Peanut Butter Wolf: Bridging Vinyl & Digital | Hypebeast

The musical realm has endured difficult times over the past decade and has become a well-documented aspect of the industry. While so-called “new media” is providing an easier and faster access to current music, the Internet has also imposed a heavy challenge on record labels. Despite the fact recording artists have found new possibilities to communicate with their fans more efficiently, there seems to be a complicated line between supply and demand. Early leaks and illegal downloads have grown into a serious problem for the revenue of corporate brands. While fighting for an appropriate balance between commercial success and artistic credibility, major labels seem to be driven out of their comfort zone. Bad strategic decisions and miscommunication are sometimes an unfortunate consequence.

One perfect example of coping with these new digital circumstances in an adequate way comes in the shape of Stones Throw Records. Led by Chris Manak, more commonly known as Peanut Butter Wolf, the label understands the ways of new media without going astray with its philosophy. Initially dedicated to hardcore collectors and DJs, the label has found a strong following due to its authentic material. Not relying on prototypical marketing tactics, Stones Throw released creatively original music thus touching the pulse of our era. The success of artists like Aloe Blacc, Madlib or Mayer Hawthorne reinforce this notion.

We sat down with label head Peanut Butter Wolf to discuss the complex issue of the modern music industry, the story behind his label and much more.

Interview: Petar Kujundzic
Photography: John Henry Baliton (Office) / Jeremy Deputat (Portrait)