lessons in entrepreneurship from the underground episodes 1-12

If you’re known for doing one thing and you stretch off and do something else, you run the risk of diluting your core thing. I never really bought into that, so I slapped my name on everything.

- on staying true to your brand

LATROIT AKA STATIC REVENGER

DJ NU-MARK

If there’d be one word I’d like to be associated with, it would be innovative. I’ll never be a master though ‘cause you’re always learning. This is an endless maze so I think that’s why I’m so attracted to it.

- on mastery

TUXEDO: MAYER HAWTHORNE & JAKE ONE

There’s always going to be people that fell in love with a specific thing that

you did and if you deviate from that in any

way you’re going to lose them, but you just can’t worry about those people.

You’ve just got to keep doing you.

- on staying focused

Substance equals timelessness. I just have to be true to myself

and I know I can’t really play anything that doesn’t have some

staying power.

- on staying true to his art

MARQUES WYATT

Don’t kill the brand, you know? If you go work at Jif peanut butter you going to leave and start talking shit? Like, I’m not gonna fuck the brand over; I may need the brand.

AMG

- on burning bridges

If you’re being appreciated for something that was made

when there was no expectation, then that’s

probably how you should always make it. Ride the

energy.

GABRIEL GARZON MONTANO

- on creativity

When people weren’t answering the door, I was like, “I know you’re home, what’s up?” I had to let all that go. It’s not personal. It is what it is. Keep it moving.

- on expecting loyalty

GARTH TRINIDAD

I would sneak into comedy clubs when I was 15. My mom would

help me actually. That’s one plus to having an immigrant parent:

They don’t care about rules. They would say “Are you 18?” And my mom would say “Of course she’s

18. Let’s go."

KIRA SOLTANOVICH

- on bending the rules

I’ve either been lucky or maybe I’m just unbelievably

talented. I don’t know. I mean I know I like music

and I love playing it. It’s like the only thing that gets me

out of the house. It’s the only thing I actually care

about.

THEE MIKEB- on motivation

I don’t separate my work from my private life. It is one thing. With most

people it’s not like that. Friday, boom, they fucking cut off, right? I

think the reason most people do that is they’re not working in their

passion. But I’m fortunate enough to have that passion and that is my life.

There is no difference.

AARON AXELROD

- on giving 100%

You’re going to have to roll with the punches or you’ll be left

behind. Even many corporate guys that took that traditional

route. None of these guys have job security. They’re constantly

reinventing themselves.

TERRY HELLER

- on reinvention

DJs are complaining all the time. I tell them all the

same thing: "If you just create your own thing, you're going to get the

same money. No one is paying you anyways.

Why not just do your own thing?”

DJ ADAM12- on being proactive

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