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The Jerry Heller Interview


S1 & Jerry Heller

Jerry Heller: Mr. Ruthless Himself

From the start of NWA’s legendary career there was a brain behind the operation and that brain was Jerry Heller Co-Founder of Ruthless Records, home of NWA. Over the years he has been criticized for many things about the business dealings of Ruthless but with a new book out Jerry is setting the record straight once and for all…S1 recently caught up with Jerry and this is what he had to say:




S1: Yeah yeah yeah was goin on my peoples!!! You know who this is the mother fuckin man S1!!! Legacy Magazine, Legacy Radio, Legacymag.net. Today I got a cat wit me that put down a lot of history. I got my boy Jerry Heller wit me, and without him there would be no NWA, Easy E so on and so forth. How you feelin today Jerry talk to us. How is everything going baby?

JH: Hey S1 its very cold out here its been raining, which is unusual for California. But everything is going fine. Just got over the holiday season, been working on my book and movie that goes with it.

S1: Fantastic that is obviously one of the main reasons why we are interviewing you this evening. “RUTHLESS”, a memoir Jerry Heller just finished the book a couple days ago. It’s a great read… I do wanna recommend that to all my peeps go out and purchase it. It’s got a lot of valuable information, but more so it’s got a lot of behind the scenes information that people that enjoy and work and love the industry never got to hear and see from the outside. First and foremost who is Eazy E to you? From your own personal experience, who was he and what did he mean to you?

JH: Eazy E was a very special guy. He took the role as surrogate son with me. He was a good friend. He turned out to be one of the most unheralded and most important guys in the history of hip hop. He was a terrific guy, very Machiavellian, understood power and the use of power. Really was the conceptualizer behind everything revolutionary that happened in Ruthless.


S1: Ok ok, obviously I knew this before I read the book but after reading the book made it so much clearer. Young man age of 23 yrs old, obviously whether he knew it or not, had a master plan. He knew what he wanted to do; he basically knew more or less how he wanted to execute it. But without you Jerry his dreams probably would have gone unfulfilled. What impressed me was that he paid someone $750 to have a meeting with you. Not knowing what was going to transpire but he put that money out there anyway. We are talking about the late 80’s that was a lot of money. Talk to us about that whole dynamic, how he presented it to you, his dream, how you absorbed it. What were you feelin at that time, it must have been strange for you to absorb that at that point of time…

JH: It was very interesting that he knew our paths were going to be intertwined the way they were. He somehow knew that I was important in his future plans. He did have plans, he knew where he wanted to go. He wanted to make Ruthless much like his role model, Barry Gordy, he just didn’t know how to get there. Just like knowing you want to go to Madison Square Garden, you just don’t know what street to take. It’s interesting the way he approached Alonzo Williams, kept at him to arrange this introduction with me. He was very persistent. Alonzo, one of the most important West Coast rap figures of the late 80’s early 90’s, was on me all the time to meet with this kid that was going to his club after dark. Finally Alonzo said to me look you got to meet with him, he offered me $750 to meet you, and I could use the money. Not that Alonzo couldn’t always use the money, not that that was nothing special, but I thought his persistence was meaningful. I agreed to meet him one day at Ruthless, he drove up with MC Ren in his tricked out Suzuki Sidekick and got out, pulled some money out of his sock and paid Alonzo right there in the street. I said to him, “You got some music you wanna play for me?” In our Business S1, it’s such a bullshit business in a lot of ways. You know how guys talk about I got this, I got that, I got this girl, I got this group, thats my boy, thats my girl. It’s all a bunch of bullshit, they got nothing. So when I said to him you got something you want to play for me? He said one word, “yes”. He was willing to let his music do the talking and supersede anything that he would have to say. He was willing to lay back till I heard that first song “Boyz n Da Hood”. Of course when I heard that song, it was the validation of everything I had known in the 60’s during the time of the beginning of rock n roll and Joe Scott Heron, the Last Poets, the Black Panthers, the War in Vietnam, student radicals, the SDS, the weather man, the diggers. So it was just something I immediately related to.

