The 25 Most Powerful People in Rap (Right Now)
Watch the throne? Yeah, you should: These are the kingmakers whose rings require kissing.
It's harder than ever to keep up with the relationships between media, money and music.
It's harder than ever to keep up with the relationships between media, money and music.
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25. Elliott Wilson
The Gig: Co-Founder/Co-Owner, Rap Radar; Editor, Respect; Host of The Truth with Elliott Wilson
Love him, hate him, the polarizing Elliott Wilson's name stays being spoken in people's mouths. The self-proclaimed GOAT of Hip Hop Journalism, Wilson successfully made the transition from print (former Editor-in-Chief of XXL) to digital, with the 2009 launch of the popular rap blog RapRadar.com (which he co-owns with Paul Rosenberg), and still gets his hands on some ink as the editor of Respect Magazine.
While criticized for solely aggregating content of rap acts in the "major leagues", rappers of all stature still care to get emotional when they're mentioned (or not) in his daily posts. Recently, he's become more vocal and visible on the semiweekly video show The Truth With Elliott Wilson, featured on Jay-Z's Life and Times YouTube channel. And as much as our favorite rappers claim to ignore the blogs, the likes of Jay-Z and Rick Ross' ears still perk up whenever Wilson speaks their names.
24. Peter Schwartz
The Gig: Vice-President, The Agency Group
With a roster which includes ASAP Rocky, A Tribe Called Quest, Ghostface Killah, B.o.B., Big Boi, Juicy J, Joey Bada$$, Waka Flocka Flame, Mac Miller, Macklemore and Ryan Lewis, Trinidad Jame$, Wiz Khalifa, Yo Gotti and more, The Agency Group is one of the world's leading booking agencies. Starting out as an MTV intern, Schwartz has been with the company since 1993, and now is responsible for booking anywhere between 12 to 15 major tours annually. As the business of selling records continues to shrink, Schwartz makes sure our favorite rap act mainstays stack up that tour scratch.
23. Ryan Schrieber
The Gig: Founder/CEO, Pitchfork Media
Remember when five mics meant something? Yeah, neither does anyone under the age of 18. Initially seen as a relevant barometer of the hipster scene and indie rock, Pitchfork's ten-point scoring system and Best New Music designation is the new Source 5 Mic-rating, as it increasingly drives conversations about music, including—and especially—rap. People care, for better or worse, what Pitchfork thinks of a record (although disgruntled rappers have yet to physically assault any of its staff writers, yet).
Can you criticize them for being irresponsible hip-hop culture vultures (see: Chief Keef) if you want? Sure, of course you can. But what you can't do is ignore the way Pitchfork nonetheless exposes huge and important numbers of outsiders a genre so many of them are otherwise lost in: hip-hop.
In addition, Pitchfork.TV's Selector series is one of the most popular video shows about hip-hop online. Love 'em or hate 'em, the rap voyeurs ain't going nowhere, and if up-and-coming rappers want to grow their following to be Bigger Than Rap, there's only one score that matters: Theirs.
22. Mona Scott Young
The Gig: CEO, Monami Entertainment
After years of earning street-cred stripes as a former co-owner and president of Violator Management alongside the late Chris Lighty, Mona continues to strike gold as the creator of VH1's smash hit franchise Love and Hip Hop. Not to be stopped, Scott Young has an upcoming show Taking Atlanta to be aired on Bravo. Sporting a Lazarus touch, Mona seems to be gifted with the ability to revive rappers' seemingly dead careers for an extra 15 minutes of fame. Just ask Consequence.
