“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).
As part of a program created by Columbia professor Christopher Emdin, 10 New York City high school classes have been writing raps as a way to learn about science. The program is calledScience Genius, and it sounds like the sort of patronizing pop-culture hijack kids hate more than anything. But when Wu-Tang’s GZA drops by a Bronx classroom to discuss the importance of scientific inquiry, you can see the actual moment when the students realize the program is legit.