
Doug Cohen of Flud Watches interviewed by Dre Lo 06-19-08
AmalgamDigital.com: Before Flud was conceptualized you first made a name for yourself with Subculture Magazine. Impressively you created this when you were in High School, what drove you to pursue it?
Doug Cohen: Basically I grew up in New York and I had that mentality of always wanting to do something and be a part of things, I really wanted to be a part of the DJing and hip-hop culture. I hooked up with DJs and was already out and about learning and growing from the culture. I wanted to be a part of something better than what I was already a part of. There were magazines already out there like Ego Trip, Source, etc. These magazines made me want to do that but grow from it and expand upon what they were already doing.
AmalgamDigital.com: You went on to be one of the first to promote live shows for independent hip-hop acts like Company Flow and the Juggaknots. What would you say was your “key to success” in helping create a live platform for these artists?
Doug Cohen: Basically it was that hustling mentality and wanting to be a part of something. I would say my “key” was this venue Wetlands, which is unfortunately closed now. This guy Mack from Concrete Jungle helped out with access to that. There wasn’t a lot happening because there weren’t a lot of venues available for DJs during that time in New York. At the time there were only places like Poetry Café, and I saw that there was a hold. Through Subculture I was able to form relationships with a lot of these guys, and saw that there weren’t a lot of things happening and I wanted to fill that void.
AmalgamDigital.com: You helped bridge together a lot of DJ’s like A-Trak and Craze, to form the Allies. How were you able to form such a network?
Doug Cohen: I used to do this event at the Poetry Café called Table Turns, I consider it to be the first organized turn tables event. Beat Lounge at Club Decko was one of the firsts, it was important because every Tuesday guys would come together to scratch like D Styles, Mix Master Mike, QBert, and most importantly Apollo who started it all.
DJ Babu wrote an article for Subculture that coined the word “Turntablism”. If Turntablism was going to grow we needed more non competitive outlets. Table Turns at the Poetry Cafe was created to be more like a crowd coming together with less competition, and overall it became really well received. A lot of DJs grew through it and it became a platform to practice and improve their skill. I would always have a big showcase at the event; I had acts like A-Trak, The Executioners, Z-Trip, and Craze. A lot of DJs didn’t have a lot of outlets to come and perform. Relationships were formed and people became crew through Table Turns. Craze in particular came in and I couldn’t pick him up at the airport so he ended up staying with Develop, that relationship ended up forming a crew and relations blossomed into the Allies.
AmalgamDigital.com: You also played a role in making the documentary, Shure Turntablism 101. The documentary shined light on the already progressing scene of Turntablism. What was your goal in producing this documentary?
Doug Cohen: At the time there were these guys at Shure, the Needle Brothers, and they wanted to do a video. Shure was a very generous company and they sponsored and hooked a lot of people up. Greg approached me and said he wanted to create an instructional video. John Carluccio the director of Battle Sounds was brought on to help out on the directing, we shot the first one in New York, It was pretty intense and I actually got sick and passed out from shooting. The documentary was definitely the brain child of Shure. The content was right, they approached me and I was definitely glad to be a part of it.
AmalgamDigital.com: Now you have launched the Flud watch line. What was your inspiration behind it?
Doug Cohen: I always loved watches, and I was tired of doing the grind of the music stuff. There is a lot of correlation between music and accessories. I saw a hole in the market through watches and there was something there for my personal growth.
AmalgamDigital.com: What made you want to start your own unique watch line?
Doug Cohen: That desire and that hustling, I just kept wanting to be a part of something bigger. Hanging out with the infamous TCK crew was a big inspiration. All my life lessons drove me to be bigger than who I was.
AmalgamDigital.com: How would you describe the Flud line in comparison to the rest of the current urban accessories, in terms of price and quality?
Doug Cohen: I think that watching the growth of Flud has been a learning experience; I don’t think anyone is doing what we’re doing. We want to make watches that are hot and aren’t selective of who wears them, and they’ve got that exclusivity like Nikes. We really wanted to bring that idea of matching that’s really hot. Usually when you buy these watches out there you’re spending a lot of money, so we decided to bring it to a price point that creates the ability for people to just be fly with one outfit or one pair of sneakers. Nixon and competitors like them have much higher price points, like our hottest shit is still under a hundred dollars. We are really about making the product speak for itself; our bio is only three lines long for that reason.
AmalgamDigital.com: How did you approach the design process for your most popular watch, The Table Turns?
Doug Cohen: Even though I was tired of doing music, I still wanted to bridge the gap of what I did and what I’m doing. I always thought it would be hot to make it look like a turn table. It’s going to be gimmicky to an extent but it connects those worlds. My boy Jim from Staten Island came up with it being a 3-d thing and not just a flat look. My main idea was to make something connect those worlds. It’s definitely our most profitable watch, and most attractive.
AmalgamDigital.com: Flud will be launching a new line of watches in September of this year, what can we expect to see?
Doug Cohen: Stuff that will really drain wallets because you’ll want to buy all of it, naw I mean you’ll see a cultivation of everything myself and my people have learned. This new guy Gary with a watch design background has stepped up our designs. It will be stuff that will fit everyone; it will be safer, and more progressive in its design. It’s a whole new line and a whole new look, and I also wanted to create something that culminates the look of the old stuff. I’m a hip hop dude to the core, I always want to do something better. If I see a hot watch I want to make something hotter than that watch. I’m always driven to do better than before.
AmalgamDigital.com: Where can people find the Flud watches?
Doug Cohen: The website Fludwatches.com, definitely Karmaloop.com big shout out to them, and Man Alive stores they’re a big mid west chain and a really dope store where you can see all the watches in person. Metro Park is one of the first stores that supported us, Up Against the Wall, and many other supported boutiques. You can find all the locations online. And we are going to try to keep growing.
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