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Ruben Torres

Josh: Ruben, thank you for taking the time to do this interview.

Ruben: No problem, it's my pleasure.

Josh: First and foremost, explain a little bit about yourself. Where did you grow up and who or what inspired you to start a career in hip-hop?

Ruben: I grew up in south San Diego, there is a different mix of cultures down here. There is a certain sound that comes from here that is a mix of reggae, hip hop, and rock. I always soaked up more of the hip hop. There was a group out here called The Legion of Doom that was doing big things, and inspired me to want to get into the industry side of things.

Josh: How did you get your foot in the door of the entertainment industry?

Ruben: I was presented the opportunity to work at a start up label (Rescue Records) in 93-94 for P.O.D., and I spent a few years there soaking up the game. I always look at that as my 4 years in college. That was probably where I learned the most. And also where I met my wife. After Rescue Records I jumped into the film and video side of things, where I soaked up game from Devin Dehaven.

Josh: What made you to decide to explore your business side?

Ruben: The biz side just kinda evolved. I enjoy being behind the scenes. Being around all the people that I was around I kept a lot of contacts so people started coming to me for hook ups, then it just started to all come together. The way I look at it is, even if you are an artist you gotta learn the biz anyway. In anything that you get involved in there will be biz to handle, so might as well be in the biz that I love! You gotta have a real passion for this game because it aint for everybody. you gotta eat, sleep, drink, and be all about it or don't be about it at all.

Josh: What is your opinion on the current state of hip hop? Is it moving in the right direction?

Ruben: Hip hop has come a long way. I am an old school cat, I love the roots of hip hop, however I think that there is still a lot of room for hip hop to go back there. I remember when hip hop was about skill, it's not about that anymore. I think if you can have a good blend of skill, and what's hot nowadays it would be ideal. I also feel that there is a lot of room for Latin rap to hit the industry hard. There is a lot of talented Latin rappers out there that will be blowing up real soon, I believe in the Latin rap movement. This movement feels like gangsta rap felt back in the late 80's. A lot has to do with the marketing of these Latin rap artists. Record labels tend to only market these records regionally. I think to do it right they need to expand their marketing. When Cypress Hill and Big Pun came out they were marketed like any other "Rap" artist and not like a "Latin" artist. I think that artists like Kiki Romero and Queenie will break a lot of stereotypes and bring new light to what is perceived as Latin rappers.

Josh: How many artists do you currently have signed under Outfit Entertainment? Can we expect any new albums to drop soon?

Ruben: I am working with Kiki Romero, and Queenie, while being in talks with Ramirez a.k.a. Lolife Styles. We are finishing up Kiki Romero's album. The Outfit and Heavyweight Ent. just dropped Kiki's mixtape and the response was crazy! The mixtape was hosted by the multi-platinum rock band P.O.D. They showed some love and we got some real worldwide attention. Kiki has appeared on mixtapes in Australia, UK, Germany, Spain, and many across the U.S. now, Quennie is a real hustler, he's got Enough material for 4 albums right now including tracks with The Game, Mc Ren and Sonny from P.O.D. Queenie also hosts a TV show called Cruisin TV on WGN, so he's got a lot goin on. We are in talks with distributors right now so we plan on releasing some material real soon. But the next project to hit the streets will be a mixtape from Queenie. My brother Steelz has a production camp called Heavyweight Ent. and is also working on some mixtape releases for Kiki, Queenie, and Pook D.

Josh: I listened to some tracks by Kiki Romero and I must say the guy Definitely has skill. Is there a website the reader can visit for some more info on him?

Ruben: yeah, its Theoutfitent.com also, we are working on Kikiromero.com, check these out to download his mixtape and watch his video!

Josh: Which artists have you produced DVD's for? Do you plan on putting anymore out?

Ruben: Working on these DVD's has been a big learning experience. Devin Dehaven of Fortress DVD is the man behind these releases. Everything that I know about film and video I learned from him. It all started with that first "Xzibit" DVD and after that things started to blow up. I have had the chance to work with P.O.D., The Outlawz, Kurupt, Tha Alkaholiks, WC, Mack 10, Dj Quik, Busta Rhymes, and Run DMC. Fortress DVD is currently working on R. Kelly's DVD and Papa Roach has some stuff in the works. Check them out at Fortressdvd.com

Josh: The film "Thug Money" features many Bay Area Rappers. Was it pretty easy to get these rappers to make appearances in the film?

Ruben: Thug Money! Thug Money was a while back...Guce and his team in the bay got love from a lot people up there so they handled most of the cameos. What rapper would turn down the chance to be in a movie?

Josh: The Outlawz "Worldwide" DVD was your directorial debut. What was it like working along side The Outlawz?

Ruben: The Outlawz was a big learning experience for me. I had a chance to tell their story which has hardly been heard. I had a lot on my shoulders cause they believe in following out Pac's legacy so there were a lot of fans waiting for this DVD. Those guys are real cool guys, nothing to hide and they are about their business.

Josh: I assume you're a fan of Tupac's music. Did you learn a lot more about Tupac after doing this project?

Ruben: Yes, of course. I learn a lot from every artist I work with. I try to soak up as much game as possible. Each Outlaw had a different relationship with Pac, and I was able to learn what Pac was really like thru each member. Also going out to Atlanta and walking thru Pac's old house was a trip.

Josh: I read on your site (Rubentorres.com) that you have been directing some music videos. What was the last one you directed?

Ruben: The last music video I directed was for Pook D, for his West Coast Anthem track. I have currently been directing music videos for a lot of the Chicano/ Latin rappers like Shysti, Lil One, Shadow, Knight Owl and Kiki Romero. However, I did Mitchy Slick's videos for Trigeration Station and that set things off for me to keep it moving.

Josh: Did you start Jefe Clothing and what is the concept behind it?

Ruben: Jefe is something that my wife and I were doing because we were coming up with a gang of cool ideas for shirts and track suits. We hooked up with P.O.D. And Sonny showed to have a passion for the Latin market and believed in it. Our designer, Dj Rue came up with some t-shirt designs and brought a deal to the table with a manufacturer from San Diego, "ODM". "Jefe" means "the boss", "the big dog" and everybody wants to be the big dog! So this is something that brings the idea of what bosses wear. The concept for Jefe is to give the the Latin community something to call their own. The target market will be the Latin market. We hope to bring some Latin flavor to the mainstream pop culture. The response so far has been incredible and it's not even out yet. We will be doing a lot of cross-promotion with several companies so if anybody wants to get down with us just get at me!

Josh: I have one last question. Where do you see yourself in ten years?

Ruben: This is all I know and it's all that I have ever done so, in ten years I will still be in the biz, except a lot wiser! You learn a lot more when you learn from your own mistakes.

Josh: Okay, Ruben I thank you for answering all my questions. It's been a pleasure and if you ever need anything just give us a holla mobfiggaz.net.

Ruben: Thank you Josh, and if there is any thing that I can do for Mobfiggaz just get at me! Good looking out.

This Interview was done by Josh, Staff writer for MobFiggaz.net

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