Video After The Jump
Hip-hop legend Steve Rifkind, founder of Loud Records, opens up in this Culture Builders episode about working with some of the greatest artists in rap history. From his philosophy of letting artists like Mobb Deep, Dead Prez, Akon, Three 6 Mafia, and Wu-Tang Clan remain self-sufficient, to heartfelt memories of Prodigy, Big Pun, Pete Rock, RZA, ODB, and Kanye West, Rifkind shares stories that shaped hip-hop culture forever.
⏱ Timestamps
00:00 – Building a roster of self-contained artists (Mobb Deep, Dead Prez, Akon, Three 6 Mafia, Wu-Tang)
01:40 – Memories of Prodigy & the impact of his passing
03:30 – Big Pun’s Cuban link bracelet story after going multi-platinum
06:35 – Pete Rock & Raekwon spark Soul Survivor deal
07:25 – RZA partnership & hotel deadline story
08:20 – ODB’s infamous “Wu-Tang is for the children” Grammy moment
10:55 – Working with Kanye West & his 5-album run
13:00 – On Yeezy sneakers, consulting Kanye, and Wu-Tang’s 25th anniversary
14:50 – The missing sense of community in today’s music industry
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