3 the Hardway changes name and joins Kamikazi Airlines roster

Prime Element. That's the new name of the trio formerly known as 3 the Hardway. But that's not the biggest news coming out of that camp today. After years of hard work, the threesome, made up of A.V.I.U.S., Cysko Rokwel and Es Nine, has linked up with Kamikazi Airlines, an imprint owned by Dizzy Dustin of Ugly Duckling that's also home to Mr. J. Medeiros. We caught up with A.V.I.U.S. and discussed the details surrounding the act's positive new development.

MP3: "Carry It Home" feat Rhias

So, after a few years of building name recognition, and a hit album, you are no longer 3 the Hardway, and are now known as Prime Element, how did you pick that name?

A.V.I.U.S.: We wanted a name that fit the group's style of music. After the label and us came to the agreement we needed to change the name, we sat down for a full week discussing name options and ideas. We wanted a name that sounded vintage, a name that really meant something. So with that, we chose Prime, meaning: to be first, to gear up or mature. And Element, meaning: being a member of something, a section, a division or culture. And we came with Prime Element; we all agreed and we ran with it.

So share the big news, why did you have to change your name?

We hooked up with a cat name Andrew Lindsley in Steamboat Springs about six months ago, he was the talent buyer/promoter at a venue we performed at, and he liked the music and stage show. He asked if he could manage us. He had never managed anyone, but his work ethic alone leading to this agreement was more than a reason to try.

He has been pushing our album Set in Stone all over the Country to different labels, blogs and people of interest and landed us a record deal/international distribution deal with Kamikazi Airlines, which is owned by Dizzy Dustin of the legendary group Ugly Duckling.

Why did you have to change the name to sign this deal?

There was a group from New Zealand name 3 The Hardway. They were signed to a branch of Sony Records. It was a total shock and bummer to us when we found this out.

What does this deal mean for you guys?

It means a new beginning, a fresh start on top of the hard work we have already put in. They are re-pressing Set in Stone and lining up some overseas tours. They are reaching places in the world we couldn't have accomplished on our own.

So, what aspects of the business, specifically, will Kamikazi be handling for you?

They will be handling the promotion and marketing along with handling the financial side of things. They will be pressing all or our albums, shirts and various types of merch. They will also be putting together tours we can be a part of, and they will also be searching for placements for our music such as movies, video games, etc.

That's sweet! I also noticed they introduced you and put your video with Rakaa up on the site already.

Yes they did. Their Promotion game is ridiculous. Not only have they already posted that video, they have released a low quality promo video we made introducing ourselves as Prime Element, and the news group to their label. We also received a list of about 100 radio stations that we had to do drops for, stations that will be playing our music.

Holy Shit! Radio is a hard nut to crack. Do you think you'll ever grace Colorado radio, or just other states?

At this point not too sure. We did a few drops for some local radio stations, but we have no idea who will pick up singles and who won't. We would hope that Colorado would play some music for their local boys!

I would hope so too! So, do you have dates for your tours, or are you still waiting on all that?

We are still waiting on those dates. However, we are planning a November tour with Evidence from Dilated Peoples. We plan on doing about seven to ten shows, dates permitting. That tour is starting November 27th on, and we have six or so dates locked already.

Is that a nationwide tour?

Regional. We are doing a few Colorado dates, New Mexico and Utah dates, possible Arizona, too.

Are you just sitting back and waiting at this point, or do you have other projects that you'll start working on?

We never sit back and wait. That is the good thing about our crew we are always working. Even if you haven't heard from us in a few months, trust the music is coming. Besides my sophomore album For Better or Worse, Es Nine is finishing up En Stereo with Mane Rok.

Cysko is always perfecting his cuts and routines and as a group we are already in the process of our new Prime Element album, which is untitled at this moment but we have received some of the production for this album already. Plus we plan on putting together a mixtape to use as promotion for the group along with changing our stage show from the norm.

What's the outlook for your solo album, For Better or Worse?

My solo album has been pushed back, which is fine with me. It is pretty much complete; just waiting for the okay. It's nice to be sitting on a solid album knowing what the future may hold, and not having to worry about how to come up with the funds or promotion to release it.

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