Asher Roth Explains Signing To Def Jam
Over the weekend Def Jam executive Shawn “Pecas” Costner announced the signing of Pennsylvania rapper Asher Roth, and speaking to XXLmag.com, Roth commented on his new label home saying “We understand that Def Jam is ready to compete in a changing music business and a music business that’s changed drastically even since the last time I was out doing commercial music.”
“Def Jam has the mindset and resources to compete in this arena, and I know [SRC Records CEO] Steve Rifkind knows that.”
Roth released his first album Asleep In The Bread Aisle in 2009 on Rifkind’s SRC imprint, and although the rapper couldn’t explain the partnership worked out between Def Jam and SRC, he’s ready to move forward in his new venture.
“I really don’t know the logistics of it,” Roth said of the deal.
“Steve Rifkind is my guy. He was the one that gave me this opportunity in the first place and that will never go unsaid nor unnoticed nor unappreciated.”
“Steve Rifkind is almost a second father to me. He really believes in me.”
“Every time I talk to him, he wants to figure out a way to help me win.”
“From a historical standpoint, when they asked me if I wanted to be with Def Jam for these upcoming projects, it’s kind of a no-brainer.”
Asher Roth’s new album is scheduled for release in 2012.