Ground Control Surfaces With New Tour

Ground Control Records is taking its underground sounds on the road. Dedicated to promoting underground hip-hop since its 1997 inception, the Nu Gruv Alliance-distributed label launched its Ground Control Allstars tour Feb. 17.

"The idea was to create an independent label that does deal with artist development; to create a label that pays homage to all the elements of hip-hop, whether it be DJing, break dancing, graffiti, beatboxing, or emceeing," says Ground Control GM/founder Bill Baren.

Though it began as a Los Angeles-based imprint, Ground Control quickly broadened its scope in finding artists. "It seemed to us—at least to a certain extent—that L.A. and the Bay Area are much stronger in the non-underground type of hip-hop," contends Baren. "There's a scene, but it's not like New York or other areas where it's much more a way of life. We don't want to limit ourselves to a particular region. We try to select the best of what is developing."

One of the artists who fit that criteria is Boston's EDO.G.

"This is the first project that I had total control over," says EDO.G, whose demo was sent to Ground Control through his management, Metro Concepts. "There was no pressure. With a major, you'd probably have an A&R person in-studio, popping by, or sitting in on sessions."

Los Angeles rapper Rasco agrees. The MC, who's also recorded under Nu Gruv's Stone Throw imprint, worked on the Cali Agents album with fellow rapper Planet Asia for Ground Control. "They allow you, as an artist, to work at your own pace," says Rasco. "They allow you to do what you want to do [creatively]. Bill [Baren] gave us 100% leeway with the material we put on the album."

Now 4 years old, Ground Control—home to DJ Revolution, Zion I, and the Masterminds—has established a faithful core audience. And like with many indies, that's without the benefit of major radio airplay.

"We're not going for commercial airplay," says Baren. "We try to make sure that we work things at college radio and certain individual stations to see if there is a particular chance to get a song added. However, we can't, at this point, just go all-out on a record. Most of the things that we release are not commercial records, so it's difficult. We have to have really strong indicators for us to just go all-out at radio."

EDO.G understands the importance of having a strong base, but at the same time realizes that tastes are constantly changing. "There's a market for indie-oriented rap, and there's a market for more commercially oriented rap," he says. "As long as people are buying this indie stuff, it's going to keep going. If everybody just stopped and started buying [only] bling-bling-type rap, then the majority of the people would be trying to do that. Right now, it's cool to be in an independent circle. But the thing with the indie circle that sucks is that it's so fickle. For example, Rawkus was considered the top indie label. But now that it's put the Lyricist Lounge 2 album out, a lot of the indie kids aren't feeling it because there are so many 'major' label acts on it. The line is so thin that the minute you become successful, the indie kids don't want to fuck with you."

Baren has found ways of targeting his indie audience via street teams in major markets and extensive retail campaigns. "Our Web presence and E-mail campaigns are also very strong," says Baren. "Touring is also very important to our artists, hence the Allstars tour." That tour will touch down in 29 cities, beginning in Santa Cruz, Calif., and concluding March 23 in San Francisco.

In addition to the tour, Ground Control is planning to release projects from EDO.G, Freestyle Fellowship, the Mountain Brothers, and Aceyalone, as well as a Ground Control Allstars album.

"My main goal is to continue to release quality music," says Baren. "I'm not looking ahead. I'm not looking to conquer the world. It's not about what's the next move or what we can do to step. That's not what it's about. It's about the music."