Nipsey’s Hustle

Nipsey’s Hustle

Over the years, Nipsey Hussle has never conformed to the undeclared rules of the music industry. In 2013, he received critical acclaim for his mixtape “Crenshaw,” and the marketing tactics he used to communicate its value. During a time when most artists were releasing free mixtapes on DatPiff.com, he decided to do something different. He made 1,000 physical mixtape copies and put a $100 price tag on each one. In an interview with Rap Radar’s B.Dot, Nipsey stated the $100 “isn’t the price of the plastic case and polyurethane disc… it’s the price of revolution! The price of rebellion against an industry that has tricked us all into making products that have no soul for fear of not being heard (2013, October).” He labeled the campaign “Proud 2 Pay” and sold every copy he pressed “in under 24 hours… even though the mixtape would be available for free download the next morning (Hunte, 2013).” This move sparked conversation in the Hip-Hop community and gave his core fans the opportunity to show appreciation for his work. Jay-Z bought the first 100 copies (Markman, 2013).

Hussle was recently in the public eye for teaming up with DJ Khaled to “purchase a historic Los Angeles hotel” in Santa Monica, California (India, 2018). He has a history of investing and thinking outside of the Hip-Hop world. In 2013, he invested in Bitcoin and is now a frontrunner in the emerging technology (Kennedy, 2018). He’s very business savvy and diversifies his business portfolio by exploring opportunities outside of music.

During a time when artists are releasing 3-minute singles to capture the diminishing time span of people, Hussle released a full-length album, Victory Lap, that demands attention. He has features from prominent artists, such as Kendrick Lamar, CeeLo Green, Marsha Ambrosius, YG and Puff Daddy, making his project noteworthy. He also has an underdog feel to him, which is why I believe people resonate with his music. He’s inspiration to any entrepreneur, and illustrates how going against the grain can be beneficial in establishing your brand and differentiating yourself from the competition. It’s all a part of the hustle.

References

B.Dot. (2013, October 4). Nipsey Hussle on releasing $100 album. Retrieved from http://rapradar.com/2013/10/04/nipsey-hussle-on-releasing-100-album/

Hunte, J. (2013, October 18). Proud to pay: Nipsey Hussle’s new rule on grassroots marketing. Retrieved from https://hiphopdx.com/editorials/id.2200/title.proud-to-pay-nipsey-hussles-new-rule-on-grassroots-marketing#

India, L. (2018, March 6). Nipssey Hussle and DJ Khaled invest in bid to purchase historic Los Angeles hotel. Retrieved from http://www.xxlmag.com/news/2018/03/nipsey-hussle-dj-khaled-invest-bid-historic-los-angeles-hotel/

Kennedy, J. (2018, January 16). A beginner’s guide to bitcoin and cryptocurrency, according to Nipsey Hussle. Retrieved from http://www.xxlmag.com/lifestyle/tech/2018/01/nipsey-hussle-guide-bitcoin-cryptocurrency/

Markman, R. (2013, October 9). Jay Z spent how much on Nipsey Hussle’s Crenshaw cd? Retrieved from http://www.mtv.com/news/1715301/jay-z-nipsey-hussle-crenshaw-100-cd/

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