Priority Records is an American

distribution company Distribution (or place) is one of the four elements of the marketing mix. Distribution is the process of making a product or service available for the consumer or business user who needs it. This can be done directly by the producer or service p ...

and

record label A record label, or record company, is a brand or trademark of music recordings and music videos, or the company that owns it. Sometimes, a record label is also a publishing company that manages such brands and trademarks, coordinates the produ ...

known for artists including

N.W.A N.W.A (an abbreviation for Niggaz Wit Attitudes) was an American hip hop group whose members were among the earliest and most significant popularizers and controversial figures of the gangsta rap subgenre, and the group is widely considered ...

, Ice-T,

Jay-Z Shawn Corey Carter (born December 4, 1969), known professionally as Jay-Z, is an American rapper, record producer, entrepreneur, and founder of Manhattan-based conglomerate talent and entertainment agency Roc Nation. He is regarded as one of ...

Snoop Dogg Calvin Cordozar Broadus Jr. (born October 20, 1971), known professionally as Snoop Dogg (previously Snoop Doggy Dogg and briefly Snoop Lion), is an American rapper. His fame dates back to 1992 when he featured on Dr. Dre's debut solo single, " ...

Big L Lamont Coleman (May 30, 1974February 15, 1999), known professionally as Big L, was an American rapper and record executive. Emerging from Harlem in New York City in 1992, Coleman became known among underground hip-hop fans for his freestyling ...

Silkk the Shocker Vyshonn King Miller (born June 18, 1975), better known by his stage name Silkk the Shocker, is an American rapper and actor. He originally went under the stage name Silkk, but later adopted Silkk the Shocker after the release of his first album ...

and

Westside Connection Westside Connection was an American hip-hop supergroup formed by Mack 10, WC and Ice Cube. The group's debut album, '' Bow Down'', reached the number 2 position on the ''Billboard'' 200 in 1996, going platinum that year. Biography Westside ...

. It also distributed hip hop record labels including Death Row Records,

Hoo-Bangin' Records Hoo-Bangin' Records is a record label founded by Dedrick "Mack 10" Rolison. He took the name from the name of the song "Hoo Bangin'" by his group, Westside Connection. Hoo-Bangin' Records was recently released from its contract at Priority Reco ...

No Limit Records No Limit Records is an American record company founded by Master P. The label's albums were distributed by Priority Records, Universal and Koch Records. The label included artists such as Snoop Dogg, Mercedes, Silkk the Shocker, Mystikal, M ...

Posthuman Records Posthuman Records was an American record label specializing in industrial rock and electronic music, founded by Marilyn Manson in 2000. It was a vanity label operating under the parent company Priority Records. The label was Marilyn Manson's first ...

Rap-A-Lot Records Rap-A-Lot is a hip hop record label co-founded by James Prince and Cliff Blodget in 1986. Smoke-a-Lot Records is a subsidiary. Rap-A-Lot was first distributed by A&M Records with the release of Raheem's 1988 debut ''The Vigilante''. The label w ...

Rawkus Records Rawkus Records was an American hip hop record label known for starting the careers of many rappers. Rawkus started in 1995 with releases in hip-hop, drum and bass and fun-dustrial (Dystopia One). Label heads Brian Brater and Jarret Myer then si ...

Roc-A-Fella Records Roc-A-Fella Records was an American hip hop record label and music management company founded by record executives and entrepreneurs Shawn "Jay-Z" Carter, Damon "Dame" Dash, and Kareem "Biggs" Burke in 1994. History 1994–2000: Formation ...

, Ruthless Records and

Wu-Tang Records Starting from the emergence and prominence of Wu-Tang Clan in the mid-1990s, several of the group's members have branched out to create their labels following RZA's lead. Some of the labels have dissolved, while other labels have transitioned int ...

. According to '' Billboard'', "few record labels were as important to the rise of

West Coast hip hop West Coast hip hop is a regional genre of hip hop music that encompasses any artists or music that originated in the West Coast region of the United States. West Coast hip hop began to dominate from a radio play and sales standpoint during the ea ...

as Priority Records."

Company history

Beginnings (1985–1996)

The Los Angeles-based company (with no ties or relations to a previous Priority Records label that was a subsidiary of what was then

CBS Records CBS Records may refer to: * CBS Records or CBS/Sony, former name of Sony Music, a global record company * CBS Records International, label for Columbia Records recordings released outside North America from 1962 to 1990 * CBS Records (2006), founde ...

) was formed in 1985 by three former

K-tel K-tel International Ltd is a Canadian company which formerly specialized in selling consumer products through infomercials and live demonstration. Its products include compilation music albums, including ''The Super Hits'' series, ''The Dynamic ...

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. Its first success came with novelty act the

California Raisins The California Raisins were a fictional rhythm and blues animated musical group as well as advertising and merchandising characters composed of anthropomorphized raisins. Lead vocals were sung by musician Buddy Miles. The California Raisins ...

