Nipsey Hussle is on the verge of dropping his new project Victory Lap and now he is making some major moves.
But before that album arrives he is making some major label moves. The Crenshaw rapper signed a new partnership deal with Atlantic Records. Nipsey spoke about the details of the deal in an interview with Billboard. The partnership will encompass several albums including his upcoming debut Victory Lap. His own label All Money In will also take shelter under his new deal with Atlantic.
“It’s not about a fame ambition or getting a radio record,” Nipsey 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 Records chairman/CEO Craig Kallman and chairman/COO Julie Greenwald released a statement praising the rapper for his work ethics and vision. “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.”
Nipsey Hussle recently made headlines for his split with his baby mama Lauren London. “[Lauren London] and I had a dope relationship and made a Beautiful child,” he wrote. “We are deciding to separate and raise our Son together as the main priority. This was A mutual choice and We will function with each-other as family w love and respect.”
Nipsey was previously signed to Epic Records but parted ways with the label in 2010 to form his own imprint, All Money In. He said that he was inspired by rappers who started their own labels like JAY-Z’s Roc-A-Fella Records. “Those labels started off as boutique operations, reached a boiling point in terms of cultural relevance and then partnered with a major to help take things to the next level,” Hussle said. “My vision is to build something like that. I really believe in Atlantic’s Julie Greenwald, Craig Kallman, [president of black music] Mike Kyser, and [senior VP of A&R] Dallas Martin. That’s their 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.”