Levine has a discerning eye for talent. His 20-year career began in journalism, writing about fledgling hip-hop culture for such publications as The Source, Vibe, URB, and XXL. Josh worked as a talent manager with some of the West Coast’s most credible hip-hop acts, including WC of the Westside Connection.
Today, Levine is CEO of culture-marketing boutique Rebel Industries, which specializes in connecting leading consumer brands with underground talent.
His work ranges from pairing Mayer Hawthorne with Mazda to partnering Camarena Tequila with a dozen of the nation’s most credible chefs. He is responsible for integrating Dr Pepper into the fiercely underground world of competitive video games and shepherding 7UP into the world of EDM. Levine also led the most successful culture marketing initiative of the last decade for the launch of Toyota’s Scion division, identifying hundreds of DJs, graffiti artists, street-wear designers, tuners, and nightclub promoters to develop content and events for the brand.