SIDEBAR - DEF JAM RECORDS

Def Jam Records label. Rick Rubin and Russell Simmons managed several pioneer hip-hop acts, including Run-D.M.C., through their Rush Management agency, and in 1984 they set up their own Def Jam label; shortly thereafter, Columbia Records made a deal with the label and became its distributor. Def Jam's first success was LL Cool J, a soft-spoken love rapper whose style was compatible with black radio's still-conservative ideas of itself and its audience. Next up were the Beastie Boys, a trio of white New Yorkers who helped redefine rap as a cool alternative for white suburban kids, notably with the infectious, tongue-in-cheek anthem (You Gotta) Fight for Your Right (to Party) in 1986. Def Jam's next substantial act, Public Enemy, was altogether more confrontational, stoking the flames of antiwhite and antipolice rhetoric. Rubin went off to form Def American, leaving Simmons to sustain the most successful of the first generation of rap labels. Charlie Gillett