I Live For The Money Interview: Ben Baller (IF and Co)

I Live For The Money: Person of Interest Interview Series #0001 Ben Baller (IF and Co)

Playlist (download these songs and it will all make sense):
Wizard – Untouchable
Cam’ron – Still the Reason
DJ Drama – The Art Of Storytellin Part 4 (Feat. Outkast & Marsha Ambrosius)
Led Zepplin – Stairway To Heaven
Gucci Mane – Dangers Not A Stranger (Diplo Remix)
Joker – Purple City

The photo shoot for this interview took place at Platinum Motorsport on Melrose Ave. in Los Angeles, CA.

State your name and what you do.
Ben Baller and I’m an absolute fool.

Eyewear by Dita.

2010 BMW 750Li (4.4-liter, twin-turbocharged v-8)

Platinum Motorsport (Melrose Avenue / Los Angeles, CA). Thank you George and Platinum Motorsport for granting access to shoot anywhere on their property.

Describe your current surroundings and your mood at the moment.
I’m at Platinum Motorsport, surrounded by Ferrari’s, Lamborghini’s, Bentley’s and many other fine automobiles and hard working gentlemen. I’m still nursing a hangover from my b-day week/weekend along with Grammy parties, so I’m a little grumpy, have a stomach ache, but happy that my car is being finished so I can swim through these streets like I’m Shamoo.

Ben and Xavier, a representative from Mayor Villaraigosa were wrapping up filming for the 100 Voices of the Census online campaign for Census 2010.

Which type of communication device are you responding to this interview with (a computer, laptop, or mobile phone)?
Typical BlackBerry.

What are you listening to at the moment?
Anything classic and/or at least 10+ years old.

Let’s begin…

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YOU/LIFE

Daily essentials thrown onto the counter included a loupe, BlackBerry Bold, Frisk, and a few dollars.

There are individuals whose financial worth defines their self-worth. What does money mean to you? What defines you?
Money?
It’s a crazy piece of paper that can make most if not everyone turn against you or for you, depending on the situation. It’s great to have, but to me, I’ve learned it only buys you convenience and of course nice meals, trips, cars, etc…

What defines me?
Olympic Blvd and Kingsley Ave., Fatburger, Crenshaw Blvd., the 10 freeway. The Los Angeles Lakers, 1580 KDAY, basically a true L.A. OG. Not the Hollywood bullshitter with a cheap suit trying to scam for a few dollars, but a mouth piece that can close almost any deal. I’ve worked very hard and made a lot of mistakes to position myself in the place I’m in right now. I don’t think my life has happened by accident. I’m fearless.

Shirt by L-R-G.
But do you know what does NOT define me?
Cars, Jewels, Money, Flash, that shit is the mouse trap, the façade I want people to see for my own marketing purposes, there lies depth beneath those hobbies or material items.
(Sounds corny? Fuck you haha).

Society is plagued with weak minded individuals who are concerned with other people’s opinion of them. How important has having confidence and thick skin been to your life?
Both are essential to survive in my business or anything where you will be critiqued and judged and all the above. I can’t stress it enough. It’s CRUCIAL to have thick skin, because if they really know the truth, then they can hurt you, so you have to bat that shit off (in my case, but for some, just dust themselves off). As for confidence, some may think it’s a bad thing, It’s been a gift and a curse for me, but it’s also guided me so that I can decipher when that courage or confidence needs to be fully blown or turned down.

I feel that personalities such as yours and mine are often misunderstood by individuals who are quick to past judgement. Explain why there is much more to you as a person than what people may see and assume. Share with us some organizations and causes you are involved in.
Who ever thought I graduated college? Played college football and basketball with NBA/NFL stars? Who knew I co-produced and co-wrote and starred in a feature film? I can’t even begin to break down my resume that hasn’t been published before. Who thought I have been involved in charities? From the Solerebel Foundation (for a fellow colleague who was murdered in 2005) to donating to the American Red Cross during Hurricane Katrina and feeding the homeless/poor on Skid Row every Christmas to just recently sending TONS of clothes, blankets, and shoes to the victims in Haiti. But fuck all of that. None of that matters if it’s just to cover up a shitty person’s insides. I mean if I’m a rotten piece of shit inside, then I’d still probably feel the same and wouldn’t give a fuck if people passed judgment (you spelled it wrong lol) on me.

I mean, I do what I want to do. But really, this is what it is: If I give anyone who has a brain 10 minutes of my time and almost any topic, they’d see I’m well versed or more outspoken than an average street cat. I don’t have enough time on my phone to answer why there is more than meets the eye. What I will say is this; I truly am that guy who wishes everyone in the world was wealthy and didn’t have to worry about bills, food or shelter. That’s just me. I don’t stand for complete laziness either, but damn; some people just have it bad and can’t turn lemons into lemonade in their 4th world surroundings.

It is no secret that you are a marketing genius. I believe that any brand (regardless of industry) would benefit from your insight and marketing techniques. How did you develop the ability to sell? What goes through your mind while conjuring a solution to a challenging situation?
Wouldn’t you like to know?

