THE PURIST OF DAUPE!:Mass Appeal Interviewâ
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With the onslaught of new hip hop music available every day through SoundCloud, Spotify or one of the many other streaming services, sometimes you want to slow it down a second and hold an actual record in your hands.
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And for modern hip hop collectors, one name that stands out is Daupe!, a UK label whose catalog includes Westside Gunn, Conway, Your Old Droog, Sonny Jim and more. Since 2012, Daupe! has put out new music or created vinyl versions of digital releases from some of the best undergrounds rap acts out there, all with exquisite art direction and top grade product.
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Unfortunately, Daupe! records are nearly impossible to get firsthand. They only pressed up to 230 copies of Gunnâs Flygod and of course it sold out in less than a minute. And on the resale scene, things are even crazier. Westside Gunnâs 2015 project, Hitler Wears Hermes 2 got a special Obi Strip release where only 20 copies were made, then one sold for nearly $1000 on eBay.
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MASS APPEAL called up UK-based producer The Purist, the man behind the label, while he was chilling at a pool to beat his countryâs current heatwave, to learn what makes a Daupe! record.
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When you launched Daupe!, did you think your releases would be so in demand?
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From day one, everything sold out pretty quickly. The first 7-inch we put out was with Action Bronson and Roc Marciano, and that sold out in about 10 to 12 hours. So there is always the intention to make things sought after, maybe not to the degree it has become, but to keep it high quality.
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Aside from running the label, who are some artists youâve worked with as a producer?
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Thereâs Action Bronson (who I worked with very early in his career), Danny Brown, Freddie Gibbs, Mick Jenkins. I did a lot of work with Roc Marciano, a guy I rate very highly. Over here in the UK I worked with Loyle Carner, whoâs doing very well, did a big part of his album which just came out. Then a guy called CASisDEAD who is very cult in the grime scene.
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What made you want to start a record label?
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A major part of it was seeing how the other labels were acting: not giving people good deals, not giving the artist a decent revenue split and also delivering a very weak product in terms of vinyl and CDs. I always wanted my albums to come out and look nice. I found that majors and the large indies werenât doing that. They were thinking of the bottom dollar and delivering a real suspect package. I thought that I could do a better job myself. Thereâre also a lot of people going under the radar, like Tree, whose album I just put out. I thought Sunday School 2 was amazing, so I said, you know what, letâs give him the vinyl treatment and do it proper.
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What makes a Daupe! Record so special in terms of quality?
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It starts with the artists and their music, and then it comes to the artwork. We donât skimp with the artwork. The cover photo has to be great and impactful. Our art director, Mr.Krum, is a classically trained guy in terms of art, and a hip hop head. So his work with me combined, we just sit there for hours and hours and make a very pristine product. Itâs about making a quality product, like Givenchy, Balenciaga or Gucci.
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