As previously reported, Asher Roth has signed to Island Def Jam, which came as a surprise to those who have followed his career. Since 2008 Roth was signed to SRC with Steve Rifkind, former Founder and Chairman of Loud Records. Rifkind was named by XXL as being “responsible for breaking some of hip-hop’s biggest artists in his 25 years in the business," launching the careers of Wu-Tang, Mobb Deep, Big Pun, Three 6 Mafia and many more.
Loud ended its run in 2002 and Rifkin started SRC (Street Records Corporation). So when fans heard that Roth was moving on to Island Def Jam it seemed he was leaving Rifkind behind. That is until Rikfin tweeted, “Not only are we partnering up with Def Jam on @asherroth album it will be under the LOUD RECORDS imprint.”
Asher Roth is only the first artist to be named under the new Loud imprint, and his brand of suburban reality based hip-hop is a little lighter than some artists Rifkind’s been known to work with. However, judging by Rifkind’s long history in the business, he’ll bring on a roster of groundbreaking emerging artists. Can’t wait to see what he’s got in store. Roth’s second full-length, titled Is This Too Orange is scheduled to drop in early 2012.