More than a hit, “Rapper’s Delight” was a phenomenon, and the Robinsons’ new Sugar Hill label would become the first company devoted to releasing hip-hop. In addition to releasing any number of deep old-school party cuts, such as the Sequence’s epic “Funk You Up,” Robinson also scouted a young party DJ named Joseph Saddler, aka Grandmaster Flash, and basically browbeat him into being the artist of record, so to speak, for a more serious-minded rap written by Sugar Hill house musician/producer Ed “Duke Bootee” Fletcher. Fletcher recorded his lyrics with Flash’s cohort Melvin “Melle Mel” Glover and co-produced the track with Robinson. With its gritty description of inner-city living and despairing tone, “The Message” proved another sensation, and also tipped anyone paying attention that hip-hop could be, and would be, capable of more than starting a party. And Robinson made that happen every bit as much as Fletcher, Glover, or Saddler did.