Priority Records

The Los Angeles-based company (with no ties or relations to a previous Priority Records label that was a subsidiary of what was then CBS Records) was formed in 1985 by three former K-tel executives: Bryan Turner, Mark Cerami and Steve Drath.{{Cite news|url=https://www.chicagotribune.com/1994/08/25/former-k-tel-duo-making-priority-records-a-hit/|title=Former K-tel Duo Making Priority Records A Hit|work=tribunedigital-chicagotribune|access-date=2018-04-30|language=en}}{{Cite news|url=https://www.hollywoodreporter.com/news/ruthless-records-celebrates-20-years-117104|title=Ruthless Records Celebrates 20 Years|work=The Hollywood Reporter|access-date=2018-04-30|language=en}} Initial funding was provided by R-tek,{{Cite news|url=https://www.winnipegfreepress.com/arts-and-life/entertainment/music/straight-outta-west-k-325575831.html|title=Straight outta West K.|last=Kives|first=Bartley|date=2015-09-08|work=Winnipeg Free Press|access-date=2018-04-30}} 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.

Its first success came with novelty act the California Raisins. To support early operations, Priority Records licensed repertoire from others and released compilation albums using archive recordings while developing its own artist roster.{{cite news|title=Former K-tel Duo Making Priority Records A Hit|url=https://www.chicagotribune.com/1994/08/25/former-k-tel-duo-making-priority-records-a-hit/|work=Chicago Tribune|date=August 25, 1994}} Priority Records achieved success as an independent label by developing a precedent-setting "street-based" formula of underground marketing which bypassed mainstream radio.{{Cite web|url=http://www.rapartists.com/labels/90/Priority_Records|title=Priority Records - Rap/Hip Hop Labels |website=Rapartists.com|access-date=2018-04-30}}{{citation needed|date=April 2018}} This approach allowed Priority to sell millions of records without entering into the fiercely competitive major label battles over radio airplay.{{citation needed|date=July 2017}} 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, Ice Cube, MC Ren, Eazy-E, Master P, Snoop Dogg, Silkk the Shocker, Jay-Z, Paris, Mack 10, 504 Boyz, Brotha Lynch Hung C-Murder, Mia X, Westside Connection, No Limit and Ice-T.

Priority distributed rapper Jay-Z's debut album, Reasonable Doubt, in June 1996 with Jay-Z's company Roc-A-Fella Records. The album was a critical success, but a minor success upon release, selling 43,000 copies in its first week and 420,000 copies altogether.{{cite web|url=https://www.stopthebreaks.com/first-week-album-sales/jay-z-first-week-album-sales/|title=Dead Presidents:Ranking Jay Z 1st week album sales|access-date=February 15, 2019}}{{cite journal|url=http://www.xxlmag.com/news/2011/06/jay-zs-reasonable-doubt-by-the-numbers/|title=Jay-Z's Reasonable Doubt By the Numbers|journal=XXL|publisher=Harris Publications|date=June 25, 2011|access-date=2012-06-16}} It was ultimately certified Platinum by the RIAA. Reasonable Doubt was Roc-A-Fella and Jay-Z's only album with Priority Records.

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.

In 1997, Priority released the I'm Bout It soundtrack by No Limit Records. The album was a critical and commercial success, debuting and peaking in the top 5 on the Billboard 200. It sold 300,000 copies in its first week, and was certified Platinum by the RIAA.

In 1998, in conjunction with Hoo-Bangin' Records, Priority released Mack 10's third studio album, The Recipe. A top 15 charting album on the U.S. Billboard 200, the album went on to be certified Gold by the RIAA. The Recipe featured guest appearances from Priority artists Master P and Snoop Dogg.

In January 1999, Priority and No Limit released Silkk the Shocker's album, Made Man, which debuted and peaked at #1 on the U.S. Billboard 200. The album was certified Platinum by the RIAA.

