Here’s the facts. 3 BIG names attached.
Steve Rifkind (Founder of Loud Records and SRC
Russell Simmons (Founder of Def Jam)
Brian Robbins (veteran film and TV producer)
“How [Russell] built Def Jam and how I built Loud was through the streets and through grass-roots marketing,” said Rifkind according to LATimes.com. “Cut to 20 years later, we’re applying this same formula, this same blueprint, using YouTube as our street team, using YouTube as our A&R source, using YouTube as our branding machine.”
First artists on the new label are Asher Roth(who will be developing his own TV show?!) and Youtube rapper/actor/comedian Spoken Reasons (star of hit comedy The Heat).