thinkfast®
07-22-2005, 04:22 PM
Universal Music Group's Def Jam Recordings division is launching Roc La Familia, a new imprint aimed at the exploding urban Latin market.
The first signing to the New York-based label is Houston-based Aztek, whose recent mixtape contained the track "Problem Houston," featuring superstar Jay-Z.
Juan Perez will serve as Roc La Familia president. He is Jay-Z's longtime partner in his New York studio Baseline and the 40/40 Club. A Def Jam spokeswoman said there would be a dedicated label staff, in a number to be determined.
Roc La Familia's acts will encompass reggaeton, reggae, calypso, tribal and West Indian music. Its product will be marketed, sold and distributed through Def Jam.
"Roc La Familia will leverage the extensive resources of Def Jam to introduce fans to cultures (to which) they would not normally be exposed," Jay-Z said. "World music has evolved as a genre; it now blends contemporary styles such as hip-hop, rock and electronica with traditional and roots music."
While Roc La Familia intends to address a fairly broad variety of Latin and Caribbean styles, the label is obviously targeting the urban Latin market, which has made Reggaeton the sensation du jour.
You guys heard this Aztek mc yet? half Colombian/Mexican, nice spanglish flow. He's been quoted as speaking on the other Houston rappers, saying they need to step their rap game up, since they are representing their hometown. He feels they should be stronger, at least on a lyrical level. I'm sort of, kinda, diggin Paul Wall, but thats about it comin from Houston right now...
The first signing to the New York-based label is Houston-based Aztek, whose recent mixtape contained the track "Problem Houston," featuring superstar Jay-Z.
Juan Perez will serve as Roc La Familia president. He is Jay-Z's longtime partner in his New York studio Baseline and the 40/40 Club. A Def Jam spokeswoman said there would be a dedicated label staff, in a number to be determined.
Roc La Familia's acts will encompass reggaeton, reggae, calypso, tribal and West Indian music. Its product will be marketed, sold and distributed through Def Jam.
"Roc La Familia will leverage the extensive resources of Def Jam to introduce fans to cultures (to which) they would not normally be exposed," Jay-Z said. "World music has evolved as a genre; it now blends contemporary styles such as hip-hop, rock and electronica with traditional and roots music."
While Roc La Familia intends to address a fairly broad variety of Latin and Caribbean styles, the label is obviously targeting the urban Latin market, which has made Reggaeton the sensation du jour.
You guys heard this Aztek mc yet? half Colombian/Mexican, nice spanglish flow. He's been quoted as speaking on the other Houston rappers, saying they need to step their rap game up, since they are representing their hometown. He feels they should be stronger, at least on a lyrical level. I'm sort of, kinda, diggin Paul Wall, but thats about it comin from Houston right now...