Hip hop was defined once as the urban reaction to the American experience.  At Loud.com, we aim and squeeze to capture that reaction by providing a platform for the voices of those fighting to stay on top, and by telling the stories of the ones out on the wire.  The ones struggling against what the world tells them – as beautiful or as ugly as it may be.  We’ve made it our mission to find an emcee that can take a hip hop moment, hidden down deep inside a pocket, and breathe life into it on a record.

In late July 2007, we took the first steps to make that mission a reality.  Devoted Loud.com readers and producers, SRC A&Rs, competing Loud.com artists and powerhouse industry executives voted on some real music, and when the dust settled, three weekly winners outshined seven others and were named Bracket A’s first, second and third place semi-finalists.  With each emcee showing a diverse skill set, they set a standard of excellence that the other six yet-to-be-chosen semi-finalists must meet.  And as you know, when all nine semi-finalists are chosen, hip hop’s new digital home is going to give them the chance to compete in the Finals for $100,000 and a record deal from SRC Records, so they’d better be ready to take it even higher.  Because the people come to Loud.com to get exceptional, grimy, raw, reality-based, boom bap hip hop… and yeah – they want lots of it.  So now… with that said… we think it’s time for ya’ll to get served.

Tha Crow stepped up and grabbed first place in Bracket A, earning himself a semi-final spot and $25,000 in the process.  We had the chance to catch up with him not too long ago, fresh off an appearance at LA’s premier hip hop station, Power 106.  It was there that SRC Records CEO Steve Rifkind shook our winner’s hand and personally gave Crow his money.  Talking over the phone to Loud.com, Crow very candidly spoke at length about his early life and exposure to hip hop, why he maintains a hustler focus and what every other competitor should expect if they want to take the grand prize from him.  We beastin, son!! –

 

Loud.com:  So what’s going on with you these days, life has gotten a little bit busier yeah?

Man, everything’s been hectic as a motherfucker.   I’m steady busy everyday with music and my hustle, that’s how I got to where I am and what I have to be to keep moving forward.  I approach things different than most people, and I think that helped with the competition to this point.  Everybody on the site took the tracks and jus freestyled, but I didn’t and still don’t think people are checking for that.  People are looking for music.  So in that one minute, I was gave the SRC people and the fans an intro, a hot sixteen bars and a hook.  Steve was sayin that’s really what made me stick out like a sore thumb.

 

Loud.com:  So where are you at now then as far as your music is concerned?

Well, out here in LA, Power 106 is the station, that’s actually where I met Steve and Joe and they gave me the check for the $25,000 as a semi-finalist.  I was just there again a few days ago and dropped off a single called “My Introduction.”  And, you know, after I was picked as a semi finalist, I was still throwing up songs on Loud.com.  Before I won, I’d be putting up two songs a week, cuz you have to enter one a week to qualify, you know?  But I mean, musically it keeps me grounded, staying on the site, clicking through people’s music.  I’m on MySpace, promoting the shit out my music.  I’ve also got a mixtape that’s about to drop.  So there are a lot of different things, man.

 

Loud.com:  The tone of your voice and the way you annunciate your flow reminds me a little bit of Pac, but your overall style seems to be a blend of East and West Coast sounds… how would you describe it?

Same way you described it!  I put up mostly West Coast-themed tracks, because that’s what I was raised on.  My uncle just fed me West Coast music!  But you know, as I got older and got curious as to what else was going on, I started listening to some East Coast music, guys like Run DMC, Slick Rick.  So now, as my taste and style has changed, I really don’t stick to one sound, I like to mix it up – I mean, I’m West Coast always, but I’ll hitchu with some Down South flavor and go in with some East Coast punchline-type shit, too, so you know, I just keep it moving.  I feel like I can do anything.

 

Loud.com:  Where did you get the name Crow?

I got the name because I love birds, man, my favorite being crows.  It’s a strong name and has a strong definition.  It’s a boastful bird and has a strong character to it, kind of in your face, and that’s me.

 

Loud.com:  So before we get to the question of what did you do with the $25,000, how long have you been doing emceeing?

Since I was 17, man.  I taught myself how to compose music, taught myself how to count bars, the whole structure of it, how to build a song.  I’m 25 now. 

 

Loud.com: How has your music changed in the last eight years then? 

