My fourth installment of Qwik Interviews brings us to a man who makes the majority of his moves behind the scenes. Dima, co-owner of the Milwaukee, WI based independent record label known as Uni-Fi Records, has been working around the clock to ensure that his label is always moving forward. Within the past year, music from Uni-Fi's artists have been placed on websites from music industry giants like MTV and Rolling Stone. However, Uni-Fi isn't the only business that Dima is invested in. He's created an online radio station named WRAP.fm and a production company called PayDirt Productions as well. Many people within the community of the independent Milwaukee music scene view Dima as an inspiration to their own entrepreneurial ventures. While very few, truly very few, work as hard as Dima.For those who may not know you, who are you and what do you do?
Dima: My name is Dima Pochtarev, aka "The White Russian." I am a civil engineer in the AM, and a record label, online radio, and music production company owner in the PM and weekends. I'm a self-taught audio engineer and producer, as well as music project manager for Uni-Fi Records and much more. In my personal life, I'm a father, an immigrant, and part of the 99%; who has a dream and is here to make that dream a reality.
What is the origin of your name?
Dima: "Dima" is short for Dmitriy, and although many guess Greek, it's Russian. Born and raised in Moscow, I moved to Milwaukee, WI at the age of 10 with my family in 1994. "The White Russian" originated during the creation of my first full length album collaboration as a producer in 2009 with Dana Coppafeel and Mike DNA, when we were working on Cups & Bottles. Cups Buckingham and Bottles Bagsworth were their nicknames during the creation of the project. I frequently sat at the Digi 002 console with a bottle of vodka during our Wednesday night sessions. I acquired the name and it stuck. Another one was "Dima La Rock," given to me by A-Biz. He's another artist who has worked with Uni-Fi. His album was produced heavily by me.
What is the origin of Uni-Fi Records?
Dima: The very origin of Uni-Fi Records is my college bedroom plugged up with backlights and throwing parties. Somehow, I always ended up in that room with a laptop and dozens of people rounding up in a circle, playing industry instrumentals and freestyling. Step two was the acquisition of a 4-track tape recorder, setting it up in the basement, and proceeding to record the freestyles. Man, were they bad. I freestyled as well.
As I received an internship for the summer shortly after my Junior year in college, I was transferred to Appleton, WI, were I had no friends. I spent my spare time reading books on music business and other books such as Unbelievable: The Life, Death, and Afterlife of Notorious B.I.G. and Life and Def by Russell Simmons. I began brainstorming ideas for starting a record label and coming up with a name based on soundclick "hi-fi" and "lo-fi" download formats. I thought that "Uni-Fi" would be something I may want to lock in as it symbolized what I wanted to do to the multi-faceted scene in Milwaukee that I was just beginning to discover.
Tell us what your duties are at Uni-Fi Records.
Dima: I do whatever it takes to be labeled as a label. I came up recording and mixing many faces for free in the Milwaukee scene around 2009. I was definitely getting taken advantage of, but I can't complain as I met some amazing people and learned throughout the process. I sure wasn't good enough to charge at the time that I began to record people on ProTools. I've always dabbled in production. I picked up an MPC1000 around the same time as my 4-track tape recorder back in college. This was my salvation during the time when my day-to-day grind of work, school, and partying just seemed to blur together.
Nowadays, it seems that management is taking over for what I need to be doing within this team and I'm ok with that. I also handle the everyday emails, booking, promoting, scheduling, budget analysis, task allocations, and so much more in order to ensure a constant forward motion at the label. I cannot be without (a) my calendar and (b) my notebook on a day-to-day basis to make sure I keep my shit organized.
Who does Uni-Fi Records have on their roster?
Dima: Artist-wise, it's Dana Coppafeel and SPEAK Easy. The roster dwindled unintentionally. Life got in the way of many people's drives to do this music shit, and I'm glad. It made me realize that we were spread out too thin and doing too much for too many people. It's always been a learning experience. Now, working with two very solid artists allows us to plan accordingly and allocate proper resources to make shit happen.
