Once a prominent 80’s and 90’s hip hop label, Priority Records fostered the careers of a plethora of hiphop artists including N.W.A, Snoop Dogg, Dr. Dre, Geto Boys and more. In conjuction with Capitol Music Group and Insurgency Music, Priority Records will be officially relaunching.
With its relaunch, the record label will release a new single titled “Higher” from Just Blaze and Baauer featuring Jay Z to be released August 13. Unlike its predecessor, the label will not be entirely focused on hiphop artists as they will be steering in a new direction.
Taking cues from the electronic music blowout, Priority will be “producer driven,” focusing on “electronic and progressive urban music.” So don’t expect hiphop emcees but raver friendly producers instead.
According to Do Androids Dance?, the executive of the imprint and also Pete Tong affiliate Michael Cohen, said the following about the label’s future:
“I don’t come from the hip-hop world, but the genesis of that label was really about supporting the indie level; it broke the mold in terms of working outside the system to bring street-level music to the mainstream without any compromise. And the producer—who has always played a strong role in hip-hop—has become the focal point coming out of the global electronic music space. It’s heralded a paradigm shift in the way music is created, discovered and spread. Our first single ‘Higher’ epitomizes everything we’re trying to do with Priority.”