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Priority Records
Priorityrecords logo.jpg
Parent company EMI
Founded 1985
Founder Bryan Turner
Mark Cerami
Steve Drath
Status Active
Distributing label Capitol Records (In the US)
Genre Various
Country of origin US
Official Website Official website of Priority Records

Priority Records is an American-based record label, owned and operated by EMI, which has made a name for itself dealing primarily in hip hop music. Priority has also provided distribution for other labels such as Ruthless Records, Rhyme $yndicate Records, Death Row Records, Wu-Tang Records, Rawkus Records, No Limit Records, and Roc-A-Fella Records.

Contents

Company history

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Beginnings

The Los Angeles-based company was formed in 1985 by three former K-tel executives: Bryan Turner, Mark Cerami and Steve Drath. Initial funding was provided by R-tek, a company headed by former K-tel board members: Ray and Harold Kives, and their company took an initial 50% ownership in Priority. Priority bought out the R-tek interest in 1987.

To support early operations, Priority licensed repertoire from others and released compilation albums but soon began to develop its own significant artist roster. Priority was able to achieve unrivaled success as an independent label by developing a precedent-setting "street-based" formula of underground marketing which bypassed mainstream radio. Their unique approach allowed Priority to sell millions of records without entering into the fiercely competitive major label battles over radio airplay. Priority's strategic marketing team was developed by Vice President Alyssa Pisano, who led Priority's Marketing and Creative Services Department between 1987 and 1996. Priority's roster featured numerous gold, platinum and multi-platinum artists, including N.W.A., Dr. Dre, Ice Cube, Master P, Snoop Dogg, Jay-Z, Mack 10, Westside Connection, Eazy-E and Ice-T.

EMI acquisition

In the early 1990s, the label struck up a distribution deal with EMI, while continuing to operate independently. EMI bought a 50% stake in Priority in 1996, and the remainder in 1998. Despite EMI's full ownership, Priority continued to be independently managed company until 2001, when its operations were merged into EMI’s major US subsidiary, Capitol Records. Priority was absorbed into Capitol Records in 2004 and ceased operations.

Revival

In late 2006, EMI revived Priority Records, and it was supposed to start releasing new records again but never did except for a couple compilation and greatest hits albums from the likes of N.W.A., Westside Connection, Mack 10, and Ice Cube. In 2009, Snoop Dogg was appointed creative chairman of the label; Priority released his tenth studio album, Malice N Wonderland on December 8, 2009.

Artists

The following artists have all had recordings on Priority Records:

Current artists
Former artists

References

Sources

  • "2002 Music Awards" by Anthony Mariani, Fort Worth Weekly, June 13, 2002, retrieved June 29, 2006

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