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 pr ...

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 o ...

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, Silkk the Shocker and Westside Connection. It also distributed hip hop record labels including

Death Row Records Death Row Records is an American record label that was founded in 1991 by The D.O.C., Dr. Dre, Suge Knight, and Dick Griffey. The label became a sensation by releasing multi-platinum hip-hop albums by West Coast-based artists such as Dr. Dre ...

, Hoo-Bangin' Records, No Limit Records, Posthuman Records, Rap-A-Lot Records, Rawkus Records,

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 Ruthless Records was an American record label founded by Eric "Eazy-E" Wright and Jerry Heller in Compton, California in 1986, where all of the Ruthless trademarks have been owned by Comptown Records, Inc. since 1997. Several artists on the la ...

and Wu-Tang Records. According to ''

Billboard A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large adverti ...

'', "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 e ...

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) 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. 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 p ...

, MC Ren,

Eazy-E Eric Lynn Wright (September 7, 1964 – March 26, 1995), known professionally as Eazy-E, was an American rapper who propelled West Coast rap and gangsta rap by leading the group N.W.A and its label, Ruthless Records. He is often referred ...

, Master P,

, Silkk the Shocker,

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. Si ...

, Mack 10, 504 Boyz, C-Murder, Mia X, Westside Connection, No Limit and Ice-T.

EMI acquisition (1996–2004)

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 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 not ...

. 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 votes to declare independence from Serbia; The 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 File:2009 Events Collage V2.png, From top left, clockwise: The vertical stabilizer of Air France Flight 447 is pulled out from the Atlantic Ocean; Barack Obama becomes the first African American to become President of the United States; Protests ...

, Snoop Dogg was appointed creative chairman of the label; Priority released Snoop Dogg's tenth studio album, '' Malice N Wonderland'' 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 after ...

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 A biographical film or biopic () is a film that dramatizes the life of a non-fictional or historically-based person or people. Such films show the life of a historical person and the central character's real name is used. They differ from docudra ...

Straight Outta Compton ''Straight Outta Compton'' is the debut studio album by rap group N.W.A, which, led by Eazy-E, formed in Los Angeles County's City of Compton in early 1987. Released by his label, Ruthless Records, on August 8, 1988, the album was produced ...

'' 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 ...

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