Wolftown Recordings - Tricksta & Late |
What is the name of the label?
Tricksta: Wolftown Recordings.
Is there any significant meaning behind the name?
Late: Yes, Wolftown is street slang for Wolverhampton, the place where the
label was founded and most of the artists live.
Tricksta: Simple things, its where we born and where we live.
What were the main reasons for starting up the label?
Tricksta: To release music that we where involved in making as well as
unleashing all the raw talent we are surrounded by.
Late: We just saw it as natural progression from what we was already doing, we
didn’t have no big dreams of getting signed or anything we made our first album
pressed it up got distribution and got on with it.
Was it initially to put out your own, or friend’s stuff?
Tricksta: Yes at the start I think there was an element of that but now it
has progressed into much more with releases by DL Incognito from Canada and Cee-Rock
‘The Fury’ from New York.
Late: The first 3 albums we planned from the start but we always looked it as
long-term thing.
So, what would you say was the ethos or philosophy behind the label?
Tricksta: To release good music mainly. I don’t think we have any philosophy
behind the label we just try and keep going. I think the ethos is to work hard.
We have always known this so we just deal with it, hard work doesn’t scare us!
We are on it fully!
Late: To build a future and to enjoy what were doing so it doesn’t feel like a
job, we’re trying to build an empire.
What are you trying to achieve with the label?
Tricksta: Big things! Some are childhood dreams; other things are things are
what we want to, and other things are what we want to do to benefit the scene
and the whole genre. We just want to be remembered and be part of UK Hip Hop
history. Its early days, we have only been going properly for five and a half
years.
Late: To have a label that’s respected worldwide and take our artists to an
international level.
Where is the label based?
Tricksta: Wolverhampton, West Midlands, England.
What is the music business scene like there?
Tricksta: There are no other Hip Hop record labels in the city of
Wolverhampton. There’s a few artists doing demos and stuff, and there’s an
artist called Shimm1 just getting vinyl out, but there’s no record label pumping
out music on an international level like Wolftown Recordings. Birmingham is a
little different with Cipher and the Seven Entertainment empire releasing albums
and singles by Moorish Delta 7 and Yogi, there’s also a label called Different
Drummer who mainly release downbeat stuff also release some Hip Hop too, and
then there’s the Corrupt Village crew with Cap’ and Deadline etc. The West
Midlands is a hotbed for tight MC’s and producers but there’s no real way of
expression with open mic sessions being rare and there not being that many
labels.
Is it a problem being based where you are, away from where most of the action
seems to take place?
Tricksta: It’s a difficult one really, I think being in Wolverhampton right
at the heart of the country we at the advantage of being only two and a half
hours drive (at the most) from most major cities and with technology being the
way it is communication isn’t really that much of a problem. It kinda does my
head in a little when a lot of US acts come over to England only do London gigs.
There’s also the added factor that nearly all the distributors, publishers, TV
stations, national radio stations, major labels and artist agencies are all down
in the Smoke. BUT on the other hand, we don’t have any distractions, so we can
focus more on what we are doing.
Late: I’m more focused living here, we don’t really watch what mans are doing,
we have to work a lot harder than most mans cause were not in the London circle
and we don’t get invited to take part in certain things but were not caught up
in all the politics, I drive so if need to get any where it ain’t a problem and
at least I don’t have to pay a congestion charge everyday.
What are your qualities that make you qualified to run a label?
Tricksta: I live the music thing; simple it’s a way of life for me. It’s
like the only thing I know. I have never felt as comfortable under pressure,
than when I am busy with Wolftown. (It's like my baby!!!). When you actually
enjoy what you do it’s a bonus. I am the biggest fan of the rappers on Wolftown,
so that enthusiasm I have is genuine when I promoting my artists. You really
have to believe in your product, and have to take time out to be professional.
It’s a tough game, but somebody’s got to play!
Late: I’ve been involved in the Hip Hop scene since it started I’ve seen it turn
from what people thought was a faze to the biggest music movement/culture ever,
I’ve just developed with the scene, I've done my research.
What skills do you need and what is your background personally?
Tricksta: I worked in a record shop from 1991 to 1995 learnt about the
selling of records and distribution first hand, and then went to work at a music
group from 1995 to 1999, and have now released Hip Hop with LATE for five years.