I’d say it’s more commercial now than what it used to be.  Everything people want to hear is about the glitter and gold.  It’s sort of hard to deal with that because emceeing comes from the heart, and I feel like a lot of people don’t know what emceeing means, like, they don’t get it.  But my feeling on it is that you gotta treat people’s ears first, like with the cars and money, everybody gotta be smoking the biggest blunt, all that.  But see, what people are hearing on Loud.com, that’s not the only music I make.  I know what the people want to hear, so for me, the challenge is really just to grab their ear and once they get here and want to follow me, I gotta switch it on them.  So they can really understand who I am.

 

Loud.com:  OK, I feel that.  But there are a lot of emcees that sound the same.  What kind of message are you trying to spread to hip hop that’s going to set you apart and get people to understand you?  

I got that reppin music, man!!  It’s for the hood, the borough, the streets, and I mean, that’s where I’m from so that’s all I can really give to you, you understand what I mean?  I don’t know about the blue-collar stuff.  So for me, you rep where you from.  See, a lot of people are hatin the south, but yo, they rep!!  I got hard punches but I got that reppin side, too.  If you listen to my tracks on Loud.com, “Dip’N LowLow’s” sounds like you’d hear that on the West Coast but with a Down South bounce.  So I mean, really that’s what it boils down to.

 

Loud.com:  What seemed to work best for you that got people voting on your music?

I did a lot of work on the computer, emails, message boards and then I took it to the street, hit ‘em like that.  I was the first contestant to put up a YouTube channel, and every time I’m in front of a crowd of people, and everyone sees me freestyle, it intrigues the people there, plus they know they’ll be on-line somewhere, so then it encourages people to go and see it.  Otherwise, man, I go to the barber shop, swap meets, the malls, I can reach out anywhere.  But when I do my YouTube entries, that makes more people come to me.

 

Loud.com:  Do you think artists breaking on the net is finally OK with hip hop?  It’s always been such a person-to-person thing, street ciphers, shows, mixtapes from the artist themselves… what’s your take on that?

I think everything now is hip hop, and is OK to be hip hop.  Taco Bell, Pepsi, everything that is moving money has hip hop attached to it, get what I’m saying?  That said, why can’t the Internet be hip hop?  If that’s the way you can get heard, and get good music, fuck it.  Now, as far as downloading, I have a problem with that, but I feel like if the web is where the people are getting their information, I have no problem breaking that way.

 

Loud.com:  Has winning the money and the notoriety that comes with it affected your music hustle at all?  How have things changed?

Hustle-wise, it really hasn’t.  I’ve never had a problem getting my music to people.  I was in a group a long time ago and we were all out and visible.  I used to go out daily and carry 100 CD’s with me; I had no problem hustling my music out there.  Since Loud, you know, now I can walk into certain places where I might not have been able to before.  I got the MySpace popping, now I know some DJ’s, I give them mixtapes, things like that.

 

Loud.com:  Word up.  Aiight so you’ve mentioned it a couple times, let’s talk about the mixtape.  What’s good with it?

It’s called Straight Off The Block, and I’m working on it with my DJ, DJ Souloist, it’s fire.  I’m working with everybody, but you know what I’m sayin, I ain’t tryin to build up a buzz off name-dropping.  But you should know that one of my boys that I got here in my camp, the homie FAME, Bricks Production, shout out, that’s one of the producers I’m working with on it.  He’s the next Swizz Beats, I’m telling you RIGHT NOW!!

 

Loud.com:  Off of the win, has anyone contacted you about working?  Has Loud.com or SRC hooked you up with anyone yet?

Nah, man, not officially, I don’t think they really can yet.  But you know, when you get around a lot of people as far as networking going on, you meet people.  I been calling G-Malone, Omar Cruz, DJ Skee, and DJ September from Cali Untouchables.  Shit, I got a drop from Game’s DJ, DJ Styles, shout out.  DJ Strong hooked me up, as well.  So you know, I’m working with a lot of West Coast homies.  I’ve been in contact with anyone I can.  Dropped my single off to Skee at 106 the other day.  And hopefully, I’ma be doing Sirius radio show soon, but I’ll let everyone know when that jumps off.

 

Loud.com: What was it like being on Power 106 with Steve?  And Power 106 is THE station for hip hop in LA, so, I mean, you were dealing with some pretty powerful taste-makers there…

Damn, man, it’s hard to describe, like, it was truly bananas.  To sit up there, finally have your music recognized, it’s like yo, I been listening to Power 106 since I was a little kid!  So for me to be sittin there, shit… Homie, I even met DJ Quik up there, it felt great to be there.  That is one day that I was wishing did not end.

