WHO: CEO Rumblefish Records, a record company exclusive to the internet and based in Portland.

Do you do it for love or money?

Right now I'm functioning more business than art, because I need to get the wheels turning, put gas in the car. Then I can drive it. I still write, personally. The reason why I do this is because I love music. The fact that I get to be surrounded by it, having people send it to me in the mail. All we worry about is finding the best music we can and help the artists establish their careers.

Do you get a lot of crap?

We do, unfortunately. Sometimes it's not whether it's good or not. It's like, "Well, we've already got an alternative rock band and we really don't have room for another one." We're more interested in a band in a random genre that's really good than a band that sounds even remotely close to the ones we already have. Because our job is to build up a band to certain level, get them some licenses in film and TV, sell a certain amount of CDs and then get them to another label that can treat them better at the next level.

What do you think of Portland?

I love it. Of course, I'm new here so it's still cool. It just seems so untapped and ready to go. It's interesting, because everyone up here isn't so jaded like in the Bay area or LA. It is a little more open-minded. It seems as if this scene went through a lull, and it's ready to kick back up a little bit here. What we want to do really is take advantage of the diversity of music and be a hub for new, independent music. We don't want to be a Sub Pop that's focused in one genre, blows up in that genre, and then the genre fades out. We'd much rather be a more stable resource for the best independent music you've never heard of.