formula for staying relevant and selling records in an ipod friendly,
downloading driven music market is not an easy task. With more than
20 million records sold to their credit, Ruff Ryders CEOs, Darrin Dee
& Joaquin Waah Dean have managed to stand the test of
time by expanding their brand to more than music and creating a lifestyle.
With upcoming projects from DMX, The Lox and Swizz Beatz presence as
President of Ruff Ryders, 2006 is poised for an industry take over
circa 1998. The Ruff Ryders entertainment family background is well
Founding members Darrin Dee Dean, Joaquin Waah
Dean, and Chivon Dean were raised in a family where the music business
was a priority from day one. The siblings became artist managers, following
the path of their father, who promoted R&B and soul artists such
as Jody Watley; Ray, Goodman and Brown; and Blue Magic. With five platinum
DMX albums, two platinum albums from Eve and a series of Ruff Ryders
compilations and gold albums from the Lox and Drag-On, Ruff Ryders begin
a movement which is still relevant today.
Fans are very
fickle people, says Waah Dean. Its important to
not over-saturate the market to the point where fans are sick of
hearing your music. We felt it was important to take a step back
and expand the brand through our bike culture to maintain relevancy.
Ryders success in the music industry brought their bike and
four wheelers culture to the masses. The Ruff Ryders bike club
is dominant at any spring or summer event where bike riders
go to congregate. The lifestyle has branded motorcycle and car
club chapters in most major US cities. The chapters serve as
satellite street teams that cross-market Ruff Ryders artists,
and provide an arena for the streets to express themselves in
the extreme-sports genre commonly associated with white, suburban
Boasting a family-first
mentality, Ruff Ryders is poised to take on the opportunities and
challenges hip-hop faces in the new millennium as they continue
to maintain an edge even as rap music has become synonymous with
the popular mainstream.
figures to be the second coming of 1998 when Ruff Ryders took the music
industry by storm with its futuristic backdrops provided by Swizz Beatz
and DMXs raw energy. DMX, The Lox, Drag-On, and newcomers Kartoon
and Flashy are ready to pave the way for the new RR Movement.