 

Loud.com:  What was it like for you as a kid?

I grew up in a single parent home, watched my father disrespect my mother one too many times.  She finally kicked his punk-ass out, we moved and started a whole new life, a whole new family.  My Mama was both parents, so when you were saying earlier I reminded you of Pac in some ways, “Dear Mama” was a very special song to me.  I was actually living that.  Pac talked about watching her struggle and work two jobs, and here I am, lookin at a woman I love and cherish, struggle for us.  So, you know, that made me go out for my hustle myself.  I was pitchin in on groceries, bought my own school clothes since I was 16 years old.  So now, you know, almost 10 years later, the same shit I was doing then, I’m doing with my music.  That’s how a lot of my life is.  My music is who I am.

 

Loud.com:  What were you doing as a kid to help out?

You know, usual shit, I sold dope, used to steal and rob cars.  My mom hated it, like, I was supposed to be her Kobe, you know what I mean?  I played football for my high school, but afterwards I’d go straight to the block.  I was able to help her with the necessities, the food and bills, so even then I was looking at the bigger picture.  It was really after I took care of that sort of thing that I went for self and got them, Jordan’s, you know what I mean?

 

Loud.com:  What happened with college then, you didn’t go?

Nah, man, I had colleges looking at me playing football and basketball.  But you know how it goes, the coaches got wind of what I was doing and it basically ruined my chances.  But for me, I was my Mother’s son, and someone had to be the man of the house.  And I didn’t want another nigga to come in and do it, feel me?

 

Loud.com:  Word.  So let me shift gears for a minute.  From your old day to day, how much has changed since you won?  I imagine probably not much from what we’ve talked about so far…

Yeah man, really, nothing much has changed at all.  I’m a hustler at heart, I don’t deal with jobs, and I don’t deal with people undermining me.  I tried to work like that, sometime last year, but since I quit, I been grinding real hard on my music, I got a daughter.  I put money on the table.

 

Loud.com:  Aiight, so in bringing it back to music, with the contest starting to build momentum, more people are talking about it, all that – how do you feel about your chances as the next rounds come to a close and Bracket B and C finalists are chosen?

Not worried at all.  And that probably seems cocky, but I don’t have a Plan B.  If this don’t work, I don’t know, because really this is Plan A, and it’s gonna work.  Failure is not an option for me, I hate failure.  If it’s gotta get done, I will do it, you know what I mean?  I’m claiming this competition as mine.  So yeah, there is no plan B.  Whatever the competition does, whatever they say, whatever Loud.com and SRC line up for us, it doesn’t do nothing to me because I’m focused solely on winning.

 

Loud.com:  Are you doing anything to prepare for the finals then?

Last night I just wrote a song.  Out of any given week, I make sure I get at least three or four done, you know?  I think of Loud.com as the pros, and if you’re gonna play there, it’s like being an NBA star – you gotta take 100 jump shots to be consistent.  So even though I’m not in the competition, just to keep my game tight, my A-game, I’m knocking ‘em out.  Cuz you can’t really prepare for it anyways, you just have to stay sharp.  So I take my time and I know right now that my pen game is real good.

 

Loud.com:  Are you doing any shows in Cali where people can check you out?

Yeah, I’ve got a few things in the works.  I got a show possibly coming up in about a week, I need to check in and see if I get it, though.  But I’m working on some events, one at the House of Blues, specifically; I’d love to get in on that.  But really, all I’ve been working on is the mixtape, it’s fucking fire, ya’ll are going to need to check it out!!

 

Loud.com:  Will we see an album anytime soon?

I wasn’t going to put out an album until I take this competition.  There are a lot of people in this competition that don’t think they’ll make it in the end.  The three slots that Steve got right now, he got Wu in one of them, and I’ma be sure I have one of the other two.  I won’t drop an album until I get the SRC deal.

 

Loud.com:  Alright, so, the $25,000 question – what’d you do with the money?

It went straight to the bank, just like 50 said (laughs).  I opened up an account and threw it in there.  Like I said, I’ma hustler, so while 25 grand is a lot to some people, you breathe hard on that shit and it’s gone!!  So I look at it like it’s a prize, which it is, and I appreciate it and am thankful for it like a motherfucker in that way.  But I’m looking at the bigger picture.  And that’s SRC Records and winning Loud.com.

Loud.com:  Anything you’d like to say to the folks reading this right now?

