Rap

Producer, Artist, PHAT beat maker...the list of skills possessed by AFX is as long as Bill Gates' bank!

Hard Place - You've been involved, in some way, in music for a long time. Most of your life in fact! What made you first drag your attention away from the playgrounds to your start in music?

AFX - Yeah...I have been involved in music since I was 7. I used to sing in the church choir back then. I still can sing now. But, from there it went into wanting to learn how to play an instrument. I took up drums in Junior High and played in the marching band. Right about the same I started beatboxing. When I graduated Junior High, I was supposed to play in the band at Hawthorne High. But, I was told that I couldn't go to that school. So...I ended up going to another high school. That ended my drum playing since I didn't want to play for that school. In 1986, my mom bought a house in Pomona and we moved out there. During the summer of 1986, I bought me some DJ equipment and learned how to spin. I also learned how to transform which was not done by many people in my area at that time. Later that year, I bought my first drum machine...a Boss Dr. Rhythm. That started my love for programming drums. Since I had a drummer’s background, it was easy for me to do. Soon after, people heard the drums I was programming and asked me to do the drums for their songs in the studio. :) In 1998, 2 of my friends and I formed a clique called P.I.E.. At the time, it stood for Posse In Effect" as that was a popular thing back then. Now “P.I.E.” stands for “Pomona’s Insane Empire. P.I.E. had groups, artists, and dancers in it. At it's largest size, there were over 50 people in P.I.E.. We were like a West Coast version of Wu Tang! I was the DJ for two groups in P.I.E...Too Def Creations and Chill & The Wiz. In 1990, I formed another group called 1st Brigade.

In 1991, after I returned from Desert Storm, I was more determined than ever to get things going musically. So...my group and I put together a demo of 4 songs. One of the songs, "Slow Dance On The Killing Field", included the same sample that Dr. Dre used for "It's Nothing But A G Thang" which was released about a year later. Talk about being ahead of the game! If I only knew! At that time, it caught the attention of Berry Gordy of Motown. Now...Motown didn't have a Rap label at the time. So...it didn't go much further than that. In 1993, I bought my first keyboard and started learning how to play. The rest is history! :)

My love for music was highly influenced by my mom, as she was an avid music lover. She used to dance a lot and we always had music in our house. I used to DJ some of the parties growing up. :) My brother, Mad Man Smooth, was influenced as well. We were so much into music that instead of buying candy and stuff like that with our allowance money, we used to buy 12" singles and 45s. :)

HP - What can I say? That's just an awesome list of achievements and motivation!! Over the years it seems that your style has changed it's flow quite a bit. If you were to slap a label on your style now... what would you call the AFX sound?

AFX - Well...I didn't mention a couple of other deals that came my way that fell through. One was for a $10M label deal. That is a story in itself!

As for my style, I try to change up every now and then to keep fresh. It's all about evolving. If you don't evolve, then you get left behind. Now...don't get me wrong, I can still do the classic AFX sound from 10 years ago. But, I try to learn different styles to keep me well rounded. It improves my skills. Right now, I produce Rap, Hip Hop, R&B, Rock, Techno/Electronica/Dance, Reggae, Smooth Jazz, and a little Pop, Salsa, and Reggaeton. I want to learn as many styles possible. It allows me to intermingle the different styles to come up with something new. I'm not afraid to try new things. :)

What would I label my sound? I don't think I have a sound. That's because I'm so versatile. But, I do have a signature. A lot of people tell me that they can tell what tracks I have produced by the way it's arranged and mixed. So...I guess...that can be taken as my sound. Or maybe West Coast Grooves would be closer.

HP - Ok, so the AFX sound *is* "The AFX Sound". I can feel that. You do have a pretty unique quality to your work, and that is key! West Coast is also very fitting. You mentioned a label deal that fell thru, care to elaborate?

AFX - Yeah...you can say that. My sound is the quality of my work just like Dr. Dre and DJ Quik. You can tell they produced it usually right from the jump by the way it sounds. Not necessarily by the track itself. Feel me?

I'm told on a regular that my quality is top notch because it's so crisp and clear. I take pride in making a song sound the best that I can. It's actually funny how some of my rough mixes sound better than some people's final mixes. But, it's all about knowing what you're doing. I don't have topnotch gear. I just know how to get the best out of what I got. That's the important thing to remember.

As for the label deal...it went like this...Back in 1998, I put together a compilation. It was called "Studio Time". It was recorded and mixed entirely at my house. The CDs were manufactured out of my house also. I went through a lot of inkjet cartridges that's for sure. Anyway...a female friend of mine knew a guy that managed. So...she told him about us. She arranged to have us...all the artists involved with the compilation and myself...to meet at her house. To protect his identity, we'll call him "R". "R" heard the "Studio Time" CD and wanted to see if he could get some interest. He asked for 10 copies and I got them to him. Well...2 1/2 weeks went by and Sony and BMG were interested. He told us that one of them was offering a record label deal. We were happy of course. He shopped some of the artists he had as well as my compilation. Well...he needed all the artists to sign to him in order to lock the deal. All the other artists had signed except those that were working with me. My brother and I brought in our friend Big Steve who was a manager to negotiate the deal. "R" offered a 2-year, 2-album deal. But, we would have to sign as a group. That was a problem as we were not a group. The compilation had 4 solo artists, a group, and a producer. Also, by signing us as a group, if one person wanted out, the whole deal would be null and void. So...Big Steve offered a counter deal, which was a 3-year, 3-album deal with first option. First option is when the contract has ended, they have the first option to match or refuse an offer by another label. Also, we weren't going to sign to the label. We would form a production company, which would sign to the label. The artists would sign to the production company in order to protect both sides. Well...needless to say, "R" wasn't happy about that. He started getting shady after that. In the end, it turns out that "R" lost the deal because the entire deal was based off our compilation more so than the other artists. But, we were smarter than to just sign to him. Who knows what happened to the other artist that signed to him after the deal was lost. I'm just glad we weren't stuck!

