Griffiths Records strategy and tactics is that of guerrilla warfare which tends to involve the use of a small, mobile force against a large, unwieldy one. The guerrilla force is largely or entirely organized in small units that are dependent on the support of the local population. Tactically, the guerrilla army makes small, repetitive attacks far from the opponent’s center of gravity with a view to keeping its own casualties to a minimum and imposing a constant debilitating strain on the enemy. This may provoke the enemy into a brutal, excessively destructive response which will both anger their own supporters and increase support for the guerrillas, ultimately compelling the enemy to withdraw.
Your label is creating much hype, we are really excited about it. In such an uncertain time for many in the music industry, and particularly labels, what inspired this new endeavor?
Well, I am unsure we are creating any hype, I don’t know about that? If we are then it’s cool, the reality is we just so what we do. I don’t believe in uncertainty, negativity will never play a part in what we do, if you are going to sit on the fence worrying about what is going to happen you’ll end-up never doing anything. I don’t mind taking a risk. On the inspired route, life inspires me.
For those that do not know, what is the story behind the label?
The story is we launched as a clothing company. For us, clothing and music are as one. It goes without saying, people generally dress to whatever music scene they are in to. So, yeah, we started the record label to coincide with the clothing. We have now branched out into publishing books and it looks likely we will have a couple of films out this year if all goes to plan. We are very lucky to be in a position whereas what we do we love.
When it comes to signing acts to the record label, how do your services differ from traditional labels?
We would never mug anyone off, we do what we say we are going to do.
What projects you’ve been involved in?
A few. Most of which are on our social media sites, Instagram is griffithsclothing Twitter, griffclothing Facebook, griffths records/books … We have a few books we will be releasing this year, films, new clothing range and we’ve been lucky enough to get our hands on a load of early Ska, Reggae and Dub. We’ll be kicking those off with King Tubby at some point. Full details can be found at www.griffiths-records.com
The Instagram posts mention being blessed, all-seeing eyes and visits to psychics. Are you guys spiritual?
Hahaha… I wouldn’t say spiritual but I certainly believe in a higher being. I used to be a skeptic about all that but there are certain experiences that have happened which are totally unexplainable. Before you ask I’d never talk about it, there are only a handful of people that know who was involved. It all made perfect sense after seeing the lady with the third eye, an experience I will never forget.
Back to the music. Numerous labels have stopped their activities during the past few years and the main reason seems to be bad CD-sales versus digital streaming and illegal downloads. What’s your perception about this evolution and how do you see the future?
It is definitely an issue. The likes of iTunes and Spotify have the monopoly on it all. Paying 99c for a track that has cost a band 30k to produce an LP is fuckin daylight robbery. It is not right at all. How can it be stopped, I do not know.
What is the most important criteria to signing a band?
Sound, how they look and good hair cut.
What is the end game, what do you want from all this?
Truthfully I don’t know, I don’t think that far ahead. I think if you go out searching, you will never find what you’re looking for. If you expect or hope something will happen, generally it won’t. I know the direction we are going though, the fact we are talking to the likes of you shows we are on the right path, if there is such a thing. On that we take each day as it comes, man.
Would you say that the business is successful?
Most people gauge success by money, if someone has a nice car and a large house we naturally think they are successful, it is how we are wired. Don’t get me wrong if you can earn money out of a job you love it is a bonus, however personally for me that is not a success. Is being successful having a shit load of money, no, quality of life is. You could have all the money in the world but would it make you happy, no. The people that surround me make me happy. I said recently, being spoken of by the generations to come for what we have done in this lifetime is how I gauge success.
What drives you?
Mouths to feed, clothes to put on my kids backs, bills to pay, people to look after. Much the same as everyone.
Na, not really. Maybe naming the brand Griffiths, my hand was kind of forced at the time, everyone thought it was a good idea. I’m definitely not that far up my own arse to do that. If the clock could be turned back I may of said no to it. But it is what it is there’s no point in dwelling in the past.
What do you expect from the people you work with?
I don’t know what you mean by that? I wouldn’t expect anyone to do anything, we all know what we need to do. I’d never expected anyone to do anything that I’m not prepared to do myself.
What is a normal day for you?
No two days are the same, which suits me perfectly. The thought of repetitiveness gives me the fear. I need to be busy permanently, having too much time on my hands for someone like myself is not good. It gives me far too much time to think about the going on’s in the world.
What’s the future for the label?
We’ll just to keep on doing what we do, heads down, chipping away.