Editing Priority Records

{{Short description|American record label}}
{{Infobox record label <!-- See Wikipedia:WikiProject_Music -->
|name    = Priority Records
|image     = Logo of Priority Records.png
|parent    = [[Universal Music Group]]
|founded   = {{start date and age|1985}}
|founder   = {{hlist|[[Bryan Turner (businessman)|Bryan Turner]]|Mark Cerami|Steve Drath}}
|status    = Active
|distributor= [[Interscope Capitol Labels Group]]
|genre     = Various, with a focus on [[Hip hop music|hip hop]]
|country   = United States
|location  = 6430 Sunset Boulevard, [[Los Angeles, California]], U.S.
|website  = {{URL|priorityrecords.com}}
}}

'''Priority Records''' is an American [[distribution company]] and [[record label]]<ref name=":0">{{Cite web|url=https://musicbrainz.org/label/ce7a2977-c7dd-4695-97e0-5e72572bf0d3|title=Priority Records - MusicBrainz|website=musicbrainz.org|language=en|access-date=2018-04-30}}</ref><ref>{{Cite news|url=https://www.billboard.com/articles/business/7841134/capitol-music-group-relaunches-priority-records|title=Capitol Music Group Relaunches Priority Records as an Indie-Leaning Distributor: Exclusive|work=Billboard|access-date=2018-04-30}}</ref> known for artists including [[N.W.A]], [[Ice Cube]], [[MC Ren]], [[Eazy-E]], [[Master P]], [[Snoop Dogg]], [[Yasiin Bey|Mos Def]], [[Silkk the Shocker]], [[Jay-Z]], [[Paris (rapper)|Paris]], [[Mack 10]], [[504 Boyz]], [[Brotha Lynch Hung]], [[C-Murder]], [[Mia X]], [[Westside Connection]], and [[Ice-T]].<ref name=":0" /> It also distributed hip hop record labels including [[Death Row Records]],<ref>{{Cite news|url=https://www.nytimes.com/1998/01/26/business/rap-empire-unraveling-as-stars-flee.html|title=Rap Empire Unraveling As Stars Flee|last=Strauss|first=Neil|date=1998|work=The New York Times|access-date=2018-04-30|language=en-US|issn=0362-4331}}</ref><ref>{{Cite web|url=https://www.latimes.com/local/la-me-tupacdeathrow21aug2197-story.html|title=Death Row Records looking to leave ally Interscope|last=Philips|first=Chuck|website=[[Los Angeles Times]]|access-date=2018-04-30}}</ref> [[Hoo-Bangin' Records]],<ref>{{Cite web|url=https://musicbrainz.org/label/9495b92b-a3ce-4b1a-a1cb-9e4fdda21c05|title=Hoo Bangin' Records - MusicBrainz|website=musicbrainz.org|language=en|access-date=2018-04-30}}</ref><ref>{{Cite news|url=https://www.ballerstatus.com/2011/02/17/mack-10-re-launches-hoo-bangin-records-signs-xzibit/|title=Mack 10 Re-Launches Hoo Bangin' Records, Signs Xzibit|date=2011-02-17|work=BallerStatus.com|access-date=2018-04-30|language=en-US}}</ref> [[No Limit Records]],<ref>{{Cite web|url=http://idobi.com/news/no-limit-records-ends-its-sixyear-distribution-deal-with-priority-records/|title=No Limit Records Ends Its Six-Year Distribution Deal With Priority Records|website=idobi.com|language=en-US|access-date=2018-04-30}}</ref> [[Posthuman Records]],<ref>{{Cite news|url=https://www.nme.com/news/music/marilyn-manson-276-1394272|title=MANSON LAUNCHES NEW POSTHUMAN LABEL - NME|date=2000-04-12|work=NME|access-date=2018-04-30|language=en-US}}</ref> [[Rap-A-Lot Records]],<ref>{{Cite web|url=https://www.bizjournals.com/houston/stories/1996/12/23/story4.html|title=Rapper 2 Low settles with Rap-A-Lot studio|website=Bizjournals.com|access-date=2018-04-30}}</ref><ref>{{Cite news|url=https://hypebeast.com/2017/4/supreme-rap-a-lot-records-10-facts|title=What Is Rap-A-Lot Records?|work=HYPEBEAST|access-date=2018-04-30}}</ref> [[Rawkus Records]],<ref>{{Cite web|url=https://musicbrainz.org/release-group/06a2cba6-a077-3273-8add-e3845a391b4a|title=Release group "Internal Affairs" by Pharoahe Monch - MusicBrainz|website=Musicbrainz.org|language=en|access-date=2018-04-30}}</ref><ref>{{Cite news|url=http://ambrosiaforheads.com/2015/05/do-remember-rawkus-records-soundbombing-2-album-audio/|title=Do Remember: Rawkus Records' Soundbombing 2 Album (Audio)|date=2015-05-14|work=Ambrosia For Heads|access-date=2018-04-30|language=en-US}}</ref> [[Roc-A-Fella Records]],<ref>{{Cite web|url=https://www.stopthebreaks.com/independent-case-studies/how-jay-z-went-from-independent-to-major-label-boss/|title=How JAY Z Went From Independent to Major Label Boss – Stop The Breaks {{!}} Independent Music Grind|website=Stopthebreaks.com|language=en-US|access-date=2018-04-30}}</ref> [[Ruthless Records]]<ref>{{Cite news|url=https://hiphopdx.com/news/id.30077/title.tupac-ruthless-records-priority-records-set-to-be-honored-at-indie-entertainment-summit-conference-hip-hop-honors#|title=Tupac, Ruthless Records, Priority Records Set To Be Honored At Indie Entertainment Summit Conference & Hip Hop Honors|work=HipHopDX|access-date=2018-04-30|language=en-US}}</ref><ref name=":1">{{Cite news|url=https://www.billboard.com/articles/news/1044602/ruthless-records|title=Ruthless Records|work=Billboard|access-date=2018-04-30}}</ref> [[Duck Down Records]], and [[Wu-Tang Records]].<ref>{{Cite book|url=https://books.google.com/books?id=sjsMBAAAQBAJ&q=%22priority+records%22+%22+wu-tang+Records%22&pg=PA194|title=THE SUNEZ CRATES: 2013 PREMIEREHIPHOP.COM Book|last=Sunez|date=2014-07-22|publisher=Edward Sunez Rodriguez for Moon Soul Books|isbn=9780990584704|language=en}}</ref> According to ''[[Billboard (magazine)|Billboard]]'', "few record labels were as important to the rise of [[West Coast hip hop]] as Priority Records".<ref name="billboard2017"/>