HP - Sounds like ya'll made a good choice though. That would have been a very difficult contract to fulfill. In my personal opinion, it was his mistake for not accepting your terms. His loss.

So, now to the present…Sweat Shop Recordings, what can you tell me about that and your role in it?

AFX - Well...to a point it sucks. We made a good choice by not being stuck in a contract. But, at the same time, who knows what difference it would have made in our lives now. Feel me? But, that's how it goes sometimes. I just feel that our time is coming.

Sweat Shop Recordings is the baby of Mad Man Smooth and myself. We founded it back in 2000. I've been talking about our own studio and label since 1988. But, back then, people thought I was nuts! When I dropped the "Studio Time" CD back in 1998, it was dropped under Lifeline Entertainment. Now...we didn't have the name legally. But, that was the name we wanted to use. Well...it turned out that Lifeline Entertainment was an Adult Entertainment company. LOL! That was some funny shit! So...we dropped the name pretty quickly.

The name Sweat Shop actually came from my studio. I have a modest home studio. Nothing major. It's in the 2nd bedroom of my apartment. When we record, we have to close the door and the window. Well...it gets up to 100 degrees in the room from all the equipment and bodies in the room. So...people would literally start sweating while recording. So...the artists started referring to the studio as the "Sweat Shop". So...I took that name and added "Recordings" at the end of it to form the label. The reason why I went with "Recordings" instead of "Records" is because the word recordings is more broad. That leaves us room to grow. Feel me?

As for my present role in Sweat Shop Recordings, I'm one of the founders and partners. I'm also the main producer for the label under our production team, Demolition Men Productions.

HP - Alright, see, now that's some real shit there!! You've come a long way in the business...from church choir all the way to partner and co-founder of a record label. Very impressive man! Very!

So, where does AFX go from here?

AFX - I just keep it real! No need to put up a front. There's too much of that already in the industry. Feel me? I've definitely come a long way. But, that just shows you that music is in my blood. Music is a part of me and who I am.

Well...where I want to go from here is to the next level. I want to get Sweat Shop Recordings and myself to that point where people really know who we are. There are people in industry that know who AFX is. But, the problem is that I have been out of the loop for so long, that it's hard to get back in. So...I want to reestablish myself and make AFX a household name like Dr. Dre, DJ Quik, Kanye West, and Timberland. Feel me? I also want to get to the point where I can concentrate on doing production and not so much the business side. But, the reality is that more than likely that won't happen. I like to be hands on too much. :)

HP - Ha ha! Yea I feel ya...Ok, so dig...I had a few more questions, but truly... you have answered everything I can think of for the moment. It has been a real honor and privilege to speak with you, and to hear what AFX has to say about AFX. Hopefully we will do this again sometime ;)

On our way out, is there anything you would like to say? Anything I haven’t asked that you would have like me to? Feel free to just flow man, tell us what is on the mind of AFX.

AFX - I guess I have been right on point with my answers then. That's a good thang!

It's been my pleasure to speak with you as well. You're a cool dude! You know how to ask questions and get stuff people want to hear or know about. That's good stuff! Much props to you bruh! We will definitely do this again!

But, before I bounce out of here, I want to say a few things.

For all those upcoming producers and artists out there, don't give up on your dream! If you want to pursue a career in music, go for it. Don't let anyone tell you any different. But, also be real with yourself! This industry is tough and it takes time. There is no such thing as an overnight success. It just looks that way. You have to pay dues! We all do!

I want to put it out there that there are some artists I would like to work with. Holla at your boy! I've been at this for a long time and just need some luv to be shown my way. I would like to work with Spice 1, MC Eiht, C-Bo, Yukmouth, Ras Kas, Royce da 5'9", WC, Sly Boogie, Ice Cube, The Dayton Family, and DJ Quik. They are only a few of the people that I want to work with that come to mind. In all honesty, I just need a break! So...holla at your boy!

I want to show some luv to all the people that have helped me become the person I am. Much love to Mad Man Smooth, Mr. Doja, Menace aka Young Terrific, D-Nutt, Gambino Liavazzi, Big P, and the rest of the Sweat Shop Recordings Fam. I want to send a shout out to DJ Slip, Fat Jack, Touch Tone, Massive, and Battlecat. They have influenced me since the early 90s. Thanks for all the advice and tips.

Lastly, I want to say R.I.P. to my grandmother Lydia Rosa and my homie Big Steve. I miss and love the both of you. For the homie Big Steve...it don't stop! I'm out!