Deepgrooves: A Record Label Deep in the Pacific of Bass, and the People Who Gave It a Voice.

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<p>Deepgrooves was a 1990s Auckland-based record label that released the first ever local hip-hop single to reach number one on the NZ charts with 3 The Hard Way’s&nbsp; ‘Hip-hop Holiday’, back when there were local radio stations with slogans like 'No rap, no crap'. At that time, some people in the media and the music industry genuinely believed rap/hip-hop was a fad and it would die out. Especially if they ignored it.&nbsp;</p><p>The label created forgotten classic records from&nbsp;<b>Fuemana, Sulata, Grace, Urban Disturbance, Freebass, Breaks Co-op, New Loungehead</b>&nbsp;and&nbsp;<b>Ermehn,</b>&nbsp;plus countless individual moments of funky greatness on the reggae and hip-hop vibe.</p><p>It was hugely influential and broke down barriers for those who followed like&nbsp;<b>Fat Freddy’s Drop, Che Fu, Nesian Mystik, Shapeshifter, Ladi6,</b>&nbsp;and many more local dance acts. It proved we could make great dance music right here in Aotearoa New Zealand.</p><p>This oral history looks into the many stories of&nbsp;<b>Deepgrooves</b>&nbsp;and the musicians, DJs and producers behind it, how they got started and where they ventured. It’s the tale of the inner city community in Auckland that gave rise to this scene.</p>