It focuses on "scouting and signing emerging talent" in hip-hop music, and in providing marketing, promotion, and consulting services to artists.
[1] In 2010, Joaquin and Darin Dean decided to revamp Ruff Ryders through a new venture known as Ruff Ryders Indy, as a Fontana/Universal affiliated distribution company that provides hands-on mentoring and consulting services to independent labels.
Joaquin Dean has helped introduce artists like DMX, Eve, Swizz Beatz, The LOX, and others into pop culture, selling over 35 million records in the process.
Ruff Ryders Indy, Inc. has signed new artists to the label such as MOOK, Lil Waah (son of Joaquin Dean), Shella, and Hugo.
The company is releasing its first new album a compilation that includes the established Ruff Ryders artists, DMX, Eve, LOX, Drag-On, Swizz Beatz, and Cassidy with the new artists entitled; Ruff Ryders Past, Present, Future on November 21, 2011, 2011.