“I cared a lot about what other people, producers and whatever thought about my shit, and now, once I legitimately stopped caring what they think, I feel like I’m starting to come into my own.”  Like a super hero who hides behind a moniker in order to show the world his true abilities, the Paper Diamond project has freed Alex to push his creative boundaries without restraint.  Part of this freedom is the ability to put out music for free, a method practiced not only by him but also Colorado cohort and friend Pretty Lights.  “It used to be that musicians needed a record label to do their thing but now you can put out your own shit for free, go on tour and make some music for movies or whatever and have a better living than before.”  It’s one thing to give away what is yours, but as a businessman it seems implausible that you can convince your labels roster that this is the right way to go.  Elm And Oak have done this by being a completely in-house operation which backs their artists with management, tour support, packaging and merch design, and video production. Hype from free music is transformed into profitable show bookings and song placement in movies and TV, A business model that should be followed by the majors.  “I know how people get their music now-a-days.  I know how I get my music.  I’m with the times, I embrace technology and so I’m going with that.  If you move with the times, you continue to move forward and if you don’t, then you don’t.  I’m down with that.”