Steve Rifkind, the founder of LOUD Records, is known for creating the record company that introduced much of the world to Wu-Tang Clan, Xzibit, Tha Alkaholiks, Funkmaster Flex, and dead prez, among others. The Long Island, New York native is the son of Spring Records executive (Jimmy Spicer, James Brown, The Fatback Band), Jules Rifkind. Apart from his own legendary imprint, Steve is credited with innovating the street teams of the 1990s, marketing and promoting Hip-Hop releases through posters, stickers, and grassroots awareness. He was hired by Delicious Vinyl, Big Beat, and Interscope Records for projects while launching his own imprint.

Compared to contemporaries such as Puff Daddy, Suge Knight, or Master P, Rifkind is lower profile. However, as LOUD recently celebrated its legacy with a Radio City Music Hall reunion concert, Rifkind is collecting props. As a guest on the latest episode of Drink Champs, the exec who now manages DMX and consults for Kanye West’s G.O.O.D Music speaks up about how far he was willing to go for his roster—old and new.

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At 39:00 on the Drink Champs episode, Rifkind (who is joined by brother John and veteran music lawyer/executive Randy Acker) recalls getting arrested on behalf of his artists. Specifically, Steve recalls a tense renegotiation meeting with LOUD’s onetime distributor, RCA Records. The mid-1990s negotiations were surrounding the budgets of Raekwon’s 1995 solo debut, Only Built 4 Cuban Linx… as well as Wu-Tang Clan’s sophomore double-disc, Wu-Tang Forever.

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