Recently we at The Dankles were able to link up with Linus Maximilian Jonsson, the owner of Ninetofive Records and had him explain the history and goals of his hip hop beat label. Here’s what he had to say.
LMJ: “Two years now have passed since the inception of Ninetofive Records. Initially, it was a small group of friends getting together for fun, however I quickly realized I had something special on my hands and began to spend every moment of spare time that I had to perpetuate the forward momentum of the label. My personal interest in graphic design and music culminated together, enabling me to start something that would truly bring out the best from both worlds. The primary goal was to create a platform for artists; giving producers a chance to be heard and a way to get their name out, and I wanted the label to be something that was real, something unique, something pure.
The first time that I can recall ever hearing anything Hip-Hop related that really got me interested in the genre was way back when they still released 411VM movies. They had this ad running for skateboard wheels and they were playing Mobb Deep “Front Lines (Hell On Earth” (1996) [Instrumenta]. I became so obsessed with the beat that I would rewind the VHS in order to hear the beat again and I would play it over and over since the beat wasn’t full length. Since that day forward, I have always placed more stock in who actually made the beats, when it was done and what the story behind it was?
There’s way too many producers out there that stay low-key and simply don’t have a large enough audience; they don’t get the due credit that they truly deserve, and most of their composed tracks never get to see the light of day. I’ve chosen to work a lot with Hip-Hop producers, because there’s so much more going on than just a DAW behind the scene. I personally don’t know any genre today that puts in so much love and dedication towards music. There are many things people who don’t show interest in this style of music wouldn’t know about, for instance most of the producers in the game are sampling and digging huge amount of crates, spending a lot of money just for that one, special sample for which they are looking.
Looking back, I could never imagine that I would end up creating such a relevant platform for producers to receive and also get feedback on their music and ideas. There’s people from all over the world that are starting to get involved, and the label is growing bigger and bigger by the day. I’m so thankful for all the support I’ve gotten thus far, and I’m really looking forward to the journey that we will be making together.
I’d like to thank my friend & co-founder Lloyd ‘Gecko Infinite’ Skelton that passed away recently for all the ideas and things we came up with. You’ll never be forgotten. Rest In Peace.”
| The Squad |