Darrin K. Richardson was a little guy with big dreams and a booming voice. He became DeeRich, a KMOJ-FM deejay, then a nightclub show promoter, and was the voice behind hundreds of Twin Cities commercials.

"You would hear his voice and it sounded like a big man. He wasn't big in stature [about 5 feet], but he was big in character," said ad producer and friend Julian White, better known as Brother Jules. "He was a very animated, funny guy. He could sell water to a whale. He drew you into his stories; he always had a story to tell. He was excellent at selling things or an idea."

Richardson, 45, died of complications from colon cancer Aug. 16 at Mercy Medical Center in Coon Rapids, said his mother, Margrette Trotter of Abingdon, Va. He left a wife and three sons in the big home he built in Oak Grove, she said.

He graduated from high school in Milwaukee, where he worked as a paralegal before following his mother to Minnesota. In Minneapolis, he did cleaning jobs at the Metrodome, then at Abbott Northwestern Hospital, which he continued after becoming a KMOJ deejay in north Minneapolis and a promoter, Trotter said.

"He was a major player in bringing comedy shows here" like Def Jam from HBO, said David Koch, president and manager of SeVen, a downtown restaurant-lounge. "He was a hard-working person. ... He had an infectious personality and was well connected to the major stream of artists across the country. He did cutting-edge radio spots."

Richardson was an optimist who "wanted to see others do well and have a good time while they were doing it," said Koch. "He was the emcee who got up there on the mike and brought in the party. ... He was the energy behind the show."

Koch, who knew DeeRich about 15 years, said his trademark was spotless white Nike tennis shoes.

Richardson also liked to barbecue, and started including soul food at his events at the former Riverview Supper Club, White said. "His voice was real charismatic, full of energy and life," he said. "As an emcee, he clowned and interacted with people just to get everybody involved. Man, I am going to miss that."

SeVen, Epic, The View and others will hold a benefit tribute for Richardson's family from 7 p.m. to 2 a.m. Wednesday at the Epic nightclub, 110 N. 5th St., Minneapolis. Services will be held at 6 p.m. Thursday at Fellowship Missionary Baptist Church, 3355 4th St. N., Minneapolis.

Besides his mother, Richardson is survived by his wife, La Tonya; three sons, Armani, JoVahn Trey and Darrin Jr. (DJ); a stepdaughter, Siarra, of Minneapolis; four sisters, Cheri Hughes of Sarasota, Fla.; Diedra Carlson of St. Paul; Maureen Young and Rhonda Begos, both of Milwaukee; four brothers, Sean Hohensee of Abingdon; Brian of Fresno, Calif., and Devin and Keith, both of San Francisco, and a grandson.