At the beginning of September, rapper and pop culture icon Coolio surprised the world by releasing a new song and video. It was surprising enough that he was releasing new music, after finding his niche as a star of multiple reality TV shows that seemed more lucrative than his gig as a fading pop star. And the fact that the new track,”Take It to the Hub,” found the “Gangsta’s Paradise” MC literally singing the praises of the high-quality masturbatory experience one can find at PornHub was enough to make a rap fan speechless. Along with its decidedly NSFW video–where Coolio cavorts with a bunch of partially clad porn stars poolside at one of those generic California McMansions widely known for doubling as porn sets–it quickly went viral across the Internet (and in the EW offices).
Apparently, PornHub’s musical ambitions don’t end at Coolio. On Wednesday, the porn platform announced that it’s launching its own label, PornHub Records, as well as a songwriting contest that rewards the winner with a music video placed on PornHub. It wouldn’t be the first time that a non-Coolio music video premiered there–electronic musician FaltyDL and art-rock provocateurs Xiu Xiu have both uploaded clips there.
“We’re looking for acts that aren’t necessarily porn-focused,” PornHub vice president Corey Price told Billboard. “We’re an ad-based network looking for content that appeals to our demographic. Mature lyrics for an adult audience; no boy bands or teen-pop, for instance.” On the other hand, he gave the thumbs-up to contest entries that fall under the rap, country, and “erotic folk” genres, which is great news for all the erotic folk musicians out there.