Underground hip-hop has left the building. The genre's two biggest independent labels, Def Jux and Rhymesayers, have both embarked on respective fall U.S. tours to promote their latest releases and newest artists. There is no doubt that mainstream hip-hop has continuously dominated the billboard charts and MTV's airwaves, but the underground movement maintains a steady following and many critically acclaimed acts to boot -- minus the major label support. While these independent labels allow artists an unusual amount of business and artistic control, running these labels successfully is never easy work.
For the owner of Def Jux, rapper and entrepreneur El-P, gaining financial control of his art was the main impetus for starting his label. "I don't like having to explain my idea or vision," says El-P, who parted ways with his former label Rawkus several years ago. "It's okay to be mainstream, but you gotta work to get there and you gotta bring the music... A company without somebody's soul is just a company," says the New York native and former member of Company Flow.
At Def Jux, where the aim is to let the artists have freer reign, going on tour is a family affair. "The only reason they are even on my label is because they're my friends," says El-P. The Def Jux tour, which will go through 24 cities in a little over a month, also features West Philly resident RJD2 and stage master Mr. Lif. Even with a hectic travel schedule, El-P looks forward to recording in the future. "I've got some fire under my ass now," El-P said. "I'm not waiting five years between albums anymore."
Since El-P's album Fantastic Damage came out last spring, Def Jux has been prolific, with several releases including RJD2's debut, Deadringer. The DJ's album, which is mostly instrumental, was welcomed by music enthusiasts and nominated by Roots' drummer Questlove for the prestigious Shortlist Prize. "We think of underground and pop artists as being total polar opposites," says RJD2, a recent Philly transplant. "It makes me curious to know who else has heard the album." The arts community seems to be taking notice --Def Jux also received Shortlist nods for El-P's album, as well as for discs by Aesop Rock and Cannibal Ox. "We are the vanguard of this shit... a lot of cats are looking at us as being ahead of the pack," El-P boasts.
For the Minneapolis-based Atmosphere, there's a fine line between humility and apathy. "This album is as wack as the others," says lead rapper Slug in a jocular tone, regarding his recent release God Loves Ugly. The album, which was released on Rhymesayers -- the label partly owned by Slug -- has already sneaked onto the Billboard charts (#139 in its first week). "I'm not Mr. High Self-Esteem, so when I make a bunch of fuckin' kids smile that gives me a sense of purpose."
Rhymesayers, much like their brethren on Def Jux, are a close-knit group of artists. "I don't collaborate with people I don't know," says Slug who only works with "friends." Unfortunately that doesn't make touring to promote his album any easier, as the artist recently lost his voice. "It's been hectic.We did 14 shows without a break and it kinda beats up your throat."
Being involved in the business side of the art, Slug feels has made him "a smarter artist and a slicker business man." Despite his modesty, Slug has a ridiculous work ethic even when off-tour, sometimes spending 12-hour days in the studio. But he doesn't have any long term vision for his company or himself: "I take everything as it comes in terms of my 'musical 'career'... I've never been one of those guys who has a five year plan... I've already achieved the goals I've set out to achieve. Everything else is salad dressing"