As far as the rest of the team, the close-knit peeps are Charles aka Mammyth (DJ, producer, engineer), Da Ricanstruckta (DJ, producer, rapper, all around talented ass dude!), Michelle (my fiancé) who is co-owner and consultant even though she hates me for what I do sometimes... ok, most of the time because it takes me away from her. Amir, who is co-producer and consultant for the production company, DJ EROC from New York who helps man the WRAP.fm radio station, and a handful of DJs and administrative personal (Point Blank Duarte - interviewer) that have shows on our radio.
The remainder of the team is usually for hire, the PR person, the mastering engineer, the bio writer and so forth. We always keep coming back to those who treat us how we would treat others, in business and in personal matters.
What do you look for when considering welcoming an artist to your label?
Dima: I think talent, creativity, and writing skills with delivery capability are what's most important to me. One must also be willing to invest in self, whether time or money. Understanding the reality of the situation of the independent scene in Milwaukee, rapping is not a career. I'd also like them to understand the history and current happenings in the industry. They need drive and consistency from one record to the next, and have the ability to step outside of the box if necessary.
What do you look for when considering welcoming an employee to your label?
Dima: We've never made more than what we've invested into the business and therefore don't have employees. It's basically all volunteer work for now... a big fucking money drain. In some ways I find this to be a blessing because you get to know who the true soldiers are; who do what they say they will and are there for the long run. The same people you can depend on and can count on.
Trust me, if money ever came into the picture, the team that's getting employed is already here.
Describe WRAP.fm.
Dima: We Revolt Against Programming is a 24/7 online radio station that will deliver that Hip Hop that you can't hear on your Clear Channel dials. The goal was to build a home for the independent, in hopes that the independents will support. We're still in the building process but hope to eventually get into videos, mixtapes, and singles. WRAP.fm is the go-to place when you need Hip Hop and you're sick of the regular same old shit on the radio. We're "mobile and global."
Run us through a typical day of yours.
Dima: Weekdays: I'm up at 5am. I commute to my daytime job (3 hours total) while reviewing videos, songs, albums, and mixtape submissions in order to place them in appropriate folders for later action. Sometimes I scribble notes while I drive, usually about ideas and items to add to my to-do list. I make calls, promote, or send texts to start the day and get rolling on things that need to get done. I perform my job tasks while still doing all of the above.
I get home between 5 and 6pm and have dinner, then I download and upload music to the radio station to get ready for the scheduled air shows while promoting them on social media. Nowadays, I talk business with the wifey as she is starting her own. I try to spend time with the baby aside from tutoring my fiancé's older daughter in math. I also lay down the law of the house and enforce the rules we set like bedtime, chores, and all that BS.
Sometimes I search for samples, which has now turned into a digital task versus vinyl. This is much more efficient for my lifestyle. I take care of the house pets and try to help out with other house tasks when I can. I'm usually reading and replying to the never ending email flow that's blowing up my phone while planning the next Uni-Fi event. I'm always contacting the next person that's getting involved with whatever Uni-Fi, WRAP.fm, or PayDirt (Productions) has going on in the surrounding months such as events, projects, interviews, or meetings.
After all of that, I try to wind down by watching a recorded show before bed as I sip on a beer to relax my mind. It's usually around then when I notice that 10pm is too late for me to be awake, but I end up staying up until 11 or midnight handling all of the above. This starts over every day.
Weekends: When our artists aren't performing live shows, which happen frequently, I usually schedule meetings for something that has to do with Uni-Fi, WRAP.fm, or PayDirt. There's always at least one extensive recording/brainstorming session per weekend. There's the usual family errands and such. We may make it out to eat for dinner as a family on Fridays, but it's always hard to justify the spending of cash. I try to take my dogs out for a run or walk to the park because they've been cooped up all week. Sundays are usually spent running more errands, replying to more emails, reviewing more submitted music and videos, and taking trips to the parent's house for dinner.
