The Tanning of America, credits Cohen with "[believing] early on in the cultural melting pot that was being brewed for and by the younger generation". In his own words, Lyor Cohen has said, "I was determined to prove people wrong, to prove to the gatekeepers of the industry that we had a place here and we weren't going to relinquish our opportunity." From artist development to label executive Cohen began transitioning from artist management to the label side of the music business in 1989, when he and Simmons formed Rush Associated Labels. The goal was to capitalize on the ability of established recording artists to sniff out new talent by signing boutique label deals with them. It paid off most notably with Jam Master Jay's JMJ Records, which brought Onyx to Def Jam in 1992 and Jayo Felony in 1994. By then Cohen was starting to groom a new generation of executives, notably Chris Lighty, Julie Greenwald, Kevin Liles, Todd Moscowitz, and Mike Kyser. In 1994 Cohen teamed up with Simmons to negotiate Def Jam's departure from Sony (which had been distributing Def Jam since 1985) for a new home at PolyGram. By then, having become Simmons's partner in the label several years earlier, Cohen was running Def Jam day-to-day. (Rick Rubin, Def Jam's founder, had left Def Jam in 1988.) Def Jam under PolyGram and Universal Under PolyGram and Cohen's leadership, Def Jam prospered. Cohen worked with a brand-new roster of successful rappers, like Redman, Method Man, Jay-Z, DMX, Ja Rule and Ludacris. Concurrently, Cohen oversaw custom label deals with Roc-A-Fella Records, Murder Inc., and Disturbing Tha Peace. In 1998, PolyGram was purchased by Seagram, and merged into Universal. The Island Def Jam Music Group In June 1998, after PolyGram's merger with Universal Music and its MCA-related label group, Island, Mercury, and Def Jam were merged into a new unit called the Island Def Jam Music Group. Cohen was named co-president. In the process, he became (as he himself noted) "the first Hip-Hop president in charge of a major label". This promotion required Cohen to expand his portfolio to include artists who didn't rap, among them Bon Jovi, Mariah Carey, Shania Twain, Elvis Costello, Ashanti, Nickelback, Slipknot, Sum 41, The Killers, and Slayer. In 2001, Cohen was involved in Island Def Jam's purchase of Roadrunner, a heavy-metal label, as well as the deal to distribute Rick Rubin's American. In