LABELS: A TWO-WAY STREET.

Harnessing the streetwise approach they adopted at Loud Records, SRC founders Rich Isaacson and Steve Rifkind keep the focus firmly on innovation as they move their vision of the street online

By Stuart Clarke

Rising from the ashes of Loud Records, record label Street Records Corporation (SRC) can today rival its predecessor's commercial success, having had a hand in the global careers of Akon, Wu-Tang Clan and Asher Roth, the latter having emerged as one of 2009's breakthrough debuts in the US thanks to his radio hit I Love College.

In its heyday Loud's roster was the home of some of the biggest hip-hop artists in the world including Wu-Tang Clan, Tha Alkaholiks and Xzibit.

And when it came to street marketing and promotions, Loud was way ahead of the curve, something that continues to influence SRC's activity today, albeit in different areas.

"Street, now, is living online," says SRC co-founder Rich Isaacson. "We all have to look at developing artists online."

Citing the fact that Asher Roth had been the subject of a concerted, year-long, online campaign before he was signed, Isaacson says that he expects artists to have a clear idea of their aims and ambitions before SRC will get involved.