''The Music Industry Has Changed Drastically''
4:30PM ET November 22nd, 2011
Contributor : Stephen Willis
A Rocky Williform Company
Following the news that he joined the Def Jam label, Asher Roth explained to Billboard why he decided to go with hip hop's most iconic label. Roth says he feels the label has the mindset to compete and believes it's the best place for his sophomore album Is This Too Orange?.
“The music industry has changed drastically, even from the last time my album [2009's Asleep in the Bread Aisle] was out,” he said. "Def Jam, I feel like, has the mindset to continue to compete, and it's just one of those labels that will stick it out and will grind it out. And from my experiences sitting in that room [with them], they're very much like, 'Hey Asher, what do you wanna do? Let's make that happen."
"Def Jam asked [manager] Scooter [Braun] what happened with the first album -- from their perspective, they were like, 'Huge single and great album, what happened?', because the sales weren't really reflective of the product," he continued. "And when Scooter gave them the breakdown, they were like, 'Hey, bring it over here, we really believe in Asher and we really like what he does.”