21. Anthony "Top Dawg" Tiffith
The Gig: Founder/President, TopDawg Entertainment
Starting from the bottom as a beatmaker for acts like The Game, Tiffith signed West Coast rapper Jay Rock, which led to the subsequent signings of rappers Ab-Soul, Kendrick Lamar, and Schoolboy Q. Forming the supercrew Black Hippy, TDE got cosigned by the best: Tech N9ne, Snoop Dogg, and Dr. Dre, which resulted in TDE landing a joint venture with Interscope Records and Aftermath Entertainment. Based on the 2012 success of Kendrick Lamar's Good Kid, M.A.A.D City—which recently went gold, and is on a trajectory to platinum—it's apparent that Tiffith's talent-spotting skills are here to stay.
20. Funkmaster Flex
The Gig: Hot 97 Radio DJ; Editor/Publisher, In Flex We Trust
This hip-hop mainstay, the original "Big Dog Pit Bull," continues to bite as your favorite rapper's favorite rappers still line up to give Flex exclusives first before any other DJ (or any blogger) on the planet catches a whiff. Having been in the music game for over twenty years, Flex recently launched his InFlexWeTrust.com website, which now drops bombs on over a million unique visitors a month. Being a fixture in hip-hop has its downside, though: more than a few competitors have stepped up to dethrone the most recognizable face on rap's most well known radio station in the country, and although many complain that Flex rarely (if ever) breaks new artists anymore, every rap artist from Hollis to Hollywood still wants him to drop his trademark bombs to them.
19. Frank Cooper
The Gig: Global Chief Marketing Officer, Consumer Engagement, Pepsico
This former Def Jam and Tommy Boy exec keeps his eyes and ears to the streets as he continues to partner the many brands of Pepsico (Pepsi, Mountain Dew and Sierra Mist) with urban acts like Lil Wayne (Mountain Dew's DEWeezy), Nicki Minaj and Eminem. Overseeing the deal in which Mountain Dew financed the creation of the Green Label Sound—the label that gave us free music from acts Matt & Kim and the Cool Kids—don't be surprised if we see Pepsico, under Cooper's lead, entering fully into the business of content-creation in the near future.
18. Lee "Q" O'Denant
The Gig: Founder, CEO WorldStarHipHop.com
Image is everything, which might mean anything to Q. Just as the Internet changed so many facets of our daily lives, WorldStarHipHop changed the way we view videos online. From hood fights to nude honeys and yes, the occasional rap video, WSHH continues to keep audiences locked in with ever-compelling content you hate to love (but love to watch), and videos featured on the infamous site tend to go viral on the daily. Get this: Actual news outlets now grab clips from WSHH for their evening news. Hell, it's already been a year since New York magazine—not exactly the WorldStar crowd—devoted a few thousand words to them. Q's daily presence is undeniable. Whenever you're in a crowd and you hear someone yell "WorldStar!!!" do yourself a favor: Run, and ideally, in the opposite direction.
17. Theo Sedlmayr, Esq
The Gig: Owner, Sedlmayr & Associates, P.C.
Behind every good rapper—especially the ones who cake up for a nice retirement—there's an incredible lawyer, and there are quite a few attorneys in the game that can qualify for a position on this list. But when you look at smaller boutique firms, few can name a consistent, heavy-hitting rap client list like Theo Sedlmayr, the OG with a J.D. Since hitting the jackpot in the late 1990's with Eminem, Sedlmayr's ever-evolving roster (Drake, Rick Ross, Mobb Deep, 50 Cents, Shady Records, Just Blaze) makes this the go-to guy when shopping for a legal power broker.
16. Ebro Darden and Thea Mitchem (Tie)
The Gig: Program Director at Hot 97, VP Programming of Clear Channel (NYC)
He programs what's played on New York's flagship hip-hop station. She oversees programming for Clear Channel New York's 5 stations (Z100, Power 105.1, KTU, Lite FM and Q104). Ebro is the longstanding veteran with over 20 years under his belt. Mitchum is the fresh-faced challenger. Darden runs the Emmis Communication station which features The Cipha Sounds and Rosenberg Show with Kay Foxx, Throwbacks at Noon with Mister Cee, The Angie Martinez and The Funk Master Flex Shows. Mitchum is armed with the relatively new and highly successful Breakfast Club morning show hosted by DJ Envy, Charlemagne tha God and Angela Yee. Competitors in the country's number one urban market, both Darden and Mitchum have made their indelible marks in rap, and continue to. It's anyone's guess as to who'll win the fierce battle for the number one spot in the long run, win or lose, these two formidable combatants are still in command of the biggest battlefield in today's most competitive radio landscape.
