BRE Executive Spotlight Affluent's 1 st Launch Excited about the signing of Dr. Dre's son, Curtis Young, aka Hood Surgeon, to his newly formed label Affluent Records, President and CEO Oscar Sanchez explains why his label is the right choice for independents seeking distribution, A&R, PR, promotion or any of the many functions of a major. “I'm a mini-major,” he declares. How does his operation differ from other labels, like Koch, for instance, which appeal to indies on the same level? “Koch is like a supermarket; Affluent is more like a boutique label,” he explains. Armed with a comfortable working relationship with North Carolina-headquartered Redeye Distribution, NARM's Distributor of the Year Independents for six of the last seven years, Sanchez is dedicated to advancing Hip hop and R&B, to helping Urban and Latin artists achieve maximum potential. “I can't believe I'm living out my dreams every day,” says the young entrepreneur who grew up just three blocks from where Def Jam started in Soho. In fact, it is Sanchez' closeness to the music business that so uniquely qualifies him for success with Affluent. Saying he was the first Latino to work at DefJam, he originally interned with Lyor Cohen, later moving to A&R assistant in the label. “I grew up with DefJam,” he recounts, when everyone was doing everything to make it work. By age 25 as A&R Artist Manager Rep, he had graduated to working directly with Chris Lighty and Mona Scott who were then running Violator Management. A seven-year run with BMG's V2 and Gee Street labels before BMG shut down its Urban department prepared him in other aspects of the business. A brief stint in retail selling high-end sneakers from Japan to celebrities in America rounded out his marketing finesse before he joined California-based Rawkus Records as producer, A&R, beatmaker and marketer. Over the course of his career he has been integral to the careers of many hip-hop artists such as A Tribe Called Quest, Busta Rhymes, Warren G., Pharoah Monch, Smif n Wesson, Mos Def, Novel and others, as well as the now classic Def Jam 10th Anniversary Box Set. The ultimate goal, however, was always to do his own label. The choice of the name Affluent reflects that aim. “It's not just about being rich in money,” he explains. “I wanna be the best and live out the best in mind, body and spiritbe affluent in life,” he says, citing the templates of success he's been part of and studied over the years like Def Jam, Cash Money and No Limit. “I want to provide a safe-house where Hip-hop and Urban music can be preserved and where it can also flourish.” To that end, a distributor can make or break an indie and is one of the hardest obstacles for them. Searching for the right relationship, Sanchez says Redeye, which has more than 50 dedicated staffers in branches in New York, Philadelphia, Chicago, Los Angeles, San Francisco and London, “has a great digital network, they pay, they understand the marketing plan, they work with you on deadlinesthere's fluid communication. I went to every single label and distributor before deciding on one. They really care about you.” In the case of Curtis Young, which Sanchez says is “the future of California” musically, he signed an imprint deal with So Hood Records. In the case of Lords of the Underground, whose new LP House of the Lords hits retail August 16, he helped A&R their project and is working with them on distributing their compilation DVD Movie “Still Lotug.” The new Dead Pres & Outlawz LP, Can't Sell Dope Forever, Vol 1 , is out now. With Minnesotan Sodaboy, the first street artist signed directly to Affluent, he will be doing everything for the October release of his debut LP Mid West Mayor . Not only is he a boutique full-service label, but also he can customize each project to meet anyone's needs. Affluent's first test will be with the 16-track LP, Hood Surgeon: The Autopsy of Curtis Young , dropping July 24. The project features the first single, “City2City” with beats by Knoc-Turnal, and such West Coast rides as “West Coast Bounce,” “West Side” featuring David Banner, and “Daddy Was A Doctor.” “He does exactly what his father does,” Sanchez exclaims. “He's the epitome of Dre, yet hungry. He wanted to go with an East Coast label to prove himself on his own.” With reliable street teams, radio promotion and PR he can count on, Sanchez says he's ready to join the beat. A one-man label man, affluent already with resources and knowledge, Sanchez is selectively and carefully positioning his label. Excited about his prospects, he overflows with ideas: he wants to bring Salsa back to the forefront, uncover a new Marc Anthony, find a real R&B singing group. Another definition of affluent“a stream or river that flows into another”also describes Sanchez direction. www.affluent.records.com