Legendary Hip-Hop label Penalty Records will be re-launched under a new multi-year deal with Sony RED.
Penalty, which was founded in 1994, was originally home to artists like Noreaga and CNN, The Beatnuts, Crooked Lettaz (Kamikaze and David Banner), Lord Finesse and others.
Like the label’s original roster, CEO Neil Levine said that Penalty Entertainment is looking for producers, and musicians who have staying power. Levine crafted a deal with Sony RED that will allow him to operate Penalty Entertainment as independent label, with the backing, distribution and muscle of a major.
According to Sony RED CEO Bob Morelli, the new deal with Penalty Entertainment is part of a plan to discover the best Hip-Hop and rap music that Sony RED can distribute and market. Penalty Entertainment has already signed a deal with Fort Lauderdale rapper, Hi-Rez and EMC featuring Masta Ace, Punchline, Wordsworth and Strick.
According to Neil Levine, Penalty Entertainment, which helped launch the production careers of Swizz Beats and The Neptunes, is seeking producers, songwriters, rappers and musicians.