15. Doc Wynter
The Gig: Brand Manager for Urban/Urban AC, Clear Channel
Wynter oversees approximately 40 urban terrestrial stations across the nation including digital behemoth iHeartRadio. The man knows your market better than you or anyone who lives in it. Understanding how the game's changed, Doc's a major reason why local radio doesn't sound so local these days.
14. Gee Roberson and Cortez Bryant
The Gig: Co-CEOs, Blueprint Group.
Hip Hop Since 1978 and Bryant Management merged two years ago to form Blueprint. Since then, this duo's list of talent has grown to include Lil Wayne, Nicki Minaj, T.I., Hit-Boy, Lil Twist. Not half bad. For two cats that grew up as nothing more than fanatic rap fans, their love for the culture hasn't just taken them far professionally, but continues shining through in the effect their clientele has on the game.
13. Steve Stoute
The Gig: CEO/Founder, Translation
Author of the 2011 book The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy, Stoute's most likely the man responsible for why you're hearing your rap songs on TV commercials to begin with. Linking brands like Budweiser, Coca-Cola and State Farm to acts like Jay-Z and Kanye, Translation has proven to advertisers that rap is extremely bankable. Money aside, even that other industry's heads have to recognize him: Stoute was recently named AdAge's Executive of the Year for 2013.
12. Questlove
The Gig: Musical Director of Late Night with Jimmy Fallon; NYU Adjunct Professor
As drummer and co-frontman to the legendary Roots crew, Questo gets Grammy nods seemingly every time they drop an album, and he also teaches classes on 'classic albums' at NYU. But more than that, Questo gets heard. When Jay-Z needs a musical director at Carnegie Hall, you know who gets the call. The event-of-the-season Prince supershow coming up? Same thing.
As music director of NBC's Late Night with Jimmy Fallon, Questlove has become an undeniable force in bridging the chasm between a national, mainstream audience to cutting edge hip-hop artists like Odd Future, Frank Ocean, and Kendrick Lamar first, changing relative unknowns into households names overnight, while making what would otherwise be everyday appearances into regular water-cooler music moments (see: last week's Method Man jam). Saturday Night Live might be a hallmark moment for the artists performing on it, but for sheer relevancy and real impact, you want Questo to fux with you.
11. Benjy Grinberg Rostrum
The Gig: Founder/CEO, Rostrum Records
In an age where majors continue to take a beating, Grinberg keeps scoring for the minors with his Pittsburg, PA-based indie label. With a mean roster including Wiz Khalifa, Mac Miller and Boaz, and having had success with their Under the Influence tour, Grinberg refuses to sell out as he continues to command respect amongst his fellow industry Goliaths.
10. Lyor Cohen
The Gig: N/A
As the only person on this list who currently doesn't have a job—or a job that anyone really knows all that much about quite yet—Lyor's likely one of the most powerful "unemployed" persons on the planet. After exiting as the Chairman/CEO of Recorded Music for Warner Music Group last September, rumors spread as to what the original Tall Israeli's next move would be. Is he forming a management company with former Murder Inc. capo Irv Gotti to guide the careers of Kanye West and Drake? Is he getting into the content-creation game on an international level? Boasting over 30 years of wins with names from Run-DMC to Jay-Z in his resume, Cohen's power is undeniable for 2013. This is a man who puts all of his chips on the table, and wins. Expect nothing less.
