Cyrus Langhorne
[With the growing trend of artists going independent and dodging major labels, music executive veteran Neil Levine talks to SOHH readers about launching Penalty Entertainment, selling it and then relaunching it as the home to new and iconic talent from Capone-N-Noreaga and Masta Ace to Statik Selekah, Kxng Crooked and Trina.]
I decided to start this label, I started it very grassroots, and it started as a joint venture with Tommy Boy Music. Tommy Boy was really big back in [the 1990’s].
Warner owned half the company and we had some real success in the 1990’s, CNN, N.O.R.E., Lord Finesse and those sorts of artists. I sold the company years and years ago. I kept the trademark up to date but I went to these companies and spent years at Sony, EMI, the urban side of TVT with Lil Jon and I was most recently a part of Jive Records.
They shut down Jive Records three years ago when my boss Barry Weiss left the company. We all lost jobs pretty much and I did some consulting with companies like BMG, eOne and then I kinda got the bug to do it again.
It’s great. Sony is our partner, as far as financially. They don’t own a piece of it. When I was looking to get this company back, up and running, I ran Sony’s artist development label which is down at Sony Red.
So my gig was between Red and 550, my staff was over at Red and when I was looking for a partner, I knew those people well. Doug Morris came to Sony and said, “Red needs to really step up their urban presence”, specifically hip-hop and they did a deal with us.
At that time, I just had a name. I didn’t have an artist signed. So I was like, “Okay, I’m going to bootstrap this motherf*cker!,” and that’s what I did.
So we’ve been in business now for about 14 months. We started putting out some stuff the middle of last year. We put out Joell Ortiz’s last album, “House Slippers.” That’s a great album and I’m very proud to have that.
Now we’re really stepping up. I think this is going to be a defining year for us, this year and next year.
When I started this thing last year, I felt it was important to get my old groups back, Capone-N-Noreaga. They were such a cornerstone for my business between N.O.R.E. and CNN, so we did a deal with N.O.R.E. through his company.
We courted it and did another deal. When I signed N.O.R.E., he was 18 and had a different mindset. Now he’s like a family guy and so it’s a very different relationship I have with N.O.R.E. compared to other artists I’ve had in my career.
So we have CNN coming out, we also did a deal with eMC, that’s Masta Ace, and we’re loving what they’re doing. It’s great hip-hop.
We also did a deal for Statik Selektah and Kxng Crooked, Crooked I, their album called “Statik Kxng.” We did a deal with Trina for her new album and that’s coming out great.
We distribute a label that has a number of artists so we’re helping them out.
We’re always looking to get this company going. It’s actually great.
I take this very seriously. I’ve been in hip-hop for over 30 years. So I’ve been around all of these trends and I keep my ears fresh. With social media, I’m blessed to still be doing this.
There’s so many cats that are out of the game from when I went in. And now to be given an opportunity to launch this company again, it’s a blessing.
There’s not as much drama now. It’s very simple. I made a decision: I’m not working with a**holes. Everyone that’s here, I like. The quality of life means everything to me.
All of the artists we’re working with, they all have a vision. Our job is to amplify and to work with the artists to tell their story.
For more information on Penalty Entertainment, just click here.
