Atlantic Unveils Milestone Deal With NIPSEY HUSSLE

Atlantic Unveils Milestone Deal With NIPSEY HUSSLE

Atlantic Records has announced a strategic partnership with independent label All Money In LLC and Nipsey Hussle. The Los Angeles, CA based artist will release his eagerly anticipated debut album, VICTORY LAP, through the All Money In LLC/Atlantic Records venture.

Founded in 2010, Hussle's All Money In LLC made an epochal debut with its very first release, "THE MARATHON," marking Hussle's fifth official mixtape and follow-up to his introductory "BULLETS AIN'T GOT NO NAME" trilogy. Named among XXL's "100 Best Mixtapes of 2010," the collection was quickly followed by 2011's "THE MARATHON CONTINUES" and then 2013's "CRENSHAW," the latter proving a media sensation when over one thousand first edition cassettes priced at $100 each were sold out in less than 24 hours at an All Money In LLC pop-up shop in Fairfax, CA. 2014 saw Hussle embark on the nationwide "Crenshaw Tour" before unleashing his next mixtape, "MAILBOX MONEY," this time available in a 100-copy limited edition priced at $1000.

"SLAUSON BOY 2" made its debut in 2016, comprising 17 tracks first released as part of Hussle's weekly #MarathonMonday series. That same year also saw Hussle team with YG for the landmark single, "FDT (F*** Donald Trump)," praised by the Los Angeles Times as "the most prophetic, wrathful and unifying protest song of 2016."

Along with his work as a lead artist, Hussle has previously collaborated with a veritable who's-who of contemporary hip hop, including Kendrick Lamar, Drake, Rick Ross, YG, Ty Dolla Sign, Meek Mill, DJ Mustard, Young Thug and many more.

"This deal represents exactly how I wanted to exist in this business...AS A PARTNER," says Nipsey, "Julie, Craig, Kyser, and Dallas have all proven consistently that they are individual thinkers and aren't confined by the scale of the operation they are running. I've always been a radical and needed a proven track record in the field to be able to validate my point of views and requests...(one of the reasons I took so long to reach an agreement). Once we all sat down at the negotiating table, Craig made us an offer we couldn't refuse and the rest is history."

"Nipsey is not only an extraordinary MC, but a true visionary and innovative entrepreneur," said Atlantic Chairman & CEO Craig Kallman and Chairman & COO Julie Greenwald. "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."

As if his musical career and role as label boss weren't enough, Hussle is also successful entrepreneur. This year saw the grand opening of his first Marathon Clothing smartstore, a brick-and-mortar retail establishment allowing customers to use smart technology to make purchases and preview exclusive content. Located at 3420 W. Slauson Avenue in Los Angeles, the Marathon Clothing smartstore has drawn wide-ranging media and business coverage, including a major feature interview with Hussle in Billboard.

In addition to The Marathon Clothing line and store, Hussle also owns a number of successful businesses including The Marathon Agency, SC Commercial Ventures, Proud 2 Pay, and of course, All Money In LLC.

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