I started DJ’ing with LATE back in 1989, so I been active in music for fifteen
years. That’s fifteen years more than most.
Late: You have to understand Hip Hop to sell Hip Hop, I tried the job thing when
I left school but it wasn’t me, I’ve been doing the music thing since from
pirate radio, club promotions, DJ’ing since 89, putting on dances, writing for
magazine’s and trying to scrape a living by doing something I enjoy.
OK, so was it hard to set up the label?
Tricksta: Very. It’s a headfuck from day one; trust me the chips are
properly stacked against you. There’s no infrastructure yet for Hip Hop in the
UK unlike America, Japan, Germany, France and Spain. So its hard yeah – it
really is, its like you get a full-page feature in HHC, you get a yourself a
video on Channel U, press 500 vinyl white labels and you’ve blown up! No. It
ain’t like that in the real world man. The reality of running a label is much
different. Bills, bills, bills!
Late: Any new business is hard to set up at the start you just gotta believe in
what your doing and keep going.
What were some of the initial problems you encountered?
Tricksta: Funding and distribution, just like every other Hip Hop label in
the UK.
What advice would you have for someone starting up his or her own label?
Tricksta: Take ya time, it’s not a thing to rush into. Get ya music sounding
nice, think of a good name and have a good logo. Don’t bite, we never do that
shit. Be original, even if people think you’re off-key at first fuck um. Do ya
own thing and go with your heart do what you believe. Belief breed’s confidence,
which makes people believe.
Now that you have been running for a while, what have you had to change in terms
of business process in order to run smoothly?
Tricksta: We have done things that we will never do again, because you learn
from experience. Sadly the only way of gaining experience is by doing it! To
keep doing it is the challenge!
What would you say is the most useful process you have put in place, and
what, in your eyes remains the hardest task to complete satisfactorily?
Tricksta: I still think distribution is a problem, I really do. The way
people are buying music is drastically changing and I hope that independent
labels can afford to be part of this. It’s such a fast moving industry right
about now.
Late: Not to run away with yourselves see thing right through to the end it easy
to start a project and get bored of it and start the next thing.
Is running a label what you expected?
Tricksta: Definitely. Everything I expected and then some. It’s NOT a
glamorous job, its stress and hard work. Mentally it can just shatter you
sometimes. Me and LATE do our own heads in with it all sometimes. We can’t speak
for longer than five minutes without the label getting mentioned. It’s a mad
life man!
Late: It does take over your life I never switch off, I can be at some ones
wedding and I find myself handing out flyers.
Who do you press and master with?
Tricksta: We master ourselves now, used to use Loud Mastering in Taunton. We
press with various manufacturers depends on the product.
What are the reasons for this?
Tricksta: Turnaround time, quality and cost.
Are there price issues?
Tricksta: We call around; there are loads of manufacturers. Places like the
Czech Republic and Holland have cheap pressing plants.
Would the artists supply their own artwork as well as music, or do you have a
graphic designer who works with the label?
Tricksta: Yes the artwork is done by Andy Hayes at Pencilworx. He has done
every single release (four albums CD and vinyl, two CD singles and ten 12”
singles), as well as all the adverts in the magazines and now the website and
all the mixtapes we are jumping off with. LATE comes up with ideas, we listen to
the artists ideas too and then Andy will come with ideas. It’s a good vibe, but
something I am not really involved in.
Late: Pencilman is the only man I trust to fulfil my concepts when it comes to
the artwork, I can do a matchstick man sketch and he makes it happen - the mans
a Dan.
What sort of advertising have you found most effective?
Tricksta: I think the HHC adverts because it’s still the only magazine in
the UK that reaches all sides of the UK. Also advertising on our website is good
too www.ragomagazine.com.
Late: Yeah magazines, that’s why we started RAGO MAGAZINE no one else was going
to put us on the front cover of a magazine when we came out so we started our
own.
What other promotional activities could you undertake? Artists getting out
and gigging must be one of the most important things?
Tricksta: Playing live is important full stop. Reaching all sectors! We want
to do this more so any promoters out there get at us
[email protected].
Late: Playing live and a video also helps but is a risky game we have spent
grand’s on a video that never got played you have to use your budget wisely.
