Last night, Father and Awful Records performed a collaborative, raw version of his hit "Look at Wrist" at The FADER Fort presented by Converse. FADER Deputy Editor Duncan Cooper fell for the now eleven-strong Atlanta label while he was researching his feature on rising member ILoveMakonnen, and later had them come by to discuss their history. Father got deep with us on the ups and downs of their DIY approach, and being clear that their purpose is to "keep the brand pure." "I've been trying to limit crossover and all that," he said. "Any time I'm like, 'Ah, I should just go pay an engineer,' I'll be like, 'Nah, fuck that. I need to sit here and learn how to do it.'" Rich Po Slim agreed, adding, "Fuck a major label. It's 2014. If you're not smart enough to learn how to use the internet and market, then you're a dumbass, in my opinion." Watch them making it happen on their own terms in the video above, then revisit their abbreviated oral history here.