Death Row Records Rises from the Ashes: an exclusive SoJones interview with Lara Lavi, CEO

Article written by: Andre Sanchez
Posted on: August 17, 2009

“The row” is a little different nowadays. Notice anything peculiar about this pic?

That’s Lara Lavi, the new CEO of Death Row Records alongside one of the most scrupulously law-abiding group of rappers EVER (insert smirk). Some of the best west coast Hip Hop have come out of this label, and the self-proclaimed Jewish soccer mom took time out of her busy schedule to speak with SoJones.

What old material from Death Row can we expect to be re-released?

LL: We will release everything of quality we have from the vault – more unreleased and rare releases from Snoop Doggy Dogg, Dogg Pound, Kurupt, Jewel, Michele, Danny Boy, Crooked I, Left Eye….the list goes on and on.

Other than artist Sean Jones, who else do you plan to release?

LL: On WIDEawake, we have a number of projects in the works. WIDEawake is a separate brand from death row; these include children’s projects, sound tracks, and other artists. Crooked I has a wonderful project in addition to his Slaughterhouse group on tour right now that I think is amazing.

How will Death Row brand themselves without Suge?

LL: Life marches on, Suge has marched on, we wish him well. I think it is always important for the label to be about the artists, their music and their fans, so take what you will from that.

At the height of the label’s popularity, it seemed like its mystique was predominantly a result of the mafia-like allure that Suge, Pac, Snoop, Dre, RBX, etc. brought to the table…

LL: Perhaps, but none of that would have been relevant if the music had sucked, the music was amazing and that lasts a lot longer than even the artists themselves or whatever they were into when alive.

When did you realize you wanted to be involved with a legendary Hip Hop label? And why Death Row?

LL: Initially my company made a business decision to purchase Death Row out of bankruptcy. As I met the artists and understood what many of them have been through I could empathize as an artist myself, having gone through similar insanity. The music business doesn’t just hone in on gangsta rap for artists getting screwed with.

Who were some others in the bidding war for Death Row?

LL: Well the only one standing at the court with us at the auction in January was Warner and for whatever reason Tom Whalley backed down. You will have to ask him why.

Tell me how the relationship with New Solutions Capital came about. Did their relationship with early 2000’s indie label Sextant Records make you wary about moving forward with the relationship?

LL: No comment.

Lara Lavi (left) John Payne (right)

Why was the bid of $25M from Warner and Koch withdrawn?

LL: Warner never bid $25M to my knowledge. Not sure what happened in the bid history, it was before WIDEawake’s time.

Do you plan on giving ex-artists their royalties?

LL: Of course. We have put a proper admin system together with our partners Evergreen copyrights for the masters and publishing.

What kind of charity outreach work are you doing in the community?

LL: We work very closely with homeless and at risk kids – especially in Toronto with Eva’s Initiativesnon profit organization. I am also committed to converting Tupac music pirate site to Tupac Amaru Shakur Center donation and info site.

What are your plans in re-branding the label?

LL: We will turn it into a label about the music and its impact on music and society today. We will allow our music to be placed in film and television, and we will develop our own film and TV projects armed with our music to make the music currently relevant. Gaming and graphic novels are also in the future.

How will Death Row fare in the digital era, and in the dawn of the new decade?

LL: We are doing great in the digital world – the future in this sector looks bright.

Do you own Left-eye’s vault music as well?

LL: She’s actually still signed to the label, which means they either have more material from her in the vault or she didn’t fulfill the contract. What ever great quality Left Eye music we have will be released in due times and royalties paid to her estate. May she rest in peace.

How has the media and general public received you as you’ve taken the helm of Death Row? Do you think the hip hop community has embraced your companies’ arrival?

LL: I think everyone is cautiously optimistic. Some artists were hoping we would jump on expensive new deals which we can’t afford to do and manage the 18 million asset we just purchased. Time will tell. The door is always open for former death row artists.

It seems you’ve summed up your goal with Death Row in this quote: “Death Row artists have a legacy just like the Motown artists did,” “The lifeblood of the company is their body of work — and I want to get down to the task of honoring it.”

LL: Yep – Works for me!

Visit deathrowmusic.com for updates.