Tag Archives: steve rifkind

Asher Roth Release's His Debut Album, Asleep In The Bread Aisle

Asher Roth - Asleep In The Bread Aisle

Ladies and gentleman – the day is here.

Just a little over one year ago, we introduced you to a new artist named Asher Roth. Since then, he’s developed one of the biggest buzz’ seen in years, and has been featured countless times in the media.

Today, his debut album on School Boy/SRC/Universal is finally here!

Yup – on a Monday. 4/20 to be exact.

If you prefer a physical copy, go to your closest store and buy that CD. If you prefer digital, click here to purchase the full album from iTunes.

buy asher roth's asleep in the bread aisle

Needless to say, I’m happy to have been a part of his team and proud to see the amount of attention that he’s getting today.

I hope you guys enjoy this album and can’t wait to see what the future holds for Ash Roth.

Akon, Steve Rifkind & Devyne Stephens Goofing Around

LOL! Wooooooooowww. I can’t stop laughing at this video. Here’s a little behind-the-scenes footage for y’all.

Akon, Devyne Stephens, Steve Rifkind and others were goofing around and dancing to Akon’s “Right Now” in Steve Rifkind’s office at SRC Records. Devyne starts it all off with a goofy little dance, then some friends jump in and join in on the fun.

The best though, is when Akon’s bodyguard starts dancing at 2:45 into the clip. He gets into a funky groove and then busts into the funniest dance you’ve ever seen.

Quick heads up in case you’re watching this at work: you WILL fall to the floor laughing when the bodyguard catches his groove at 3 minutes in. Guaranteed!

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Giving Credit Where Credit Is Due

The other day, Asher Roth, his manager Scooter Braun, and I were discussing some business, and took a minute to just chat.  During our convo, Asher was telling me that he’s constantly asked questions about his buzz and the amount of exposure he’s been getting.

He always responds, “you’re only as good as your team”.

I couldn’t agree more.

It got me thinking I should do a quick post to address the most common misunderstanding about my involvement with Asher’s career.

For the record, I’m not his manager, nor am I the only person pushing him.

Yes, I am working with them on marketing Asher and making sure everybody knows about him, but I am part of a team.

I do what I do, but I’m not a solo act.

I see why it would be easy for people to get confused though. My blog revolves around my career in the music business, I talk about Asher often (here and on Twitter), and I’m servicing many blogs with Asher Roth content – so why wouldn’t somebody jump to that conclusion?

Plus, for years, we have been exposed to so much spotlight-hogging and “one man army” crap in the media, that whenever we keep seeing the same person attached to or speaking about an artist, people automatically assume that person does everything themselves.

Actually, before I get carried away on that tip, I’ll stop and save it for another post.

When we dropped Asher’s “The Greenhouse Effect” with Don Cannon and DJ Drama, the net blew up and everybody’s been talking about him ever since. That’s something we all know and have witnessed firsthand.

Asher Roth & Scooter Braun

That project isn’t something that took an entire major label staff to execute. As a matter of fact, it was just a few of us working independently – without label support.

Don’t get me wrong, I’m not taking anything away from SRC (Asher’s recording home). In fact, their crew is one of the few in this business that actually understands how to properly support their artists – but this was all done before the label even had to get involved in Asher’s project – while they were focusing on other acts.

It’s called pre-release/buzz marketing.

Pre-release/buzz marketing is about building up enough attention and enough of a fanbase for an artist BEFORE the label begins pushing them in anticipation for the album release.

This way, when the label looks at their upcoming release schedule, they can see which one of their signed artists has more buzz and then they can decide how to allocate their resources.

More buzz before the album = more label support for the album = more chance of having a successful album.

Asher’s album is slated for an early 2009 release, yet he’s amongst the label’s top priorities and everywhere you look on the net, you see the name “Asher Roth”.

But don’t get it twisted. Even the strongest team can’t push something that nobody believes in.

We just put the word out, but it’s the fans and bloggers who believe in Asher that make this movement.

An audience that believes in you, is one of the most valuable assets you can ever attain. Scratch that, an audience that believes in you IS THE MOST VALUABLE asset you can ever attain.

Everybody who downloaded The Greenhouse Effect, everybody who keeps Asher Roth in rotation on their iPods, everybody who talks about him on Facebook, MySpaceTwitter, everybody who blogs about him or mentions him to their friends – you are part of this team. So shout out to you.

Also, shout out to Dana & Kathryn at Biz3, who are handling Asher’s publicity and doing a great job at it. They’re working with other artists like The Cool Kids, Kid Sister, A-Trak and Chromeo; so they definitely know what they’re doing!

And of course, Asher’s manager/label head, Scooter Braun.

I’m actually planning on featuring Scooter on the site real soon, so I’ll save some of the background info for then, but just know that he’s the man with the plan, when it comes to Asher’s career.

Speaking of that, Scooter recently acquired another incredible talent that I’d like to introduce you to: Justin Bieber.

For a while now, I’ve been paying attention to this young cat on his YouTube channel. He’s from Canada, so I have a sense of pride seeing his fanbase continue to grow.

Justin’s become the most subscribed Canadian musician on YouTube, and one of the most subscribed musicians on YouTube worldwide, with about 50,000 subscribers and 21.5 million video views.

Let me repeat that: 21.5 MILLION video views!

Once you check out his videos, you’ll understand why he’s so popular. Oh and by the way… he’s only 13 years old!

I’d been following him for a while, so when Scooter told me he signed him; it just seemed incredibly coincidental to me.

