Label Feature #13: GGBR Records & Tapes

Celebrating 5 years of the label in 2021, GGBR Records & Tapes have established themselves as cult favorites among fans of impressive multi-color vinyl effects and underground Hip-Hop.

Founded in 2016 by producer Bozack Morris and DJ Big Jacks, GGBR Records & Tapes is an extension of their pre-existing event promotion and curation brand GGBRFUCKEM. Run by artists for artists, the Toronto-based label has amassed over 30 releases while both founders have also maintained busy schedules in their respective solo endeavours. Back in July we caught up with co-founder Bozack Morris to discover the inspiration behind some of their most notable vinyl effects and what his release highlights have been as the label passes an important milestone.

Tell us about your first introduction to collecting vinyl records and the first LP that you bought yourself?

The first vinyl I bought was Ol Dirty’s Return to the 36 Chambers in ’95. I copped it off a homie cause he didn’t like it!

The GGBRFUCKEM movement was already well established in the local scene in 2016, what inspired you to then launch GGBR Records & Tapes?

GGBR was the creative umbrella for us for a while. Whatever things we did, whether it was events or mixtapes or anything creative, we would throw that tag on it. That eventually included releases and the label was formed.

Many of GGBR’s vinyl projects like the watermelon-inspired effect for Elcamino are favorites of our pressing team. What’s your process for conceiving of new effects?

I don’t know, for me I tend to look at the effects you guys can create with the coloured vinyl and try to match it with themes from the release somehow. Like how we used your white powdered vinyl compound for the cocaine inspired 7” Coke Casa and the death themed vinyl of Saint Muerte. Sometimes it’s as simple as just visual connections with the project, but I try to experiment with more than that. It’s clearly working cause I see some other labels copying the steeze…

Any true Hip-Hop fan knows the role that cassettes played in the growth of the genre and culture. Have you been surprised by their resurgence in popularity in recent years?

In all honesty, yes and no. Rap tapes was definitely a thing growing up and I figured that a niche market would definitely be interested in keeping the tradition alive. I didn’t expect to see it hit mainstream the way it has though.

Which three releases have been important or unexpected milestones for the label since you launched?

Loose Cannons 001 (feat. Conway & Westside Gunn) by Bozack Morris. This is the release that opened the doors for GGBR Records. After this release, everything from how to run the label to the musical direction of the label was formed. Not only is this my first record, but its pivotal in changing my life on all fronts. This was by far the most important release for me.

Don’t Eat The Fruit by Elcamino. His other projects on our label may have had more praise, but this is the one where we stepped up the creativity of the vinyl editions. It’s still our largest release and had 5 different variants.

Lord Talk Vol. 2 by Flee Lord. This was our first time working with Flee. Westside Gunn hit me up looking to get some shit popping with Flee. There was a miscommunication between me and Wes but we made it happen regardless and shit sold out and became incredibly sought after. It opened the doors between us and Flee and we dropped 3 more releases from him.

What’s still left to come for GGBR in 2021?

We got some really dope shit lined up. Things slowed down a little bit from us with the pandemic and all, but we about to heat shit up again with some new vinyl releases. Stay tuned! We believe in independent rap and appreciate the support.

For more information about the label and releases visit ggbrrecords.com.