Nipsey Hussle has found a home for his long-awaited Victory Lap album. The West Coast MC and his All Money In imprint have signed a multi-album deal with Atlantic Records, which is set to release the LP in 2018. Hussle is retaining full control over his All Money In roster who will remain independent.
“It’s not about a fame ambition or getting a radio record,” Hussle told Billboard. “The decision really came down to the message I’m trying to get across. 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.”
Atlantic’s chairman/CEO Craig Kallman and chairman/COO Julie Greenwald issue a joint statement on the signing of Hussle, who is returning to the major label system after departing Epic Records in 2010.
“Nipsey is not only an extraordinary MC but a true visionary and innovative entrepreneur,” the statement reads. “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.”
Hussle has been highly successful outside the confines of major labels thanks to his Proud To Pay campaign. The Los Angeles rhymer made waves in 2013 for selling 1,000 limited edition copies of his Crenshaw mixtape for $100.
I forgot about this guy…….
Congratulations to Nip. This man has truly lived what others have fronted, lied and publicity stunted about when it comes to independence. I see him as the first true digital age counterpart to what Master P, E-40, Paul and Juicy and others did in the “out of the trunk” era. This is the only rapper ever that’s younger than me that I can honestly say motivated me.
No one cares about this racist puppet controlled by his jevvish owner.
You’re the one making antisemetic references and he’s the racist? ok…. put your helmet back on/
Don’t know how I feel about this deal being a Nipsey Fan, Look at the Buzz snow the product had then she sign to Atlantic and her career has suffered from it, and now she is basically trapped, she can’t move independent and they won’t push her like they should. Nip is a little different because he has built a brand and is considered one of the top cats on the West. I think Nipsey prob is doing this move to increase his show money for one, and to also maybe create some major radio single spins, which will increase his value. He also prob really wants Victory lap to be bigger than just a good independent project he won’t say it but he wants to shoot for like a number 1 album, gold, platinum album, singles etc, BET awards, Hip hop awards. I hope Victory Lap does big numbers.
He is saying that my guy. He wants Victory Lap to get major exposure and acclaim. We don’t know the details of his deal, as we shouldn’t, but you can believe it’s structured in a way that make sense in regards to everything he’s done up to this point.
Sold his soul to a damn concentration camp
ATLANTIC IS THE WORST LABEL IN THE INDUSTRY
Should of signed with Roc-Nation or Interscope
Atlantic, Cash Money and Def Jam are death traps for rappers’ careers in 2017. Do not sign to them, no matter how good the deal may sound.
gucci msne is on Atlsntic as well as 21 savsge i think they are trash but you have no clue what u speak of
someone name me 5 good records his done! Their ain’t lol. All hype wit this guy
FDT, Bigger than life, 6 inch heels, Picture me rolling, Hotel suite, Between us, That’s how I knew, who detached us, face the world
He didn’t need a label tho?
Congratulations Nipsy hustle. That guy never gave up god damn. He just kept comin &comin.
Dont care where he at.. for me DaGreat Hussle’ll never disappoint when he drops music