In 1991, Steve Rifkind founded LOUD RECORDS. In the decade that followed, LOUD would cultivate one of the most iconic rosters in hip-hop history, including Wu-Tang Clan, Mobb Deep, Big Pun, 3 6 Mafia, Dead Prez, and Tha Alkaholiks.

But the label’s success was a product of more than just one man’s effort. LOUD was the confluence of Rifkind’s vision and network, childhood friend and partner Rich Issacson’s iron-fisted governance, and the impeccable taste, tone, and tireless efforts of an ensemble cast of hip-hop obsessed young staffers. Not to mention the timeless art of some of the most talented rappers and producers to pick up a mic or tap on a beat machine.

On this week’s episode of Idea Generation's All Angles, we talked to founders Rifkind and Issacson, A&Rs Matty C, Schott Free, and Sean C, Radio VP MoeJoe, as well as Havoc from Mobb Deep, to hear the full story of how LOUD RECORDS grew from a one room office on Melrose Ave to one of the most successful record labels of the ‘90s. And how the inspired chaos that fueled their rise ultimately contributed to the legendary label’s undoing.

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