Priority Records, the '80s and '90s rap label once home to N.W.A. and Snoop Dogg, is returning in conjunction with Capitol Music Group and Insurgency Music Group. The relaunch officially begins with a single from Just Blaze and Baauer, featuring Jay Z (whose former hyphen has been left out of the process entirely) called "Higher."
The new direction of Priority is supposed to be "producer-driven," with a focus on "electronic and progressive urban music." Feel free to interpret that as you will, but from the sound of it, the new Priority may not resemble its titular predecessor very much.
Michael Cohen, who is set to be the executive of the imprint, said the following about the move:
“I don’t come from the hip-hop world, but the genesis of that label was really about supporting the indie level; it broke the mold in terms of working outside the system to bring street-level music to the mainstream without any compromise. And the producer—who has always played a strong role in hip-hop—has become the focal point coming out of the global electronic music space. It’s heralded a paradigm shift in the way music is created, discovered and spread. Our first single ‘Higher’ epitomizes everything we’re trying to do with Priority.”
[via Do Androids Dance?]