9. Paul Rosenberg
The Gig: Co-Founder, CEO Shady Records/Goliath Artists Management
Ever since he hit it big as Eminem's manager 14 years ago, Roesenberg keeps coming with the home runs. Shady Records houses artists Em, SlaughterHouse, and Yelawolf; Goliath manages acts like Travis Barker and the newly-signed Action Bronson; Shade 45 continues to buzz the satellite airwaves and as a co-founder of RapRadar.com, Rosenberg continues to influence these here Internets. Check back in on Rosenberg's ranking in a few months: With a new Eminem album slated to drop this year, expect this big guy to keep on making big noise, and big moves.
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8. "Big" Jon Platt
The Gig: President of Creative, Warner/Chappell Music
Formerly of EMI Music (where Platt signed co-publishing deals with music powerhouses like Jay-Z, Kanye West, Rick Ross, Usher, Drake, Young Jeezy, Snoop Dogg and Ludacris) at Warner/Chappell, Platt's roster includes songwriters Lil Wayne, Bruno Mars, Timbaland, Lex Luger and T.I. His first signing at Warner/Chappell? A worldwide publishing administration deal with Roc Nation transferring rights to Jay-Z's catalog going back to 2008, as well as all of Hov's future work. If you think you know what's that deal's worth, you're probably already lowballing it. With a Rolodex to die for and solid relationships with the top creators in the game, Big Jon carries big publishing power like nobody else in the rap game.
7. Mike Caren and Michael Kyser
The Gig: President of A&R, Warner Music Group; President of Black Music, Atlantic Records
Caren is President of A&R for all of Warner Bros Music labels (including Atlantic and Warner). Kyser is the first ever President Of Black Music at the Atlantic Records Group. Their acts include Trey Songz, T.I., Lupe Fiasco, Flo Rida, Trick Daddy and Wiz Khalifa as well as the distribution of the Maybach Music Group. Caren and Kyser's roster is as varied as they come, giving something for every kind of rap fan.
6. Sean "Diddy" Combs
Job: Founder/CEO, Bad Boy Worldwide Entertainment Group; Brand Manager, Ciroc; Revolt (TV)
A tried-and-true trustworthy hitmaker, Diddy as brand manager for Diageo's Ciroc Vodka—a deal with a 50/50 split on profits—has made the spirit the liquor to drink from coast-to-coast and in return has made a sizable fortune in this endeavor. A mainstay in these type of lists, Puff still manages to keep Bad Boy relevant, as he's still making them dance with current rap acts French Montana and Machine Gun Kelly. Puff's ranking is another one to watch rise in 2013: Although the details are still murky, his new TV venture Revolt is looking to cut right into the current dearth of television options for rap fans, and come out on top.
5. Kanye West
The Gig: Founder and Label Head, G.O.O.D. Music
Forget, for a second, that dude is one of the genre's most important artists out today. He's a label head, and not just a label head, but a rapper with a roster that isn't made up of wanna-bes, also-rans, weed carriers and cousins. G.O.O.D. Music, with its robust roster of Big Sean, Pusha T and Kid Cudi isn't just a stunner. It's a brand that sells cool, too: Ye's got hypebeasts the world over thinking of wearing skirts kilts this spring; he's recruited a thinktank of the world's most brilliant minds to fuel his Donda creative design outfit, and he's able to get basically any artist in hip-hop (Jay-Z, 2 Chainz, Rick Ross) to work on his records. He's also the only man alive who can tell the Grammys to suck his dick (even though he's won 21 Grammys) and impregnate Kim Kardashian with impunity. This is the only man on this list with a Midas touch when it comes to guaranteed hits.
4. Jimmy Iovine & Dr. Dre
The Gig: Chairman, Interscope Geffen A&M CEO, Beats Electronics; Co-Founder/Beats By Dre Founder, Aftermath Entertainment
Not one to rest on Iovine's past pop (Bruce Springsteen, John Lennon, and U2 records) and Dre and Iovine's hip-hop laurels (Eminem, Dr. Dre, and 50 Cent records), this duo's changed the way we consume music, now. Beats By Dre has become the headphone brand to cop.