And getting tracks on Mixtapes?
Tricksta: Yeah, collaborations and mixtapes, even doing our own mixtapes
now. Getting about full stop, networking and talking about shit is always good
for new artists too.
Late: We’re getting a lot of love in the states just lately and have been asked
for exclusives by some big DJ’s over there.
As an indie label, how do you feel about the Majors? Are there certain things
you are locked out of, like radio play?
Tricksta: I am worried about the lack of MC’s on major labels chatting shit.
I think it’s a dying shame that real Hip Hop artists don’t get a look in with
majors. They control the radio, BUT… majors are only a way of taking the cream
of a scene to a larger audience. You’ve got to be making noise to get signed,
and they are looking for things that are going to chart. Look at Estelle she
ain’t sold out, but I never heard all that singing in her earlier tracks.
Accessible is what majors do, and 85% of UK Hip Hop isn’t accessible. A lot of
people say to me that it is a genre that constantly beats itself up about not
being accepted, when it should concentrate on just doing what it does and making
the music that has to get accepted because it’s so good.
Late: The whole rap/r&b thing is getting a bit of a joke, since 1996 there’s
just a formula that majors have just rinsed with the 16 bar rap then a girl on
the hook method, its getting tired.
The scene has just split artists on majors are selling more and independent
artists are selling less. Kids are not searching for that underground artist
that much any more the radio and TV plays the same 15 artists day in day out,
its big business now so its more cut throat, with back-handers for video’s and
tracks getting played, if you ask the average kid on the street what was the
last underground release he bought or downloaded he will probably tell ya a
50 Cent or D Block mixtape, 'cause he doesn’t know about the latest independent
release because they don’t get in the magazines haven’t got a video or being
played on mainstream radio.
Do you have an online presence? What do you achieve with that?
Tricksta:
www.wolftownrecordings.com is our site now, and RAGO Magazine is
www.ragomagazine.com.
Can you explain to the readers some of the problems that labels encounter
when their material is freely distributed over the net by fans that may be
unaware of the law and how you make your money?
Tricksta: What you are doing when burning a UK Hip Hop CD for someone is
taking food out that artist’s mouth. Sales aren’t great for anyone right about
October 2004 and when people are rocking burnt copies or illegal MP3’s they
starving the artist. Without even realising it the fans rocking bootleg copies
are probably making the artist think the sales are low and make him give up.
They could destroy something before it’s even built!
Late: I dunno I think a man that’s down loads or copies an album would probably
never of bought it anyway, But saying that it has definitely affected sales
because there is always the man that before would buy an album to check it out,
now he can download and think nah I'm not gonna buy that.
Conversely, for small labels, there has to be some benefits too? What would
they be?
Tricksta: Freedom of speech, and being in control of your own destiny.
Late: Being in total control fulfilling your vision.
Do you expect any creative control over the artist’s output, or are they
entirely free to come up with whatever they want? I would guess that you would
try to come to a mutual understanding and agree on the level of commerciality.
Tricksta: All A&R is done by myself and LATE. The artist has the freedom to
do what whatever he/she/they want to do, but we ain't looking to put out shit
records nah mean?
Late: We have schooled our artist they understand the game.
Realistically, how many units are you expecting to shift of each release?
Have you found this disappointing and how do you see sales going in the future?
Tricksta: Sales are hard to come by, but it’s about building.
Late: If you ask any artist indie or major and they will always think they
should of sold more, but I think indie labels in all genres in this country that
is driven by pop music are finding it hard.
I hear artists like TY and I think this should be in the top 10. It seems if you
are
not on a major the powers that be are not gonna let it happen.
Do you have a distribution deal? If so, who is it with, what do they do for
you, and are you happy with the results? If not, how are you getting round this
and getting your product out there?
Tricksta: Wolftown has been with a different distributor every time we have
dropped an album. Pinnacle, Shellshock, Amato and now are with Units through SRD.
Are you at all interested in overseas markets? The US for example? How
important could overseas territories be to your bottom line?
Tricksta: Everyone wants to break the USA and everyone tries to do it in the
same way. There has to be a plan, a meaning to you making sense in that country.
