G.Prez: Talks Entrepreneurship, Community, and Converge

Photos by Susan Fried

By Emma Schwichtenberg

Seattle-based music veteran and entrepreneur, Keith aka G.Prez Asphy, recently sat down with Converge Music to talk about his career in the music industry. G.Prez has been involved in the industry since the mid-80s when he first started DJing at local middle schools. Since then, he has made a name for himself as a DJ, promoter, producer, and label owner. 

G.Prez's entrepreneurial spirit led him to open his first brick-and-mortar business, Souls Tapes and CDs, a record store and recording studio, in the '90s. He later founded Seasick Records, an independent label focused on hip-hop and rap music. Eventually, G.Prez transitioned to Presidential Media Group, a company that offered a wider range of services to a more diverse clientele. 

Throughout his career, G.Prez has worked with many notable artists, including Bone Thugs-n-Harmony, Devin the Dude, and Too Short. He has toured extensively, both domestically and internationally, and has even performed for the troops overseas as part of the USO.

How did you get your start in music?

The first time I performed in front of a crowd was back in '88, in middle school. I was selected to stay after school to learn how to DJ. My mentor, DJ D from Hot Wax Productions, who I'm still in touch with to this day, guided me through this journey. That year, I DJed my first event, which was called "Pride in '88" at my middle school. I did such a good job that it opened up new opportunities for me. 

Being a DJ was a big deal back then, and my performance caught the attention of my mentor, Daryl. He hired me to be part of his crew, and I started traveling around to DJ at other middle and high schools in the area. I received my first check for $50 from Wax Productions in 1988, marking the official start of my DJ career.

So after you started DJing around different middle schools, where did you go from there? How did you continue through high school and beyond?

In high school, I began renting out halls and organizing dances. There’s a three-part series on the teenage dance ordinance that Seattle used to have, which aired on KUOW. They interviewed me and other locals, and there's some good information in that interview too. I rented out various halls — Filipino Hall, Washington Hall, VFW Hall, Sailors Hall, Masonic Temples, and Odd Fellows Hall on Capitol Hill. If it had "Hall" in the name, I would rent it out and throw parties. I started DJing at these events, but eventually, I transitioned into promoting and putting on other DJs. Many legendary DJs like Vitamin D, DV One, Rockefeller, and Lovesick Larry DJed at my events because I turned more into a promoter. After graduating high school in '93, I opened my first brick-and-mortar business. It was a retail record store and recording studio located in the Central District at the corner of 23rd and Cherry.

While you were running the record store and promoting on the side, you eventually started the Presidential Media Group?

Yes. Originally, my independent label was Seasick Records, which I started when I had the record store. However, operating a record label is expensive, so I invested in our own recording studio. Around this time, personal computers had become more accessible. In high school, I attended a small Running Start program at Seattle Central Community College. We had the newest Macintosh computers, and I taught myself graphic design. With the money I earned, I bought the latest Macintosh and started doing graphics. That’s when I started CC Graphics. We handled the manufacturing for many local artists, pressing CDs, designing album covers, posters, flyers, and logos. Seasick is a very urban name. As our clientele expanded, we wanted to appeal to more corporate clients. So, I created the Presidential Media Group to avoid discouraging potential customers. While CC Graphics had an urban vibe, Presidential Media Group was meant to attract a broader and more corporate clientele.

Did you know what type of work or projects you wanted to focus on, or were you just open to anything?

We wanted to cover all bases. Back then, we were doing a lot of urban work. This was before the internet became what it is today. Very few people had internet access, and mobile phones couldn't connect to the internet. You had to go to someone's house to use their computer if they had internet service. Having a picture of yourself on the internet was a big deal because it was the newest technology.

Presidential Media Group was created because Seasick Records was so well-known for hip hop and rap. I wanted to create a different brand to attract a broader range of clients. A significant portion of our work ended up being obituaries and video slideshows, which can be challenging due to the sensitive nature of the content, often involving people who passed away at an early age.

