Keefa Parker Named Atlantic VP/A&R

• Atlantic Records has named Keith “Keefa” Parker as Vice President of A&R. The Los Angeles-based Parker most recently served as an executive producer on Roddy Ricch‘s breakthrough album, the No. 1 smash Please Excuse Me for Being Antisocial. He’s currently working with Ricch on his second studio album as well as A&R’ing the new album from Ty Dolla $ign.

“Keefa was literally born into L.A.’s rap culture, and he lives and breathes the music,” said Dallas Martin, Atlantic’s Senior VP of A&R. “He’s a fantastic connector of creative talent, with a great ear for original artists and a natural instinct for putting together the elements it takes to make a hit record. All of us at Atlantic are looking forward to the amazing music we know Keefa will be bringing into the family.”

The son of former Death Row A&R exec Keita Roc, Keefa spent every afternoon after school until 2004 at the label’s offices. He was even featured on a skit on a Death Row CD back in 1998, at the age of four. Raised on music, Parker began working with L.A. artists, songwriters, and producers. The late Nipsey Hussle, who credited Keita Roc as being very influential in the early part of his career, took Keefa under his wing, introducing him to Dallas Martin, who gave him an internship in 2018. Keefa, in turn, played a key role in bringing Roddy Ricch to the attention of Nipsey and Atlantic Records.