It’s also knowing who to speak with. Europe is nearer and a little bit more
receptive to UK rap.
What activities are you undertaking to get out overseas?
Tricksta: Networking.
At present, who are the acts on the label and how did they come to be working
with you?
Tricksta: Villains, Vicious Circle, Wolftown Committee, LATE, DL Incognito
and Cee-Rock ‘The Fury’ have all had releases on the label, but we are working
on stuff for 2005.
Right, so what can we expect in the future from you in terms of releases and
label development?
Tricksta: It’s all about Cee-Rock ‘The Fury’ at the moment. That’s the next
release, a four track 12” and then the album. He’s a good cat, full of life,
animated and full of talent. He’s one of the family. Then we got some coming
from 10Shott one half of Vicious Circle.
Are you currently soliciting new material and demos from unsigned acts?
Tricksta: Not so much rappers it’s more producers we are looking for.
Late: Everyone in the Wolftown Committee is working on various projects we must
get those projects out first.
If so, what approach would you prefer potential signees to take? Is simply
sending you a poor quality demo and a hand written note enough, or do people
need to make a better impression than that?
Tricksta: CD only. And track listing and contact details need to be on the
CD in case we lose the case on our travels.
Late: We get a lot of CD’s sent to us that haven’t even got writing on them just
a phone number saying bell me, as soon as you put it down in the office you have
lost it, there is so many people rapping now you have to stand out from the
rest.
What difference would it make if someone stepped to you with a fully recorded
and finished LP? Are you going to look at them more favourably because you
wouldn't have to do much, or maybe that wouldn't leave you the option to mould
them or give them any direction?
Tricksta: I would listen and if it was good enough we’d release it simple
things.
Late: Yeah because if I have to get you in the studio it means I'm not in the
studio or our mans are not in the studio and we all no how precious studio time
is.
Do you have any studio facilities and in what ways would you be looking to
develop artists if you take them on?
Tricksta: We got a set up in my cellar. The lab, the cellar, the basement
whatever, it’s the big mans room!! That’s where a lot of the best hooks and
rhymes are written!
Does the label do anything to either give back to the community or try and
stand up and say anything political?
Tricksta: Me and LATE do RAGO Magazine which is a FREE Hip Hop magazine, we
give that away to the youths and show them that shit can be achieved. It’s going
on line now too, we do RAGO because we know the hard work that goes into music
and sometimes man gets NO recognition. We like to give back to Hip Hop and
www.ragomagazine.com does that. I also
www.ukrunnings.com a UK Hip Hop only
mixtape which encourages man to send freestyles or tracks to get on there.
If it is the case that you are too small and your finances don't allow you to
do so, would you have any aspirations to do so in the future and if so, what
would you like to achieve?
Tricksta: To open peoples minds more. People are so fucking blinkered in 2004
just into like the top 15 rappers or UK Hip Hop but just London artists. I don’t
just mean Wolftown here, there’s bare shit all over the world not getting a look
in because the MTV generation don’t think you exist unless ya on the telly. I
would like to think that Wolftown offer a different and original flex, we
unique. Ain't no label in the UK like Wolftown.
You have entered what is becoming an increasingly crowded marketplace, with
many new labels springing up almost weekly. Is this competition good for you?
Tricksta: Not being big headed but a lot of the new labels only stay around
for two to three years or something, there’s not much staying power in some of
these labels. As the market place gets crowded only one thing can happen, it
will implode. All the fake wannabe’s will not sell units get bored and die,
those not releasing good music will die and all that will be left will be the
serious people.
Late: We don’t see any one at the moment as competition I just think there is a
lot of people in the way clogging up air time with shit music, people rapping
for the wrong reasons, doing it cause it seems a cool thing to do not because
they want to express their art form, a lot of mans came out of garage and jumped
on the rap ting cause they wanna make a little change and have no knowledge of
Hip Hop lets see where they are in another 5 years.
Do you think UK Hip Hop is a fad that will pass, or will it continue to grow?