Just the other day, he played me a rough mix of some of Justin’s new songs and to say I was amazed would be an understatement. The songs are great and Justin’s voice is just incredible.

Remember where you heard it from first; Justin Bieber is going to be MAJOR!

I just realized how long this post has gotten so let me leave it here.

The buzz for Asher has been incredible, but you have to give credit where credit is due, so I just wanted to drop a quick post to respond to the confusion and acknowledge the others involved.

Thanks for reading, thanks for all the support of Asher Roth, and remember to pay attention to Justin Bieber.

Check out these links for more info:

Justin Bieber – http://www.youtube.com/user/kidrauhl

Asher Roth – http://thedailykush.ning.com

Moe Arora – http://moearora.com

Biz 3 Publicity – http://www.biz3.net

Rockstar Branded – http://rockstarbranded.com

SRC Records – http://srcrecords.net

Asher Roth, Scooter Braun & Justin Bieber

Asher Roth – Roth Boys video

The video is here.

Ash Roth decided to do a video for the mixtape joint, Roth Boys, and you’ll never guess who showed up

Check it out below and make sure to grab the embed code to post it on your site/blog/myspace.

The Original "Mogul In The Making"

Making The Mogul / MTV & 50 Cent

A little while ago, I mentioned that I wrote a post on another site a while back, explaining my motivation for starting this blog and naming it makingthemogul.com.

Well, I found the post and am posting it here to share with you guys.

Dustin from Think2wice (Check it out. It’s one of my favourite spots to visit online.) asked “How Did You Come Up With The Name Of Your Blog?” to members of a Ning site called, The Urban Blogger.

This was my response:

I came up with the name of mine a few years back actually. When I started my first internship at a major label, Donald Trump and NBC had just launched the show, The Apprentice, and everybody used to joke around that I was “the real apprentice” due to my strong work ethic and never-lose attitude.

I always thought there should be a show that mixed The Apprentice with Making The Band. A show where people compete to make it in the business side of the music business.

We ended up getting one TV series that was almost amongst those lines, BET’s “Ultimate Hustler”. I say “almost” because the show didn’t seem to have a defined goal; if you win The Apprentice, you work for Donald Trump, if you win Making The Band, you get signed to Bad Boy, but if you won Ultimate Hustler, you won a car, a new wardrobe and I think some cash.

Didn’t make much sense to me.

We also had AOL’s web series, “Tha Biz”, which was more along the lines of what I wanted to see, but it was only aired online and didn’t receive much of an audience.

I figured if nobody else is giving me the content I want to see, then why not create it myself. I decided that a blog was the best format for me to deliver my story. I might incorporate video and other elements into the blog later on, but for now, the blog is my main platform.

So my blog is my version of the show/story that I always wanted to see – the journey of a young professional in the music business…..makingthemogul.com.

That’s what I posted on April 6, 2008.

Now, MTV & 50 Cent are launching the same concept with their new show, Mogul In The Making.

Don’t get me wrong; I’m not hating. I’m actually looking forward to seeing the show. I’m sure there are hundreds, if not thousands, of us who have thought of the exact same concept.

It seemed really ironic that we’d have so many reality show concepts and yet it took this long to launch this one. I’m happy they’re finally doing it though, although I just hope it’s executed up to the standards I always envisioned a show like this being.

Personally, I think it would’ve made more sense to have someone else rather than 50 do the show. Again, don’t get me wrong; 50’s definitely been doing his thing and has been making millions upon millions doing it; but we all know him firstly as a rapper, and as someone who’s name only became relevant within the past few years. Get Rich or Die Tryin’ came out in 2003. That’s only 5 years ago.

Like a true mogul, 50 is certainly proving to be successful in multiple avenues, however I would have like to see MTV partner up with someone whose history and success spans a longer timeframe. Somebody like Russell Simmons, Chris Lighty, Steve Rifkind, Jimmy Iovine, Steve Stoute, Lyor Cohen, L.A Reid, Jermaine Dupri, Jay Z or even expand the Making The Band franchise and have Diddy do it.

These are all people who’ve been breaking all kinds of records and making historic movements since before the new millennium.

As a fan and viewer, those are the people I’d like to see the show air with, but as a decision-maker, I agree that 50 Cent will achieve higher ratings than most of the people on my list; especially since most of them are not entertainers themselves and don’t have the massive fanbase as does an entertainer like 50.

Anyhow, like I said, I just hope the show ends up living up the expectations. (I also hope they end up helping my web traffic rankings rather than killing it!)

Asher Roth, Don Cannon & DJ Drama Present: The Greenhouse Effect

After an interesting night of dealing with last minute fixes to get the download page working properly; “The Greenhouse Effect” is HERE!

Most of you already know that I’ve been eagerly awaiting to share the music of Asher Roth with y’all for a minute. Well, the mixtape is finally here and it’s bananas!

Make sure so check out “Roth Boys”… and “Sun God Freestyle”… and “The Lounge”… and “Dey Know”… and “Cartoon Chick”… and… man, just check the whole damn thing out!

Click on the image below or go to http://www.thedailykush.com to download the mixtape for free.

What Does A Rapper Look Like?

Asher Roth

Imagine you’re back in grade school, and your teacher asks you to draw a picture of a cat. What would you draw?

You’d probably draw a round head, two triangle ears, a small rounded nose with whiskers, an ovalish body, four legs with little paws and a long tail.

That’s a cat.

But what if your teacher asked you to draw a picture of a rapper? Not a particular rapper, but just… “a rapper”.

What would you draw?

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