The man behind that song that's been stuck in your head for months has seemingly shot up from nowhere, landing very comfortably on BBC Radio 1’s A list. Since then, hit song Ride It has amassed over 150 million combined streams and is cruising 2.7 million streams on Spotify globally a day, reaching no.1 on iTunes, Shazam and in the viral chart ahead of usual chart dominators, Ariana Grande and Ed Sheeran. Kosovan DJ and producer, DJ Regard explains how an idea that came to him when he was drunk turned into a TikTok viral hit.
“It’s an incredible, very surreal experience that I am very happy to be a part of,” DJ Regard (real name Dardan Alija) tells Headliner. “I’m very excited to be one of the most popular artists in the charts with major artists like Ariana Grande and Ed Sheeran. It’s been incredibly exciting and unexpected. The track has received support from Lewis Capaldi – I would never have dreamed to have support from a superstar like him! No matter where you are from, or where you live, it's all about believing in your dreams.”
Regard first started making music eight years ago when his cousin inspired him to take up DJing, and by the age of 15 he had picked up a regular gig in a local café in what is now Feriza, Kosovo.
Fast forward to 2019, and Regard boasts 550K subscribers and over 400M views on his YouTube channel, and is behind one of the catchiest songs of the year – a remix of Jay Sean's 2008 song, Ride It, only with a faster tempo and lower pitched vocals. So why the viral success this time around?