Since opening its doors to the public for the first time in 2007, Woei has left its mark on the international sneaker and streetwear community with several collaborations including Asics, Patta, and Stüssy along the way.

But the interests and passions of the Woei crew reach far beyond just shoes and apparel. Besides providing the streets with the latest from Nike, Adidas, and Co., music has always been at the heart of the store. Considering the highly curated playlists and mixes that can be heard in the store and hosting some of Rotterdam's most notorious parties, the belief that music unites is deeply ingrained in the Woei DNA. 

Based on this deep connection, we want to shine a spotlight on some of our favorite local musicians to talk about what sparked their passion for music and hear their take on common dilemmas in the music industry.  


For WOEI FM episode #24, we caught up with Jaïr Umarella aka JUMA to talk about his musical family growing up, his start as a DJ during Covid, and his hotspots in Rotterdam.







Can you please introduce yourself? 

My name is Jaïr Umarella, and I’m 32 years old. Besides spinning and event planning I also work part-time at Ikea, so I mainly work in the creative sector. Originally, I’m from Ridderkerk, but I’ve been living in Rotterdam-West for 3 years now.


How did you come up with your DJ name?

My DJ name is Juma. It's a mix of my first name and last name, so I’m staying very close to myself.


What do you spin, exactly?

I grew up with music, mainly Soul and Funk. I’ve experimented with different genres, like R&B and Hip-Hop, and I also play Future beats, Afro beats, House, and Disco. So, a bit of everything.


What does a typical day in your life look like?

I have a turntable at home, so if I have to spin somewhere, I use it to prepare for gigs. I like to relax, and do everything at a steady pace. Often times I like to meet up with some of my friends to go to my gigs.


We're currently at MrNonNo, and what does this spot mean to you?

When I was in the midst of graduating, I often came here to study, and I still enjoy coming here to have a drink and to eat my favorite suçuk & goat’s cheese sandwich from time to time. It’s a cozy spot and not far from my house.





"I like to relax, and do everything at a steady pace. Often times I like to meet up with some of my friends to go to my gigs."



What does Rotterdam, as a city, mean to you?

It is a bustling city with a lot of creatives. We have a more raw/rough identity compared to other cities. You can easily notice that the Cultural sector and the people in it are making the city more fun. I’m happy that I can be a part of this by organizing parties. I'm still seeing a lot of room for improvement in the nightlife here, as in my opinion, it's become a bit quiet compared to previous years. However, I feel that Rotterdam definitely has the potential to become even better.  



What are your favorite spots in Rotterdam?

1.     Tai Wu- Great restaurant, I really enjoy going there.


2.     Mr. NonNo – As I said before, I come here often.


3.     Bird – Bird isn't my favorite place to go per se, but it’s currently the only place in Rotterdam that feature the genre I listen to.


4.     Wereldmuseum – I've been there a lot lately, also because of a recent collaboration. 



When did you realize music was going to be a big part of your life?

As I said, I've always been surrounded by music. I got piano lessons from my father when I was young, however, when I started playing football, that pretty much watered down. I come from a very musically gifted family, from both sides, actually, with uncles, aunts, etc. that are either singers or musicians. 

I love music very much, and it's a very important part of my life.


How did you decide that you wanted to become a DJ, and for how long have you been one?

Because of the free time I gained during Covid, I finally made the decision to start spinning. I have a big passion for sharing my music with others and showing people my music taste. 







What was your first performance? And how was it?

My first gig was at an illegal party that my friends hosted during Covid. I was nervous, but purely the enthusiasm of the crowd gave me a lot of motivation to pull through and continue spinning. 


Digital or Vinyl?

I would love to play vinyl, but I can only do it digitally. A lot of good songs are only on vinyl, but I’ll have to go with Digital.


What was the most absurd and challenging gig in your career?

Moluccan day at Kwaku Festival. I was very excited when thinking about how everyone attending would react to my music. It was one of the most fun challenges I've had, so far.


How do you select your music for upcoming events or mixes?

There are many parties that I get a briefing for, where I have to stick to a set genre. From there I look into what matches their vision, but if it’s not as set in stone as that, I’ll just mix everything up how I like it.


Do you have certain routines you follow that you’ve taught yourself before spinning?

I always prepare very calmly. I haven't developed a routine yet, but maybe that will come in the future.


Club nights or Festivals?

I find club nights very different; it’s much more intimate than festivals. Besides, If you open at a festival, there’s barely anyone to play for.


Opening or Closing set?

It truly depends on where I’m spinning. With the opening set, I can play what I like and then chill for the rest of the evening. With the closing set, you're going to give it your all.


If you could play in one place, which one would that be?

I'd love to spin outside of the country. In Madrid, you have a lot of cool places like ANTIDOTO. America also has some great places. I would also like to play in Bali, where I see an increasing amount of parties in the genre I play. I'd love to go worldwide.





"With the opening set, I can play what I like and then chill for the rest of the evening. With the closing set, you're going to give it your all. "



Do you currently have a favorite song you'd like to share with the audience?



What are your top 3 parties of all time?

1.     Legends – Paradiso, Amsterdam. This is where I used to go, where old-school funk and soul were played a lot. As well as the '90s/2000's R&B.


2.     ADE Selection 2019, Amsterdam. I really enjoyed my time there.


3.     Bug A Boo. This is where I played music myself, and it’s also the place where I played for a bigger crowd for the first time.



Is there something on your planning you want/can share?

I want to grab more gigs in 2023 and really pop, but for the remainder of this year, I have a couple of Christmas events lined up.



Any last words?

Be yourself!














Can't get enough of WOEI FM? Check out WOEI FM #23 with Ezri Jade!