I love underground hip hop and I AM underground hip hop.  I appreciate all the support and the ears that everyone has been giving me, from the beginning to Loud to the people at 106.  And you know, as far as the competition, shouts to Walt Gully and Most Official, everybody that enters and that I’ll face in the finals.  But ya’ll gotta know this about me, man – the competition is not over, and I’m not here to coexist with anybody.  I’m here to win.  Crow, baby!!

Walt Gully was our second-place semi-finalist behind LA-native, Tha Crow.  Reppin St. Louis, Dub-Gee has an easy, sharp flow that might have you thinking there’s more to his hometown than just “ee, aye, ee, aye, uh-ooooh!” rap.  Gracing us for a few minutes via telephone, Gully chopped it up about keeping it social, going it alone and how his legacy will change East St. Louis.  We beastin, son, get at me!! –

 

Loud.com:  So what’s good man, what you getting into?

Ey, man, I’m right, feeling good.  It’s just been, it’s been wild after this win.  I guess you could say I’ve been shopping myself around, you know, I got two mixtapes I’m working on, steady getting into it, just really trying to be on Loud.com, keep my name relevant and help anyone up and coming.  I try and always keep my ear to the community because there’s a lot of talent on there.  It’s the same here (St. Louis).  It’s all basically to put my music in high gear.  You know with this money now, now I have the means to finally to get it crackin, get workin on my album.  It’s just a grind man, every single day.

 

Loud.com:  Definitely.  Aiight, so, I want to take it back a bit, back to who you were listening to growing up.  What kind of voice did that give you in your own music today?

I came up listening to Ice Cube, I just really gravitated to how he could make great records but they were so just, you know, socially relevant.  I think now more than ever, that’s what I take to my own craft.  As I got older, I gravitated to Jay-Z, picked up some of his nuances, and now I try and blend both of them.  Keep it sunny, but still keep it social, feel me?

You know, you have to understand, in St. Louis, the market is very small, to the point that EVERYONE is a rapper.  So you have to differentiate.  And truthfully, it’s a little strange here, the underground scene; it’s not what a lot of people would think.  It’s very flooded, and with everybody trying to do their thing, not a lot of fans support for that very reason – everyone raps and everyone is trying to get ahead.  What happens, though, is that if a person comes out, does their thing, but then does some shows or something major out of state, once they come back home here to St. Louis, it’s all love and everyone begins to gravitate towards that individual.  So, you know what I’m saying, that’s what I’m trying to do and what I think this contest will help me do.  I want people to know me here so they can all get on board.

 

Loud.com:  Yeah, the underground scene is very insular wherever you go.  Each market seems to have it’s own swagger or personality, right or wrong.  Tell me what’s up with Walt Gully, is that a play off something?

The original name I had was Walt Jeezy, and then, of course, the Snowman came out and I started using my real name for a minute (Walter Bell).  But it actually kind of evolved when we was chillin one day and all my friends and all these people that had heard me rap were sayin the same thing, like ‘Yo, he keeps it real, like he gully.’  So you had people that were callin me that and I just ended up combining them and it’s pretty bumpin.  I guess that’s the long answer for saying I took the name that the streets gave me.

 

Loud.com:  True indeed.  I meant to ask, how long have you been rhyming?  When was the first time you realized you had some talent?

It sounds stupid but I started seriously rapping for myself this year.  I had always been messing around with it, back since I was in middle school, grade school.  But I was 15 before I ever got on the mic.  This year, I turned 23, and I sort of made it my New Years resolution to actually go hard and that’s exactly what’s happened.  So yeah I’d say the answer to both of those questions is really, in my mind, this year. 

Loud.com:  Has winning the money changed things for you?

I’ve kept some in the bank for security purposes, but it’s basically put me in a better position.  Cuz where, at first I couldn’t do anything because of the lack of finances, now I can, you see what I’m saying?  I can promote myself now without asking for nothing, that’s how I like it.  It’s put me in a whole other realm, that’s basically all it is.  Like I got artwork now, fixed up my MySpace, got some new pictures, I’ve been investing in myself, because at the end of the day, you can’t go broke like that.  I’ve been out generating new things and investing in me.  Steve gave me the money for the competition so I need to invest in myself to keep moving forward.

 

Loud.com:  Why do you think you were able to secure the votes you did, like were there any special techniques or anything that you did to drum up support on the web and in the streets?