Tricksta: I have been into UK rap since 1986 and still into it strong. From
Duke, Einstein, Mell’O’, Goldtop, London Posse, Blade, Caveman, Hijack, Demon
Boyz, Lords Of Rap, Daddy Freddy, Overlord X thru to Skinnyman, Mystro, Jehst,
Creamo, Blak Twang, Roots Manuva, Lowkey, Karl Hinds, Social Misfits, MD7, Yogi,
Seanie T, Universal Soldiers, Symbolic, Tuberculosis, 57th Dynasty, I love it
all. To me it isn’t a fad, but the people in media who blew it up in 2001 have
moved on, but so has the music.
Late: I can see the media and majors fucking it up a bit with groups like Big
Brothers and rent-a-rappers that spit a 16 about ice and bling on a r&b tune,
But as the scene develops I hope that certain mans will retire from rapping and
become the men in suits and run companies and continue to build the scene and
develop artists and labels.
Generally, although your label is slightly different, what are your thoughts
about the state of UK Hip Hop?
Tricksta: It needs more characters in the scene, less rappers and more
promoters! I think all the fucking crap needs to fuck off, all that fake Yankee
shit and all that ‘complicated wordplay metaphor’ bollocks that sounds like some
reading a Thesaurus!
Late: It’s more healthier now with things like 1Xtra, but it’s still in a bit of
a mess. The scene is split into 2, There’s the mans who are making albums doing
live shows trying to push their music and the UK movement forward to get the
recognition they deserve, and then there the mans that have got 2 Jay Z albums
in their collection and have decided to make a Hip Hop video and press up a mixtape and murk mans on a playstation beat.
Are there any UK artists that you might potentially like to sign if they were
available, or get to collaborate with any of your acts?
Tricksta: Nuff. There’s a lot of talent out there man, and I am finding new
talent every week. We are always looking for man to collaborate with and are
always up for steppin’ on mans shit too. Check my mixtapes
www.ukrunnings.com to
find out what I’m on!
Late: I love doing collaborations that’s why I done the International Rhyme
Spittin project I’m the only man in the world to have a posse track with 50 MC's
on it from all over the planet.
To bring this to a close, do your marketing bit and tell the readers where
they can pick up your stuff?
Tricksta: The newly designed
www.wolftownrecordings.com you can buy on-line. You can get it in HMV too.
As an introduction the label, which records would you recommend the
uninitiated to pick up first?
Tricksta: Villains ‘UK Sound’ and ‘Dark Visions’, Vicious Circle ‘Told You’
and ‘Burglars’, Wolftown Committee ‘Blast’ and ‘Dangerous Place’, LATE
‘International Spittin (Featuring Cee-Rock ‘The Fury’ and LATE’s ‘Cold World’
track which features Houston legend K Rino, Problem 13 & Miami Mac from Southern
Affiliate and Kuwait. Oh, and lock ya'self in a room smoke a phat skunk head,
down a quadruple brandy, put ya head phones on, turn the light off and listen to
‘Dark Angels’ by Wolftown Committee.
Late: First get “Villains” - Welcome To Wolftown. Then get “Vicious Circle –
Bagged out” then “Wolftown Committee – Legendary Status” then get “Late –
international Rhyme Spittin” and you will get the full picture.
Is there anyone else you would like to big up?
Tricksta: All the Wolves crew, everybody that has properly helped the label
and everyone who has brought a record on Wolftown Recordings. We salute you!
Late: Everyone that has ever supported Wolftown Recordings and everyone that
featured in the International Rhyme Spittin EP.
MORE INFORMATION:
www.wolftownrecordings.com
www.ragomagazine.com
www.ukrunnings.com
SHOUT TO SOME OF OUR AFFLIATES:
www.fileunderHip Hop.com
www.profyle.co.uk
www.pencilworx.co.uk
Thank you for your time..
I SHOULD BLOODY THINK IT TOOK FOOOKIN AGES ha,ha,ha!!!
Related Links:
Visit the Wolftown Committee on the web:
www.wolftownrecordings.com
Wolftown Recordings, PO Box 1668, Wolverhampton, England, WV2 3WG
Email: [email protected] ::
Tel/Fax: +44 (0) 7974 977 376
Intro |
Early Doors: 1979-1985 |
False Dawn: 1985-1990 |
Underground Years: 1990-1995 |
The Renaissance: 1995- 2000 |
The Future: 2000 & Beyond |
Artists & Discographies |
Send all comments, suggestions, & questions
to: (QED) |
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