Steve Rifkind of Loud Records on Wu-Tang, Industry Changes & More (HNHH’s The Plug)

Steve Rifkind is a legendary figure behind many of the biggest rappers to break out in the ’90s and beyond. He not only worked with Wu-Tang Clan, Big Pun, Three 6 Mafia and more, he pioneered the concept of the ‘street team,’ which is now a method of promotion that’s being used far beyond hip-hop.

We had the co-founder of Loud Records by our NYC office to divulge some stories about his career and his keys to success for a new episode of “The Plug.” Skip to a specific topic below.

ORIGIN & INSPIRATION 0:15

JAMES BROWN ATTENDED YOUR BAR MITZVAH,
WAS BEING AROUND CELEBRITIES NORMAL FOR YOU? 1:43

WHAT MUSIC DID YOU LISTEN TO GROWING UP? 2:17

YOUR FIRST MOVE IN THE MUSIC INDUSTRY? 2:33

HOW DID YOU GET FROM NEW EDITION TO RAP MUSIC? 5:30

WHAT MADE YOU START YOUR OWN COMPANY? 7:05

THE “IT” FACTOR 7:24

WHO ARE SOME OF THE ARTISTS YOU’VE SIGNED? 7:58

THE STORY BEHIND SIGNING WU-TANG CLAN 8:40

THREE 6 MAFIA 9:33

HOW DID YOU CONVINCE DJ PAUL TO SIGN WITH YOU? 10:04

TEACHING ARTISTS ABOUT THE INDUSTRY 10:36

THE OPPORTUNITY TO SIGN EMINEM 11:15

YOUR WILDEST LABEL EXPENSE 12:01

THE RETURN OF LOUD RECORDS 12:42

DEALING WITH INDUSTRY CHANGES 13:36

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