== Company history ==
=== Beginnings (1985–1996) ===
The Los Angeles-based company (with no ties or relations to a previous Priority Records label that was a subsidiary of what was then [[Sony Music|CBS Records]]) was formed in 1985 by three former [[K-tel]] executives: [[Bryan Turner (businessman)|Bryan Turner]], Mark Cerami and Steve Drath.<ref>{{Cite news|url=https://www.chicagotribune.com/1994/08/25/former-k-tel-duo-making-priority-records-a-hit/|title=Former K-tel Duo Making Priority Records A Hit|work=tribunedigital-chicagotribune|access-date=2018-04-30|language=en}}</ref><ref>{{Cite news|url=https://www.hollywoodreporter.com/news/ruthless-records-celebrates-20-years-117104|title=Ruthless Records Celebrates 20 Years|work=The Hollywood Reporter|access-date=2018-04-30|language=en}}</ref> Initial funding was provided by R-tek,<ref>{{Cite news|url=https://www.winnipegfreepress.com/arts-and-life/entertainment/music/straight-outta-west-k-325575831.html|title=Straight outta West K.|last=Kives|first=Bartley|date=2015-09-08|work=Winnipeg Free Press|access-date=2018-04-30}}</ref> a company headed by former K-tel board members: Ray and Harold Kives, and their company took an initial 50% ownership in Priority. Priority bought out the R-tek interest in 1987.

