2022 BET Hip Hop Awards to Celebrate 30th Anniversary of 'Cornerstone' Label LOUD Records and Founder Steve Rifkind

Iconic hip-hop label LOUD Records and its founder Steve Rifkind will be honored at the 2022 BET Hip Hop Awards.

The show — hosted by Grammy-nominated rapper Fat Joe — will celebrate the label’s 30 years of being an industry trailblazer and Rifkind’s concurrent run as one of the genre's savviest businessmen.

Founded with just a monthly commitment of $3,000 from BMG in 1991 by Rifkind and Rich Isaacson, the label utilized a street marketing approach pioneered by Rifkind to sell over 100 million records without relying on radio airplay.

It also expanded the scope of popular hip-hop by bringing a roster of gritty and lyrical artists to prominence, most notably multi-platinum selling super-group Wu-Tang Clan.

Other artists that owe their success to the label include Three 6 Mafia, Mobb Deep, Tha Alkaholics, Big Pun, and Xzibit to name a few.

Steve Rifkind

“It has been such a rewarding 30 years for LOUD alongside my tireless partners Rich Isaacson and Jonathan Rifkind,” Rifkind said in a statement announcing the event. “The impact we’ve been able to make with some of today’s pioneering and trailblazing acts is unmatched. I’m privileged to be able to work with everyone from Wu-Tang Clan, Mobb Deep, Big Pun, Xzibit, and more, to this year’s BET Hip Hop Awards host, my brother, Fat Joe. I’m honored that BET is recognizing the impact that LOUD has made in revolutionizing the industry and propelling the culture.”

The show’s producer Jesse Collins, CEO of Jesse Collins Entertainment, added, “Loud Records has been a cornerstone of hip hop since its inception 30 years ago with an array of artists that have each become essential elements to the periodic table of hip hop. We salute Steve, John, and Rich for their contribution to the culture.”

The awards premiere on the network next Tuesday (Oct. 4, 9 PM ET/PT) and will feature performances from David Banner featuring Lil’ Flip, Dead Prez, Mobb Deep with Lil’ Kim, M.O.P., Remy Ma, Three 6 Mafia, Wu-Tang Clan and Fat Joe.