Do you feel content with your current position in life? Are there goals you wish to set out and accomplish?
Currently, NO, I’m not fully content, but for the first time in my life about 6 months ago, I felt content. I’m still hungry and I have goals, but the crazy thing is none of them are out of reach, but probably unattainable to others. One regular goal is to raise a child.

Ben with L.A. Women.

Describe characteristics of a woman that impresses you.
Thick skin.

Aggressive work ethic.

Appreciation for the dollar bill or how hard it is to make a dollar in this world.

Simplicity.

Having the ability to be able to put up with me or want to actually dig into what’s inside my brain and understand what a fucking genius I am.

I haven’t met a woman who I could stand for longer than 2 years, honestly. I’ve been with women for almost 4 years, but I just lose interest.

Obviously intelligence.

A good sense of humor, but I’m not trying to date Sarah Silverman.

Having nice tits isn’t a characteristic, but it impresses me if their real lol.

Do you play poker? If yes, do you have any stories you would like to share?
Just the private games I used to play with my good friend who passed away Adam Goldstein aka DJ AM at the coffee house (owned by Brent Bolthouse). We used to play there after hours with Leonardo DiCaprio and a lot of celebs before they blew up…. Random nights in Vegas at the Bellagio with AM and 2 Kwik.

What do you think of when you hear these two words? Orange County.
I think of not having to look over your shoulder when you walk down the street. I think of lots of open parking at Target. I think of Ed Hardy, soccer Moms. I think “Thank God” I don’t live there. I think of it as California’s armpit even if you live in Crystal Cove or Laguna Beach. I think of forced everything and I think of Orange County being the Ross (clothing outlet) to Los Angeles, like shit is just 2nd hand there.

Did you watch MTV’s Jersey Shore? Who was your favorite cast member?
The Situation, obviously.

……………………………………………………….

DESIGN / JEWELRY

Can you explain the process from conception to delivery of a custom piece of jewelry?
Design…. artwork, ideas, colors of diamonds, stones, what type of gold is being used (nobody can afford platinum really and I refuse to work with silver). Then the artwork turns into a mold. We cut the mold, cast the mold into gold, then we set diamonds into the piece. After setting the stones, we polish the piece, rhodium it if needed. Then it gets either shipped, picked up or hand delivered by someone.

What type of design software does IF and Co work with?
Very old Illustrator or Photoshop (by Adobe). We don’t use CAD or own a CNC machine. We take pride in having our molds and things hand cut, hand carved. We can cut a mold up waaaaaaaay faster than a machine can and most of the time it’s sharper than a machine.

I really like the IF and Co logo mark. Who is the designer responsible for creating it? Are there in-house designers or does IF and Co work with a variety of designers?
Designers? Me, my cousin Jeff, sometimes my cousin Steve… as for graphics, I expedite and poorly draw or explain designs/ideas to my friend Chris Cox (oo206oo) and he usually whips up something super super fast. By the way, the IF and Co logo was designed by a guy named 57even who I met online through an L-R-G design contest and then ended up getting a design job at L-R-G and is killing shit! For the most part, we got it covered. Jonas Bevacqua has also always designed his own jewelry. He executed a lot of his jewelry beautifully and without his vision, we couldn’t have made the pieces we’ve made for him which are some of our best work to date.

Tatted G. Wearing a G-Shock from another shop is a wrist risk (and embarrassing).

Footwear by Supra.

I know that the logo mark is now engraved onto G-Shock watches before they leave your shop. Where else would you like to utilize the mark in regards to branding?
Anywhere IF and Co is involved…. Whether it be on our future collabs with L-R-G , Supra Footwear, Platinum Motorsports, etc. We’ve been marking our jewels since 2005, but haven’t etched them in all our jewelry until around 2007. You’re just noticing it now. We did it blatantly on the G-Shocks so that consumers knew they were getting an official product, not the half ass shit that has infected peoples wrists lately.

Screenshot of IF and Co web site (www.ifandco.com).

How was the branding of IF and Co developed? What message did you want to convey? Who, if anybody, did you work with to create IF and Co’s branding?
It was developed over a Korean bbq meal. No joke, totally grass roots with guerilla marketing attached. We don’t hire a publicist or have a retainer with a publicity agency or anything. I’m the publicist.

The message we wanted to convey?

You can buy a Ferrari in the hood. If you want to get a 2010 black on black 458 Ferrari with all the right paperwork, it doesn’t matter if you buy it from Beverly Hills or Slauson Motors. If it’s official, then its official. Some of our customers get sized up or are scared to buy jewelry downtown or on Rodeo Drive. We’re a universal jewelry business. We attract the socialites all the way to the gangsters. I mean, whoever likes jewelry likes IF and Co. We obviously like to work with athletes and stars and we have both covered. Mostly musicians and actors/actresses though. I’d like to work on the athletes more this year as they are more recession proof than the entertainers are. Bring me five employees from Harry Winston or Tiffany & Co and we will make them look silly. From sales to knowledge about making jewelry. Like fuck the history classes or extra talk! (FYI, we avoid any blood diamonds.) We don’t have time to chit chat about Alexander Graff and where the first diamond was found. What do you want to make and we will make it, do you like this in our showcase? Okay, well this is what it is. These GIA graduates would get lapped by our crew. I can’t stand someone who tells you about drugs and all it’s side effects but has never done drugs. On the other hand, I’ve never tasted a piece of shit, but I know it’s bad lol. So maybe I’m contradicting myself there. Just sayin’.

