Ruthless
Records co-founder Jerry Heller is set to return to the music industry with the
formation of his new record label, Streetlife/Klock Work Records.The
former NWA manager signed an agreement Tuesday (Jan. 16) with veteran producer
Johnny "J" and Pablito Vasquez, who will act as a liason between the
label’s artistic and business endeavors, in addition to dealing with contracts
for Heller and managing Streetlife Records."This
is the label where corporate meets street," Heller told AllHipHop.com in
a statement. "Our goal is to bring back economic integrity to the music business.
The record industry was supposed to be a win-win situation between the artists
and the labels. The way the business is structured now, however, many artists
on major labels have to sell close to a million and a half units to recoup and
break even. That is not what our label will be about. The music industry is supposed
to be about everyone involved making money."Heller’s
impact on West Coast Hip-Hop was cited by Johnny "J" as the reason behind
his involvement."Every
day I am heard on the radio throughout the country, and that has been consistent
throughout the years," said Johnny J, who owns the production company Klock
Work Entertainment and is best known for his groundbreaking work with Tupac
Shakur. "I decided to partner with Jerry Heller, who is a major figure,
responsible for the success of West Coast rap music," Johnny J continued.
"The fire would not have been set off without Jerry providing the business
acumen."While
observers may assume that Streetlife/Klock Work will specialize in rap, Vasquez
points out that the label "will not be tied down to or limited to certain
musical styles or genres."This
is going to be way past the hoods," Vasquez added. "It is going to be
about the streets, but we will release music and artists that will transcend both
cultures and transcend neighborhoods," 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."Streetlife/Klock
Work is the latest venture for Heller, who recently released the book Ruthless:
A Memoir. The
new company, though different, does share similarities to Ruthless, which Heller
founded with Eric "Eazy E" Wright."Part
of the Ruthless model was having great production, a strong business vision, and
a deep connection with the streets," said Heller."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."
