Deshnie Govender

Deshnie Govender (born 5 April 1985), also known as DJ Roxxi, is a South African Indian creator, influencer, DJ, and record producer.[1][2][3]

Deshnie Govender
Birth nameDeshnie Govender
Born (1985-04-05) 5 April 1985
Durban, South Africa
OriginDurban
Genreselectro house, hip hop
Occupation(s)DJ, songwriter, actress, Social media personality,
  • Businessperson
  • marketing specialist
Years active2007–present
LabelsIndependent
Websitethatdesh.com

Govender made her debut in the South African music scene in 2004 as one of the first South African Indian female Djs and producers and went on to win a Global Spin Award in 2011.[1][4]

Early life and education

Deshnie Govender was born in Isipingo, Durban, South Africa to a family of Indian descent. She spent her childhood in Isipingo and then moved to Amanzimtoti on the South Coast of Durban.[5]

Although Roxxi first planned to embark on a music career straight after high school, she ultimately chose to attend secondary education first, as it was frowned upon in the Indian community for a young girl to become a club DJ. Roxxi enrolled in Natal University to study towards an LL.B. (law) Degree, studying journalism in her second year.[2] Towards the end of 2003, Roxxi dropped out of her course. During this break she discovered her musical talents while working part-time at her mother's nightclub in Amanzimtoti.[5][6]

Career

During her first year at the University of KwaZulu-Natal, Govender left her LLB studies due to her father's demise and stepped into the family liquor business.[7] Her childhood interest in DJing, particularly remix tracks, found an outlet when her mother bought a nightclub.[7]

After a two-year stint mastering R&B and Bhangra music, her career gained momentum through a radio interview.[7] Her music style evolved from Bhangra to house, to expand to wider audiences.[7]

Following her belief in the power of good music, Govender's popularity grew, and she started headlining some of 5FM's major gigs.[7] Her career peaked in 2009 when she headlined the 5FM Vodacom Durban July after-party and toured with the Rage Fest in Umhlanga, performing alongside notable artists.[7][8][9]

In 2009, Govender teamed with Nic Billington to release her debut single "Away".[10][11] The track features Nic Billington on vocals and was produced by Craig Massiv from Flash Republic fame.[5]

In November 2012, at the first Global Spin Awards held in New York, Govender was recognized as the Best DJ in the Africa category.[12][8] Global Spin Awards are known as the DJ Grammys.[8]

In 2014, Govender released a new single 'Musica Na Alma' featuring Weza Solange, Lection and Beatmachine.[13]

In 2015, Govender worked with artists Nadia Nakai, Reason, and Yung Swiss to produce the single "Like Whoo".[14]

In 2020 Govender released a podcast, Influence Insider, which was produced by Digi Hype.[15]

Govender transitioned into digital marketing in 2015 and now works for TikTok, heading up marketing for Sub-Saharan Africa.[4] She previously worked as the head of Channel of Influence at ABinBev Draftline.[1]

Debut single

In 2009, DJ Roxxi decided to embark on a new venture. She teamed up with a longtime friend and fellow artist Nic Billington and penned a track entitled "Away".[16] The track features Nic Billington on vocals and was produced by Craig Massiv of Flash Republic fame.[5]

Awards and recognition

References
  1. "Deshnie Govender is an influencer you need to know". www.glamour.co.za.
  2. Premdev, Doreen (26 November 2006). "Roxxi's rhythm gets her into SA's top 30. - Sunday Tribune (South Africa)". HighBeam Research. Archived from the original on 8 August 2014. Retrieved 9 March 2023.
  3. Mahkanya, Siphiliselwe (16 December 2012). "Spinning all the way to 2013". TimesLIVE. Retrieved 9 March 2023.
  4. "'Dj Roxxi' is back, this time, she's sharing her knowledge!". Jacaranda FM. 12 September 2020.
  5. "Roxxi in Upward Spin - The Mercury (South Africa)". HighBeam Research. 8 December 2009. Archived from the original on 8 August 2014. Retrieved 9 March 2023.
  6. Premdev, Doreen (9 March 2008). "DJ in a spin over big break.(News) - Sunday Tribune (South Africa)". HighBeam Research. Archived from the original on 25 October 2012. Retrieved 9 March 2023.
  7. "Roxxi in upward spin".
  8. "SA DJ Roxxi goes international". Life.
  9. "Fancy, barefoot beach party for Jozi".
  10. "Celebrities who are getting their swag back". SowetanLIVE.
  11. "6 best African female DJs who are giving the men a run for their money - The Standard Entertainment". 18 September 2021. Archived from the original on 18 September 2021.
  12. "Spinning all the way to 2013". TimesLIVE.
  13. Import, Pongrass (10 December 2014). "Woman Crush Wednesday: DJ Roxxi".
  14. "Africori | DJ Roxxi features hip-hop heavyweights on her latest single 'Like Whoo!'".
  15. Vikilahle, Luthando (15 December 2020). "Deshnie Govender is an influencer you need to know". www.glamour.co.za. Retrieved 9 March 2023.
  16. "Roxxi, queen of the decks.(News) - Sunday Tribune (South Africa)". HighBeam Research. 19 April 2009. Archived from the original on 25 October 2012. Retrieved 9 March 2023.
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