Loud Records
As the CEO and founder of Loud Records in 1991, Rifkind positioned himself as a major tastemaker in a new era of hip hop music and culture. Designed as a bi-coastal hip-hop label focused on "street-themed" hip-hop, Loud was influential in launching the careers of several hip-hop stars in the early and mid-1990s; most notably the Wu-Tang Clan, Mobb Deep, Three 6 Mafia, and Big Punisher. With Loud, Rifkind used the techniques he had developed at SRC to bring his artists success in branding and cross-promoting themselves. Among others, Loud's holdings included a film division and a clothing line.
Loud's success led to Rifkind's selling 50% of the company to RCA in 1996. In July 1999 Loud moved to Sony. Loud launched its film division in 1999, signing a multi- year pact with Dimension/Miramax. Loud Film's first and only project, "Paid in Full" (a film on which Brett Ratner, Jay-Z, and Damon Dash were partners with Rifkind) was released in 2002.
Read more about this topic: Steve Rifkind
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