In 1991, Steve Rifkind founded the groundbreaking Loud Records in the wake of hip-hop’s Golden Era. Loud became the destination for quality artists and hits that would echo for decades to come, selling more than 100 million records collectively. The label was home to burgeoning rap legends like the Wu-Tang Clan, Mobb Deep, M.O.P., the late Big Pun, Three 6 Mafia, and many others. The label changed lives, it changed career paths, and most importantly, it changed music as we know it. As Forbes magazine put it: “Hip-hop wouldn’t be where it is today without Loud Records.”

Over the course of nearly three decades, Loud Records would re-emerge in various iterations thanks to Rifkind’s evolving vision, including Loud Films which released one of the biggest cult classic street flicks Paid In Full. With each new chapter, Loud has adapted to the ever-changing music industry landscape. Loud’s game-changing formula was one that could neither be imitated nor duplicated, which is why its return is so welcomed. Rifkind returns for Loud’s renaissance—along with partners Stanley “Citi” Atwater and Dana Biondi—to create the new paradigm for artists’ record deals. Loud Records made history before and it will do it again.