and is located in the Lower Ninth Ward area. In "The Other Half", the fifth episode of LIFE, the camera follows Rodriguez as he competes in the Dew Tour contest and discusses the role of contests in relation to the more fundamental aspects of a professional street skateboarder's life—video footage and street skateboarding. Influence Transworld SKATEboarding selected Rodriguez for the thirtieth position of its "30 Most Influential Skaters of All Time" list, released in December 2011. In response to the selection, Rodriguez revealed that Koston and Andrew Reynolds are two professional skateboarders who he considers as influential in a career sense, due to their "longevity", "the impacts they've had", and the degree of respect they have garnered. In an April 2013 interview, Rodriguez added Tom Penny to his "most influential" list and stated, "Him [Penny], Koston and Reynolds. That's my combo right there.". In regard to Rodriguez, professional skateboarder Nyjah Huston explained in December 2013: He is such a good dude, on and off the [skate]board. He's such a professional person. He's an amazing street skater, and just as good of a contest skater. So, he's a pretty ideal professional skateboarder, that's for sure. Company owner As of June 2014, Rodriguez is the owner of, or an investor in, the skateboard brands Primitive (retail outlet, apparel and skateboard deck company), Markisa (wallets and accessories) and Andale (skateboard bearings), the latter in partnership with fellow professional skateboarder Joey Brezinski. In relation to Andale, Brezinski explained: Originally I was working on the idea and I went through all the legal stuff. I quit my bearing sponsor at the time and I started talking to Paul about it because he had recently quit Silver at that point. I didn't know if he had plans with FKD or not, but I presented Andale to him as something we could do together. He was down and I proceeded to move forward. It took about two years to get to this point, doing a lot of work and a lot of planning. The Primitive company consists of a retail store in Los Angeles that specializes in footwear, an apparel line, and a skateboard deck brand. Rodriguez established the business in around 2005–2006 with three partners, including two friends whom he has known since childhood. In April 2014, Rodriguez was identified as the president of the company, while Netkin is the CEO and founder, and Jubal Jones