Go back to 1983 and Rick Rubin is a 20-year-old, heavy-set, heavy-metal head from a Jewish Long Island neighbourhood. He fancies himself a musician and forms a high-school punk band calling themselves the Pricks, but Rubin's musical skills are notable mostly by their absence. He transplants to New York City, initially studying philosophy at NYU, and befriends Jazzy Jay, a prominent DJ in Afrika Bambaataa's Zulu Nation, who teaches him the basics of hip-hop production. Rubin borrows a little cash from his wealthy parents and together he and Jay produce It's Yours for rapper T La Rock. It's the first release on Def Jam (though distributed by Arthur Baker's Streetwise label) and it sells in its thousands from the nascent company's first office – Rubin's Greenwich Village dorm room.
Simmons, meanwhile, is a 26-year-old former dope dealer from Queens turned hip-hop impresario, arguably at a time before the industry merited such a thing. He's putting on block parties in Harlem and managing the likes of Kurtis Blow and Run DMC, the band that included, of course, his younger brother, Joseph "Run" Simmons.
Jay introduces Rubin to Simmons at Danceteria, the legendary Manhattan nightclub then on 21st Street, where rock kids, new wave hipsters and B-boys mix side by side. Simmons is impressed by Rubin's ear for a hit record, Rubin by the older man's evident street smarts and business savvy. Investing a few thousand dollars each, Def Jam proper is born. The first official release (with a Def Jam catalogue number) is LL Cool J's I Need a Beat, after the 16-year-old mails a demo to the NYU dorm. It's written by LL, Rubin and a friend of Rubin's called Adam Horovitz, then part of a thrash punk outfit called the
Beastie Boys. It sells more than 100,000 copies and within a year Simmons has cut a distribution deal with major label, Columbia (the first of its kind in hip-hop).