Nipsey Hussle’s All Money In Label Partners With Atlantic Records
Nipsey Hussle wants the release of his debut LP to be as epic as possible, and to reach that end, the longtime stalwart of the rap game's independent scene has teamed with Atlantic Records.
Billboard reports the news of the partnership between Nipsey's All Money In label and Atlantic Records Monday afternoon (Nov. 27). While the monetary details of Nipsey's deal haven't been revealed, it has been confirmed he's agreed to a multi-album arrangement. The first release will be Victory Lap, Nipsey's first official LP.
The West Coast MC says the deal is more about promoting his ideas rather than increasing his nationwide appeal.
“It’s not about a fame ambition or getting a radio record,” says Nipsey, who opened his Marathon clothing store earlier this year. “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.”
Addressing the newly minted partnership, Atlantic Records chairman/CEO Craig Kallman and chairman/COO Julie Greenwald say they're proud to align themselves with Nipsey, whose track record of inventive entrepreneurship makes him an ideal teammate.
Taking inspiration from imprints like JAY-Z's Roc-A-Fella Records and Ludacris' Disturbing Tha Peace, Nipsey says he hopes to build All Money In into a powerful body of its own. "That’s their [Atlantic Records] vision for All Money In as well. We’re not just taking a check and giving up all the credit for the work we’ve done to get here," says Nipsey.
Salute to Nipsey and his whole All Money In team.
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