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Asher Roth and Loud Records move to Def Jam

By The Hip Hop Writer
Hip Hop Vibe Staff Writer

Towards the end of 2008, the world was introduced to Asher Roth and immediately fell in love with him. Before the arrival of Asher Roth, many felt hip hop needed new life. Alongside Drake, Kid Cudi, and J. Cole, Asher Roth was hailed as the future of hip hop. During the spring of 2009, Roth released his debut album, which featured the hit single, “I Love College.”

During the time of Asher Roth’s debut, he was signed to SRC Records, which is owned by Steve Rifkind. Before SRC Records, Rifkind was the founder of Loud Records, which served as the home of several hip hop artists. Owned by Sony, the label was shut down and Rifkind created SRC. However, when he had the chance to revive his original label, he did just that.

As a part of Rifkind’s label, Asher Roth moved from SRC to Loud, which operated as a subsidiary of SRC Records. Asher Roth’s run at the top of the game came to a halt after he made some comments about President Obama, despite him not meaning them in a negative manner. Asher Roth, at the time, was working on his sophomore album, which has still yet to come. Two years since his comments about the president, Asher Roth has received support from current hip hop newcomers, most notably, Mac Miller.

Moving on with both his life and his career, Asher Roth is preparing to release his second album, Is This Too Orange, during the first quarter of 2012. Initial reports stated Asher Roth would be releasing this album with Def Jam. Many assumed Asher Roth left his deal with Loud/SRC for Def Jam. However, Steve Rifkind announced Loud Records has entered a joint venture deal with Def Jam and the first artist under this new deal is Asher Roth.

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