New ‘Buzzin’ Interview w/ Lil Fats CEO Of @Coast2CoastMag

Since its beginning in 2006, Coast 2 Coast Mixtapes has grown rapidly to become the most downloaded mixtape series in the world. Coast 2 Coast not only releases its own weekly mixtape hosted by a major artist, but has become the go-to company for indie artists to promote their music projects. With a growing DJ coalition and a yearly must-attend industry event, Coast 2 Coast is solidifying itself as a power house in the music business, leaving many wondering who is really behind Coast 2 Coast? We go straight to the source and sit down with the man behind the mixtapes, Lil Fats.

What’s good Lil Fats, how are you affiliated with Coast 2 Coast?

I’m the founder, owner, CEO, boss man or whatever you want to call it of Coast 2 Coast Mixtapes and all our other ventures. I started Coast 2 Coast out of Portland, OR as an outlet for myself as an artist as well as the others I was working with on Hirollerz Records, my label at the time. After the first volume of Coast 2 Coast Mixtapes came out, I had so many people contacting me to get involved with the next one, it kind of changed into a business model for helping outside artists. I had seen that a lot of people were getting scammed by promotional companies, A&Rs, and fake mixtapes that never came out. I saw the opportunity to create something to give artists the promotion they paid for and really deserved.

So from the beginning all the way in Portland, OR, how did you end up where you are today?

Basically, since we didn’t have any personal connections in the beginning, we used the Internet to create all of our network. To be real, I was just real guerilla about it…I hit up people on MySpace with messages about business offers. It wasn’t just “Check my shit out, my music is fire.” I would approach them with a straightforward business offer that made sense. I wasn’t asking anyone for a favor. I really built one after the other…I used the name of the first person to get the next person to really build up the brand and our affiliations–all the way up to about Vol. 20. At that point, my brother Nick (president of Coast 2 Coast) graduated from business school at University of Oregon and joined me full time. That’s when we really mastered the Internet, not just MySpace. We built our website and started really taking over the Internet virally and venturing into new web 2.0 technology, using it to our advantage.

When did you start moving out of Portland into other markets?

In 2008, I started going to industry events in other markets, based on relationships I had made on the Internet–including J Hatch’s Get Your Buzz Up and iStandardProducers events, Core DJs Retreats, etc. After coming back from a Core DJs Retreat, I was inspired to put on my own industry conference, which led to us planning the first Coast 2 Coast Convention in NYC in 2009. One of the panelists that I was introduced to at my convention was Manny “Mad Dog” Ayala, who later invited me to be a part of the Florida Entertainment Summit in Miami in 2010. Between the contacts that Mad Dog introduced us to and how much we enjoyed being in Miami, we decided to move here a month later. People were amazed at how quickly we uprooted our whole operation, but we knew it was the right move for us.

How has being in Miami had an impact on Coast 2 Coast as a company?

It’s been great all across the board. It’s really brought our company to physical fruition, and we’re making more personal connections in a day here than we made probably in a year from Portland. We’re doing events down here with major artists at major clubs, release parties for mixtapes, industry mixers, and really rubbing shoulders with the right people. It’s also allowed us to launch our new Coast2Coast.fm radio station on iTunes, take our DJ coalition to the next level.

Speaking of Coast 2 Coast DJs, how did that get started, what is it now, and where do you see the coalition going?

Coast 2 Coast DJs started as a way to turn our mixtape network into relationships and expand from just doing mixtapes into supporting DJs and their projects, as well as other aspects of their careers. That’s what we’re more focused on now than ever–supporting our DJs and becoming a great organization that’s effective at both servicing records and supplying DJs with what they need. After rapidly expanding due to our relocation, we’re now over 900 DJs strong, and have launched the Coast 2 Coast All -Star Radio division, including prominent radio and street DJs like Bigga Rankin, Mr. Peter Parker, Wildman Teddy T, DJ Noodles, legendary mix king Ron G, and more.

Now that you’re in Miami, what events are you doing?

We’re doing a monthly industry mixer at EVE in downtown Miami hosted by J Hatch, which includes an artist showcase, DJ battle, industry power panel, and model contest. The next Miami industry mixer is February 17th, with featured performer Tay Dizm, and a DJ battle between DJ NVS Styles and DJ Technique. We also just launched our first monthly mixer in Atlanta, which will take place February 10th at South Beach Bistro Lounge. The featured performers are LAWS, Sha Stimuli, Archie Eversole, Kia Shine, and others. And the 3rd annual Coast 2 Coast Convention is coming to Miami this summer. Details to be announced soon at Coast2CoastConvention.com!

You work closely with a number of artists. Who have you been working with lately and what’s going on with them?

First thing, 2011, we just released an all-original mixtape/album with Sha Stimuli titled Unsung Vol. 1: The Garden of Eden which is available for purchase through all digital outlets now. It was recently featured on the New and Noteworthy page on iTunes and has been getting recognition from numerous respected online publications such as HipHopDx.com, AllHipHop.com, and more. Another artist we work closely with, iLLA, just released his new mixtape “Van Gogh” hosted by DJ Epps of G Unit/Shadyville/Coast 2 Coast DJs and presented by DJBooth.net. The video for “Cranberry Vodka” from that mixtape is featured now on WorldstarHipHop.com.

Being an artist yourself, how do you balance that part of your career with everything you do with Coast 2 Coast?

Even before Coast 2 Coast began, when I got more serious about the business, I fell back a lot as an artist. After Coast 2 Coast started to take off, my focus shifted to doing what I enjoy as far as developing the brand and company. I’m not forcing myself not to do music, I’m just concentrating on other priorities right now.

What motivates you day to day?

My motivation is doing something great in the music industry. I loved music before I was an artist, I love doing music, and I love being in the music business. I want to be a great entrepreneur, to change the game, and do what I love for a living. I’m inspired by people like Jay-Z, who take their talent and interest in music and turn it into something much larger by being an entrepreneur. I always thought it was dope how Jay-Z has always “gotten” the inside joke of the industry–knowing the business and knowing the music game enough to profit off of it rather than being a slave to it. His music reflects that. I want my career to reflect that.

Any last words or shoutouts?

Shout out to the whole Coast 2 Coast team: my brother Nick Hiersche, Young ASAP, Katie Kervin, Mad Dog, 210 Jack, DJ Epps, iLLA, J Hatch, Janie Jennings, all the Coast 2 Coast DJs, interns, associates, and affiliates. To all the independent artists out there grinding, we do this for you!

Follow Lil Fats on Twitter: www.twitter.com/lilfatsc2c
For Lil Fats Presss Inquiries, contact: Katie Kervin at [email protected]

Websites:
www.coast2coastmixtapes.com
www.facebook.com/coast2coastmixtapes
www.twitter.com/coast2coastmag
www.myspace.com/lilfatshirollerzrecords