At our peak with Seasick Records, I was releasing records. I put out my first record in 1998 with an artist called Little Mafia. After a few years, I released a compilation called "When It Rains" with local producer Ryan Croom (RC). It featured around 20 local artists and sold very well. We followed it with a sequel, "Still Raining."

Around 2010, I created an artist union called the Block Teamsters Union (BTU) because so many artists wanted to work with me. I had learned the challenges of signing a single artist to my label, so I opted to release compilations. RC would record and produce the entire project, and I would handle manufacturing, marketing, and distribution.

Despite the shift to digital, I still believe in the value of physical formats like CDs and vinyl. I've done several national and overseas tours, and having merchandise like CDs for sale is crucial. While digital distribution is easy, it lacks the tangible connection that physical media provides. CDs are still prevalent in cars, and they offer an undistracted listening experience compared to digital files on a phone. So, I continue to manufacture CDs for any project I'm involved in, ensuring that I can connect with and sell to my audience directly.

You mentioned overseas tours and how fun and interesting those experiences can be. Could you share a bit about that?

My first tour was with the USO, the entertainment division of the military. Whenever you hear about a celebrity going over to perform for the troops, it's usually arranged through the USO. My first overseas tour was with the Laura Suku Thai Marimba Band, led by the mother of one of my closest friends from middle school. They perform traditional Zimbabwean music.

We traveled all through Europe, visiting Italy, France, Germany, Sweden, Hungary, and Bosnia. It was an incredible experience. Touring with the military was different; we traveled in military helicopters and had a motorcade to take us from place to place. Despite the security measures, I felt safe the entire time. This tour taught me a lot about logistics—seeing the paperwork, the itineraries, and how things were scheduled out. These skills were invaluable when I started organizing my own tours.

What was your experience like working with various artists and managing merchandise during your tours?

I worked with groups like 2 Live Crew and brought many concerts to Seattle. Once I established relationships with certain artists, I would go on the road with them, either performing or DJing and opening up for their shows. Selling merchandise was a big part of these tours. I'd often make hundreds or even thousands of dollars, depending on the size of the show, by selling merch after my performance.

In 2008, I started my clothing line, Presidential Clothing. I did joint venture deals with artists like Bone Thugs-N-Harmony, creating Presidential Clothing Bone Thugs T-shirts. This was a win-win since many artists were missing out on merchandise revenue. I also went on tour with artists like Too Short, E-40, and most consistently with Devin the Dude from Houston.

I used to work with street team accounts, where labels in New York, LA, or Houston would send marketing materials for distribution in my city whenever they released a record. Devin came to Seattle for the first time through one of these programs. I was in charge of his whole experience, and we built a great relationship. Since then, I’ve done around 250-city nationwide tours with Devin the Dude. Touring city to city, seeing almost every state in the country, has been amazing. I’m definitely looking forward to getting back out on the road.

Do you have plans to go back out on the road soon?

I'm definitely planning to get back on the road soon, especially with the new album coming out. The artist’s name is Rume. I'll get you a CD as soon as possible and drop some off at the office. He's part of Devin the Dude's group, the Coffee Brothers, and that's how I met Rume years ago while on tour with Devin. We became really close friends, and he's spent many extended stays in Seattle working with me. That's how we came to do a joint venture to put his album out.

I've had an incredible career with opportunities to move to New York, Atlanta, or LA, but my kids were younger at the time, and I wasn’t willing to separate myself from them. I've had some crazy opportunities, like a chance to be part of Death Row Records before Tupac joined. They did a market visit, were impressed with my record store and studio, and wanted me to come work with them. I passed on that, considering Death Row’s notorious reputation at the time, which didn’t align with my values. But I got to meet Suge Knight and became close with the Vice President of Death Row, Kevin Black. I've had some amazing experiences and met some of my idols in music over the years.

