Friday 1 May 2009, 13:06 | By

Ice-T launches record label

Deals

Rapper Ice-T has confirmed he’s set up a new digital record label as part of EMI’s empire with a view to rescuing hip hop from, as he sees it, becoming too mainstream.

T told New York Daily News: “I’m starting a digital label through EMI. I’m trying to get back to more hip-hop. To me, music right now is like disco. It’s very sing-songy, and nobody’s dealing with content. That’s what I miss. I miss Tupac and Big. You got Lupe Fiasco and TI now, but in general, we’re swamped with bubblegum pop”.

Not wasting any time, he revealed that he has already begun signing artists. “We signed about five groups”, he said. “We’ve got an artist from LA, a group called Certified from Washington state, Born Twice from Houston, and a Korean kid from New York. I’m playing the whole map”.

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