Californian label Briefcase Rockers promotes fresh music & new talents ranging from hip hop to electro. Showcase playlist + interview with Giovanni Marks/Subtitle below:

It’s a difficult time for the music industry: how do you see the future of it?
”I see it being totally manageable if the people who actually run the industry finally understand that less is more and you can do a LOT with 1/10th as much money. People are all scared because the monopoly of obtaining music is on it’s ear… and in the street; but what really happened is that the music has become the focal point again versus how much it cost and who is selling it.

Now that people can do whatever, they will actually SUPPORT an artist instead of just consuming entertainment or “buying a CD”, which is what everyone is trying to turn this argument into. Now there are more formats available than CDs and more avenues for artists to have their work showcased than ever before. This should be the dawning of a new co-dependent age, where everyone works together one every level to get the best to the brightest. But we will see if this is really the case.”

How do you use & see the web today, how do you see it evolving in the coming years?
”It’s my virtual office and macro-social networking tool. I do everything on there except for human bodily functions! I see it really growing in terms of accessibility and user functionality since we are kind of at the apex of technology as a visual application/medium. I see everyone being able to access stuff of their own for their own instantaneous personal use… worldwide… in real time. You can already kind of do that with the new PS3/PSP thing popping off, but I see it as being a bit more extensive than that and I also envision our wireless networks being fast enough to spread whatever, whenever from wherever.”

What would be your dream online music service?
”One that everyone could use with minimal effort and difficulty as well as price, and one that artists could update at will with no turn around time while still being effective and servicing online media like a PR service. All of this could happen for profit shares versus payment upfront with no actual guarantee of positive results. The revenue required could come from advertisements and potential licensing opportunities…”

Servicing promos: digital or physical?
”Digital, simply because it’s cost effective and less time consuming. I mean, what is the difference between a radio station or magazine or larger label getting sent a .zip file with a .pdf of the one sheet/electronic press kit along with the subject material sent in a 320kbps MP3/WAV/FLAC format and them getting sent the same material in a envelope? You can at least scan the files for viruses, I don’t know how many people have metal detectors around to scan for bombs at record label offices! My whole point is that it’s way cheaper and easier in theory to do and maintain in regards to something you would give away anyway. You would sell these very same songs on iTunes to someone, so why not receive them for free? There are PR companies who do this, one company in particular comes to mind as a success story in recent times, however they had inside track tech help, and still charge an expensive rate so they are for all intents and purposes, a monopoly…”

Distribution: DIY or aggregator?
”I feel like it’s about reaching the most people possible with whatever your individual resource is, so I would have to go with aggregator. I do strongly believe in DIY operations though, so I think that you can work with an aggregator towards a common goal while still maintaining your base objectives and individual brand ID. I also think that exclusive product is important to have on the individual site in order to generate web traffic as well as to bring potential visitors to the other sites that are in collusion with one another.”

How much money you could save by using more digital in ur day to day operations ?
”Our whole business model is dependent on a digital latticework. We have no offices and no P.O. Box, we ship all products out of a central spot in Los Angeles that is a online boutique/distributor for underground hip-hop that I helped to develop a few years ago. All of our meetings are held through emails CCed to each other and we have a staff of 5 that all have day jobs! Simply due to lack of overhead that we have from manufacturing and producing product, we can invest all potential funds into the product, the marketing of said product and the individual/s who designed the product. In this case the product is great music!”

You have some buzz in an emerging country but no way to monetize it, would you give away ur music for free to keep growing it?
”Yes and I do that to this day as a solo artist and thru my labels. However, I think that people in the industry need to truly accept free downloads as a marketing tool/demo option versus a “free download” in order for the industry to move forward. The people getting these records either already are or later become true fans and supporters of the music. They go to shows, buy merchandise like shirts and tour CDs and they even go so far as to buy the recorded work in a retail environment to show their support. Non industry people understand way too much about the industry in the realm of accepted numbers and budgets these days, so a person has to truly be won over in order for them to willingly become a statistical figure on someone’s spreadsheet.”

How do you deal with / prevent / use an (un)official leak?
”Some people have been very kind in preventing leaks of my music but it never seems to stop those who want it! I personally think that the source of these leaks is the people not being able to get what they want, when they want it. I figure if we give it to them, then all is good. To me, the person downloading a torrent and not paying would most likely be burning a CD 8 or 9 years ago and dubbing a cassette 11 to 13 years ago. It just so happened that there was less music then, so people weren’t getting stung too much in terms of selling records. Now that there is practically zero degeneration between copies, people don’t see a perceptible difference between CDs, vinyl and MP3s. People who deal with audio know the difference very well, but they aren’t necessarily the ones that buy the music! I would just have to say that the people who get a leak are interested, so use their interest to your advantage like Lil Wayne or someone…..”

Could you you tell us what is the most important source of income today ?
”Non recoupable income! This can come from licensing, tours, publishing, whatever as long as you (the artist) own the rights to your material in these realms. Even the people getting the whole 360 deal (a deal where the label basically gets a percentage of every revenue generating thing that a artist does in support of the particular release or while the artist is under contract to the label) can be cool if they get the same fees that they would normally get as an independent artist. This is assuming that they had a career prior to their record deal.”

Is there any feature/service we could build for you?
”Read between the lines of the answers to the 3rd, 4th and 5th questions and get to work! Just kidding! Sort of…..”

Recommended music site (services, shop, blogs…)
”Besides this one? RCRD LBL, iheartcomix.com, briefcaserockers.com, hypem.com, ugsmag.com and all the other ones that you would buy stuff from because you think that they are cool….”

How’s the scene in (your location)?
”When I’m in LA, it’s fun with flashbulbs and paparazzi. When I’m in Berlin, it’s too much fun at night, well into the day…”

Places of interest in (your location)?
”In LA, the place of interest is downtown, between hill and main and 2nd and 8th. lots of art galleries, lofts and bars. Fun shopping too. In Berlin, the whole city is interesting. You would go to Kreutzberg, Prenzlauer Berg and Mitte and just wander into a place….”

Best thing that happened to you recently?
”Waking up.”

Number one (your location)n food and drunk…drink?
”In Los Angeles, I’m about Roscoe’s or Palermo’s and in Berlin, it’s all about Intersoup!”

A movie you would like to watch now, right now?
”Space is the Place…”

Best place to live?
”Dead tie between Brooklyn and Berlin, hands down.”

Last album you enjoyed listening?
”Metronomy’s new album while the new Animal Collective album was on in the other room.”

Best TV shows (current and ever)?
”Macguyver, Manimal, Friday Night Videos, Skate TV, Silverhawks, Get Smart, Swan’s Crossing, Macross Saga and Request Video on channel 56 in Compton back in the public access days…”

Last book you enjoyed reading?
”VALIS by Phillip K. Dick”

How do you know what time it is?
”I watch my watch.”

Fave night drink and morning beverage?
”Fat Tire or low gravity ale by night, coffee, coffee, coffee by day.”

Smoking or non-smoking clubs?
”Smoking in non-smoking clubs”

Your joke of the moment?
”Kanye West.”

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