Before Beats By Dre, headphones costing over $100 rarely sold well, but since its 2008 launch when it was promoted mainly to a youth-oriented market, kids have been running to cop a pair (with some models reaching a price tag of $300).
Expanding beyond headphones, Beats has delved into the automotive, smart-phone and personal computing sectors with Dodge, Chrysler, HTC and Hewlett-Packard incorporating the brand's technology (and, of course, logo) into and onto its products. After its 2012 acquisition of subscription music service MOG, Iovine and Dre are looking to launch a new service this summer branded under the Beats brand.
Add the recent success of their Interscope/Aftermath/Top Dawg Entertainment joint venture (which won 2012's critical rap acclaim via Kendrick Lamar's Good Kid, M.A.A.D. City, and has upcoming releases from the TDE Black Hippy collective on the horizon) and it's looking like Iovine and Dre have something to do with everyone's ears these days.
3. Joie "I.E." Manda
The Gig: President, Def Jam Recordings
A former Tunnel doorman and Funkmaster Flex right-hand man, Joey I.E. worked his way up the hip-hop chain, eventually landing the top spot at Def Jam, the first President since Hov left the building. But back to that rise: Joey Manda was instrumental in the Houston rap takeover of '05 via Asylum Records, and helped Atlantic land the Maybach Music Group deal in a competitive bid for it.
Another thing about Manda: He's humble. While he inherited certain dominos with Def Jam, it takes a master to make them fall the right way, and since Manda took over, the stream of success—from Nas to Frank Ocean, 2 Chainz to Cruel Summer, to Ross to the $2 millon signing of Trinidad James, and then some—is unimpeachable, though he'd never stunt on it.
Manda may not have the multiple revenue streams of many of the other people at the top of this list. What he does have, though, is his hands on the wheel of the number one rap label right now.
2. Shawn "Jay-Z" Carter
The Gig: CEO, Roc Nation
WTF does Jay-Z not do?!? 50 million albums sold worldwide, 17 Grammys, an estimated net worth of $500 million, part owner of the Brooklyn Nets, a successful label with a tight roster (Jay Electronica, J. Cole, Wale and himself), a newly announced 2013 mega-tour with Justin Timberlake, a wife at the top of the pop game, a daughter who's also the youngest person to ever appear on a Billboard chart at less than a week old, a liquor brand (Dussé), co-ownership of the 40/40 Club... With all this and more under his belt, the only thing left for the "God MC" to do is walk on water and then turn it into wine, something with the kind of profit margin typical of a Jay-Z business venture.
Also See: Hov's right-hand man in all things business, Jay Brown, the President of Roc Nation. Running Roc Nation, which has a joint venture with Live Nation, Jay Brown's hands are full as he juggles the label arm with artists (see above); the management arm (which includes Rihanna); and a partnership with U.K. management company Three Six Zero who reps EDM acts Deadmau5 and Calvin Harris. With all these things seemingly happening at the same damn time, Brown makes sure that the Roc stays in every other building on the planet.
1. Bryan "Birdman" and Ronald "Slim" Williams
The Gig: Co-Founders/Co-CEOs, Cash Money Records Group
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Money and blood do mix for brothers Birdman (pictured above, right) and Slim (pictured above, left) who made their Cash Money label, founded in 1991, a billion-dollar independent that continues to dominate the charts and the rap market share. With over 500 million units sold globally, bolstered by their Young Money Entertainment imprint with a roster consisting of Lil Wayne, Drake, Nicki Minaj and DJ Khaled's We The Best group, the Williams' run looks like it won't ever stop, and in the music biz, that's some serious shit.
Also See: Their act-of-the-moment, Drake, whose crossover-hitmaking batting average has made YMCMB an unstoppable force in pop music.