It’s a little while since I wrote my Dub Etiquete article, and since it’s been read and re-read, I felt there was room for expansion in other areas of self-promotion for aspiring artists.

One of the key areas I think people are missing out on, is when they send music to record labels. now, it’s hard for me to speak from personal experience on this, because I’m not an artists with a particularly expansive catalogue, and it seems most of my label encounters have happened by sheer chance – which is in fact a part of the process worth bearing in mind. What I do believe though is that those people running labels can enlighten us on what they look for, and how they aquire new signings, because presumably the more you know about that, the more chance you can do things right for them, and ultimately find yourself signed up for a release.

First up, for Part 1 is Jon from LoDubs.

LoDubs have released work by Swarms, Clubroot, DJG, El Rakkas and more. They’re based out in Portland, from the Anthem Records store. Jon heads up the operation.

When it comes to looking for new music, I really just keep my ears open. If I can tell something is going to be interesting, I will sniff it out. A good example might be when I heard through a comment on Dubstepforum that Ebola was making 140 tempo back in 2008. I’ve listened to his breakcore stuff, but a year or so prior to that he had come in my record shop (Anthem Records in Portland) and just bought Italo Disco. I knew before I even heard it, based on all this, and how original his Breakcore is, that he would have the goods to deliver. If something strikes me at all, I will keep it around. I’ll usually listen to it once or twice, and then do something else for a day or two. If I can still remember the hook clearly, than it’s probably something to follow up on.

In terms of a “sound” for LoDubs, if something feels original then I’ll give it a closer look. It doesn’t really matter what style it is. I do try to release something roots-centric every 3 releases or so, as that is the core of all melodic bass music in my opinion.

When working with artists or producers, location is of very little importance. At first LoDubs was largely North and South America, but that was almost more out of happenstance than anything else. I really only consider whether or not the artist either tours a lot or will promote their release effectively. It’s great if they have a grounded idea of what releasing a record takes, and what comes out of it ultimately. Less and less people I talk to about records think I’m going to make them into the type of artist that only the brash-minded seem to like like these days. I think that is ultimately a fork in the road that we’ve already passed.

As far as our releases to-date and what attracted me to them initially, it’s pretty hard to say. I think, for me it’s all musically interesting in some way, which can, on occasion unfortunately, be a negative thing when it’s falling under the umbrella of “dance music” with regards to large scale success. Sometimes I feel like a record we are getting ready to release is what some might consider too advanced to do really well. However, ultimately if it’s the type of thing that I feel must be released, I will try to release it, maybe after something else that has had a bit of momentum, so hopefully that carries over a bit.

I think the the LoDubs ethos, and “sound” has become more pronounced over the years if anything. It is pretty distinct at this point that LoDubs on the full length side of things is the primary label releasing Deep Garage albums. I see Clubroot and Swarms as an advancement on the genre as a whole, towards sounds more akin with the emotional response many get from stuff that is more meditative, more cinematic, and just this greater range of colors and emotions in general. That stuff has allowed us to sidestep the conception many have of this music, which often doesn’t have much to do with mood, beauty, or bass anymore.”

Many thanks to Jon for taking the time out of a hectic schedule to write a bit for us. LoDubs have a varied set of releases forthcoming. The first of which is a remix 12″ from myself, DFRNT (Cat# LOSBUD-1211021) and the third full length from Clubroot, plus a really rootsy 12″ from Egoless of Croatia as well as a Mad Decent/LoDubs collaborative release, featuring the track Swarms just remixed for Diplo.

LoDubs – http://www.lodubs.com
Anthem Records – http://anthemrecordsinc.com/