(AllHipHop News) Nearly 30 years ago Los Angeles was the site where one of the most historic Hip Hop labels was launched. Priority Records would go on to release music by legendary rap acts like N.W.A., Snoop Dogg, Master P, Ice-T, and Jay Z.
After a being bought by EMI in 1998 and then merged into Capitol Records in 2004, the label was subsequently shut down. Priority is now set to relaunch under the umbrella of Capitol Music Group and Insurgency Music. This time as a producer-centered label.
“I don’t come from the Hip Hop world, but the genesis of that label was really about supporting the indie level,” said new Priority president and co-founder of Insurgency Michael Cohen. “The emergence of the producer as an artist and brand within the global electronic music scene and beyond has heralded a paradigm shift in the way music is created, discovered, and spread.”
The first official release from the new Priority will be the song “Higher” by Hip Hop producer Just Blaze and “Harlem Shake” creator Baauer on August 13. The track features Jay Z’s voice. A video for the single is currently being shot by director Nabil Elderkin (Nas & Damian Marley’s “Patience”, Kanye West’s “Paranoid”).
It was also announced that producer Harry Fraud has signed his Surf School label to Priority. Fraud recently dropped his compilation mixtape Adrift with guest appearances by Rick Ross, Wiz Khalifa, Pusha T, Mac Miller, and others. He also released an EP with Action Bronson titled Saaab Stories in June.
“We’re so respectful of Priority’s important role in Capitol’s history,” said Steve Barnett Capitol Music Group chairman/CEO. “But it was also a street label focusing on music that thrives outside the mainstream. And that’s exactly what Michael and his team have been doing.”
Listen to Just Blaze & Baauer’s “Higher” featuring Jay Z below.