Today, we sit down with PFM of Hoverock Records to talk about his new label, his solo career and the current state of the business.

When did you start up Hoverock Records?

- We started Hoverock on January 21, 2005. 

What made you want to start up a record label?

- I've been doing music for a long time and I hated having to deal with bullshit labels and people who swore they had something for me, when they never had shit. So I gathered up my peoples and told them what I wanted to do- and they were down for it. Since then we've been working on just getting better and better at what we do- knowing that Hoverock will be that roof under our heads.

Tell us about some of the releases that you have released so far?

- Our first release was pretty much the sacrificial lamb for the label. Kite Crucifix Beyond: Valium 1 was used as a guide to learn how to put together, finalize and put out an album. By the time the album came out the music that was selected for the compilation was old. But nonetheless, the album was released, and although we had a few crappy reviews, there was an equal amount of props... I'm sure one day it'll be a classic in some bizarre form- at least for us. Our second and latest release was another experiment- Kill Ugly Remix: A Tasteful Rendition of PFM Songs by DJ Manipulator is a digital-only release that we used to focus on maneuvering products via the web. DJ Manipulator did a very ill job at remixing some of PFM's older joints (some of which are on mixtapes and compilations abroad, and others which no one has ever heard before, except for the fam.). The albums are good symbols for what Hoverock is about... a bunch of know-it-alls who don't know nothing.

Who are the artists on Hoverock Records?

- Me, TSE, Orion Pax, Iron Ora, DJ Manipulator, Attention Deficit Disco, Kems and our newest addition to the family tree: THEPARADOXICALSTATE [Jestoneart, Esq. & Dekoy-Oktopus]

What goes on in a normal day at the offices of Hoverock?

- Well the main heads of the label, me TSE and Kems run our own departments. We have jobs that we assign our selves, these jobs keep us busy and they help us learn new steps that we can take for the development of the label. Making calls, making coffee, making beats, making mash potatoes, getting blazed and thinking of how to get rich... that's pretty much it.

Tell us what releases do you have coming up for the label?

- We are currently in the contractual stages with THEPARADOXICALSTATE to release their long, long, long awaited album Dark City and Dark City Dos (Dub Sessions). If you're familiar with Atoms Fam then you probably already know about THEPARADOXICALSTATE and have atleast heard about Dark City, we're honored to be the ones that are finally going to expose this monster. Kems is almost ready to show us his Mixtape which will feature tracks from the Hoverock crew plus our fam from all over. If it turns out dope, It may become a seasonal thing-who knows? DJ Manipulator, Iron Ora, Orion Pax, ADDisco and TSE are currently working on finishing up their own projects... I know you'll be happy. I, personally, have over 14 thousand albums that I am currently working on. I hope that Knife Sequence, my LP for Hoverock/Domination (an experiment in joint ventures) will be ready by early 08... but don't hold me to it.

As an artist, do you find it difficult to run a label at the same time?

- The only thing that is hard is learning how to balance the strenuous reality of business and the creative aspects of doing music. If you do too much business, the creativity starts to fade; and if you do too much music, the tasks at hand don't get finished and the company gets weak. It's just hard sometimes being in the office and at the studio at the same time. Luckily for me, I do all of this out of my moms crib (hahahaha) But I'm a lot more balanced now than I used to be, so it's all good. The company is shaping up and we are all learning our rolls in making it stronger... eventually I'll buy my mom a new crib in Compton.

What advice would you give to someone coming up with their own label?

- Keep your eyes and ears open for new things. The music industry is changing at an incredibly scary pace, and if you're not riding the wave, or creating the wave, then you're going to get stuck in the current... damn that was deep (get it? Deep?). Just stay focused and don't stop thinking of new ways to feed your self and your musicians.. love your music, and buy Hoverock products.

Do you feel CD and Vinyl sales are going to pick back up again or will their be another format like digital distribution that will help out?

- I love vinyl, and I still use my CD player. But I do understand that times change. I know vinyl will still be loved by a lot of heads but CD's are already becoming obsolete. It's officially the digital era, and you're a fool not to agree. We still press CD's and we'll be pressing vinyl very soon... but we make sure that we have the digital grounds covered for every release. Remember cassette tapes? Stones Throw reminded you about them recently... they'll probably remind you about CD's in 10 years or so. Crazy, right?

Do you have a website or myspace for Hoverock Records?

- Si... http://www.hoverock.com/ and www.myspace.com/hoverockrecords. Be sure to check out http://www.dominationrec.com/ too!!! Peace to the gods!