Nearly 35 years into a lauded career as perhaps the most notable director of all-male erotica, Chi Chi LaRue is still capable of exploding with genuine enthusiasm.
Name another director whose personal brand is so potent they’ve got not one, but two brick-and-mortar boutiques, as LaRue does in West Hollywood, bearing their name.
I’m focused on sex first. I want to capture down-and-dirty sex. Beyond that, let’s come up with a scenario where the models feel comfortable and where they can have some fun.
LaRue remains unabashed in his excitement about his latest discovery, his newest movie. And his fervor was palpable when he spoke with XBIZ about two of his top current priorities: Noir Male and Icon Male.
Both labels are produced by Mile High Media, whose portfolio includes Sweetheart Video and TransSensual, among others. LaRue took over the reigns of the plot-driven Icon Male nearly a year ago, which coincides neatly with the two-year anniversary of the launch of Noir Male, that he co-founded and has steered since day one.
LaRue’s obsession for erotica, all kinds — straight, gay, bi, trans and every permutation thereof — was deeply ingrained before he first entered the industry in the mid-‘80s.
He is proudly old school, with a deep love for physical media. But LaRue has taught himself to appreciate the digital media world we all inhabit and to embrace its potential — instant consumer feedback and easier access to potential new stars — for guiding the future of his labels.
Nevertheless, he remains doggedly focused on the basics: connection, charisma and capturing the ineffable appeal of skin-on-skin chemistry.
XBIZ: So, it’s been almost two years now for Noir Male. How have you seen it grow?
LaRue: It’s grown by leaps and bounds. The caliber of models we are using and finding is insane. I’m just so proud of the men of color that we are using and highlighting. It’s been really rewarding.
XBIZ: How are you finding them?
LaRue: I’ve become like a stalker on Twitter! If I see somebody beautiful, I’ll go into their DMs and just — it’s so funny, I have a way of doing it. I’ll just type “HOTT” — H-O-T-T in all capital letters — and they’ll either respond to me or not. And then I take it from there.
I just want to see if I can pique their interest. I’ve found one of my most fabulous models, Jaxx Maxim, by doing that. He’s so quiet that I don’t think he would have ever reached out to me on his own.
DeAngelo Jackson was with FlavaWorks. He told me that I needed to talk to them to see if I could use him. And FlavaWorks was kind enough to do that. And when his contract [ended] we were right there to scoop him up. He is, I believe, one of the best, most fabulous models in the industry right now.
XBIZ: Yeah, he’s an XBIZ Awards nominee. Are these regular guys you’re finding? Cam models? Who are they?
LaRue: There’s a lot of men of color doing smaller productions. That’s how I find them. I’m loving that they’re coming and doing bigger productions with me and we’re giving them the opportunity to build their fan base and get more mainstream.
XBIZ: I want to ask about a sensitive topic. There was criticism when the label launched, primarily over the name, but also over casting.
LaRue: I was criticized when it first started — “You’re calling this ‘Noir Male,’ it needs to be all black men.” Jon Blitt from Mile High came up with the concept for the website and I came up with the name. That is our baby. It’s about showcasing black men, whether it’s interracial [pairings] or black men together, or any other combination.
Being a perfume freak, I love the word “noir” — I have so many perfumes that are “This-or-That Noir.” Obviously, “noir” means “black” in French, but it means so much more to me. Whether it’s interracial black-and-white, interracial black-and-Latino, Blatino … there are so many versions of everybody. I don’t like pigeonholing.
XBIZ: I remember the lead-up to the launch. There seems to have been a misunderstanding somewhere about the line’s specific focus.
LaRue: I did something very stupid. I went on Instagram and put a thumbnail of each of the boys. I did [that for] everybody that had worked for Noir Male because I was excited. I was foolish when I did that and some people jumped on me for it.
XBIZ: The controversy dovetailed with a larger concern in the adult community about how black men have been typically portrayed. How do you conceive the scenarios for Noir Male and how the men are portrayed?
LaRue: This is me telling the truth and I hope you print this: I had a scenario that I wanted to do with a black model and a white model. And I wanted the white model to be a [character] that was on probation and the probation officer was a man of color, who told me, “That doesn’t sound good to me. I don’t like that idea.” And I changed it on the spot. I never did that scenario; it was thrown away. I always ask. If I’m doing something a little controversial, I ask if the models have a problem with it. I’m constantly thinking about that.
XBIZ: One of the things I’ve noticed is an injection of humor, here and there.
LaRue: I did a thing with Deep Dic and Wesley Woods where they played two guys who are going to their wives’ gender-reveal party. One of them is wearing a blue shirt and one of them is in a pink shirt. They decide to watch the football game and they end up having sex before going to the gender-reveal party. I think that’s hilarious.
