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Asher Roth discusses Def Jam label situation

By The Hip Hop Writer
Hip Hop Vibe Staff Writer

Two years ago, Asher Roth was poised to take over the rap game. Despite having two completely different styles, many felt Asher Roth was the next Eminem. While the two rappers had different styles, their similar voices could not be denied. Asher Roth won fans over during the spring of 2009 with his “I Love College” single. The song did well and it helped to start his album, Asleep in the Bread Aisle.

Signed to SRC Records, Asher Roth was preparing to release his second album in 2010, having started working on it in 2009. However, after criticizing the president, Asher Roth’s popularity waned significantly. When 2010 actually rolled around, most had already forgotten about Asher Roth and were more focused on Eminem’s comeback. While the people might have forgotten, Asher Roth was determined to gain his spot back.

During his absence, Mac Miller has emerged and has taken the game by storm. Recently, Mac Miller mentioned how he was a fan of Asher Roth and since then Roth has been in the public eye. Over the weekend, Def Jam announced they had added Asher Roth to their roster. The deal is beneficial for both parties, as Def Jam needs new life, while Asher Roth needs a change, also. With Def Jam at a vulnerable state, they feel adding Asher Roth will help spearhead their comeback. Asher Roth said this is one of the reasons he signed with the label.

While Asher Roth is signed to Def Jam, he has not left his deal with Steve Rifkind’s SRC Records. Rifkind released a statement, saying the new Asher Roth album, Is This Too Orange?, will be released in partnership with Def Jam. Asher Roth said Steve Rifkind would agree when he said Def Jam had the proper resources to help him re-establish himself. For the album, Asher Roth will also be helping to re-launch Steve Rifkind’s former label, Loud Records. A few years ago, he was able to re-acquire the label and he moved it to his SRC label, making it a subsidiary.

With all these new projects in the works, Asher Roth said it is on him to now deliver new music. He feels Is This Too Orange?, which will be released in March 2012, will be the album to help re-launch Loud Records and to re-establish Def Jam at the top of the game.

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