Its first success came with novelty act [[the California Raisins]].<ref name=":1" /><ref name="barker"/> To support early operations, Priority Records licensed repertoire from others and released compilation albums using archive recordings while developing its own artist roster.<ref>{{cite news|title=Former K-tel Duo Making Priority Records A Hit|url=https://www.chicagotribune.com/1994/08/25/former-k-tel-duo-making-priority-records-a-hit/|work=Chicago Tribune|date=August 25, 1994}}</ref> Priority Records achieved success as an independent label by developing a precedent-setting "street-based" formula of underground marketing which bypassed mainstream radio.<ref>{{Cite web|url=http://www.rapartists.com/labels/90/Priority_Records|title=Priority Records - Rap/Hip Hop Labels |website=Rapartists.com|access-date=2018-04-30}}</ref>{{citation needed|date=April 2018}} This approach allowed Priority to sell millions of records without entering into the fiercely competitive major label battles over radio airplay.{{citation needed|date=July 2017}} Priority's strategic marketing team was developed by Vice President Alyssa Pisano, who led Priority's Marketing and Creative Services Department between 1987 and 1996. Priority's roster featured numerous gold, platinum and multi-platinum artists, including [[N.W.A]], [[Ice Cube]], [[MC Ren]], [[Eazy-E]], [[Master P]], [[Snoop Dogg]], [[Silkk the Shocker]], [[Jay-Z]], [[Paris (rapper)|Paris]], [[Mack 10]], [[504 Boyz]], [[Brotha Lynch Hung]] [[C-Murder]], [[Mia X]], [[Westside Connection]], [[No Limit Records|No Limit]] and [[Ice-T]].

Priority distributed rapper [[Jay-Z]]'s debut album, ''[[Reasonable Doubt (album)|Reasonable Doubt]]'', in June 1996 with Jay-Z's company [[Roc-A-Fella Records]]. The album was a critical success, but a minor success upon release, selling 43,000 copies in its first week and 420,000 copies altogether.<ref name="Stopthebreaks.com">{{cite web|url=https://www.stopthebreaks.com/first-week-album-sales/jay-z-first-week-album-sales/|title=Dead Presidents:Ranking Jay Z 1st week album sales|access-date=February 15, 2019}}</ref><ref name="XXLnumbers">{{cite journal|url=http://www.xxlmag.com/news/2011/06/jay-zs-reasonable-doubt-by-the-numbers/|title=Jay-Z's Reasonable Doubt By the Numbers|journal=[[XXL (magazine)|XXL]]|publisher=[[Harris Publications]]|date=June 25, 2011|access-date=2012-06-16}}</ref> It was ultimately certified Platinum by the RIAA. ''Reasonable Doubt'' was Roc-A-Fella and Jay-Z's only album with Priority Records.

=== EMI acquisition (1996–2004) ===
In the early 1990s, the label struck up a distribution deal with [[EMI]], while continuing to operate independently. EMI bought a 50% stake in Priority in 1996, and the remainder in 1998.

In 1997, Priority released the [[I'm Bout It (soundtrack)|I'm Bout It soundtrack]] by [[No Limit Records]]. The album was a critical and commercial success, debuting and peaking in the top 5 on the ''Billboard 200''. It sold 300,000 copies in its first week, and was certified Platinum by the RIAA.

In 1998, in conjunction with [[Hoo-Bangin' Records]], Priority released [[Mack 10]]'s third studio album, ''[[The Recipe (album)|The Recipe]]''. A top 15 charting album on the U.S. ''[[Billboard 200]]'', the album went on to be certified Gold by the RIAA. ''The Recipe'' featured guest appearances from Priority artists Master P and Snoop Dogg. 

In January 1999, Priority and No Limit released Silkk the Shocker's album, ''[[Made Man (album)|Made Man]]'', which debuted and peaked at #1 on the U.S. [[Billboard 200]]. The album was certified Platinum by the RIAA.

Despite EMI's full ownership, Priority continued to be an independently managed company until 2001, when its operations were merged into EMI's major U.S. subsidiary, [[Capitol Records]]. Priority was absorbed into Capitol Records in 2004 and ceased operations.<ref>{{Cite news|url=https://www.nydailynews.com/2001/08/03/capitol-idea-for-priority-records/|title=CAPITOL IDEA FOR PRIORITY RECORDS|last=Furman|first=Phyllis|work=nydailynews.com|access-date=2018-04-30|language=en-US}}</ref><ref name="billboard2017"/>

