R.A. The Rugged Man Releases Video Based On Experience With Jive Records
Another rapper adds insult to major-label injury, calling out Jive Records for failed artist handling and promotion.
In a recent video released yesterday via Nature Sounds Records, R.A. The Rugged Man called out his former home label, Jive Records. The song, for the track “A Star Is Born”, bashed the label for numerous missteps throughout his time with the group.
Prefaced with the words, “Based on a true story,” the short movie/music video follows the path of his career throughout the early 1990s, showing R.A. as a mega-successful artist signed to “Jive Turkey” records.
Then, the video takes a turn for the worst, showing The Rugged Man’s fall from grace in comical fashion. The video pokes fun at Jive for signing Insane Clown Posse, Backstreet Boys and Britney Spears in the early 2000s.
The labels actions toward the end of the 1990s marked a clear divergence for the company, as they had formerly been known as an almost-exclusively hip hop oriented outfit. After backing such legendary rap groups as A Tribe Called Quest, Jive went on to sign numerous pop and rock acts and have all but abandoned hip hop music in their most-recent releases.
At the age of 18, R.A. The Rugged Man originally signed to Jive Records in 1992. Although his music career was prolific and he collaborated with numerous New York rap legends, he never released an official album under the imprint. He would go on to Priority Records/EMI and eventually Capitol records, all without ever seeing an official major-label album. Around 2000, the “Uncommon Valor” rapper began to record independently before linking up with Nature Sounds for his 2004 official debut release, Die, Rugged Man, Die.
“A Star Is Born” was originally featured on Die, Rugged Man, Die, expressing his discontent with Jive after the whole ordeal.
According to Nature Sounds, R.A. is currently working on his next studio album and is planning to release it — presumably on Nature Sounds Records — sometime in 2011. The currently-unnamed project will be just his third official album.
Watch the full video for “A Star Is Born” below.
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