Established in this half of 2016, Pearly Whites popped up seemingly out of nowhere in a carefully planned and executed but illusive manner. They launched onto Soundcloud with a 14 track compilation from the likes of Gundam, Trends, Mischeif, Neffa-T, pea whitey and more. With so much hype usually floating around on social media before a project has even come to fruition, it was refreshing to find a well designed and high-quality label pop up with no obvious signs as to where it came from. Each track floats between variations of trap, grime, hip-hop and R'n'b but laced with a new kind of creativity, it begins to build an interesting, smooth and innovative sound for the label. Now having released their first 10" press "GUNDAM - Questions / Lemzly Dale - Mercy" we managed to catch up with the label's founder Lemzly Dale to find out more.
Interview by Beth Sheldrick
So the label came into existence with such a strong sense of direction with the help of the high quality compilation and artwork, what was your general process in building it and how long did it take you to bring it all together?
I had the idea to start the label roughly a year before it was all up and running. Initially I'd set out to launch it in the summer with PEARLY001, but sent off for press a lil too late. The compilation actually came together really quick, there was no plans to do one until I found out how long the records would take to come back. When I got in contact with all the producers I didn't really expect to get all the tracks I asked for, so I was super happy that everyone was up for being involved. As for the branding; I drew up a bunch of logo ideas over the space of a few days, sent them out to my friends for feedback, then just sat on it for a while. Finalising the artwork was the last thing I did before releasing the compilation.
When you set out to create a new label, what was the initial inspiration and has the outcome differed from your original vision?
'Questions' was where it all began, I've wanted to release that tune for a long, long time. The label was pretty much just a means to put out that one track haha... but obviously it became much more.
"The design is one of the first things people have to go by when scrolling through endless posts on the internet, or randomly picking up your record or flyer, so it's worth putting that extra bit of effort into."
"It's nice to create something that exists outside of the digital world, and to be able to give a vinyl release to producers that deserve it."
So the first release is a pretty big one with Gundam and yourself, how did you come to be working with him?
Like I said, it's been a long time coming (big up Gundam for being so patient). He's been one of my favourite grime producers for a while now. It's rare you'll hear me play a set with no Gundam tunes in it, and if you do it's probably because I've rinsed all of them.
The release is on 10" vinyl, was it important to you from the start to produce physical releases and if so why?
Definitely. It's nice to create something that exists outside of the digital world, and to be able to give a vinyl release to producers that deserve it. Digital is important too of course, which is why I'm trying to do both, 'cause not everyone is a DJ, and most DJs nowadays don't play out on vinyl, including myself.
Lastly, what's to come for the label in 2017? Can we expect a live showcase anytime soon?
More music, more art, more free stuff, hopefully some hip-hop releases. I've got way too many ideas, so right now I'm just playing catch-up. And yeah, I'd definitely like do a release party at some point!
You can listen to the preview of their first release below.