Can we nominate Nipsey Hussle, “Hustler of the Year” already. In 2017 alone, he’s opened his signature Crenshaw store in his Crenshaw neighborhood, partnered in a Cryptocurrency company and now can add label head to that list of big boss accomplishments. Nipsey has taken his All Money In imprint to Atlantic Records.
Per via Billboard
Rapper and entrepreneur Nipsey Hussle is finally ready to take fans on his long-awaited victory lap. Hussle and his Los Angeles-based independent label All Money In LLC have entered into a strategic deal with Atlantic Records, Billboard has learned exclusively.
Specific terms are not being disclosed. However, the first release under the exclusive multi-album deal will be the rapper’s debut album Victory Lap, coming in 2018. Hussle also retains control over All Money In’s indie roster, which isn’t exclusive to Atlantic.
“It’s not about a fame ambition or getting a radio record,” Hussle tells Billboard of the union between All Money In and Atlantic. “The decision really came down to the message I’m trying to get across,” the self-described radical thinker continues. “I wanted to give that message the best chance to be heard and consumed on the highest level. That was my goal from the jump as All Money In took time to build its position in the hip-hop lane.
In a joint statement, Atlantic chairman/CEO Craig Kallman and chairman/COO Julie Greenwald said, “Nipsey is not only an extraordinary MC but a true visionary and innovative entrepreneur. Over the past seven years, he has built an incredible brand that reflects his independent, non-traditional approach to what it means to be a creative artist in the modern music marketplace. We are thrilled and honored that he has chosen Atlantic as his label home.”
The new teaming marks Hussle’s return to the major-label ranks after exiting Epic Records in 2010, the same year he founded All Money In LLC. Since then, the rapper has released a series of successful mixtapes (including The Marathon and The Marathon Continues) and simultaneously become an indie beacon for creative marketing, fan engagement and game-changing business savvy.
Congrats to Nip and the team over at All Money In. Recently Nip released a mixtape with Bino Rideaux. Stream No Pressure below