Priority Records, one of the leaders of gangster rap back in its heyday, is relaunching with the help of Capitol Music Group and Insurgency Music.
The independent force in hip-hop used to house legendary acts such as N.W.A., Dr. Dre, Ice Cube, Snoop Dogg and Eazy-E. Under the guidance of Insurgency Music co-founder Michael Cohen; the new Priority will focus on electronic and urban music. It will also be more producer-driven than its previous incarnation.
According to Billboard, Priority will launch officially on August 13 with the release of Just Blaze and Baauer’s “Higher” featuring Jay Z. Cohen has made the announcement that Harry Fraud’s Surf School label signed to Priority.
Captain Music Group chairman/CEO Steve Barnett spoke about the re-launch: “We’re so respectful of Priority’s important role in Capitol’s history. But it was also a street label focusing on music that thrives outside the mainstream. And that’s exactly what Michael and his team have been doing. They have a strong vision of the new generation of electronic and progressive urban music. Baauer was the first indication of that.”
Cohen also touched on Priority Records: “I don’t come from the hip-hop world. But the genesis of that label was really about supporting the indie level; it broke the mold in terms of working outside the system to bring street-level music to the mainstream without any compromise. And the producer—who has always played a strong role in hip-hop—has become the focal point coming out of the global electronic music space. It’s heralded a paradigm shift in the way music is created, discovered and spread. Our first single ‘Higher’ epitomizes everything we’re trying to do with Priority.”