Universal Music Group, the largest music label, has made an equity investment in Loud.com, which operates the hip-hop community and competition portals Loud.com and Battlerap.com. NYC-based Loud.com’s primary function is a competition, with professional “beats” from hip-hop artists along with online editing tools which will allow users to create their own raps and compete with other aspiring MCs and DJs online. Each battle is officiated by a panel of celebrity hip-hop producers, with a 10-round head-to-head elimination resulting in a Loud.com Showdown final. The final winner will receive $100K in cash and a recording deal with SRC Records...Steve Rifkind, CEO of SRC Entertainment is the co-Founder & co-CEO of Loud.com; also Rifkind paired up with Universal Records in 2002 and started SRC.