Describe the local Hip Hop scene as best you can.
Dima: Crabs in a barrel... non-supporting fans... and non-supporting venues. The scene in general is just not conducive to developing artists. Milwaukee is like the weed killer of music artistry. Anyone who has any connection to the industry never replies to anyone "under them" or exerts any effort to further something that may have potential unless it benefits them. It's an everyone-for-themselves mentality where the only way you may get a call from one another is when someone has something to benefit or is looking for a handout or even making connections when it benefits them.
It's an unorganized chaos that doesn't know how to step to the "mainstream industry." If they do know, then they are not willing or unable to put forth the resources. Most often, it's money. It could also be described as a cut-all-possible-corners mentality as well. I imagine it has something to do with the non-recouping environment for all who live here.
Who are some local artists that you'd recommend to someone from out of town?
Dima: Literally, Milwaukee is a garbage disposal of music. There are too many to go through if I were to list them all. Of course, I stand behind my artists Dana Coppafeel and SPEAK Easy. Other rap dudes I'd suggest would be Prophetic, if you still consider him a Milwaukee artist. Yo-Dot, who is making a lot of music. Haz Solo has always been dope to me and has a good online following. Dylan Thomas, although it's been a while. Klassik, SNYD, and Maal are good too. There's a lot of young dudes coming up such as A'K and DexterX who've caught my attention.
Leaning away from Hip Hop, there's Fresh Cut Collective, D'Amato, Ras Movement, Evan Christian, H.E.R. Crew, Kane Place Record Club, Fable and The World Flat, Fly Phoenix, Skillz, Safs Crew, Kevin Getzen, Rusty P's (who've been in it for a long time and have just recently dropped some new ish), and so many more artists of all genres that I can't even name them all. Many of them are very, very good at what they do.
What makes a "White Russian" beat, a "White Russian" beat?
Dima: A sample-driven sound and a meeting with me, the "White Russian." I enjoy the process of building songs with artists and not a cold meeting of a listening session just to walk away with a CD full of beats and never be heard from again. It's the process of building and collaborating that attacts me to creating tracks with people. Money doesn't hurt either. [Laughs] So, if you want a beat, then you better show up at your scheduled time or I probably won't bother to reserve my time for you in the future. I've got real shit going on, sorry.
Besides Rap/Hip Hop, what are some other genres of music that you enjoy listening to?
Dima: My latest purchase was the theme song to The Sopranos called "Woke Up This Morning." I enjoy Bob Marley's greatest hits, The Eagles, Lionel Richie, Scatman, and "Tom's Diner" by Suzane Vega. I like all sorts of shit. If I like it, I like it. To me, good music comes from the feeling, and if I feel that in the song, I'll probably fuck with it. From Classical to Dance, I'll listen if I have time, which is not often.
What's your "must-have" album to bring with you when you travel?
Dima: The Uni-Fi "works in progress" playlist, whether it's my beats or songs that are halfway done or unmixed or unmastered. I make notes and aim towards perfection. I collect production from the team and pick the best shit. Sometimes it's samples that I can listen to for chops. The work never ends.
What type of "milestones" has the label reached with their latest compilation EP featuring Uni-Fi's own Dana Coppafeel and SPEAK Easy?
Dima: I think the biggest of all the milestones, not including the accolades like MTV, Rolling Stone, URB Magazine, and Respect Magazine, would be the discovery of the "process" or "equation" (as I like to call it) to release a project whether it be a single, EP, album, or video. It's been a learning lesson for all involved on how to properly schedule, invest, release, etc. The "process" is the shit that most locals won't commit to for one reason or another. It's always a risk.
There is always more money that can be spent to perfect your release. Just do it!
What's the next move for the label? Are there any upcoming projects in the works?