S1: Before you met Eazy E you had a very impressive career in the music industry just to name a few, Elton John, Marvin Gaye, Bruce Springsteen, the list is endless, David Geffen. But here you are at a crossroads, very familiar with rock n roll obviously, just beginning to get a first taste of gangster rap. He plays that for you, you listen to it. 50 yr old individual not necessarily your genre of music, what was crossing your mind? It may have sounded great, but at the same time were you thinking how am I gonna promote this, Can I sell this? Am I crazy? Am I goin out on a limb? That was a hell of a decision to make for an individual at your stage, age and career at that point.

JH: Easy now I was only 45. Can you break that question down a bit better?

S1: I could understand if maybe it was a rock group that would have approached you, because you know those connections and you know those people.




JH: Well, lets break that part off. When I heard NWA, it embodied all of the rebellion that I heard from the groups like the Rolling Stones of the mid 60’s. It was easy for me to say these guys are embodied with the spirit of rebellion that all children feel about their parents and whatever. That part wasn’t that hard for me to relate to. The part that was difficult is, for the first time in our society probably since Martin Luther King and Bobby Kennedy, the voice of our inner cities the **angular screams of the Kraft generation of our inner cities was being heard in languages that can relate to the rest of America. Not just New York or LA but now we are talking about Kansas and Nebraska and Minnesota; places like that. I felt like this is the voice of our inner cities, stressing the rebellion that all young people feel. It also was talking about all these problems that Martin Luther King and Bobby Kennedy were dealing with on a daily basis. It was something that I intrinsically felt inside that it was going to be most important music of our generation.

S1: Ok that is definitely what’s up. This is S1, I got Jerry Heller with me. Another quick question, the gap in time between you put “Boyz in Da Hood” out and before you actually signed with a major and “Eazy Does It” and “Straight Out of Compton” comes out. At this point in time you guys are pretty much independent, your generating fairly substantial amount of money. I am assuming everybody is doing well, but at the same time you never lost track of how much bigger they can be. Was it hard to keep them together at that time, long enough to get them signed? Or were they just happy enough to be on the independent tip, getting their music exposed, generally making good money at that time on an independent tip.

JH: It became difficult in the period from about 7 months after I met Eazy and we started Ruthless together. It became difficult then because the guys from NWA were saying,”We could have really done this on our own, you are supposed to get us major distribution”, and there were starting to be some rumblings, although never from Eric. Eazy always felt that I had it together and I would do it when the time was right. So, during that gap in time, we were building a base. Outside of Eazy and I, I have read articles with Dre and Ice Cube, I don’t think that any of them ever felt that NWA could be as big as Eazy and I knew that they could be. I think they thought yeah this was cool, we like it, we’re getting girls, makin a few bucks, drivin nice cars, it’s really cool. But I don’t think they ever imagined the impact that NWA, Niggas Wit Attitudes, would have upon the social structure of America.

S1: In the book you speak about Dre , Ice Cube, and all the members; as individuals. Ice Cube was one of the first ones to not stick with the group. There were different things that he wanted to experience, different ideas. Eventually Dre followed in that aspect. When it (beef) first originally started with Ice Cube and you saw a little bit of the split did you think that it was gonna get to the point where the goose laying the golden egg would get killed or executed? Or did you think that this is something normal groups go through and hopefully they are growing pains that they will get past.


