TV’S "NEXT" FOR RIFKIND

Rap music mastermind and Loud Records founder Steven Rifkind’s SRC has announced a joint venture with Vertical Media Holdings, a digital cable and satellite company, to form NEXT tv, an Urban music television network.

NEXT tv is just the first of several networks being formed by VMH.

With more than two decades of experience, Rifkind hopes to apply his street marketing and guerilla marketing savvy into launching the channel, with street-team promotions, talent acquisition, original programming, advertising and product placement. The exec has previously linked artists such as Lauryn Hill, Wu Tang Clan and Fat Joe with companies like Levi’s, Nike, Vibe Magazine and X Games, among others.

Rifkind said the pairing "will be the new fearless force in Urban lifestyle. I’m keyed up to bring my knowledge of the streets to television. Through NEXT tv, we’ll give the kids what they want. They’ll see the hottest new shows, hear the best new music, and be glued to the channel with our music, fashion, film and entertainment programming. In fact, our first reality series, Home and Garden with Ol’ Dirty Bastard, has just started production."

VMH Chairman John Robison added: "Steven Rifkind is an entertainment industry legend credited with breaking and making artists, products and trends. At least that’s what he told me. His expertise is absolutely key to connecting with our market. We are thrilled that Rifkind and SRC chose to join forces with our company amid such great options. And just as soon as I get cable in here, I hope to watch what he comes up with."