=== Relaunch (2006–2013) ===
In late 2006, EMI revived Priority Records, and it was supposed to start releasing new records again but never did except for a couple compilation and greatest hits albums from the likes of N.W.A, Westside Connection, Mack 10, and Ice Cube. In 2009, Snoop Dogg was appointed creative chairman of the label; Priority released Snoop Dogg's tenth studio album, ''[[Malice N Wonderland]]'' on December 8, 2009.<ref>{{cite web|title=Snoop Dogg Resurrects Priority Records|url=http://www.xxlmag.com/xxl-magazine/2009/09/snoop-dogg-resurrects-priority-records-in-new-partnership/|website=XXL|date=September 8, 2009}}</ref> In July 2013, Priority was re-launched via a joint venture between [[Capitol Records]] and Insurgency Music. Based at the [[Capitol Records Building]] in [[Los Angeles]], the new Priority Records was a producer centric label that focused on a broader array of music genres, including electronic music as well as urban music.<ref name="barker">{{cite web|last1=Barker|first1=Andrew|title=Priority Records Relaunched as Electronic Music Label|url=https://variety.com/2013/music/news/priority-records-relaunched-as-electronic-music-label-1200566202/|website=Variety|date=July 22, 2013}}</ref><ref>{{cite web|title=Priority Records Relaunches Through Capitol, Insurgency; Michael Cohen Named President (Exclusive)|url=https://www.billboard.com/biz/articles/news/legal-and-management/4113631/priority-records-relaunches-through-capitol|website=Billboard|date=July 22, 2013}}</ref> The lone release under Priority's first relaunch was Snoop Dogg's [[Malice n Wonderland]], which was a commercial failure. Following this, Priority remained dormant.

=== Second relaunch (2015–present) ===
In 2015, due to the success of the 2015 American [[biographical film]] ''[[Straight Outta Compton (film)|Straight Outta Compton]]'' based on former Priority act [[N.W.A]], Priority Records was relaunched one more time as a distributor. This time the focus was on new acts, including G Perico, [[Snoh Aalegra]] and Jonn Hart.<ref name="billboard2017">{{cite web|title=Capitol Music Group Relaunches Priority Records as an Indie-Leaning Distributor: Exclusive|url=https://www.billboard.com/articles/business/7841134/capitol-music-group-relaunches-priority-records|website=Billboard|date=June 22, 2017}}</ref> In 2018, Priority Records partnered with TuneGO.<ref>{{Cite news|url=https://blog.tunego.com/tunego-partners-with-priority-records/|title=TuneGO Partners with Priority Records|date=2018-04-06|work=TuneGO Music|access-date=2018-04-30|language=en-US}}</ref> Priority Records signed TuneGO Artist, [[Three Guests]] and distributed their album, ''3G''. Priority also signed Massachusetts rap group Bandits The Label and later went on to distribute DtheFlyest debut project "Dope Boy Diaries" which was executive produced by CruufromtheNorth and featured a hit single with rap superstar Lil Baby titled "Fugazi" (2018).<ref>{{cite web |title=Priority Records - DTheFlyest |url=https://www.priorityrecords.com/tracks/dope-boy-diaries/}}</ref><ref>{{Cite news|url=http://www.priorityrecords.com/tracks/3g/|title=3G - PRIORITY RECORDS|work=PRIORITY RECORDS|access-date=2018-04-30|language=en-US}}</ref>

==Artists==
*[[List of former Priority Records artists|Former Priority Records artists]]

==Associated labels==
*''[[Hoo-Bangin' Records]]'', founded by [[Mack 10]]
*''[[No Limit Records]]'', founded by [[Master P]]. The label's roster included Master P and [[Silkk the Shocker]]. 
*''[[Roc-A-Fella Records]]'', founded by [[Kareem Burke]], [[Damon Dash]], and [[Jay-Z]]. Roc-A-Fella's lone release with Priority was Jay-Z's 1996 debut album, ''[[Reasonable Doubt (album)|Reasonable Doubt]].

==See also==
*[[List of record labels]]
*[[Priority Records discography]]

== References ==
{{Reflist}}

== External links ==
* [http://www.priorityrecords.com/ Official website of Priority Records]
* [https://web.archive.org/web/20060516071321/http://www.fwweekly.com/content.asp?article=3094 "2002 Music Awards"] by Anthony Mariani, ''Fort Worth Weekly'', June 13, 2002, retrieved June 29, 2006

{{Universal Music Group}}
{{Authority control}}

[[Category:Record labels established in 1985]]
[[Category:Record labels disestablished in 2004]]
[[Category:Record labels established in 2006]]
[[Category:Re-established companies]]
[[Category:American record labels]]
[[Category:Hip-hop record labels]]
[[Category:Universal Music Group]]
[[Category:Labels distributed by Universal Music Group]]
[[Category:Gangsta rap record labels]]
[[Category:1985 establishments in California]]
[[Category:2004 disestablishments in California]]
[[Category:2006 establishments in California]]