Lawrence Lord, aka The Purist, helms the boutique hip-hop label Daupe! Records. Since 2012, when Purist released The Double Feature EP featuring Action Bronson and Roc Marciano, Purist, and Daupe!, prides themself on only releasing quality products with quality artists – as Purist puts it: “quality, not quantity.” We talked with Purist about upcoming projects, limited releases, and creating brand trust and customer loyalty in the music industry.
The following has been lightly edited.
What are some of your contemporary and all-time influences?
I have found that as I get older, I am less influenced by others. One influence that’s definitely stuck from my youth, though, is Moschino’s style of flipping well-known brands and logos. That’s been very influential on Daupe!’s apparel.
What is the most overrated?
Jewelry.
What is the most underrated?
Real estate.
What are you excited about right now?
CASisDEAD’s upcoming album.
What’s next for you?
I’m working on a lot at the moment. Lockdown allowed me to spend time creating, so in 2021 my new album Betamax will be dropping, as well as several projects I’ve been involved in producing or exec producing.
Bonus Questions: Daupe!’s releases work exactly like limited-edition releases of sneakers and streetwear: limited supply exceeded by demand. Was this always the plan, and was it influenced by boutique sneaker and streetwear brands?
The numbers are not as limited as you might think – we press thousands of most records. We usually sell out minutes after we release, so I guess you could say we operate the same way in the sense that demand exceeds our supply. I think there is an added element of desire, which is created by packaging and design. I suppose it was always part of the plan to create high-quality art, which is attractive to other fanbases and music lovers.
Your motto is “quality, not quantity.” That’s not a sentiment commonly associated with the music industry. How do you think Daupe!‘s approach provides a better way for artists and listeners alike to experience hip-hop?
I like to think that Daupe! has become a brand you can trust. If we release a record, our customers know it will be music of a certain quality, or above. Artists we work with also know that their art will be given the treatment it deserves when it comes to presentation – this is where the packaging and design come into play. We always want to create something that people want to own.
How have you been able to curate such an incredible roster of artists and projects?
I’d say again: it is trust. Our model is fair to both the artist and the customer. A lot of it is about quality control. We only release between 12-15 projects a year, half of what most other labels are releasing. We will never change our “quality, not quantity” mantra.
