Priority_Records

Priority Records

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

Company History

Beginnings

The Los Angeles-based company was formed in 1985 by three former K-tel executives: Bryan Turner, Mark Cerami and Steve Drath. Initial funding was provided by R-tek, 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.

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.

EMI acquisition

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. Despite EMI's full ownership, Priority continued to be independently managed company until 2001, when its operations were merged into EMI’s major US subsidiary, Capitol Records. Priority was absorbed into Capitol Records in 2004, and ceased operations.

Revivial

In late 2006, EMI revived Priority Records. The first act signed to the newly reorganized company is C-Murder (who, in the mid-late 1990s, recorded for the label via No Limit Records.)