Professor Fresh describes his family/label, Loonatix Productions, as not just a business, but as a commune - a family of artists pitching in and helping each other out.
"It's not like we have a huge studio or a lot of money or anything like that," he said.
Loonatix Productions is a family. But don't think nuclear family, think more along the lines of a misunderstood, mislabeled, cooperative of musicians working extremely well together.
Started around 1999 by Phatty McGee, Loonatix Productions slowly evolved from a DJ service to what they are today: A full-blown record label.
"You were the one, you were the founding father," Dirty D reminisced about McGee.
The transition didn't happen overnight, but all involved have found the road to be both enjoyable and successful.
It all began with McGee's in-home studio that attracted friends and connections alike looking for a place to record. While many groups came and went, the two definitive groups that emerged from those days were Ruthless (McGee, M.C. Rentz and Professor Fresh) and Playaz Lounge Crew (Dirty D and Mereness).
From the two core groups, Loonatix has released three albums, (two Playaz Lounge Crew, one Ruthless), two solo albums (one Professor Fresh, one M.C. Rentz) and a label sampler showcasing all involved entitled "Serial MCs Volume 1."
To most outsiders, the tight knit label may seem along the same vein as Insane Clown Posse. Loonatix has tried to distance themselves from the comparison and achieve the same independent business success, yet they admit they've benefited twice from ICP's presence.
The first was an online contest that Playaz Lounge Crew entered in and took second from a pool of roughly 1,000. The second was a chance to play at ICP's annual festival, The Gathering of the Juggalos (ICP fans).
Mereness remembers performing for a crowd of 7,000 with roughly a third watching their set.
"It was the first time I couldn't see everybody's face," he said.
"Insane Clown Posse fans are great fans for us," Professor Fresh said, acknowledging there may be a beneficial overlap they share with ICP.
Dirty D explained the approach to gaining momentum and fans. "You can't pick and choose who you want to like you. If there's a group of people out there who've never heard you before, you gotta go play that show and if they like you, it's fuckin' great."
The collective makes music the groups themselves want to hear, a concept Professor Fresh models his own music by.
"I don't think I'm awesome to everybody. But I make music exactly as I would like to hear it. So it's like 'choose your own adventure' in music," he said.
Summer 2006 has been the busiest for the label, including a nine date tour that took them to the East Coast and gave them their first exposure to life on the road. Hitting the road knowing they probably wouldn't make any money, the cooperative ended up in the red financially, McGee calmly recalled.
"If it wasn't for merch sales, we probably would've had to sell ourselves for sex or something," he said.
The tour was also surprising in other ways, too. Loonatix learned they had a dedicated fan base, especially one fan in particular.
"This one dude flew overnight, got a ticket - paid 300 bucks just to see another show. He'd already been to two; he followed us from New York to Philly," Mereness said.
In the coming months, they plan to release their sophomore Ruthless record "Strawberry" and the next Playaz Lounge album "Hype Hop" (the duo's name they gave to their in-your-face style and demeanor).
As for McGee's demeanor, don't think uptight CEO, regrets or stress. Just remember the family mentality on which he built Loonatix Productions.
"We all do Loonatix together. I've made some of the best friends of my life and I've done things I never would've done in my life," McGee said. "And if I died tomorrow or even today, I'd be happy because of the shit I've done so far."
www.loonatix.net
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