Dima: Respect Magazine just released the music video exclusive for "Da City" two days ago. Next up is the video for "Wait," then a single and video by Dana Coppa & Mammyth called "Brad Pitt," a single called "Drum Set" by SPEAK Easy on a mixtape that's being released by Jank One, a remix video for "Hot Shots Part Deax," a single deal duel-release by Loyalty Digital (out of NY) for SPEAK and Dana, a 2013 Uni-Fi mixtape, at least 3 videos for the songs on the mixtape, a 2014 album with SPEAK and Dana, and who knows what may pop up along the way.
What kind of advice would you like to offer to a recording artist who is interested in purchasing a "White Russian" beat?
Dima: Schedule a time, show up on time, and suffer through going over many stems until you like one idea. Then, take the time to build on it together. Offer to pay for the beat, too. Nothing crazy, but something; you're here for a reason, so bring that green!
What kind of advice would you like to offer to a recording artist who would be interested in joining the label?
Dima: Show and prove, be consistent, join the movement and don't fall off. So far, after 9 years, I've only found two that have done the above... Dana & SPEAK. You need to be able to accept constructive criticism, and when you're good enough to tango, you too will hit that dance floor. Realize early on that this is a business, and there's no time to play and have fun.
What kind of advice would you like to offer to a recording artist who would be interested in submitting music to WRAP.fm?
Dima: Anyone can submit to wrapfm@gmail.com but only the ones that fit the format and make an impression will make it on the air. Of course, knowing us personally helps.
What kind of advice would you like to offer to other independent record labels?
Dima: I'd suggest that you really think about what you want to be doing, like, really think about. This is not a game and I hope you have a well-paying job to support your "label" habit. Yes, you do "live and you learn." I'd also suggest surrounding yourself with honest people.
If you could choose anyone, who would you love to welcome to the Uni-Fi roster?
Dima: I have both up-and-comers to the mainstream and local talent in mind that I would consider putting under the wing of Uni-Fi. People who have a lot of potential and a lot of drive. I won't name them because every addition deserves an investment. We have a lot going on as it is and we need to make sure we handle that first.
If you could choose anyone, who would you love to collaborate with on an upcoming Uni-Fi project?
Dima: We're currently building up a list for the 2014 project. You'll have to find out then.
Aside from music, what other works do you have in-store?
Dima: The MINI Classy is a baby apparel shop Michelle started. I am giving them some business advice and cutting fabric for their clothes. Other than that, her and her business partner, "Rae Rae," have been hustling and I'm glad to see that.
Speed Round - (Where one word answers are perfectly acceptable)
What's your favorite drink?
Dima: La Croix
Do you watch TV? If so, what's your favorite show?
Dima: Breaking Bad and the Food Network in general
Do you have a favorite movie?
Dima: Edward Scissorhands, The Green Mile, The Matrix
What was your favorite cartoon growing up?
Dima: Tom & Jerry
Name an album that you're ashamed to admit to owning, liking, and listening to.
Dima: You need to hear all music. You can't be ashamed.
Best memory of Moscow?
Dima: Family, Dacha, Kremlin, Travel
What's something you miss the most about Moscow?
Dima: Family, Dacha, Travel
What motivates you?
Dima: My parents
What inspires you to create music?
Dima: The sample or sound
Where can someone find your label's music?
Dima: There are many free albums and mixtapes on www.unifirecords.com.
Lastly, what's something that many people may not know about you?
Dima: I'm a first generation Ameri/Russian, living that American Dream.
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To learn more about Dima and his production, then visit this link here.
To hear more from Uni-Fi Records, you can find, follow, and tweet them using their Twitter widget below.
Tweets by @UniFiRecords
Thank you for your time Dima, and thank you to my readers.
-QW
For your enjoyment, here is the new video for Uni-Fi Records' artists Dana Coppafeel and SPEAK Easy's song "Da City," featuring SNYD.
