1996 saw the release of "My World Premier" by Charizma and Peanut Butter Wolf on Stones Throw Records. The name "Stones Throw" came from a saying my mom used that Charizma and I teased her about (We were big on mom jokes). It had been three years since he died, but people still thought it was a new song. A year later, I was at KRS One's "Step Into A World" video shoot when Kenny Parker played it. KRS was nodding his head and asked Kenny who it was and how he could get a copy. At that point, I realised another goal had been met - approval from someone who influenced us.

So, why am I telling you this personal story? Because Stones Throw Records is a very personal label for me. I put out what I personally like and save the rest for the other labels out there. As executive producer, I don't put out what I think the people will like, I put out what I like. This has worked for me so far, and if it stops working for me, it will be the end of Stones Throw as a label. I've passed on some artists that I knew would sell a lot of units because I didn't like the songs. That sounds like a bad business move and from a purely financial standpoint it is one, but profit isn't the only thing that drives my label. If money were my sole motivation, I'd be rich by now because so far I've attained everything I've put my mind to. I may be wealthy someday, but only as an indirect consequence of putting out what I believe to be good music.

As an artist myself, I have the artists help decide how much money to spend on promoting their records. We all split the profits after expenses, so it makes sense that we collectively decide how much to spend on promotion. This includes video budget, advertising, radio promotion, video promotion, street teams, snippet tapes, stickers, flats, posters, 8x10 glossies, etc.

As a DJ myself, I have always been commited to releasing vinyl LPs as well as breakbeat records. I put out instrumental versions of the albums because (1) the artists should be able to rock a show from vinyl, and (2) the DJs ask for it. Since my record buying "career" started as a kid buying 45's, I'm now releasing 45's and have found several artists commited to joining the cause of preserving this endangered species, even if it means selling only 1,000 units per title.