Troy "Smack" Mitchell hails from one of the birthplaces of hip-hop -- Queens, New York. Surrounded by hip-hop and having an appreciation for the fans need to delve deeper into the lives of their favorite artists, Smack DVD Magazine was born. In 2002, independent artists found themselves on the same level as the signed artist when it came to the Smack DVD. Independent artists are introduced to a brand new fan base and signed artists are given a vehicle to get back in touch with the hunger and grind that got them to the big stage.
Like with any new venture, Smack ran into the naysayers in the music industry, who didn't see the vision. With 11 DVDs on the streets and now a major distribution deal, not only have the who's who in the game come to respect his gangster, but some have even went against the their labels wishes to appear on the magazine. Smack has proven the doubters wrong and brought to hip-hop an alternative to the mixtape that give new artists a place to showcase their skills. Not only giving new artists time to shine, Smack brings you an up close and personal visual of the classic art of battling.
With his current fully-licensed and cleared Smack: The Album Volume I on its way, Smack is well on his way to leaving a mark in the game that many will only come close to duplicating.
BallerStatus.com: You have created a phenomenal contribution to the game, which basically gives you pioneer status. How does that make you feel?
Smack: It feels good to have something in hip-hop people can remember you for. It's a beautiful thing.
BallerStatus.com: Exactly how did the whole idea come about? Did you study film?
Smack: No, I didn't. I just had a passion for film. It fascinated me how technology had progressed over time when it came to filmmaking. You can have a camcorder, upload the footage on a computer and make your own edits...it really blew me away. I went out and got the necessary equipment to play with it and make it happen. I studied that and studied what it took to make/create Smack DVD Magazine a hot product.
BallerStatus.com: You're from Queens, right?
Smack: Yes.
BallerStatus.com: Has being from a borough that spawned some of hip-hop's most noted names worked in your favor?
Smack: Yes and no. With me being from a hood -- where a lot of hip-hop heads come from and keeping my ear to the streets -- I married the two and it has helped my situation a lot.
BallerStatus.com: How have you grown as a businessman since you first started?
Smack: I've grown dramatically. I've learned about laws, I learned how to talk to people and how to handle my business correctly in certain situations. That overall made me learn a lot. I was so young when I started in the game. I am still learning because the game is so broad. You have to learn about the laws when you are using imaging and you have to get clearances especially in my situations. I had to learn about sign-offs because everything in this game is about the paperwork. It really gets hectic when you are dealing with these rappers and their labels because in a lot of cases some of them (rappers) don't even own themselves let alone their imaging.
BallerStatus.com: You mentioned the artists not owning their images. The images portrayed on your DVD by no means mirror the "TRL" image the labels want their artists to have. Who has been your biggest challenge when it's time to get clearance?
Smack: I wouldn't say I have had any challenges until I got to the point where I am now with my own label deal. Before then I didn't have any problems because I was doing it independently and I wasn't in any major chain stores. With this deal I have now, it has been a headache because of the stuff I was telling you about earlier -- the sign-offs and the paperwork. It was crazy. There wasn't one headache that was worse than another, especially trying to get the features and everything. My lawyers had to draw up paperwork with the right language, so we didn't run into situations like other people who had to have their stuff pulled of the shelves.
BallerStatus.com: When you came up with the whole concept of a "DVD magazine" were you prepared for it to take off the way it did or did you just see it as another hustle?
Smack: It was my dream and my vision. Of course, I wanted to take it to the next level because I believed in it. I used to listen to artists doing freestyles on DJ Kay Slay, Funk Master Flex and DJ Clue's shows and tapes and I could just see them on video doing their thing in their hoods in the raw...I had to make that happen. So, I went out there and got that. I put it in a digital form and on a disc that is known as a DVD -- putting it out there for the world to see my work.
BallerStatus.com: What makes what you do a magazine?
Smack: Well, you know, it's not all about the rappers. There are some sports dudes on there and we don't just concentrate on the music. We focus on interviews, current events and things of that nature. That is what gives it the feel of a magazine and the difference is you don't read it, you watch it.
BallerStatus.com: You have been able to reach beyond the states with Smack and your DVDs are known internationally. So, how have you managed to do that?
Smack: Well, first and foremost, the bootleggers keep me hot. They move more units than I do. I never wanted to just be known in New York or throughout the tri-state area. I wanted to touch places like Great Britain, Canada, London, Japan and South Africa. Those are the territories I wanted to hit because once you're known out there, you have more power and it makes your product stronger when its time to sit down for negotiation.
BallerStatus.com: You're famous now. You are just like a label head with people running up to you asking you to put their mans and them on the DVD. How are you handling the on the street recognition and having to tell people no?
Smack: Well, you know, I'm not really famous. My brand is famous. I never wanted to be famous. That's why you don't see me all in front of the camera on my DVDs. I am a businessman, so I am more focused on the branding. Once you are a brand, you can leverage that into so much more. Whether it is Smack TV or Smack cookies, that is my main focus -- making my brand famous.
The pressure comes in because you can't put everybody on. We are in the streets for real and not everyone wants to hear no. Everything we do is raw and uncensored and we deal with it the best we can. And for the most part, it's all love, but at times it can get crazy. Like I said, you can't put everybody on and make everybody happy.
BallerStatus.com: You've made your way not only because you have a quality product -- with the editing being on point or the clarity being intact -- but more so because it all goes back to the streets and the streets made you hot. With this new deal, you will have to tone some of that down. Are you okay with that?
Smack: Yeah, I know that's what it is. I have always planned to go from the streets to corporate and be in-house somewhere. I am from the streets, so I can't ever forget where I come from. But, it's time to grow up now. I have 11 titles out for the last three years and I feel like no one is doing it the way I do it. I have proved my point. The streets know how I get down. I was like this big fish in this little pond. I have a national situation now and that puts me in the big leagues now and these people are cutting checks. If I don't give these people what they want, I won't get to a point where I have my own film company and I am creating the type or work I want to make.
BallerStatus.com: Who would you say has the biggest success story since being featured on Smack?
Smack: I would have to say everyone garnered attention from being on my DVDs. Whether it be Corey Gunz or Eminem, they have the street credibility just from being on Smack.
BallerStatus.com: Tell me about Smack: The Album Vol. 1. Is there a DVD and a soundtrack of sorts with it?
Smack: I am putting out a full length Smack DVD with a CD component with all original songs and the footage I shot to put the DVD together. There is a feature battle with Serious Jones vs. Murda Mook, Young Jeezy is on the cover and every track has an exclusive video shot by me on the DVD plus interview footage.
BallerStatus.com: I know you are promoting your national venture real heavy, but what else do you have going on?
Smack: I am in school right now for film, hoping to parlay that into the making of videos and feature films. We are also working with an artist by the name of Shey Davis who is on all my DVDs and will be breaking out once our label situation is solidified.
BallerStatus.com: Well, congrats on your deal and continuous success. I am a fan of your work and you are most definitely doing your thing. In closing, is there a message you want to send to your fans?
Smack: Yeah, thanks for all the support, go cop Smack: The Album Vol. 1 and check me out on MySpace.com/SmackDvdMagazine.
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