Alok Vaid Menon

Asher Roth is an American rap artist born August 11, 1985. His suburban Philadelphia upbringing gives Roth a unique perspective and distinct voice in hip-hop. His distinguishable, clever and friendly flow found it's way to then-So So Def's VP of Marketing Scooter Braun via Roth's Myspace page. It was the wordsmith's rhymes about his loving family that ultimately peaked Braun's interest. 'It's funny how it's suddenly a luxury to have two married parents that are there for me in company,' Roth raps on 'Family Man.' With the word 'family' tattooed on his left wrist, Braun felt compelled to reach out to the upstart artist. 'I felt it in my stomach. I always trust my gut,' says Braun.

The conversation led to Roth visiting Braun in Atlanta to meet with various friends and executives including Disturbing the Peace's Chaka Zulu. Which soon became a bidding war won by Loud Records (Wu-Tang Clan, Mobb Deep, Akon, etc) President, Steve Rifkind. Upon meeting Asher, Rifkind signed the young emcee even though Asher had no professional recordings cut.