CO-FOUNDER OF RUTHLESS RECORDS, JERRY HELLER, FORMS NEW RECORD LABEL, MERGING WITH TUPAC PRODUCER JOHNNY J

Label Partnership Binds Jerry Heller, Tupac Producer Johnny “J” and Pablito Vasquez


Jerry Heller, the former manager of the multi-platinum rap group NWA, and the co-founder of Ruthless Records with the late revered rapper, Eric “Eazy-E” Wright, announced today that he has just signed an agreement, forming a new record label with veteran record producer Johnny “J,” who produced over 150 songs with Tupac Shakur, which include mega-hits like “How Do U Want It” and “Hit ‘Em Up.” Heller’s third partner in the new venture is Pablito Vasquez, who will serve as a liaison between the artistic and the business ends of the company, and heads up Streetlife Records.

States Heller, “Our goal is to bring back economic integrity to the music business. The record industry was supposed to be a win-win situation between the artists and the labels. The way the business is structured now, however, many artists on major labels have to sell close to a million and a half units to recoup and break even. That is not what our label will be about. The music industry is supposed to be about everyone involved making money.” The label’s legal representation will be handled by Jay L. Cooper, Chair, West Coast Entertainment Division, Greenberg Traurig, LLP.

A master producer on the music industry’s A-list, Johnny “J” has created tracks on albums that have collectively sold more than one hundred million copies worldwide. His legendary production work with artists including 2Pac has made him one of the most successful record producers in terms of creating radio driven hits that stand the test of time. Says Johnny “J,” who owns the production company, Klock Work Entertainment, “Every day I am heard on the radio throughout the country, and that has been consistent throughout the years. I decided to partner with Jerry Heller, who is a major figure, responsible for the success of West Coast rap music. The fire would not have been set off without Jerry providing the business acumen.”

While Johnny “J," with his nineteen years of recording experience, brings his spectacular production as an ingredient to the label, Heller says that Pablito Vasquez brings the street aspect to the label. “This is the label where corporate meets street,” emphasizes Heller. Vasquez says, “I will help oversee things on both the creative and the business ends, deal with contracts with Jerry, and I will work in an intercessory role at the label.” He adds, “This label will not be tied down to or limited to certain musical styles or genres. This is going to be way past the hoods. It is going to be about the streets, but we will release music and artists that will transcend both cultures and transcend neighborhoods. We are going to be about where we came from, but we are not just limited to a hood mentality. Our minds and our music go way beyond that,” notes Vasquez. Johnny “J” adds, “Just like Tupac’s music, this will be universal.”

The new entity will be called Streetlife/Klock Work Records, with the three principals being equal partners.

Heller, who is a five decade veteran of the music business, recently released the book, “Ruthless: A Memoir,” published by Simon And Schuster, also teaches a class about the intricacies of the music business at UCLA. “I get hit up for management and label partnerships at least a dozen times a day,” concedes Heller, who offhandedly mentions that he has given business advice to countless major artists. “This new label has the perfect combination for a partnership.”

Heller also says the new label will be similar in many respects to the Ruthless label, which he managed in its heyday, prior to Wright’s death. “The new label will focus on working with one album at a time, with more upcoming artists waiting in the wings. Most independent labels over-extend themselves, leading to failure.” Heller maintains that another similarity of the label involves its compositional aspects and the company’s designated functions. “Part of the Ruthless model was having great production, a strong business vision, and a deep connection with the streets.”