On game days in Clemson, the roar of the crowd and the pulse of the music go hand in hand. Whether “Swag Surfin” at Death Valley or setting the tone at basketball games, Donsha Butler is the heart of any fan’s experience.

Donsha Butler, better known as DJ Sha (pronounced Shay), is the voice of Clemson athletics. His music and energy set the stage for unforgettable experiences. From his early musical dreams to cementing himself as a campus icon, his journey is one of passion, perseverance and relentless pursuit to entertain fans of all kinds.

Music has been a large part of his life since childhood, especially artists like Michael Jackson, who wanted to push the boundaries and do things outside the box.

“I’m just a kid who loves music and people,” Sha said in an interview with The Tiger.

He knew he wanted to make a career out of bringing people together.

DJ Sha got his start through local connections in Greenville, South Carolina, where he began to build his reputation while refining his mixes. Over time, he expanded his reach to Clemson, performing at weddings, proms and other parties and events. It was there where he’d build connections to Clemson’s marketing department.

His big break came when the marketing department reached out for a recruitment picnic event, later sparking a conversation with Clemson football head coach Dabo Swinney.

“Swinney was there,” Sha said, “obviously mingling with everybody as he always does, and he was out there dancing. He came up to me and asked how I felt about doing some practices. And I’m like, ‘let’s do it.’”

The offer was more than just another gig to Sha, as he had grown up a Clemson fan his whole life.

Growing up in the rural town of Ninety Six, South Carolina, with just over 2,000 people, Sha had always cheered on the Tigers. Whether attending home football games or watching on TV, Clemson had always been part of his life.

Sha officially became part of the Clemson team in 2015, just as the Tigers were changing their image from a rising force to the national powerhouse they are today. However, he didn’t initially get the attention at games that he receives today.

Over the course of his first season, Butler was stationed in the press box to play for the crowd — rarely shown on the jumbotron and away from the fans. The initial moments, filled with both excitement and uncertainty, eventually led the way to the spotlight that we’re accustomed to today, including his own DJ setup on the west side of the stadium, as well as mic time during other events.

While his role may seem effortless to those from the stands, his attention to detail and work behind the scenes truly set Sha apart.

Preparation is everything for Sha. Just as the athletes are doing everything they can to perform, he understands the same goes for him. He arrives at games hours before they begin to set up his equipment and review his scripts.

With the ever-changing nature of music, he’s always ready to accommodate new songs and make last-minute adjustments.

“I’ve been at football, and guys will text me right before kickoff, asking, ‘Can you edit this song late?’” Sha said, “I want to do everything I can for them, so I need to stay ready.”

Every detail matters; he edits songs and ensures there’s no suggestive content to ensure everything is family-friendly. Grandma wants to enjoy the game, too!

Despite the preparation, no two games are alike. The song choices are always unique to the game and situation at hand.

“If I see the crowd isn’t into it, I switch it up,” Sha said.

He’s constantly gauging the crowd’s energy throughout the game and adjusting the music and energy accordingly.

Most importantly, throughout his time at Clemson, DJ Sha has most enjoyed connecting with fans and being part of the community.

One moment, in particular, stands out to him: a young fan named Ezra mimicked DJ Sha and was featured on national television and the jumbotron alongside him.

“Moments like that make everything worth it,” Sha said.

The clip went viral, and Sha went the extra mile to reach out and find the fan through social media. Later on, he met up with the fan and gave him his own DJ gear and merchandise.

DJ Sha’s approach goes far beyond being a DJ; he’s a connector. His “God first” philosophy and love for the people around him make him a campus celebrity. From a once hopeful musician to the voice of Clemson athletics, his story is nothing short of inspiring.

Even with the success and accomplishments, Sha’s story is still unfolding and is far from over. He remains humble and driven, and he’s always looking for new opportunities and ways to expand to new sports and events.

Through music, passion and the relentless pursuit of bringing a community together, DJ Sha has transformed Clemson athletics into unforgettable experiences for all.