Rob Stone, Master Marketer of Hip-Hop, Is Dead at 55

Rob Stone, who as a founder of the music magazine The Fader and the brand-strategy firm Cornerstone Agency bridged the sounds of the streets and the corporate suites, giving early exposure to rappers like Kanye West and Drake while brokering lucrative endorsements at a time when corporate America was still resistant to hip-hop, died on June 24 in Mount Kisco, N.Y. He was 55.

His longtime professional partner, Jon Cohen, said the cause of his death, in a hospital, was lung cancer.

Early in his music business career, first at SBK Records and later at Arista, Mr. Stone was charged with finding exposure and radio airplay for new artists. He began to establish himself as a hip-hop insider, working with performers like the Notorious B.I.G. and Craig Mack, as well as with Sean Combs, whose label, Bad Boy Records, had entered into a joint venture with Arista.

Before long Mr. Stone decided to set out on his own, and in 1996 he started Cornerstone with Steve Rifkind, the founder of the hip-hop label Loud Records. Mr. Rifkind left the agency after a year and a half and was replaced by Mr. Cohen, who had also worked at SBK and had been Mr. Stone’s best friend since middle school on Long Island.

Mr. Stone and Mr. Cohen went on to create eye-opening campaigns for brands like Sprite, Converse and Johnnie Walker that leveraged their relationships with labels and with new artists, who in the early days were all too sensitive to charges of selling out.