JH: I think that tragically when you are in the middle of something like this, and people are starting to make money for the first time in their lives, and I mean REAL money. You don’t think that anything could really disrupt that, you don’t think that anybody would be stupid enough to ruin the roll that we are on, when you roll 12 straight 7’s. It’s hard to believe, although I am sure that is how Brian Epstein felt when the Beatles broke up for the first time. Ice Cube had a massive ego, there were people around that were telling him that he should be launching a solo career, they were doing that for their own self interest. At that time Eazy was the only one who had a solo record out at that time. While Cube was a lyric writer, he certainly was not the only lyric writer in NWA, or outside of NWA coz DOC was writing songs too. Literally DOC wrote more songs himself than Cube ever did. He wasn’t that important of a card for the group, when he started to cause problems, the band felt he could go on his way and it wouldn’t matter.
Now when it came time for Dr Dre, that was a different story. Every song that ever came out on Ruthless, Dre wrote the music. In rap which is an accessible type of genre, we are not talking about Jimi Hendrix, Babara Streisand, Neil Diamond, we are talking about rap, which is people talking to music. Basically what I have found over the years S1, I have found that most of the rap artists can write good lyrics, they tell pretty good stories. Almost everybody can rap although not everybody has a distinctive voice like Eazy or Dre or Cube did, most of them can rap. What separates the boys from men in rap music is the music. The reason that Dr Dre has been on the top of his game since 1985-1986, 21 years , when he was with World Class Wrecking Crew. He produced NWA, the World Class Wrecking Crew, Above the Law, JJ fad, , Eazy E, The Chronic, Eminem, 50 Cent, The Game. We are talking about a guy who has had a monumental career, you can’t take a guy like Dr Dre out of the mix, you could take Ice Cube out of the mix and never miss a beat. You can’t take Dr Dre out of the mix and not have a devastating effect upon our company both creatively and financially. Financially you lose the biggest asset of Ruthless Records, personally he was Eazy’s best friend and he was like a son to me. The incredible glue and talent that literally kept the bottom together of every Ruthless song, so you can’t lose somebody like that. It was devastating personally and professionally for Eazy and I, there were times that we were afraid that we would never replace that. We didn’t have to worry financially coz by that time we made lots of lots of money by that time. Then of course Eazy came back and re-launched his solo career and then we came back with Bone-Thugs-n-Harmony, we sold tens of millions of records...

S1: Now, just to pick it a part a bit. We are at the stage now where Suge Knight shows his face, obviously he gets together with Dr Dre. Lets talk about it the way Eazy explains it to you, the situation where Dre was asking him to come over to the studio. He goes over there where you guys call it the “Incident” and I call “The Set Up”. Explain that whole little dynamic and how Eazy E put that on to you.

JH: Eazy calls me the day after the set up and he calls me in the morning and related to me that Dre said come on over to the studio tonite and we’ll work this thing out whatever it is between us we should be able to work this thing out…So Eazy went over there and there was Suge standing there with 2 guys with lead pipes and they sort of trapped him in a room there was no Dr. Dre there and it was Constellation studios over there on Coindale which is now Babyface’s building…They basically got him to sign these releases under duress, they told Eazy that they were holding me hostage and they had somebody outside his mother’s house…I had anticipated that something like this happening so I told Eazy that it’s nothing something worth getting killed over so if something like this happens just go along with it and I’ll deal with it legally…

S1: Okay, okay…How did you keep things together at that time since it was so difficult and dangerous at that point?

JH: Well there is a couple of ways that you can deal with it…Either you can do like Vanilla Ice did…You know run and hide and give them everything…Or you can say hey I don’t like this but I’m going to deal with it and that’s what I decided I was going to do…Yes we were very careful at Ruthless in those days, we had lots of security people…We had Mossad trained bodyguards around to equalize the Suge Knight situation…So we were careful but we weren’t afraid…I grew up in Cleveland and I grew up with gangsters and being on the street and guns and a lot of tough guys…We just did what we had to do…We had a very valuable assets to protect not just against Suge but from the government also, so always have to be cognicint…And there was always a chance that they could take everything away and I wasn’t going to let that happen…

After the pass of Eazy, Jerry was cut out of the Ruthless Empire as he watched the Label he help build being torn apart. Jerry told me a lot during the interview, like for instance the fact that him and Eazy would talk 100s of times a day. He also commented on Eazy's death as being a "Devastating Blow"... "Who dies in two and a half weeks?", Jerry asked me as if foul play had taken place. He also confided in me that the reason for the Music Industry's sluggish sales was not due to "Downloads", "Majors Justify high prices that decimate sales, not downloading".

Jerry Heller is currently looking to rectify the problem of high prices by making quality Hip Hop once again on his new label "Street Life Clockwork Records". Jerry say's He's trying to make quality hip hop records, not just a cd with 15 tracks and only 2 are hot. A typical Street Life Clockwork Records album will run you roughly $7.99. Jerry is betting that dope hip hop at a dope price can quickly kick up records sales. He just may get this off once again....


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Interviewed by S1 for LegacyMag.Net
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