Atlanta is home to some of the world’s most critically acclaimed hip hop. Artists such as OutKast and Goodie Mob have made their names here, both boasting the creation of the ‘dirty south’ sound that we all know and love. Fast forward to the present day and you’ll notice the music industry is overflowing with breakthrough artists from the South such as Future and Young Thug, however, a collective shrouded in mystery and independence exists amongst the stand out names.
Awful Records are a crew that are hard to get hold of. Information online is hard to come by, and they use this to their advantage, heightening curiousity. Father is the founder. The idea started out a collective named ‘Awfully Creative’ which soon transformed into the ‘Awful Media Group’. Father stays true to the name of Awfully Creative; he is experienced in all segments of the creative industries, including rapping, producing artwork, producing and mastering tracks and also directing and editing videos.
His personal sound has evolved since his debut release in 2014. Beats have been stripped back in place of overcomplicated production. Minimalistic baselines are implemented alongside a slow, trap like flow, drenched in themes of sex, suicide and drug abuse.
The clique itself consists of 17 members (Father, Ethreal, Archibal Slim, Keith Charles Spacebar, Rich Poslim, Slug Christ, Gahm, Stalin Majestic, Lord Narf, Luid Diamonds, Abra, Micah Freeman, Playboi Carti, Tommy Genesis, Alexandria, Coodie Breeze and Dexter), all of which maintain a unique style ranging from ambient R&B to trip hop. Some sounds appear unperfected, but instead of striving for perfection Father and his crew embrace the characteristic, raw sound.
Awful Records is as close as you can get to a family without being biologically connected. The group rarely collaborate outside the label, yet are always on hand to help a fellow Awful artist if it is needed. Tommy Genesis, a Soundcloud suggestion that Father took notice of, is the only artist that hadn’t been personally met before signing. All other members have connections with each other that stretch right back to the humble birth of the label, be it attending the same school or simply crashing at each other’s houses.
The close knit label is dominating the social media age. Tracks and albums are posted consistently via Twitter and Soundcloud. Such speed is to be admired. Young Thug is another Southern artist who produces records at an outrageous speed and is often criticised for it; many accusing him of not putting enough time and effort into tracks, yet those that criticise fail to recognise that speed doesn’t necessarily mean the artist isn’t working hard enough, it can often define the complete opposite.
Awful Records may have grown in popularity since they were founded in 2014, but they remain completely independent. They have the first and last say on everything. It’s an alternative label that refuses to conform to genre restrictions, not only looking at hip hop for creative inspiration but across the entirety of genres.
In a recent interview with the Guardian label owner Father said
“We want freedom, full 360 degree creative control. It doesn’t work when we get other people involved. We want to be radical.”
In a world where many great artists are swallowed up by the tide of the mainstream audience it’s refreshing to see a group of artists so intent on remaining independent, and celebrating the success they rightly deserve.
You can watch Awful Records wile out in a back garden in Atlanta” below.
follow Awful records on Twitter to keep up with their Musical journey at @AWFULRECORDS
Words: Andrew Moore – @andrewmooree