. To support early operations, Priority Records licensed repertoire from others and released compilation albums using archive recordings while developing its own artist roster. Priority Records achieved success as an independent label by developing a precedent-setting "street-based" formula of underground marketing which bypassed mainstream radio. This 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

Ice Cube An ice cube is a small piece of ice, which is typically rectangular as viewed from above and trapezoidal as viewed from the side. Ice cubes are products of mechanical refrigeration and are usually produced to cool beverages. They may be produc ...

MC Ren Lorenzo Jerald Patterson (born June 16, 1969), better known by his stage name MC Ren, is an American rapper, songwriter and record producer from Compton, California. He is the founder and owner of the record label Villain Entertainment. MC Ren ...

, Eazy-E,

Master P Percy Robert Miller Sr. (born April 29, 1967), known by his stage name Master P, is an American rapper, record executive, record producer, actor, and entrepreneur. He is the founder of the record label No Limit Records, which was relaunched as ...

Paris Paris () is the capital and most populous city of France, with an estimated population of 2,165,423 residents in 2019 in an area of more than 105 km² (41 sq mi), making it the 30th most densely populated city in the world in 2020. S ...

Mack 10 Dedrick D'Mon Rolison (born August 9, 1971), better known by his stage name Mack 10, is an American rapper. He has sold nearly 11 million records combining his solo and group works. Mack 10 made his first appearance on Ice Cube's 1994 " Bootle ...

, 504 Boyz,

C-Murder Corey Miller (born March 9, 1971), better known by his stage name C-Murder, is an American rapper and songwriter. He initially gained fame in the mid-1990s as a part of his brother Master P's label No Limit Records, primarily as a member of the ...

Mia X Mia Young (born January 9, 1970), better known by her stage name Mia X, is an American rapper and songwriter. She was the first female emcee to get a contract with rapper and entertainment magnate, Master P on his successful record label N ...

No Limit No Limit may refer to: Music Record labels *No Limit Records, a record label founded by Master P * No Limit Forever Records, a record label founded by Romeo Miller, son of Master P Albums * ''No Limit'' (Art Pepper album), 1977 * ''No Limit'' ...

and Ice-T.

EMI acquisition (1996–2004)

In the early 1990s, the label struck up a distribution deal with

EMI EMI Group Limited (originally an initialism for Electric and Musical Industries, also referred to as EMI Records Ltd. or simply EMI) was a British Transnational corporation, transnational Conglomerate (company), conglomerate founded in March 1 ...

, 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 Capitol Records, LLC (known legally as Capitol Records, Inc. until 2007) is an American record label distributed by Universal Music Group through its Capitol Music Group imprint. It was founded as the first West Coast-based record label of note ...

. Priority was absorbed into Capitol Records in 2004 and ceased operations.

Relaunch (2006–2013)

In late

2006 File:2006 Events Collage V1.png, From top left, clockwise: The 2006 Winter Olympics open in Turin; Twitter is founded and launched by Jack Dorsey; The Nintendo Wii is released; Montenegro 2006 Montenegrin independence referendum, votes to declare ...

, 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 Snoop Dogg's tenth studio album, ''

Malice N Wonderland ''Malice n Wonderland'' is the tenth studio album by American rapper Snoop Dogg; it was released on December 8, 2009, by Doggystyle Records, Capitol Records and Priority Records. Production for the album took place from January 2009 to Septembe ...

'' on December 8, 2009. In July 2013, Priority was re-launched via a joint venture between

and Insurgency Music. Based at the

Capitol Records Building The Capitol Records Building, also known as the Capitol Records Tower, is a 13-story tower building in Hollywood, Los Angeles. Designed by Louis Naidorf of Welton Becket Associates, it is one of the city's landmarks. Construction began soon aft ...

Los Angeles Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the world' ...

, the new Priority Records will be a producer centric label that focuses on a broader array of music genres, including electronic music as well as urban music.

Second relaunch (2015–present)

In 2015, due to the success of the 2015 American biographical film '' Straight Outta Compton'' based on former Priority act

, Priority Records was relaunched one more time as a distributor. This time the focus was on new acts, including G Perico,

Snoh Aalegra Snoh Sheri Nowrozi (born Shahrzad Fooladi, 13 September 1987), better known by her stage name, Snoh Aalegra (), is a Swedish singer based in Los Angeles. Her debut album ''Feels'' was released in 2017, followed by ''Ugh, Those Feels Again'' in 2 ...

and Jonn Hart. In 2018 Priority Records partnered with TuneGO. Priority Records signed TuneGO Artist, Three Guests and distributed their album, ''3G''. Priority also signed Massachusetts rap group Bandits The Label and later went on to distribute DtheFlyest debut project "Dope Boy Diaries" which was executive produced by CruufromtheNorth and featured a hit single with rap superstar Lil Baby titled "Fugazi" (2018).

Artists

* Former Priority Records artists

References

External links

Official website of Priority Records

"2002 Music Awards"
by Anthony Mariani, ''Fort Worth Weekly'', June 13, 2002, retrieved June 29, 2006 {{Authority control Record labels established in 1985 Record labels disestablished in 2004 Record labels established in 2006 Re-established companies American record labels Hip hop record labels Universal Music Group Labels distributed by Universal Music Group Gangsta rap record labels 1985 establishments in California 2004 disestablishments in California 2006 establishments in California