Buffalo Rising Online

Mar 8th 2006, 6:00am By buffalorising

It would be tough to find a more grassroots and dedicated local creative business than Deep Thinka Records. Founded in 1997 by President Tony Caferro, Deep Thinka is a company that is values-driven and community-based, devoted to Buffalo and supporting its talent creatively, economically and emotionally.

Tony, or Tone-X, has helped many local artists produce more than five vinyl records, ten full package CDs, and countless mix tapes and CDs. A graduate of University at Buffalo with a Bachelor of Science in Business, his business model reflects his personal blend of common-sense economics and community activism. For instance, all the talent on the label also serves in other roles, getting industry experience in areas such as radio or internet promotion. All the staff are artists of various types themselves, which brings a special understanding and commitment to the brand.

This story by Gabrielle Bouliane appears along with many others in the current Winter/Spring issue of BRM which can be found at over 200 locations throughout the city.

In terms of the music, the label leans toward Lo-Fi, using analog equipment for a warm sound which has its roots in the golden days of the late 1960s. I dont mess with computers. Im going for that vintage sound from the late 80s to early 90s that typified real hip hop; a real gritty sound, nothing fancy a turntable, some old dusty records, some sort of machine that samples it and you just put this nice warmth together. Tony prefers to let the music evolve naturally, seeing which artists gravitate toward each other, and then encouraging collaboration. Live instrumentation is also a staple. Lyrically, Deep Thinka is true to its name, focusing on classic wordplay with conscious themes.

Tonys down-to-earth practicality in terms of economics is true to his Buffalo roots. We actually want to stay in Buffalo, which may seem counter-intuitive at first. But being an independent is almost a smarter business move than working with a major and moving out of town, because no matter how you cut it, signing to something like that is not necessarily as lucrative. Instead of spending $500,000 on videos, or $2,000,000 on production, and having to sell six million albums to break even, we can be very frugal, be effective with our money and business decisions, and maintain a certain amount of integrity that people respect and respond to. So what were doing is staying in Buffalo and building our own resources. We have very little, but were using everything we have.

The formula is working. Deep Thinkas latest release from Rap Artist Rhyson (pronounced Reason) Hall is up to number four on national charts such as www.rapattacklives.com, that track about 500 radio, club and mix-tape DJs. The charts show that this local group has become an international success story, using the internet to spread their sound as far away as Japan. Other projects include working on getting Rhyson on the Warped Tour.

More impressively, they have a strong community spirit as well. Rhyson, who will shortly be graduating from UB, is currently working on building a street team called the DTRmy, a dedicated fan-base that operates to spread the word to the general public. We want to get involved in the community, and not just lip service, not just going out and making speeches, but actually working whether its a food drive, or teaching people how to do certain jobs. Something tangible. I think working closely in the community will keep everybody down to earth, and everybody will be able to relate to you, as well as to the music. Anyone can sign up, and help us; all they really have to do is come by the spot, or give us a call, and get involved. Were also open to the community the studio can be rented for $35 an hour, and we encourage new talent to call and use our services.

Were just basically trying to bring good music back to that era, says Tony, while at the same time moving it forward. Its hip hop evolution and musical revolution. Were trying to change how new music is made, and how its coming out, and evolve hip hops sound, and in some ways bring that vibe back.

What does that mean to artists like Rhyson? It makes me more focused and more sure of what Im doing. I wouldnt be putting so much into it if I wasnt secure in the foundation. That kind of emotional grounding will help any artist to produce their highest quality material, and is indicative of a rare relationship in an industry thats too frequently based on numbers alone.

When asked what success means to him, Tony responds: I feel like Im personally already successful, because I feel that Im already doing what I really want to do. What I would define as success right now is really getting everyone else around me to be in that position. My business is my life, so I want to be able to have other people to get to that point as well, because then were going to go further. I know what I can do myself I want to help other people can make that realization. Thats success to me.

Deep Thinka Records, LLC 604 Hertel Avenue | 716.873-2151 M-F 10am-9pm