Principals named senior VPs.

Production/management firm Hip Hop Since 1978 (HHS78) has extended its label deal with Atlantic Records. At the same time, the firm's principals, G. Roberson and Kyambo "Hip Hop" Joshua, have been upped from VPs to senior VPs of urban A&R at Atlantic.

HHS78 is home to Saigon -- whose Atlantic debut, "The Greatest Story Never Told," is due later this year -- and new artist Shawn Mack.

Aside from the Atlantic deal, HHS78 is part of the management team behind Kanye West and produced his hit Roc-A-Fella/Def Jam album "The College Dropout."

In their Atlantic A&R roles, Roberson and Joshua report to co-chairman/COO Craig Kallman.