Asher Roth Addresses Woes With SRC & Def Jam Records
Asher Roth expresses his desire to relay his music directly to fans following a handful of ill label experiences.
Morrisville, Pennsylvania rapper Asher Roth has become the latest artist to channel his thoughts into an open letter addressed directly to fans and released exclusively via XXLMag.com. As an artist who has faced his share of highs and lows in the music industry, Asher spoke specifically on his various, musical trials and tribulations in his letter.
The Asleep In The Bread Aisle rapper went on to detail two particular occurrences where two promising records of his ultimately lost the attention of Def Jam, while at the same time the Steve Rifkind-created SRC label he was signed to begun to fold.
“The label had begun its search for ‘I Love College II’ and I was only interested in compiling household recordings over some of my favorite beats, which became known as Seared Foie Gras With Quince And Cranberry,” Asher explained. “I remember recording ‘I’m Eddy’ and feeling like I had accomplished something. Something I was proud of. For the most part, nobody at the label really gave a shit…The lack of direction and certainty inspired a song titled ‘G.R.I.N.D.’ I remember being overwhelmed with that ‘When the going gets tough…’ feeling. I was so proud to play the song for record executives. I thought for sure an uplifting singalong coupled with an honest outlook on the daily work load would satisfy all parties involved. However, reality reared its ugly head and the reconfiguration of UMG left the song with no real home.”
With his Greenhouse Effect Volume 2 mixtape due out later today (June 25), Asher now plans on taking what he refers to as “the scenic route” with his music and hopes to deliver his music directly to fans.
“That is why I’ve decided to stray from the path UMG has laid for me and continue on the scenic route. I prefer to relay my music directly to my fans. Show them what it is I see,” said the rapper. “Share with them what it is I think. I enjoy letting you hear free-flowing ideas recorded in basements and broom closets. Who cares that they will probably never be heard on the radio? I want to be proactive and not reactive and I would rather nothing get in the way of the relationship I have with my family, friends, fans and my music.”
With today’s release of Asher's open letter, he joins a number of artists who have taken their sentiments to pen and pad. Earlier in the year, Seattle rapper Macklemore penned an open letter after receiving criticism for the use of his song “Wings” in a NBA All-Star Game commercial.