Priority Records beefing up rock label

Priority Records announced Friday that it will be expanding its Priority Rocks label, adding exex and acts with plans to dip its toe into alternative rock.

The Los Angeles-based label is best known as the home of hardcore rappers N.W.A and Ice Cube.

Priority Rocks was established by the label last year as an independently distributed adjunct. Its roster includes Slammin’ Gladys and The Maestro Alex Gregory.

Priority exec VP Stephen Drath will direct the new division. Charles Pavlosky , who directed the initial efforts, will continue as director of A&R.

The label plans to add five to six acts during 1993, according to a company spokeswoman. Information on how many exec positions will be added at Priority was not available.

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