Despite EMI's full ownership, Priority continued to be an independently managed company until 2001, when its operations were merged into EMI's major U.S. subsidiary, Capitol Records. Priority was absorbed into Capitol Records in 2004 and ceased operations.{{Cite news|url=https://www.nydailynews.com/2001/08/03/capitol-idea-for-priority-records/|title=CAPITOL IDEA FOR PRIORITY RECORDS|last=Furman|first=Phyllis|work=nydailynews.com|access-date=2018-04-30|language=en-US}}

In late 2006, EMI revived Priority Records, and it was supposed to start releasing new records again but never did except for a couple compilation and greatest hits albums from the likes of N.W.A, Westside Connection, Mack 10, and Ice Cube. In 2009, Snoop Dogg was appointed creative chairman of the label; Priority released Snoop Dogg's tenth studio album, Malice N Wonderland on December 8, 2009.{{cite web|title=Snoop Dogg Resurrects Priority Records|url=http://www.xxlmag.com/xxl-magazine/2009/09/snoop-dogg-resurrects-priority-records-in-new-partnership/|website=XXL|date=September 8, 2009}} In July 2013, Priority was re-launched via a joint venture between Capitol Records and Insurgency Music. Based at the Capitol Records Building in Los Angeles, the new Priority Records was a producer centric label that focused on a broader array of music genres, including electronic music as well as urban music.{{cite web|last1=Barker|first1=Andrew|title=Priority Records Relaunched as Electronic Music Label|url=https://variety.com/2013/music/news/priority-records-relaunched-as-electronic-music-label-1200566202/|website=Variety|date=July 22, 2013}}{{cite web|title=Priority Records Relaunches Through Capitol, Insurgency; Michael Cohen Named President (Exclusive)|url=https://www.billboard.com/biz/articles/news/legal-and-management/4113631/priority-records-relaunches-through-capitol|website=Billboard|date=July 22, 2013}} The lone release under Priority's first relaunch was Snoop Dogg's Malice n Wonderland, which was a commercial failure. Following this, Priority remained dormant.

In 2015, due to the success of the 2015 American biographical film Straight Outta Compton based on former Priority act N.W.A, Priority Records was relaunched one more time as a distributor. This time the focus was on new acts, including G Perico, Snoh Aalegra and Jonn Hart.{{cite web|title=Capitol Music Group Relaunches Priority Records as an Indie-Leaning Distributor: Exclusive|url=https://www.billboard.com/articles/business/7841134/capitol-music-group-relaunches-priority-records|website=Billboard|date=June 22, 2017}} In 2018, Priority Records partnered with TuneGO.{{Cite news|url=https://blog.tunego.com/tunego-partners-with-priority-records/|title=TuneGO Partners with Priority Records|date=2018-04-06|work=TuneGO Music|access-date=2018-04-30|language=en-US}} Priority Records signed TuneGO Artist, Three Guests and distributed their album, 3G. Priority also signed Massachusetts rap group Bandits The Label and later went on to distribute DtheFlyest debut project "Dope Boy Diaries" which was executive produced by CruufromtheNorth and featured a hit single with rap superstar Lil Baby titled "Fugazi" (2018).{{cite web |title=Priority Records - DTheFlyest |url=https://www.priorityrecords.com/tracks/dope-boy-diaries/}}{{Cite news|url=http://www.priorityrecords.com/tracks/3g/|title=3G - PRIORITY RECORDS|work=PRIORITY RECORDS|access-date=2018-04-30|language=en-US}}

• Former Priority Records artists

• Hoo-Bangin' Records, founded by Mack 10
• No Limit Records, founded by Master P. The label's roster included Master P and Silkk the Shocker.
• Roc-A-Fella Records, founded by Kareem Burke, Damon Dash, and Jay-Z. Roc-A-Fella's lone release with Priority was Jay-Z's 1996 debut album, ''Reasonable Doubt.

• List of record labels
• Priority Records discography

{{Reflist}}

• [http://www.priorityrecords.com/ Official website of Priority Records]
• [https://web.archive.org/web/20060516071321/http://www.fwweekly.com/content.asp?article=3094 "2002 Music Awards"] by Anthony Mariani, Fort Worth Weekly, June 13, 2002, retrieved June 29, 2006

{{Universal Music Group}}

{{Authority control}}

Category:Record labels established in 1985

Category:Record labels disestablished in 2004

Category:Record labels established in 2006

Category:Re-established companies

Category:American record labels

Category:Hip-hop record labels

Category:Universal Music Group

Category:Labels distributed by Universal Music Group

Category:Gangsta rap record labels

Category:1985 establishments in California

Category:2004 disestablishments in California

Category:2006 establishments in California