And 1 Entertainment has inked an exclusive mulit-year
worldwide distribution and licensing deal with Ryko/Penalty. Through the new
union, the labels will cross-brand and cross-promote music with And 1's DVD
lines and the And 1 Mixtape Tour.
"AND 1 has done an incredible job building
its brand on the streets and in the homes of our core consumers," Penalty's
President, Neil Levine told AllHipHop.com in a statement. "With Penalty
bringing value-added music, strong visual hip-hop content and
street savvy marketing this marriage is a perfect fit."
And 1 executives said that they were attracted
to Ryko/Penalty due to their experience in distribution.
The first releases under the new deal will be
"Street Ball: The AND 1 Mixtape Tour" in May, followed by AND 1's
The 2004 AND 1 Mixtape Tour kicks off June 3rd
in the United States hitting 30 cities followed by an international tour. The
company will also drop a book, "AND 1 Ultimate Streetball" in the
Founded in 1993, AND 1 has grown to be the second
largest basketball footwear and apparel company in the United States, due largely
to the success of the their streetballers and their marriage to hip-hop music.