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Breaking Down Barriers: Simmons’ Hip-Hop Explosion

Article Overview: “My experiences have been, from the very beginning, cultural and creative,” says Simmons. “And my business has been a way of exposing the culture, exposing the artists so that the world could hear and see them.”

Breaking Down Barriers: Simmons’ Hip-Hop Explosion

“My experiences have been, from the very beginning, cultural and creative,” says Simmons. “And my business has been a way of exposing the culture, exposing the artists so that the world could hear and see them.”

Simmons’ business pursuits began in 1979 when he created Rush Communications, after his childhood nickname ‘Rush’. Dedicated to managing and publicizing local rap acts, Simmons’ first successful act was in pairing his brother Joey, an emerging rapper known by the name of Reverend Run, with two other rappers to create the group Run-DMC. To ensure they represented the true nature of street life, Simmons’ had the group wear black leather suits, Adidas sneaker and chains. Run-DMC’s success was groundbreaking, as the group would become the first rappers to ever appear on MTV, and the first to break out of hip-hop’s typically black audience.

In 1984, Simmons met Rick Rubin, an NYU student who shared the same dream as him – to create a space for rap music within the industry. Just one year later, the two combined forces and $8,000 to create Def Jam Records. With Simmons’ flair for business and Rubin’s love of music and production, Def Jam took the music industry by storm. “I’ve been blessed to find people who are smarter than I am, and they help me to execute the vision I have,” says Simmons of Rubin.

The two began to sign relative unknown rappers including Public Enemy, LL Cool J and Slick Rick, and turn them into superstars, popular with both black and white youth. Amazingly, every record the company produced through to 1990 went gold. They also signed the Beastie Boys, who would become one of Def Jam’s most successful acts and would help to broaden the movement. Under Simmons’ direction, hip-hop was becoming a youth culture instead of a race-based one.

The success of Def Jam was not enough for Simmons, who continued to branch out with Rush Communications. Simmons created Def Pictures, which went on to produce hip-hop related films that achieved relative success in its niche audience. The company would also later produce more mainstream hits such as The Nutty Professor in 1996. Next, Simmons created Def Comedy Jam in an attempt to bring his message to television audiences. A showcase of black comedic talent, Def Comedy Jam was the reason behind the success of such comics as Chris Rock and Bernie Mac.

In 1992, Simmons ventured into the publishing world with the creation of Oneworld, a magazine focused on hip-hop culture and personalities. One of his biggest successes would come that same year with the creation of Phat Farm, Simmons’ own clothing line that has gone on to become the most broadly distributed urban brand and continues to grow at 30% a year. Simmons also went on to create an acting agency, a brand of soda, a Visa card, and a marketing and advertising company, which has won successful contracts from such companies as Coca-Cola and HBO.

Fourteen years after its inception, Simmons sold Def Jam to Universal for $120 million, and in 2004, he sold Phat Farm for $140 million. All combined, the Simmons empire continues to grow and generate almost half a billion dollars in sales each year.

“My own career is an example of the universal power of music, especially the power of hip-hop, to bring people of different backgrounds together for a common purpose,” he says. Simmons’ vision to create a forum for hip-hop culture not only made him one of the most successful entrepreneurs of the 20th century but would also revolutionize pop culture and the music industry.

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Article Tags: breaking down barriers, brother joey, business pursuits, childhood nickname, def jam records, def jams, leather suits, ll cool j, nyu student, public enemy, rap music, rappers, related films, rick rubin, rubins, run dmc, simmons, slick rick, sneaker, youth culture



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