Today we’d like to introduce you to Penny Lane. Them and their team share their story with us below:
Bashia Jones, better known as DJ Penny Lane started DJing in 2013 after a friend of her’s named DJ Ricochet convinced her that she should be a DJ and took her under his wing to be an apprentice for 6 months. Once DJ Ricochet felt that Penny Lane was ready to introduce her talent to the world, he planned a coming out party for her to DJ her first gig and the rest was history. She started getting booked for gigs all over Philly, her hometown and other cities in the tri-state area. Her big break came six months into her Dj Career in October of 2013, after Philly’s own meek mill sought her out to open for him, DJing one of the biggest concerts in their hometown, Powerhouse, with 20,000 fans in attendance further pushing her brand to the masses. Penny Lane felt like she had conquered the largest events in her city and decided she wanted to take her talents on the road. Moving to Atlanta, GA to attend and eventually graduate from scratch academy to advance her DJ skills and career, she ended up getting corporate gigs and residencies with Nike and Aloft hotels in Atlanta, was chosen to film 2 episodes of Revolt TV in Los Angeles, California, was booked for numerous clubs all over Atlanta, landing gigs in many different states, becoming an on-air mixer on IheartRadio’s Atlanta’s 105.3FM the beat, and ultimately becoming the Official DJ for grammy nominated artist Roscoe Dash for a few years, and currently Multi-Platinum Artist Jagged Edge.
Through all of these experiences, Penny Lane decided to create a Collaborative Creative Coworking space called NDSTRY ATL. NDSTRY opened October 7, 2022 in Atlanta, Georgia. NDSTRY ATL is an 8500 square foot space that houses 2 record label standard recording studios with the top equipment, podcast studio, photography studio, DJ Jam room, event space, art gallery, lounge, laptop bar, conference room, Merch store, and private offices.
Creating NDSTRY was honestly the most challenging thing I’ve ever done in my life. From getting my building a month before covid hit to shady contractors, losing tons of money, having to hustle so extremely hard to continue to be able to work on this project, being stressed out and losing weight, tears, and the unexpected always happening. I even lost one of the biggest parts of myself while I was doing this project, but I pride myself on my resilience and I truly had a vision so every single day I forced myself not to give up on my vision and that ended up being the best decision I ever made.
I didn’t just create NDSTRY for myself. Being in this NDSTRY as a DJ for 9 years, as a recording artist and creative before that, I felt there was definitely a need for a space like the one I created. I’ve watched creatives including myself get taken advantage of because they didn’t have the resources to make their dreams happen or even create their content. I felt as a DJ we had nowhere to go, and I felt like I shouldn’t have to book studio time whenever I needed somewhere to be creative or be around other creatives. I’ve watched so many people capitalize off of others people’s talent simply because they lacked knowledge or resources.
Moving to Atlanta many years ago really opened my eyes to the “NDSTRY”. From attending scratch academy to become a better DJ, to DJING on tour and in the clubs, and becoming an on-air mixer on radio, I’ve met so many talented individuals who had so many questions for me and I felt like I was outsourcing people to so many different places when it clicked to me. WHY isn’t there one place that creatives can have access to make their goals and dreams happen. I created recording studios with the same top-quality equipment that large labels have with an even better customizable aesthetic. I created a customizable podcast studio to fit any creative aesthetic and interview style. A quality photography studio with the top cameras available to rent so that you will get quality pics for content, marketing, and single/album covers whether you have a professional photographer or not. The first B room of its kind. A DJ Jam room with every piece of equipment a DJ could dream of with a Lightshow and dope aesthetic to make content, teach or learn how to dj, and to just have a place to jam. A state of the art A room. An Event space/ rehearsal space/ performance space to do all of those things and hold your single release, album listening event, show, or to come to our networking events. Networking events that teach you how to get access to funds to fund your dreams, fix your credit, obtain commercial space, or basically learn any of the many things that I’ve learned how to do or that my successful peers well versed in.
NDSTRY is a black female-owned creative collaborative multimedia space. Our memberships allow for you to have access to the space but more importantly network with other creatives to share knowledge, create content, and elevate. You do not have to have a membership to book the space, but if you want to have access every day to the facility for co-working, it is required.
NDSTRY is an acronym for NEVER DOUBT YOURSELF, AND STILL TRY TO REACH YOUR DREAMS AND GOALS NO MATTER WHAT. Outside of the obvious if you want to be in the “INDUSTRY” come to “NDSTRY”. I put my heart and soul NDSTRY and I hope it can inspire you to not only set your goals and stick to them but take control of your own talents, bet and capitalize on yourself.
We are now open for memberships and bookings. www.NdstryAtl.com
We all face challenges, but looking back would you describe it as a relatively smooth road?
There has been a lot of struggles. It took me 2.5 years to get the space exactly how I felt it should be. Covid was a big struggle with the world pretty much shutting down and the price of materials doubling and tripling. Stress from shady contractors, having to pay rent on a building for years that I wasn’t making any money off of. Still having to travel for work and find creative ways to continue financing my dream. Losing people who were closest to me and suffering traumatic experiences. It has actually been the hardest thing I have ever done. Staying focused when everything around you was working overtime to keep me from reaching my goal.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I am a Dj, female DJ at that, succeeding in a male-dominated field. I am most proud that I hit every single goal for my career that I set. I am an overachiever so I do whatever it takes of me to reach my goal. From moving to a new city by myself and growing my brand, getting on radio, getting on tour, being able to pick and choose the gigs I want and still survive and create a fruitful life for myself. Getting on radio which was a huge goal of mine. To finally opening NDSTRY my place of business which is a complete dream come true for me. I am most proud of all those things because everything I said that I was going to do, I’ve done. I also have more goals and dreams and I don’t plan to stop anytime soon. I believe the thing that most sets me apart from others is my resilience. I don’t take no for an answer, I always find a way. I am my toughest critic so I am always thinking of ways to advance or better myself. I’m never satisfied, and I don’t believe that there is anything that I can’t do. My family raised me with the upmost confidence in myself, and I have always believed in my abilities.
Do you have any advice for those looking to network or find a mentor?
Honestly, I find information wherever I can get it. DJ Ricochet was a big mentor of mine when I was in Philly. DJ Tephlon and DJ Ace became my mentors for a couple of years when I got to Atlanta. I call on my DJ peers when I have questions or need help with anything DJ wise. I believe the best way to find a mentor is really to just work hard. People will notice how hard you work or how focused you are and will be willing to help you. People see your potential when you work hard. Youtube and google provide me with endless information and tutorials on pretty much anything I need to know. Be a good person and you will attract everything that you need.
Pricing:
- NDSTRY Membership $199 per month
Contact Info:
- Website: www.ndstryatl.com
- Instagram: @pennymoreproud @ndstryatl
- Facebook: Bash Jones and NDSTRYATL
- Twitter: @pennymoreproud @ndstryatl
- Youtube: https://www.youtube.com/@djpennylane1882 and https://www.youtube.com/@ndstryatl3825
Image Credits
Picture of DJ Penny Lane is by Rious. Pictures of NDSTRY ATL are by Penny Lane.
