Jerry Heller – who co-founded Ruthless Records with Eazy E resulting in the classic NWA, MC Ren, Above The Law and Bone Thugs-N-Harmony releases – has returned to the music industry once more, this time with the veteran Westcoast producer Johnny J.
Streetlife/Klock Work Records came into legal existence on January 16 in agreement between the two. Pablito Vasquez was also incorporated into the structure of the label; he will serve as a bridge between the business and artistic sides of operation.
Heller, who was instrumental in bringing Westcoast rap to the masses, will bring the same mindset to the label he previously used with Ruthless Records.
"Part of the Ruthless model was having great production, a strong business vision, and a deep connection with the streets," he said. "The new label will focus on working with one album at a time, with more upcoming artists waiting in the wings. Most independent labels over-extend themselves, leading to failure."
Johnny J – producer and Westcoast legend in his own right – joined the project which ultimately unites the two of the best from the West.
"I decided to partner with Jerry Heller, who is a major figure, responsible for the success of West Coast rap music," Johnny J commented. "The fire would not have been set off without Jerry providing the business acumen."
There is no doubt that rap will be an exponent of the new label, but it certainly will not be restricted to a single format as Pablito Vasquez noted.
"It is going to be about the streets, but we will release music and artists that will transcend both cultures and transcend neighbourhoods," he explained. "We are going to be about where we came from, but we are not just limited to a hood mentality. Our minds and our music go way beyond that. [The label] will not be tied down to or limited to certain musical styles or genres."
Vasquez has partnered with Heller before in the Latin rap label, Hit A Lick.
Streetlife/Klock Work Records came into legal existence on January 16 in agreement between the two. Pablito Vasquez was also incorporated into the structure of the label; he will serve as a bridge between the business and artistic sides of operation.
Heller, who was instrumental in bringing Westcoast rap to the masses, will bring the same mindset to the label he previously used with Ruthless Records.
"Part of the Ruthless model was having great production, a strong business vision, and a deep connection with the streets," he said. "The new label will focus on working with one album at a time, with more upcoming artists waiting in the wings. Most independent labels over-extend themselves, leading to failure."
Johnny J – producer and Westcoast legend in his own right – joined the project which ultimately unites the two of the best from the West.
"I decided to partner with Jerry Heller, who is a major figure, responsible for the success of West Coast rap music," Johnny J commented. "The fire would not have been set off without Jerry providing the business acumen."
There is no doubt that rap will be an exponent of the new label, but it certainly will not be restricted to a single format as Pablito Vasquez noted.
"It is going to be about the streets, but we will release music and artists that will transcend both cultures and transcend neighbourhoods," he explained. "We are going to be about where we came from, but we are not just limited to a hood mentality. Our minds and our music go way beyond that. [The label] will not be tied down to or limited to certain musical styles or genres."
Vasquez has partnered with Heller before in the Latin rap label, Hit A Lick.
