Further proof that Amoeba Music is, and has long been, an integral part of the Bay Area's hip-hop culture is this brand new video (just uploaded to YouTube last night) that focuses on Bay Area hip-hop ambassador and KMEL mixmaster DJ Amen who begins his busy day (as seen in above Thizzler On The Roof produced video) by stopping into Amoeba Music San Francisco on Haight Street. The video then follows DJ Amen, who did a great job spinning an exclusive Bay rap set at the recent Hella Fresh Festival at the Fillmore few weeks back, on his event filled day with a burrito stop at Papalote, and then down to KMEL radio and that part of town where he interacts with such artists as visiting hip-hop acts The Cool Kids and Dorrough Music.
Today I caught up with the video's executive producer Matt Werner, who worked on the video piece in conjunction with videographer Left Lane & motion graphics expert Tyler Metzger, to ask him about his company, Thizzler On The Roof, and its mission? It was set up, he said, "In response to the lack of mainstream love the Bay Area hip-hop scene has traditionally received," adding that "Our website was established as way to give local artists an outlet to be heard by as big an audience as possible. In addition to regularly posting the best and most recent releases from the vast talent pool of Bay Area artists, Thizzler started a video interview series and corresponding mixtape series entitled Under The Bay." Many may already be familiar with their collaboration with KMEL: the influential The Bay Area Freshmen 10 as well as with the company's hip-hop productions that include the Under The Bay concert series, The Adidas Earn Your Stipes monthly cyphers, and the Fight Club battle series.