CM
text ASHLEY JENNERS
photography GEORGE DUCHANNES
Born and raised in Indio, California, Noemi Rodriguez, aka DJ Sugarfree, radiates creativity through her unique style and appearance. Originally a nickname because of her diabetes diagnosis, “Sugarfree” followed Rodriguez into her music career from 2007 to the present with the production of her own sounds and tracks. “When I was 17, my mom passed away,” Sugarfree reflects. “I was very close to her, so life after that was very hard. I felt very lost in life, but music helped me cope with my loss. I remember I had Interpol’s album Turn On the Bright Lights on repeat for several weeks after her death. It’s a great album that I’ll always love. Three years later, I found my calling. I’m not sure what would’ve [become] of me without music, really. I’ve always been kind of shy and antisocial, but DJing has helped me in many ways throughout my life, including becoming less of that.” Being strong through the grief and allowing music to fill the void has brought Sugarfree to a better place.
Calling her own personality “random and moody,” Sugarfree shuffles a multitude of emotions through her set list. “The songs are a bit random, like me,” she admits. I will play two completely different songs next to each other and mix them into one song that blends together.” Sugarfree attributes Tove Lo’s “Habits” as a good song that not only fits the mainstream mold but also gets the audience pumped. As the music is bumping and the crowd pulls in, having a good time on the dance floor, smiling, grooving, and singing along with the music of her choice — it inspires Sugarfree to start singing along as well. Her goal is to wipe all your worries away and find a great escape through the enjoyment of music. Sugarfree is living the dream of mixing her own choice of EDM; the selection of sets include electro house, trance, techno, pop, and hip-hop.
But don’t think Sugarfree is listening exclusively to the sounds blasting out of speakers. In her spare time, Sugarfree likes to chill out, relax and enjoy the sounds of the waves crashing down on the beach’s shore. Silence and the breeze passing through her hair has a way of inspiring Sugarfree to create unique beats in her mind.
As a producer Sugarfree channels her inspiration through the moniker “Twelfth Moon,” calling her original, dance frenzy of electronic swirls and rhythm “LoveLess.” Her top priority is enhancing the instrumental sounds of her own creation, which stems from an interest in the technique of sound design. Sugarfree incorporates sounds that she likes to create remixes of her own songs, produce tech house and trance songs, and advance in the realm of progressive house music. More than anything, Sugarfree is focused on the all-encompassing sound of her own music, refusing to be pigeonholed or adhering to any particular genre.
Although the Coachella Valley is a common running ground, Sugarfree has played gigs in various cities like Victorville and Corona, and her most memorable experience is performing in New Mexico. “I’ve been recognized for my talent of mixing music and that means a lot to me,” Sugarfree confesses. “As a DJ, you get to learn more about how the music business works, how to read a crowd, and you overcome being timid, if you ever were.”
Sugarfree has set ambitious goals for the future that include playing at the Coachella Valley Music and Arts Festival. However, she still looks forward to playing small raves, insisting it’s a more personal experience DJing amongst close-knit locals compared to massive crowds. Sugarfree’s go-to hotspot for DJing is Bart Lounge, the hybrid bar and art gallery of the Coachella Valley. You’ll catch her there laying down some tunes on Open DJ Night.