Welcome to the second edition of our series of short interviews, affectionately titled Talking Shop. The majority of media and fan attention gets showered on the artists who create the music we love to listen to/DJ with/dance to, and for good reasons. But without the hard work, keen ears and business savvy of label staff, we’d be stuck only streaming tracks on Myspace. This time we’re profiling Brontosaurus, a small label out of Frankfurt run by Philip Lauer, who is conveniently known as Brontosaurus, also. Having built its reputation on proto-house jams and eclectic throwback covers (see below), the label first crossed my radar with the outrageously catchy “Mudhutma!” single from Burkina Faso’s finest Arto Mwambé. Mr. Lauer was more than eager to discuss his label’s narrow roster, “bullet proof quality,” and how they’ll survive the Great Vinyl Depression.

Please tell me about the beginning of Brontosaurus. Why and how did you start out? Did you have any experience in the record business?

Philip Lauer: I released a few records on different labels like Séparé, Real Soon, Punkt Music and I’m working in the label-department of a distribution company since 5 years. The intention was to have a platform for my stuff and the stuff of good friends… making no compromises anymore. I’m also working in the label-department of a distribution company called Intergroove since 5 years, who have been very supportive with this project.

How did you select the artists for Brontosaurus’ roster?

Well, I looked at all my friends and the ones who did good music were in.

Do you get many demos?

Yes, but I don’t take in new artists, at least at this stage.

How did you decide on the name Brontosaurus?

A friend came up with the name a few years ago and he wanted to start a black metal band with that name. I liked it a lot. so I asked him in 2006 if it was okay if i could use it for the label.

Economically, running a record label isn’t one of the “smartest” things to do. How do you keep Brontosaurus running with sales as they are?

That’s not really true… if you don’t expect money. I basically try to avoid high costs. Covers are printed by ourselves and we only have one colour prints and stuff like that. Also I’m pretty conservative with quantities so I won’t have overstocks. They are the real music killers.

How important are sales figures to you?

I like big numbers, but I’m humble enough to know that I’m competing with an endless number of other labels and that my taste of music is not working for a lot of people all the time. So as long as I break even I’m fine.

Where do you think are the advantages and disadvantages of being based in Frankfurt?

It’s my city — no disadvantages.

Brontosaurus single covers, mashed up by Tyler Grisham

Where did the cover graphics you use come from? Why did you choose them?

The artwork is done by good friends from Frankfurt. At the moment we have a printed series displaying the bodies of the legendary band New Edition with Bobby Brown. It’s all handprinted with love.

Do you think mp3 blogs like mine hurt the music industry? Do you think blogs have a role in the future of dance music promotion?

Yep, if you offer mp3s illegally for free. It’s not so much about a label losing profit (well, depending on the release), it’s more that people lose the awareness that you need to pay for music in general. Producers who don’t DJ or do live acts have a hard time. They actually play an important role on the other hand. The market is swamped with stuff, [so it’s] impossible for everyone to check/know everything, so more eyes see more. The job of filtering music is getting very important in times of Ableton live and mp3 labels. Quality control is getting more complicated.

There is no shortage of labels in dance music. What does Brontosaurus do to stand out from the crowd?

Mmh… don’t know. We try to put out 100% bullet proof good stuff only… as easy as that. No special promo or anything.

As technology advances further, vinyl is moving closer to becoming obsolete to many DJs. What are your feelings on this?

It’s stupid, I don’t like it. It has no soul.

Do you think the end of vinyl is in sight?

No, that’s just media hype. Pressing plants are pressing steady numbers, or even press more then ever. Dropping sales numbers derive from too many labels in the market. It’s almost a web 2.0. mentality transplanted into the real world (I can do a label too cause I know how to make noise) or something. Or maybe people watch too much TV and get the impression that being a self made millionaire is a normal thing. Sounds kind of snobby, doesn’t it? Sorry.

What can we expect from Brontosaurus in the next year or so?

New 12”s from Arto Mwambé, Extraproduktionen, Exile Missle and myself.

There have been rumors that Arto Mwambé is actually another producer masquerading as someone else. Can I get you to tell me who Arto Mwambé really is?

Arto Eduard Mwambé.