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"This agreement will allow us to take SRC to the next level, while preserving the integrity and credibility of our artists."
——Steve Rifkind, SRC Records
RIFKIND GARNERS
UNIVERSAL ACCLAIM
Urban Music Pioneer Partners With UMG Label to Form Street Records Corporation (SRC)
Say it LoudSteve Rifkind’s proud to be at Universal Records.

In a deal announced here several weeks ago, the Urban music veteran has inked an exclusive venture with Universal Records to form Street Records Corporation (SRC), it was announced by Universal Motown Records Group Mel Lewinter and Rifkind.

Stated Lewinter: "Steve is the embodiment of the true entrepreneur. As one of the architects of modern Urban music, his track record for discovering and developing artists from the ground up is extraordinary. We are thrilled to be in business with him. And one day, he’s even promised to introduce me to Xzibit."

Commented Rifkind: "In searching for the right partner for SRC, I knew that I didn’t want to be a part of a company that was already set in its ways. The immediate vibe I got from [UMG Chairman] Doug Morris, Mel, [Universal Records President] Monte Lipman and [Motown Records President/CEO] Kedar Massenburg was that they are determined to continue building a great label, and this agreement will allow us to take SRC to the next level, while preserving the integrity and credibility of our artists. And I get to snipe the office with posters. "

Up first from the partnership will be the highly anticipated debut of platinum-selling producer David Banner, due April 29. Best known for creating hits for Trick Daddy, Pastor Troy, Snoop Dogg and Lil Flip, among others, Banner is also a rapper in his own right. The Jackson, Mississippi, has quickly built an incredible name for himself throughout the South with both radio play and retail sales for the past three years. Banner’s debut single featuring Lil Flip, "Like A Pimp," has been blowing up the airwaves in the South.

Rifkind began in the business at the family-run Spring Records, which released Fatback Band’s "King Tim III," among the first hip-hop records ever. As the architect of the modern street team, Rifkind launched his own consulting firm, the Steven Rifkind Company, attracting such clients as Nike, Pepsi, HBO, Rolling Stone Magazine and Levis. In 1992, Rifkind started Loud Records, recruiting Tha Liks as his first act.

Loud quickly established itself as one of hip-hop’s most successful and culturally influential labels, releasing many of the most important albums of the ’90s from the Wu-Tang Clan, Big Pun, Mobb Deep, Funkmaster Flex, Three 6 Mafia and Raekwon, among many others.

In addition to overseeing all of the activities of the newly formed SRC/Universal, Rifkind recently sold 50% of the Steven Rifkind Company to Mosaic Media Holdings.

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