Only a Native New Yorker could burst onto the competitive music scene with electrifying energy like Price (born Jonathan Price Totaro). A man of many hats, he is a recording artist, producer, DJ, record label & clothing brand owner and professional party king connoisseur. His original productions, remixes, and exclusive edits are a perfect blend of warm electro sounds with a rock twist. He incorporates gritty electronic beats, melodic synth leads,
and banging vocals to incite crowds into a dance frenzy. It started back more than 10 years ago, a young DJ spent countless hours in his bedroom blending his record collection mashing up beats with funk and rock records on two turntables. Quickly, Price became a fixture in New York's elite club scene, playing music at night for countless celebrities from Jay-Z to Leonardo Dicaprio, Drake, Adam Levine, Cee-Lo, even Uma Thurman, and Gwyneth Paltrow. He is a frequent DJ at 1OAK, SL, and
Avenue in New York, and has played around the country in Miami, Los Angeles, Las Vegas, and Atlantic City. He has created his own signature sound of dance: a balanced blend of high energy party music with equal parts influence from rock, indie, electro, disco, and even hip hop. From the bright lead synth in his single "Daylight", to the deep, disco groove in "Let it Feel:", Price stays true to himself while carving out a lane of his own. He is known to cross genres including something he calls tropical space hop with his remix of Outkast's "Rosa Parks." When he is not touring the country, he spends countless hours in the studio writing original tracks and remixing his favorite artists, and often generously releases new music to his dedicated fans for free. In addition to his work with independent clothing label Reason, and there two New York
retail stores, he creates Reason Records, an independent dance record label that has released his own musical projects. Price is currently working on new material for his upcoming solo album, which will feature collaborations with a unique assortment of artists.