XBIZ: Switching over to Icon, I have to ask you about —
LaRue: “My Stepdad’s Stepdad.”
XBIZ: [Laughs].
LaRue: I did that as a [response] to, “Oh, for god’ sake! How many ‘My Stepdad’s Uncle’s Brother’s…?” You know? So I did “My Stepdad’s Stepdad.” It actually turned out to be a really good movie! The stepdad, a grandfather and their two sons.
And the grandfather [Jack Dyer] ends up fucking a cake — Jack is hilarious, I love him. Yeah, I still want to have fun with these movies. And I want the models to have fun. I don’t want anybody to ever think I’m taking advantage or making them do something uncomfortable just to get a paycheck.
I’m focused on sex first. I want to capture down-and-dirty sex. Beyond that, let’s come up with [a scenario] where the models feel comfortable and where they can have some fun.
XBIZ: Icon Male is more storyline-driven, as opposed to Noir Male, which is typically driven by scenarios.
LaRue: Yes, it is. But we just shot our first Noir Male feature, "Sin City." We shot it in Las Vegas. It stars DeAngelo Jackson, Max Konnor, Derek Cline, Dillon Diaz, Ricky Larkin, Bucky Wright and Dominic Pacifico. The box cover is gorgeous.
XBIZ: Was that a special one-off?
LaRue: No, I think we’re going to continue to do [features]. And then we flipped it: After “Sin City,” I shot four different scenarios for Icon about seducing a straight guy [because] I’d just done a couple of doctor-themed features for Icon — “The Doctor is In… Me” and [a sequel] “Bedside Manner” [laughs].
XBIZ: How often do you shoot to keep both websites updated?
LaRue: I shoot once a month. Four Noir [scenes] and four Icon. Two days for each, two scenes per day. It’s not a punishing schedule at all. We’ve gotten it down! Remember, JC, when we used to shoot these movies, there was always a clunker [scene]? We’d shoot until five in the morning! I’ve got it down now. I want really good pictures, good positions. I’m a little too picky, I think. But we’ve got the formula down.
XBIZ: Noir Male is more glamcore, particularly with the lighting. Does that take awhile to set up and shoot?
LaRue: A little bit, but Noir is about the locations. [Mile High] is all about locations. They have to be absolutely right. Oh, my god, this house where we shot “Sin City”! Jesus criminy! Absolutely one of the most beautiful houses I’ve ever shot in: glass, all white and chrome and white marble bathtubs and showers with a koi pond underneath. Just insane!
A gorgeous outdoor pool, but it was too cold to shoot out there except for some pictures. And I just did a dream sequence for Noir, which they don’t want me to do. “No fantasy sequences! Keep it real!” [laughs]. But I just shot Alam Wernik with DeAngelo Jackson, a fantasy sequence. It’s amazing.
XBIZ: Icon has traditionally been storyline-driven, but you’re injecting a lot more humor into it. It’s very different from the specific style of Nica Noelle, who started Icon.
LaRue: I’m injecting Chi Chi LaRue into it! I’m not Nica Noelle. I’m not making romance novels. Her movies were fucking amazing, plot-driven [with] long takes. I’m never going to be a director like her. I like to tell a story but I’m a sex-driven director.
I’ve been able to make some really good movies for Icon. I’ve been doing this for 35 years; I know what works. I must be doing something right because nobody’s tried to run me out of town on a rail. Some people have wanted to…
XBIZ: Well, they’re not here anymore.
LaRue: Right, right, right. There’s something to be said for the way I direct.
XBIZ: The industry is so driven now by self-produced content. That must be one of the biggest changes you’ve seen.
LaRue: Yeah, models making their own content, but I don’t know how long it’s going to last. When you get in on the ground floor of something like that, like Austin Wolf, those guys like him make a lot of money. But they literally have to put up new content every day. And I don’t think everybody’s making Austin Wolf money. I talk to these boys, and if they make $1,000 per month, they’re happy. Do you think it will last?
XBIZ: Well, we’ve both seen camming come and go. Now they’re back again and bigger than ever. I think models like the idea of taking some control back for their careers. That concept has really taken hold.
LaRue: Or they can come to one of my shoots and make in one or two days what it takes a month to earn posting their own content every day.
XBIZ: So, it’s full steam ahead then, for both labels and their websites.
LaRue: I have lots of plans for Icon and Noir and I’m very grateful to Mile High for really letting me take the reigns. I’m happy!
Image source: Noir Male/Mile High Media
