Priority Records is an American based record label, owned and operated by EMI, and has made a name for itself dealing primarily in hip hop music. Priority has also provided distribution for other labels such as Ruthless Records, Death Row Records, No Limit Records, Roc-A-Fella Records
To support early operations, Priority licensed repertoire from others and released compilation albums but soon began to develop its own significant artist roster. Priority was able to achieve unrivaled success as an independent label by developing a precedent-setting "street-based" formula of underground marketing which bypassed mainstream radio. Their unique approach allowed Priority to sell millions of records without entering into the fiercely competitive major label battles over radio airplay. 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., Dr. Dre, Ice Cube, Master P, Snoop Dogg, Jay-Z, Mack 10, Westside Connection, Eazy-E and Ice T.