When you go on the road, are you just promoting, or are you also DJing? Or maybe doing a little bit of both?

I do a little bit of both. I'll be the tour DJ, the opening DJ, or the host that introduces the acts in between. Additionally, I manage things like deciding which hotels we stay at and booking after parties. When you get to each city, there's always a club promoter wanting you to come through. With my experience, I'm able to filter out who's legitimate and who's not. For example, cities like Denver are good stops where I'll come through on tour, and then after the tour is over, I'll double back and DJ at a club. Phoenix, Denver, and Las Vegas are some of the cities I frequently return to.

When you first went on that tour with the USO, what year was that?

It was in 1999.

What do you think your 13-year-old self would have thought if he saw you touring and performing for the troops?

That was a surprising element of touring because when you think about touring, you usually think about the US. You don't expect to be out in different countries. But it was something I always knew I'd do. I was shocked, but not shocked, because I always felt like I was going to do some cool things. Life has always been cool for me. For example, the first time I ever saw a limo was when I met Eddie Murphy, the first celebrity I ever met. At that moment, I knew I wanted a limo, and I eventually ended up having a whole bunch of limos and buses. The first time I ever got on a tour bus was with Bone Thugs-N-Harmony, and I thought, "One day I might have one." Now, I have four of those. They're not built out the same way with the bunks, but they're the same size buses as those tour buses.

I've never really thought of any limitations. I knew I wanted a record store, and I had one. I wanted a recording studio, and I started out in the basement, which then turned into a full-fledged 24-track digital recording studio. For the most part, anything I decided I wanted to do, I've been able to do. I love that.

How has your experience been working with Converge? When did you start getting involved with them? 

I grew up with Omari, his brothers, and his mom; we're all from the same neighborhood. Omari has supported me in all my business endeavors, and I've always supported him. So, when the opportunity came to go overseas with him and Converge, it was an easy decision. The first time I went to Africa was with Converge, to Nairobi, Kenya. This was special because my favorite comedian, Richard Pryor, mentioned Nairobi in his routines. I had always wanted to visit Nairobi because of him. From there, we went to Dar es Salaam and Zanzibar, places that always sounded mystical to me. 

I've also traveled through the Middle East, visiting places like Dubai, Abu Dhabi, and Iran. Some people are afraid to go to foreign countries, but I've always been fearless. I've worked in various places across the U.S. too. For instance, I’ve done a lot of transportation for Snoop Dogg whenever he comes to town. One time, I ended up in Long Beach for three or four days, working with a young group that was shooting a video there. I'm not afraid to pull up anywhere, and I understand gang culture enough to recognize danger from a mile away. I've traveled to New York, navigating all the boroughs and riding the train. I don't do extreme sports like skydiving, but I'm comfortable moving around in environments that some might consider risky.

What's next for you?

The artist I'm working with, Rume, is a breath of fresh air in music. It's not the traditional stuff that's popular right now, but I believe there's a genre and a clientele looking for something different to embrace. It's not the typical rap that dominates today’s charts. While I support freedom of expression and anyone's right to their style, I feel there's a systematic and institutionalized effort to promote certain types of music that don't positively represent Black culture. 

I think there's a mature crowd out there, and even some young people, who would appreciate music that's different. Just like how I can enjoy a disco party or a '60s event, there's a diverse palette of musical tastes out there. I believe Room's album will do very well, and I'm looking forward to organizing more events with a specific purpose, often attached to fundraising for nonprofits I support.

I'm on the Board of Directors for Tubman Health, an incredible nonprofit. We're in the process of building a new medical center, having already acquired the land and working on the blueprints. I'm also on the board of Festival Sundiata, the longest-running African American festival in Seattle, held annually at the Seattle Center. This year's festival will be on August 24-25. Additionally, I support Community Passageways and King County Equity Now. 

Moving forward G.Prez aims to host events that always support other important initiatives. To keep up with G.Prez online, find him on Instagram @gprez206.