"As a record label I work with a ton of directors, a ton of production houses and VAM is on their level and beyond, as far as being able to pull things off and it looks incredible at the end of the day," Deines said. "It's a great vision that they have. They're truly good people that not only want to make really, really good art, but also want to impact the city that they love and lift up other creators around them in a pretty significant way. I pay attention to those sorts of things. That's the kind of stuff that really speaks to me, that makes me want to work with them, an organization like them forever and ever."