Executive Team

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Pete "Luv" Farmer

Executive Vice President

Pete “Luv” Farmer is an experienced Music Executive, with over thirty years working with Billboard Top 100 artist.  His extensive industry knowledge and network will contribute to a successful partnership with Stiff Arm Records (SAR).  As Vice President of SAR, his responsibilities include A&R, executive production, and artist development.  Farmer will oversee day to day operations of all SAR departments and divisions.

As a seasoned veteran in the music and entertainment industries, Farmer has directed multiple
Billboard Hot-100 and Grammy nominated projects for artists including Pink, Robin Thicke, Faith Evans, and El Debarge.  He has been the driving force behind major projects featuring icons like, Mary J Blige, 50 cent, Brandy, Ashanti and Ne-yo, and that just scratches the surface.  Farmer also brandishes the title of Executive Producer for several television and film projects.


David "DC" Coulter

Director A&R

David “DC” Coulter first started his journey with Stiffarm Records in 2004 as an A&R.  Shortly after DC became inspired to start his entertainment company PEER PRESSURE Entertainment better known as “PPE”.  While creating the labels roster he assembled an All Star cast of different artist. 16 years later, DC is back home picking up where he left off as he re-joins forces with SAR. SAR’s goal is to rekindle what we believe to be Hip Hop culture once again. The time is now!


Edgar "ET" Teel

A&R • PR

Originally from the Dominican Republic, Edgar grew up on the east coast and spent many years traveling all over the world. Growing up he spent years playing the Piano, while also spending some time with the Drums and Trombone. Edgar has a natural deep appreciation for all genres of music and throughout his travels has come across unique music and sounds from all over the world. Edgar spent the last 8 years working in an administrative and managerial capacity with the aviation industry, between Delta, United and American Airlines. Currently Edgar resides in Los Angeles, while still traveling frequently, he enjoys spending his time all over LA and the beach cities, eating out and expanding his ever growing, intercontinental network.