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Hefty Records turns a decade old this year. Founded by John Hughes of Slicker, who was working on his own music while at Ohio University, the label began to take off after Hughes moved back home to Chicago following graduation. Hefty's sound is naturally an assortment of its leader's musical tastes -- IDM, downtempo, post-rock and electronic variations of funk, hip-hop, jazz, and dance -- bringing together a diverse group of genres that have all likely provided inspiration to the other artists on Hefty's roster, who often bend genres in their own music. The current slate of talent includes Eliot Lipp, Plus Device, Telefon Tel Aviv, Some Water and Sun, L'altra, Phil Ranelin, and Retina.IT, plus new new additions under contract: Samadha, Solo Andata, radicalfashion, and Victor Bermon.
Hefty is celebrating its anniversary with March and April compilation releases: the two-part CD sets History is Bunk and Hefty 10 Digest (the bonus disc is curated by Prefuse 73's Scott Herren, who has released albums on Hefty as Savath & Savalas), and the Hefty 10 EP, plus recent parties in Berlin and New York, and an upcoming party in Chicago.
Hughes spoke to Epitonic about life at Hefty, and explained why this anniversary will be a turning point in the history of the label.
Q: When you began Hefty, what vision did you have in terms of genres and how has that changed? Hefty does cover a lot of ground.
A: Yeah, definitely, and it's always going to be that way. There'll always be a shift in the ground we're covering, but the overall aesthetic and the way we handle it and present it is always going to remain the same. That is something that was defined pretty early on, at least by the time we put the first 10 records out. Then we really got a feel for the way we wanted to make these records look, and [what we wanted] the production quality to be like, and all those sort of things. I think we kind of locked what we're doing. But when I started it, obviously my vision was totally different, because I was just putting out my own records. And it's now become less about that and more about giving opportunities to new artists who haven't put any music out before. That's something that I take a lot of pride in, that most of our -- I think all of our -- artists pretty much haven't put out any records before they come to us, and we really build people from the ground up.
Q: And then some of them end up on other labels eventually, but they continue to work with Hefty.
A: Yeah, Scott Herren [of Savath and Savalas and Prefuse 73] is a good example of someone who we've maintained a good relationship with. But at the time Warp Records was the way to go; they could do more for Scott than we could, we just weren't that far along... But now I think we're at a point were we can retain artists and really take them to the next level.
Q: Taking Immediate Action into the immediacy of the digital realm with IAtunes [the digital corollary to Hefty's Immediate Action series] seems very much in line with Immediate Action's intentions from the beginning. Do you feel like it's a big move for Hefty's future?
A: In a way, it was sort of a compromise for me, because I've always had some resistance to the strictly digital format, just because I'm sort of traditional. I like album artwork, release dates, actually owning a record -- all those sorts of things. But at the same time, I looked at the digital format and thought, I'm sort of tired of how long lead times are and I feel like our music isn't so fresh as it can be. And at the same time, vinyl manufacturing is so expensive, and you really can't make any money on vinyl at all, so we were having a tough time with our vinyl releases. So this is sort of a perfect solution to that.
Q: Will you continue to put out vinyl?
A: Yeah... but it's the sort of thing [where] we're, like, breaking even on our vinyl. So it's more just like a novelty almost. If we sell enough, we can make money on it. But there are certain records that just aren't going to sell enough on vinyl to make it worth it. But we want to keep that side of the label going. But I think the whole IAtunes thing is a pretty good compromise for getting our music out there quickly. And [artists] like Eliot Lipp or Retnia.IT, those guys are just constantly cranking out music. Since were working with them exclusively, they want to keep getting their music out, and I can relate to that. The other thing that's nice is, my EP -- I just finished it and didn't think about it, and put it out, and it's kind of nice... The audience is starting to react [at] the same time you're starting to [react] to your own music, and it's good. The idea is, we tell our artists, "Okay, we have a mastering date booked in two weeks. Give us what you can, we'll master it, and then when we get it back we're going to upload it right away."
Q: Is the Aestuarium imprint still part of Hefty?
A: Yeah, but we sort of scaled off. We've had major problems with distribution over the last couple of years. And actually we just lost our US distributor [Studio Distribution, who, almost literally overnight, filed for Chapter 7 bankruptcy] so that's been a really big blow. So we were kind of forced out of helping with other labels. But Aestuarium is still officially part of Hefty.
Q: Do you think your loss of the distributor might end up being a positive thing, as you'll find other creative distribution avenues for your releases?
A: Yeah, that's the way we're looking at it. Traditional distribution is going to bust at some point.... Maybe there's something good in it happening to us first. We thought of [the IAtunes idea] right before, and we were kind of like, "Well, maybe there's a reason for this happening." We're not as concerned about it as we probably should be, just because things have to change. The other thing too is that a lot of these major distributors now are forcing labels to give them their digital distribution, [taking the ability away from labels] to have that direct relationship with iTunes or whatever service. So obviously they feel a little bit threatened by the way the industry's changing... Our international distribution is really strong. It's a really weird feeling not having distribution in the U.S. and having this great distribution internationally... I think that's the case with [much of] electronic music right now. We sort of feel like we're hanging in there. I think the pendulum is going to swing back to us.