Published: Thursday - April 26, 2007
Words by TJ Kee
Palms Out Sounds (Photo: Palms Out Sounds)
With the sign tagged in bubble graffiti on the door, Lupe Fiasco's "Daydreamin'" playing in the background, and a cushy white couch nestled against the wall, stepping into Palms Out Sounds feels like peeking into the closet of the new hip-hop generation.
Open since last November, the clothing shop fits right in with the funky-fresh attitude of Manhattan's Lower East Side. Skate-inspired hoodies from local designers like PEGLEG NYC hang next to jackets from mainstream brands like Members Only. There are the candid photos from a recent event hosted by Lady Sov and sponsored by Swatch. And then there's the collective energy of Shaun Redwood, Andre Charles, and Haldan Blecher -- the founders -- talking, laughing, and clicking away on the laptop behind the counter.
At a time when hip-hop and the internet are arguably the dominant influences on American culture, Palms Out Sounds is an example of the sizzling synergy between the two. Because it's not just a hot new boutique -- it's also a website. Go to palmsout.com, and the connection becomes clear. This is a space about music and ideas. About fashion, creativity, art and lifestyle. "We're a media company," says Haldan. "We're like... a brand."
It all started with the beats, way back in middle school. The team forged friendships over battle raps, making beats, and sneaker envy -- with their complimentary strengths and weaknesses emerging over time, which could be why the trio's bond remained strong, despite the fact that by the time they got to their late teens, Andre was headed to a private, out-of-state high school, and Haldan had dropped out all together.
A few years later, they regrouped in NYC, with the plan of starting an independent label. They'd all experienced the typical run-around in dealing with major labels and ultimately, "we wanted to do our thing, our way," says Haldan, the half-American, half-Danish DJ (slash producer). So Palms Out Sounds, the indie label, was born. The name comes from the gesture -- literally holding your palms out. Haldan adds, "It's a universal sign for not wanting to cause problems. But, it also sounds cool."
Though the label still exists, the team is admittedly less focused on that aspect. In late 2005, it dawned on them that devoting more attention to an online "space" would be a better way to use their time.
Palms Out Sounds, the website, is hard to define. Is it a blog? Yes, but it's more than that. Is it just a place to hear new music? Not quite. One thing however, is very clear, and that's the site's popularity. Palmsout.com gets an average of 2,000 unique viewers per day. And it's a melting pot of influences -- not just urban stereotypes. Click on a post, and you're likely to find anything from painter-photographer Danny Miller's screenprints, to a blog entry on "If hip-hop was an episode of 'The Wire.'" The guys also leave room for lots of viewer feedback.
Hip-hop is now, clearly, more than just music. It's the lifestyle of an entire generation -- a generation with its own language (bling has officially been added to Webster's Dictionary), cultural norms (text message etiquette, anyone?), and fashion sense, which is why late last year, the Palms Out team thought their next project should be a clothing store.
The style selection process is relatively simple. "It's about picking out different things that we would all actually wear." Bronx-born Andre is the man behind the fashion. He negotiates with vendors, comes up with initial pricing info, and is always searching for the next big thing in hip-hop couture. "It's a balance between what our relationship is with the designer, and also about how much of their stuff we can realistically sell." Hence, the plethora of brightly colored tees and distinctive hoodies on the racks. Palms Out Sounds also features jeans, ladies tees, and soon -- customized kicks. But the store, like the blog, is a place for the owners to throw a spotlight on design teams they know, like dangerous NEGRO, who might not have the chance to shine otherwise. "Even with the fashion," says Andre, "it comes back to being able to connect the people we're connected with, to each other."
So if Haldan is the DJ, Andre is the fashion man, then Shaun "is the glue that holds the whole team together." Shaun Redwood is a performance artist and writer of He Speaks So Well, a one-man show, and perhaps his creativity is what gives Palms Out Sounds that cultural edge. "He's the poet," Haldan says, nodding. "And though we're all creative, Shaun stays in the artistic mode that Andre and I sometimes put on the back burner."
"This whole concept falls under the category of things that should not have happened," says Andre. "Haldan and I know each other, through Shaun. We would not have met without him." And though their friendship has evolved to the business partnership that they all share now, Shaun still plays the role of intermediary. He'll call them to remind them that "it's time to open up the shop," Andre says. And he's always peppering the blog with his social commentary.
As Palms Out Sounds has grown, naturally, the business plan behind the business has had to grow as well. "It's fun, but we still have to pay our bills," says Shaun. So whether that means creating promotions, finding new designers, or setting up sponsorships, "we'll put the plan in motion." That is, as long as it fits with the underlying pulse of the company -- and doesn't compromise what they stand for.
Perhaps much of Palms Out Sounds' success comes from the fact that it hasn't been "conceptualized" to death. It's not some idea that was created through a focus group. Says Andre, "I think one of the reasons it's been so successful, is because we didn't really plan everything out. We never sat down and said 'Haldan, you're gonna put up these kinds of songs, or Shaun, you're gonna post an angry blog every two weeks.' It's just been us doing the things that we want."
But that's the way that the hip-hop generation has always done it. From back in the days when Run DMC rocked fat chains and shell-tops, to Lil Wayne's punk rock tees and skull belts, the music and the listeners have set trends -- and changed the status quo -- without even trying to. Palms Out Sounds is just another example of the how intelligent, expressive, and fresh-to-death hip-hop's evolution can be.
For more info on their company, visit PalmsOut.com.
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