Hilary Rawk

DJ, producer, label-owner and talent buyer James Amato has been a part of the music scene in Chicago and Milwaukee for over ten years. James says he spent his teen years "coming down to Chicago every weekend and attending all-night rave parties. Eventually, I got into DJing, began throwing events, got into producing and then recently started up two labels [within the past two years]: Neighborhood House Watch and Potty Mouth Music." He started Neighborhood House Watch as a vehicle to release his own house tracks. Just more than a year later, James started Potty Mouth Music, which he says was born out of his love for grimy, house music.

James explains Potty Mouth Music focuses on the, "dirtier, unconventional side of house music—we like to call it 'Fidget House.'" The label got its name after James had dinner with his mother one night. He recalls he "kept swearing in our conversation [not at her, but just in general] and not even really realizing it. She looked at me and said, 'James, you have such a potty mouth.' The name stuck in my head a few months later when launching the new label, focusing on dirtier, glitchier house music. I needed a name that fit the music—something sassy and naughty."

The biggest challenge of starting a label at this point in music history, according to James, is that, "We are in a new era of digital downloads. Vinyl has become a thing of the past and now is something that is a collector's item."

James has a fresh approach on label management. He explains, "I treat my artists like family. I go above and beyond the expectations of a label owner. I do everything from getting bios written up, to helping lock down artist management, to putting together tours and events around the U.S. that showcase my artists."

Potty Mouth artists DJ Fame and Santiago join .dotbleep resident Justin Long at Smart Bar, 3730 North Clark, (773)549-0203, on November 24, 10pm-4am. Free before 11pm, $10 after. For more on Potty Mouth Music (including artist bios and mixes) visit pottymouthmusic.com.

(2007-11-19)

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