# 90s Rap Resurrections Death Row Records is Rising from the Dead for Video Games By Christina Butty | Published 2009-06-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/90s-music-label-resurrection-death-row-records-resumes-operations References: [artsbeat.blogs.nytimes](http://artsbeat.blogs.nytimes.com/2009/06/22/death-row-records-gets-stay-of-execution/) Death Row Records has come back from the dead. The infamous record label, started by Dr. Dre and Suge Knight in the 90s, will resume operations thanks to EverGreen and WIDEawake, an entertainment company in Toronto. WIDEawake purchased the assets of the struggling label in January. These companies plan to remix Death Row songs for [video game soundtracks](https://www.trendhunter.com/trends/redoctane-games) and launch a new album of unreleased material by [Tupac](https://www.trendhunter.com/trends/tupac-shakur-estate). **Implications** - In its inception, hip-hop was an underground artform consumed by a very small, specific group of people. As it becomes more commercial and mass produced, many industries are digging back to its roots in order to capitalize on its growing fan base. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 10% | Activity: 81% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Resurrecting 90s Rap:** Opportunity to tap into the nostalgia and fan base of 90s rap by remixing songs for video game soundtracks and releasing unreleased material. - **Monetizing Hip-hop Roots:** An opportunity for industries to capitalize on the commercialization of hip-hop by exploring its underground origins. - **Reviving Legacy Labels:** Revitalizing defunct record labels presents a chance to revive iconic music catalogs and cater to a nostalgic audience. ### Where This Applies - **Video Game Industry:** Collaborating with record labels to incorporate 90s rap music into video game soundtracks could enhance the gaming experience and attract a wider player base. - **Entertainment Industry:** The opportunity to release unreleased material by popular artists from the past allows for the monetization of nostalgia and the creation of new revenue streams. - **Music Industry:** By mining the archives of defunct record labels like Death Row Records, the music industry can unearth valuable content and introduce it to a new generation of listeners. ## Related on Trend Hunter - [Rapper-Honoring Cannabis Strains](https://www.trendhunter.com/trends/death-row-records-cannabis.md) - [Rapper-Honoring Fall Streetwear](https://www.trendhunter.com/trends/tupac-shakur-estate.md) - [Rapper-Backed Video Games](https://www.trendhunter.com/trends/snoops-high-rollers.md) - [Rapper-Backed RTD Cocktails](https://www.trendhunter.com/trends/snoop-dogg-2.md) - [Rap Group-Collaborative Fashion](https://www.trendhunter.com/trends/wind-and-sea-2.md) - [Rapper-Headed Strawberry Ice Creams](https://www.trendhunter.com/trends/strawberry-cream-dream.md) - [Game-Inspired Y2K Collaborations](https://www.trendhunter.com/trends/flyquest-1.md) - [Rap Group Streetwear Collaboration](https://www.trendhunter.com/trends/supreme-x-wutang-clan.md) - [Rapper-Backed Cereals](https://www.trendhunter.com/trends/broadus-foods-snoop-cereal-brand.md)