Probably just keeping it real with the other artists.  Like a lot of folks were putting up pictures and all this and that.  I didn’t have all that on my Loud.com page.  In a way I think that made me stand out.  You got what, something like 30,000 users now, registered?  It’s crazy.  I just hit up as many people as I could, got into their music, and was like ‘I’ma vote for you, if you vote for me’ type of thing.  I’m still out there voting, talking to people.  I just hit up people and gained relationships. And I definitely think the Lord had a lot to do with it, He had to help me in order for me to get to this position.

 

Loud.com:  For sure.   Does that kind of subject matter make it’s way into your rhymes?  Do you consider yourself a religious person?

I am, yeah.  It would really be impossible for me to sit and talk about getting my spot in the semi’s, out of all those other people, without acknowledging God had some role in it, you know what I mean?  I think God helps people who help themselves, so I’d be lying if that was just me and talent cuz there’s talent everywhere.  That’s why in my music, I try and say things that are going on, I want to make that translate to my records.

 

Loud.com:  So are you at school or you got a 9-5 that you’re into?

I’m in school, South Western Illinois.  I’m doing some interning at a radio station over here, trying to get a little experience with the industry, you know?  I am majoring in Business Management and am learning the retail-side of the business, burying my head into it.  I want to get my own SRC one day.  I’m trying to do my own thing and not depend on anybody when and where I can do it myself.  That’s the hardest part, mainly because labels don’t want people who are lazy.  It could be school or the station, but every day, I’m learning more and more.  I feel like I need to become a better educated artist, and a better businessman also.

 

Loud.com:  What was St. Louis like growing up?

It was cool.  Man, it’s really a city where you gotta work hard to get out of it, you know what I mean?  But I guess that seems to be any urban setting, any city.  I was lucky; I had a pretty good upbringing, if that’s what you’re asking about.  It wasn’t until I got out of school and realized the world for myself that things got… I had to work to keep money in my pocket and it got hard.  But it’s like every city – some got hoop dreams, some die young, some get old, it’s every same story and only the strong survive.  All I had was my mother, and yes, I did come from a broken homestead.  But I think what’s unique about my story is that I didn’t let that get me.  I pretty much had everything I needed, you know, we never slept because the lights weren’t on, there wasn’t rats and roaches, nothing like that.  But when I graduated high school, that’s when everything changed, I had to become a man, so that’s when I witnessed the struggle, and I had to go through that, to become a better person.  My mom isn’t that type of person that wanted me to go without, but I think she understood.

 

Loud.com:  What kind of message do you want to have, to bring to people, that they’ll remember as your lasting legacy?  

What I want to do is… you see, where I’m from in East St. Louis, there’s NOTHING down here.  No one ever got signed or is on a major or got anything poppin nationally.  I want to be their pioneer, I want to tap into this pipeline and open it up, gain exposure and get money, to open some businesses and see the crime rate drop.  That’s what I want my legacy to be, I want to be the one leading the movement that opened up the St. Louis spot.  For hip hop, I want to bring them to where I’m from, so they can take a look at it and be like, ‘oh, OK, that’s what he’s talking about.’ 

 

Loud.com:  Word up.  So has anyone contacted you about working together off of your win so far?  Can we expect and album or mixtape in the near future?

Nah, haven’t really been in contact with anyone off of it yet.  But yeah I got music.  The first mixtape is called “Grench Season.”  The second one, I’m not gonna slate that for this year, cuz the first Grench is two discs.  But “Belly of the Grench,” that’s gonna be three discs, gonna have on it Breakfast, Lunch, and Dinner, feel me?  And my album is called “Beginnerz Luck.”  I titled it that because it’s my first album, and it’s a gamble.  So in the same way when a beginner goes gambling and they always seem to win their first time, I’m looking for that same kind of thing, so I think the name is appropriate.”

 

Loud.com:  Anything you’d like to say to the folks reading this right now?

I just want to say that I am an honest, real person.  I take to heart a lot of things and I always respond to what my fans say.  I don’t fake nothing, like, if people hit me up, I will respond.  I’m not the type of individual to be fake in that sense.  Day to day, people can see that, but over a message board, it’s not that easy.  And I work hard; I want people to know that, too.  If anyone has any projects that need to be worked on, I’m here, I don’t do bogus stuff.  What you hear in my records is what I really do.  So to whom it may concern, that if I can reach out to them, touch them, and help them to do the right thing, then my job is done.

NEW YORK, NY (August 23, 2007) – Loud.com, in association with SRC Records, announced today that Play-N-Skillz and Shysti have signed on as the latest acts to bring their powerhouse production to the contest.  Bolstering an already impressive roster of beatmakers, Play-N-Skillz and Shysti often infuse their Latin roots into their music, the former with a slick Mid-west boom bap, and the latter with a layered pop-sensibility that rides on thumping percussion.

