Nipsey Hussle and Atlantic Records announce strategic partnership

Photo: Jimmy Fontaine/Billboard

Photo: Jimmy Fontaine/Billboard

Nipsey Hussle and Atlantic Records hit the Internet with some big news. Earlier today (November 27th), they announced that the rapper's All Money In imprint is teaming up with the record label for what is being called a strategic partnership. 

Detailed terms of the deal have been disclosed but it's reported that it's a multi-album deal that will kick off with the release of Hussle's long-awaited Victory Lap album in 2018. 

Victory Lap 🏁

A post shared by Nipsey Hussle (@nipseyhussle) on

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."

Since launching his #Proud2Pay campaign in 2013, Hussle has become one of the best business men in hip-hop. In addition to succcessfully selling his Crenshaw and Mailbox Money projects direct-to-comsumer, the veteran rapper has made a number of smart business moves which include investing in cryptocurrency, opening up a Marathon Clothing flagship store, and putting the finishing touches on a STEM compound called 2 Big 2 Fail

Victory Lap's first single "Rap Niggas" is scheduled to be released December 1st. 

SOURCE: Billboard