Defined not as a style OF music, but as a culture FOR music, hip hop is a musical genre, with rap at its core, consisting of a rhythmic vocal style, accompanied by backing beats. Profile Records is arguably the pioneer hip hop label, responsible for first breaking hip hop into mainstream music. The label, formed in 1980 through a partnership between Cory Robbins and Steve Plotnicki, marked the turning point of hip hop. The Profile Records' roster of artists (including RunDMC and DJ Quik) took the hip hop world out of simple disco house party dances and into a genre where artists used their lyrics to convey passionate honest emotion. This is "real old-school" hip hop at it's finest.