Rifkind helped the bi-coastal hip-hop label focus on "street-themed" hip-hop. The label was originally distributed by Zoo Entertainment. The label's first release was Runnin' Off at da Mouth by the label's first signee Tung Twista in June 1992. The sole single from the album, "Mr. Tung Twista" would be released in November 1992. Both, the album and single failed to chart and the label would drop Tung Twista. By the end of the year, the label would switch distribution from Zoo to RCA Records.
In 1997, the label signed rapper Big Pun. His debut album, Capital Punishment was released through Loud in April 1998 to critical acclaim and commercial success. The album featured fellow Loud label-mates Inspectah Deck and Prodigy. Peaking in the top 5 on the Billboard 200, the album was certified Platinum by the RIAA for selling over a million units in America, making Big Pun the first solo Latin artist to go Platinum.
In 1999, Loud switched distributors from RCA to Columbia Records. As a result of the switch, Mobb Deep's fourth studio album, Murda Muzik was delayed and heavily bootlegged in the process. Despite its bootlegging, the album was a critical and commercial success upon release in 1999. Murda Muzik debuted and peaked within the top 3 on the Billboard 200, and was certified Platinum in America.
On February 7, 2000, rapper Big Pun died of a heart attack. At the time of his death, he was working on his second and final studio album. That album, Yeeeah Baby, debuted and peaked in the top 3 on the Billboard 200, and was certified Platinum by the RIAA. It also featured Big Pun's protege and Loud label-mate Remy Ma.
In March 2002, Sony Music would cease Loud operations, leaving the artists of the label to sign elsewhere.[5]
In June 2007, Sony Music resurrected the label, after which Rifkind would buy it back, making it a subsidiary of SRC.[6] His 1st act after re-gaining the label was, as he did 15 years earlier, signing the Wu-Tang Clan.[6]
On July 29, 2012, Steve Rifkind announced that he was leaving Universal on September 1, 2012.[7]
On October 6, 2017, after the 2017 BET Hip Hop Awards cipher with 6lack, Tee Grizzley, Little Simz, Mysonne and Axel Leon went live, Axel Leon said that he had made a deal with Rifkind via Instagram. Making Axel Leon the first person to be signed to Loud after Rifkind left Universal.[8]
In 2020, Loud Records announced a re-launch of the label to be fully independent, giving clients the ability to own their masters.[9][10] The re-launch included changing the name from Loud Records to Loud Music Group.[11] The new label roster includes Rifkind's son, Ryrif.[12]