Would you agree that operating a jewelry business with a lack of design sense and respect for good design aesthetics is outright insulting to the craft?
Yes, but there are good jewelers who have actual craftsmanship but basically delegate work to newbie jewelers like sweatshops do and would rather turn quantity over quality and that’s when it becomes a problem. There is so much bullshit Mickey Mouse crappy designed jewelry out there, but you get what you pay for. So oh well. It’s disrespectful to make a shitty hamburger to Thomas Keller I’m sure, but this is just my opinion.

How did you develop your keen design sense and why is it important to understand and respect design aesthetics in regards to custom jewelry?
I have no idea where the keen sense came from. Why is it important to understand how to perform proper surgery before operating on a patient?

How difficult was it to develop the ability to grade/identify a diamond without the use of a loupe?
Easier than identifying it without one. My cousin, Steve, is the master at that shit. After looking at so many stones you can just tell. When the moissanites were around though, damn, shit fooled me a few times. But not the OG’s like my uncle or cousin Steve. That’s why it’s always good to have a loupe and know what to look for.

What is the appeal of a Breitling time piece? Which is your favorite model from Breitling?
I don’t know, it’s solid, big, the actual movement is legit. But most importantly, they made it big and more affordable than the Panerai which I like too. My fave Breitling would be the Bentley 6.75.

What is appealing about a time piece from Audemars Piguet?
I’m not a huge fan, I respect the movement and craftsmanship, but I’ll wait till I hit 45. To me these cats are trying to act grown up, but don’t even know why? They’re drinking single malt scotch at 21 and have no fucking clue of the difference between that and Jack Daniels. It’s just popular and expensive to me. If they made the watch a little bigger, I’d like it. The problem I have right now with this watch is that it’s hot in the streets and with that, everyone wants to ice it out. I think you have to be careful with this watch, we will ice it out, but we don’t want to cheese it out either, like putting really shitty rims on a Rolls Royce.

Nowadays, which pieces of jewelry do you enjoy wearing?
A watch and some earrings.

List some of your favorite pieces that IF and Co. has created for clients.
List is too long, but I love the doughboy, the L-R-G panda, Mariah Carey’s MC piece. The holy grail will always be the Cali Piece.

Why did the price of gold rise so dramatically?
If I had the answer to that, this interview would be typed by my assistant while I was in the south of France or on an island or jet right now.

Where do you see the custom jewelry market heading? Trends? Return of popular styles from the past?
More fake shit, more alloy and stainless steel, more cubic zirconia and people calling them colored sapphires, more poorly overly rhodium’d silver or metal and then when it all plummets, those jewelers will be bashed worse than a bad performer getting tomatoes thrown at them. And US? We’ll keep doin what we do. On a serious note, black diamonds are hot right now. They look good and are the most affordable colored diamond out of the available colors (i.e. yellow, white, blue) Also, I see PVD (black plating) becoming popular, but it’s very expensive to get this done properly.

What are some projects you have lined up for 2010? Are there any new clients you are looking forward to working with?
A majority of the time, I’ve mentioned a future BIG project, it’s backfired, so I’m looking forward to tomorrow, not next month, or summertime. As for right now, I’m looking forward to making a clean, classy, not forced and original piece for my friend DRAKE. New clients? There’s new clients every day or month, nobody knows when you have a new client ahead of time, unless they pay you first. I’ve heard from everyone in this business that they wanted a piece made by me, but not everyone had the money to. I’m back on working on my TV show as well. It got picked up by a network and I dropped the ball personally.

I am sure your competitors will read this piece. Would you like to leave them a message?
You guys are doing a poor job at sucking my penis.

……………………………………………………….

FILL-IN

Mac or PC:
Mac and PC.

Canon or Nikon:
Canon.

BlackBerry or iPhone:
BlackBerry.

Favorite restaurants in Los Angeles:
La Scala, The Polo Lounge Beverly Hills, Father’s Office, Bay Cities Italian Deli, Mario’s Peruvian, Dong Il Jang, Mastros, too damn many….

Favorite Cam’ron and Dipset songs:
Too many.

Favorite villain (from a movie):
Bruce Lee or The Count of Monte Cristo, Andy Dufresne…. Not really villains but treated like some.

Favorite web sites and blogs:
Twitter
eBay
YouTube
www.platinummotorsport.com
www.l-r-g.com
www.suprafootwear.com
www.mistercartoon.com

Your web site or blog:
www.ifandco.com
Ben Baller Blog

Thank you for your time.
- ILFTM | I LIVE FOR THE MONEY

Links:Follow Ben Baller on Twitter: twitter.com/BENBALLER
Ben Baller Facebook Fan Page: http://www.facebook.com/pages/Ben-Baller/288003228106
Oleg Kud | www.olegkud.com

After the photo shoot…

Dita Legends

DCMA Collective / The Seventh Letter

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