Play-N-Skillz are originally from Dallas/Ft. Worth, Texas, and are best known for producing Chamillionaire’s Grammy-smasher “Ridin (Dirty).”  They currently have 11 songs available for download on the site, and have done notable work with Zion, Nina Sky, Rob G and Bone Thugs, among others.  Shysti, in addition to producing for Christina Aguilera, Ricky Martin and Baby Bash, is a former radio morning host (Blazin 98.9 – XMOR in San Diego) and founded the Latin Rap Conference.  His music can be found all over television, major motion pictures and even the WWE.  He currently has 20 beats available to download on his page.

“We are hip hop’s new digital home on the web, and we’re committed to making this contest as successful as we can by bringing in the hottest producers around,” Steve Rifkind, CEO of SRC Records, said.  “These cats make top-notch beats and we expect to hear some hot music from the community over their production.”

“We’ve had a busy month,” Joe Safina, the brainchild of Loud.com, added.  “Two weeks ago, Universal Music Group went public with news of their equity investment in the site.  Several weekly contest winners have been chosen, showcasing the diverse talent that has helped the site grow, and of course, with the addition of Play-N-Skillz and Shysti, this whole month has essentially been a highlight for us.”

Continuing that momentum and keeping things fresh at Loud.com, SPKilla has dropped four new beats for the community as well.  With already 10 tracks to choose from, 11 – 14 are brand new and exclusive to Loud.com.  All users and fans are encouraged to get over to his page and every producer’s page to check out their latest material.

 

###
With an impressive group already assembled that includes Cool & Dre, Sha Money XL, DJ Khaled, Green Lantern, Midi Mafia, Tha Otherz and Zukhan Bey, the latest standouts will add an even richer and more diverse soundscape for the aspiring emcees looking to secure $100,000 and a record deal from Steve Rifkind’s SRC Records.

 NEW YORK, Aug. 8 /PRNewswire/ — Universal Music Group (UMG), the world’s leading music company, has made an equity investment in Loud.com, which operates the popular portals http://www.loud.com and . The announcement was made today by Nick Henny, Vice Chairman and Chief Financial Officer of UMG, Joseph Safina, co-Founder & co-Chief Executive Officer of Loud.com, and Steve Rifkind, Chief Executive Officer of SRC Entertainment and co-Founder & co-CEO of Loud.com.

This agreement further expands UMG’s growing portfolio of strategic media investments while increasing commercial opportunities for its market-leading roster of artists and musical products.

"Universal’s strategy is to become actively involved in all areas of media where our artists and our music are present," stated Mr. Henny. "Loud.com has created an incredibly vibrant and growing on-line hip-hop community that features not only compelling user-generated content, but also the means for users to create their own music and compete for a record deal. Loud.com is quickly emerging as one of the leading new online ventures that successfully reaches the new generation of international and multicultural youth."

"We are delighted that UMG is joining the Loud.com family," commented Mr. Safina. "When Steve and I started Loud.com, our hope was to create a virtual home for hip-hop fans around the world. To our delight, it has quickly evolved into an online community, competition, A&R site and marketing company all rolled into one. And with UMG now on board, we’ll be able to offer even more compelling services to our members."

"Through SRC, I’ve enjoyed a long-standing and successful relationship with Doug Morris (Chairman & CEO, UMG), Zach Horowitz (President & COO, UMG) and Nick, and I am delighted to extend it even further with this new agreement," added Mr. Rifkind. "Loud.com is a great opportunity for hip-hop fans from around the world to showcase their creativity in a public forum. And I’m thrilled that UMG has decided to get involved in this exciting endeavor."

The Loud.com portal is a free competition open to all registered users that offers the ability to download professional beats from some of today’s leading hip-hop producers at 99 cents apiece and overlay rap tracks while going head-to-head with other DJs and MCs from around the world. The series of battles will be judged by celebrity hip-hop producers such as Cool and Dre, David Banner, Midi Mafia, DJ Khaled and Sha Money, with the ultimate winner of the Showdown awarded $100,000 in cash and a recording deal with SRC Records, Steve Rifkind’s UMG-distributed label that is home to such platinum-plus, Grammy-nominated superstars as Akon and Wu-Tang Clan. Additional judges will be announced shortly.

Universal Music Group is a unit of Vivendi, a global media and communications company.