Twenty years of Stones Throw: the label that changed hip hop

Champion sounds — To celebrate 10 years of Huck, we're digging through the archives to unearth stories that feel as relevant as ever. As Stones Throw marks its own anniversary – 20 years as a trailblazing record label – founder Peanut Butter Wolf recounts the journey so far.

Founded in 1996 by DJ Peanut Butter Wolf, Los Angeles-based record label Stones Throw is synonymous with quality independent music.

It’s been home to a roster of critically acclaimed artists including the late J Dilla, MF Doom, Madlib and Guilty Simpson.

But by building on hip hop’s fundamental eclecticism, the label has since reached far beyond through the likes of The Stepkids, Mayer Hawthorne and Aloe Blacc.

Twenty years on, Peanut Butter Wolf gives us a quick rundown on how the label has stayed afloat.

Getting In

“I’ve always kinda surrounded myself with ‘music people’ since I was in high school. My friends were DJs, rappers, musicians. My first time flirting with the idea of being a DJ was in 1983 when I was 12. By around 1985-86, I was making my own beats for rappers and playing electric bass in bands.

“After getting signed and dropped by a major label and losing my 20-year-old friend and music collaborator Charizma, who was murdered in 1993, I eventually decided to start my own label in 1996. That’s kinda the short version.

Signing Artists

“I just try to find things that sound as good as the best of my 100,000 or so records in my personal collection. As my taste in music got broader, so did the music I was putting out. But even in the ’80s, I was into a lot of different things: goth, punk, new wave, reggae, hip hop, soul, funk, electro, house.

“Sounds so ugly when you mention them all in one sentence. The only thing the artists have in common is that I believe in them and they believe in me. That’s it.

Branching out

“The first ‘non-hip hop’ record was El Captain Funkaho in 1999, I think. The name was a take on E-40’s song ‘Captain Save A Hoe’, but it was basically a cross between Black Sabbath and the [early funk/hip hop] Jonzun Crew.

“Most people hated me for releasing it, like they do every time I release something new that strays too far from hip hop.

Success

“My idea of success is cultural impact. Every time I see someone on a larger level doing something we were doing five years ago, it reminds me that we’re still on track. We make a lot of collectable merchandise. Every time we do that, we’re trying to have fun and do something different.

“Mayer Hawthorne wanted his record to be a red heart-shaped vinyl and I didn’t even really wanna do it because I thought it was too gimmicky, but we did it to keep Mayer happy and the public loved it.

“I have mixed feelings about the marketing thing, though. I got a degree in marketing and basically did the opposite of everything I learned in school.

Staying In

“The main way [the music industry] has changed is that there are no record stores and nobody buys records anymore. Other than that, it’s the same. I probably wouldn’t start a record label if I knew the industry would eventually collapse.

“There was no record industry 100 years ago, so why should I have assumed it would last? Shoulda just been a psychologist.

Check out Stones Throw on their official site or Soundcloud.

This article originally appeared in Huck 36 – The Nas IssueSubscribe today to make sure you never miss another issue.

Enjoyed this article? Like Huck on Facebook or follow us on Twitter.


Latest on Huck

Smiling person in black wetsuit riding surfboard on calm ocean with rocky hills in background.
Sport

Maryam El Gardoum is breaking new shores for Morocco’s indigenous surfers

The Amazigh Atlantic — Through her groundbreaking career and popular surf school, the five-time Moroccan champion is helping women find their places in the waves.

Written by: Sam Haddad

Dimly lit underground carpark, long winding corridor with concrete walls, floor, and pipes above.
Activism

Youth violence’s rise is deeply concerning, but mass hysteria doesn’t help

Safe — On Knife Crime Awareness Week, writer, podcaster and youth worker Ciaran Thapar reflects on the presence of violent content online, growing awareness about the need for action, and the two decades since Saul Dibb’s Bullet Boy.

Written by: Ciaran Thapar

Colourful embroidered jackets worn by two people, with skateboarder visible in background. Bright colours and graphic designs on the clothing.
Sport

Volcom teams up with Bob Mollema for the latest in its Featured Artist Series

True to This — The boardsports lifestyle brand will host an art show in Biarritz to celebrate the Dutch illustrators’ second capsule collection.

Written by: Huck

Black and white image showing a group of shirtless men socialising, some laughing.
Culture

A visual trip through 100 years of New York’s LGBTQ+ spaces

Queer Happened Here — A new book from historian and writer Marc Zinaman maps scores of Manhattan’s queer venues and informal meeting places, documenting the city’s long LGBTQ+ history in the process.

Written by: Isaac Muk

Four persons - three women and one man - posing outdoors. The women are wearing elaborate clothing and jewellery.
Culture

Nostalgic photos of everyday life in ’70s San Francisco

A Fearless Eye — Having moved to the Bay Area in 1969, Barbara Ramos spent days wandering its streets, photographing its landscape and characters. In the process she captured a city in flux, as its burgeoning countercultural youth movement crossed with longtime residents.

Written by: Miss Rosen

A person wearing a black cap and holding a sign that says "What made me"
Music

Tony Njoku: ‘I wanted to see Black artists living my dream’

What Made Me — In this series, we ask artists and rebels about the forces and experiences that shaped who they are. Today, it’s avant-garde electronic and classical music hybridist Tony Njoku.

Written by: Tony Njoku

Huck is supported by our readers, subscribers and Club Huck members. It is also made possible by sponsorship from:

Signup to our newsletter

Sign up to our newsletter to informed with the cutting edge of sport, music and counterculture, featuring personal takes on the state of media and pop culture from Emma Garland, former Digital Editor of Huck, exclusive interviews, recommendations and more.

Please wait...

Accessibility Settings

Text

Applies the Open Dyslexic font, designed to improve readability for individuals with dyslexia.

Applies a more readable font throughout the website, improving readability.

Underlines links throughout the website, making them easier to distinguish.

Adjusts the font size for improved readability.

Visuals

Reduces animations and disables autoplaying videos across the website, reducing distractions and improving focus.

Reduces the colour saturation throughout the website to create a more soothing visual experience.

Increases the contrast of elements on the website, making text and interface elements easier to distinguish.