In another move to bolster its presence in the black music marketplace, Epic Records Group has inked a long-term joint venture with Lance Rivera, forming Untertainment Records.
Rivera, who records under the name Un, was previously partnered with the late Notorious B.I.G. in Undeas Entertainment. He will oversee all of the label's A&R, production and recording activities, while Epic will provide funding and office support in areas including sales, marketing and promotion.
"With Lance's creative instincts fueled by Epic Records Group's resources, Untertainment will make its mark out of the gate and grow to be one of our powerhouse labels," said Dave Glew, chairman of the Epic Records Group.
Glew said the Rivera deal "marks another important step in our plans to extend our reach and build on our credibility in the black music arena."
Untertainment, which will use discs from rapper Cam'on and femme rapper Charlie Baltimore as its first releases, will be supervised by Ron Sweeney, Epic Records Group prexy of black music, and Polly Anthony, prexy of Epic Records/550 Records.
During the past year, Sweeney noted, Epic's forming of a joint venture with Mariah Carey's Crave Records and its linking with Ruthless Records comprised the first phase of its expansion into the urban marketplace.
"With the creation of (Untertainment), we begin phase two," Sweeney said.
Undeas was home to artists Lil' Kim and Junior M.A.F.I.A., among others.
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