Many may successfully execute the game of the music business, but few can say that they actually had a hand in laying the foundation.  With over twenty years in the record business, Steve Rifkind, can confidently lay claim to both the latter and former. 

He’s one of the pioneering hip-hop entrepreneurial forces as founder and chairman of Street Records Corporation (SRC), and the originator of the “Street Team,” concept of guerilla marketing. 

Steve has also formed Loud Records which has certainly been heard loud and clear thanks to the success of artists such as Wu-Tang Clan, Three 6 Mafia, Big Pun, and more.  Steve’s Universal-distributed SRC label has given us David Banner, Remy Ma, and his biggest artist to date, Akon. 

Most recently Steve led an online TV reality competition show via Loud.com to award an aspiring rapper $100,000 and a recording contract with partner SRC/Universal Records.  The winner of that competition was Tha Crow, and he just may be Steve’s next major artist.  Sixshot got a moment with Steve to discuss Loud.com, the state of the record industry, rumors that Akon fabricated his criminal record, whether or not he remains in-touch with Your browser does not support inline frames or is currently configured not to display inline frames. ONG> Remy Ma, and more.

What would you say is the most valuable lesson you're hoping to instill in these rappers during the Loud.com reality competition show?
 
That this is all about execution, and it's not a game, how to make a hit record.
 
The talent in competition on Loud.com were at first not aware of what kind of deal the winner was about to sign.  What can you tell us about the deal?

It's a singles deal, with an option for an album. A guaranteed single to be released.  It could turn into an album deal just like how we did with Wu Tang and Three 6 Mafia, even O'Neal McKnight recently.  Some of the biggest records picked up were 12 inch deals.
 
You helped build artists from the ground up so do you think that dedication to artist development is missing in today's record industry?
 
At the major label level yes, if you’re indie look at what Cash Money did with Lil' Wayne.  It has been a 4 year period. That was artist development at its best.
 
What qualities do you look for in an artist when signing them?
 
They got to have a vision, have a plan and we are here to help them execute that plan. It's not just about going into the studio to make a record.  And the artist has to be hungry.
 
What is your take on 360 deals which allows a record company to take a percentage of an artist's projects across the board (i.e. tour, merchandise, publishing, record sales, etc.)?
 
It depends on the artist.  If they have a good work ethic like Jay Z or Puff it’s great.  It's a true partnership at its best—the artist has to work.
 
You helped lay the foundation for the concept of the street team.  In this digital age is the street team still as effective as it once was?
 
Yes, there's a virtual street team and/or the online street time.  But you still need that offline component of the street team.  The Internet gets a lot more people and at the click of the button.  It's great that it's going in that direction.
 
Recently it's been reported by The Smoking Gun, that Akon's criminal history has been exaggerated, embellished, and/or fabricated for marketing purposes.  They allege that he has only been convicted of one felony, for gun possession.  Are there any truths to these claims by The Smoking Gun?
 
Smoking Gun makes good money off gossip.  What I discuss with Akon is between Akon and I, and he's never lied to me.  Only certain people know the truth, and those are the people closest to Akon.
 
From a marketing perspective do you think these reports will negatively impact Akon's marketing potential and image?
 
No, it will only help.  If it's true, it’s better for us to sell more records.  I hope it's true. [Laughs]
 
You also helped break Remy Ma.  So have you been in-touch with her since her imprisonment?
 
I spoke to her brother an hour ago, but personally have not spoken to her.  Just staying in touch with her brother.
 
In an interview with KING Magazine you stated that your only horror stories in the industry are with Sony.  What experience did you go through with them?
 
At the end of the day the shoe just didn't fit.  Don't want to go into the negativity, but it was a dark period.  It's like if the shoe looks good but when you put it on you have a blister, you don't stick with it.  But I still have some great friends at Sony, Charlie Walk is one of my best friends, Rick Rubin, and I wish them all the best.
 
How did that experience make you a better business person?
 
I don't know if it made me a better business person, but like I mentioned before if I like the shoe I put it on first before I buy it.
 
We often hear about the plight of White rappers being discredited in hip-hop for their skin color, but are there a similar prejudice directed toward White people who operate behind-the-scenes within hip-hop?
 
People got to get off that bulls***.  It's about great music.  If you are into it go and get it and f*** what other people say.  Like who owns Shady?  Eminem.  You have Tom Silverman of Tommy Boy, Lyor Cohen of Def Jam, and Brian Turman of Priority Records.
 
Have you faced any such prejudice?  If so, please give us an example.
 
If I did I don't know that I did.  I can only be me.
 
What's one of the outstanding challenges you had to face in your career and how did you overcome it?
 
Akon. He ended up being the biggest artist of my career. When I told people, no one believed me.

For more information please visit:
www.loud.com
www.steverifkind.com