As it was previously reported by Def Sounds, Asher Roth inked a new deal with Def Jam, and he release his sophomore project Is This Too Orange? through the imprint. As part of the deal Asher signed, it will have him releasing the album on Loud Records through Def Jam. Now Roth explains his new deal.
In a recent interview with Billboard, Asher Roth explains why he chose Def Jam:
“The music industry has changed drastically, even from the last time my album [2009's Asleep in the Bread Aisle] was out.”
“Def Jam, I feel like, has the mindset to continue to compete, and it’s just one of those labels that will stick it out and will grind it out. And from my experiences sitting in that room [with them], they’re very much like, ‘Hey Asher, what do you wanna do? Let’s make that happen.”
Asher continued to address not selling that well on his debut album:
“Def Jam asked [manager] Scooter [Braun] what happened with the first album — from their perspective, they were like, ‘Huge single and great album, what happened?’, because the sales weren’t really reflective of the product. And when Scooter gave them the breakdown, they were like, ‘Hey, bring it over here, we really believe in Asher and we really like what he does.”