By
Lisa Dumas
Editor
Joe Safina, CEO of Pure Games Inc.and founder of Pure Records, is looking for the next big thing. In partnership with Loud/SRC Records, he's created one of the first online competitions of its kind, Battlerap. After an initial attempt at launching the contest in 2005, his new web site, Loud.com, allows contestants to download professional beats from major producers for just $0.99, battle it out in a contest for $100,000 and land a record deal with SRC.
Participants use a unique on-line recording tool to overlay their raps onto the tracks, which ultimately will be judged by a panel of celebrity producers. All they need is a microphone.
Shine caught up with Safina to find out where he got the idea for the contest, and what he's looking for in the winner. Check it out.
Shine: How did the concept for Loud.com come about?
Joe Safina: We were sitting down one day sorting through demos. We get a lot of demos and we were looking for a rap artist. But they always came with some sort of excuse like, "It would be better if I had Cool & Dre beats." So we said, 'Let's make a forum and put it on an even playing field.' Then it merged into 'Let's make a software to download.'
Shine: What's the difference between the old Battlerap.com and the new venture with Loud Records?
Joe Safina: Battlerap was more of a head to head battle type of site. A lot of guys said they're not battle rappers, or "We're just looking for a record deal." So we decided to make it more about a [hip-hop] community and a record deal.
Shine: You've got beats from Khaled, Green Lantern, Cool & Dre...was it hard for you to bring them on board?
Joe Safina: Let me put it this way, Cool & Dre, I gave them this concept on a dinner table napkin, and they loved the idea. It's not hard to get the producers. It's deciding which beats to use. They're calling us. When the winner does arise, that producer will have placement on that record. So that's what's attractive to them.
Shine: Who's been downloaded the most so far?
Joe Safina: Cool & Dre probably, I think because of the quantity of beats they put up.
Shine: How long does the contest last and what's your process for choosing a winner?
Joe Safina: We're having three ten-round contests, with one winner from each week. We'll narrow it down to three people for the semi-finals, and we're gonna do that three times. So, there will be nine semi-finalists in the end, and we'll pick from those nine people.We'll announce the winner by the end of the year, for the $100,000 and record deal.
Shine: Finally, what characteristics do you hope to find in the winner as an artist?
Joe Safina: We want to find someone that not only can pick a beat, but that can rap, pick a beat, and promote themselves. That's what we want in an artist.
©Copyright
PlanetShine.com 2000-2007