Nipsey Hu$$le can finally claim victory. As on Monday, just hours after the Los Angeles native sent out a note to fans that his long-awaited and very highly-anticipated debut album, Victory Lap, was finally completed, he announced his new partnership for his All Money In label with Atlantic Records.
Nipsey’s album will be the first release under the new multi-album partnership, which will still let him and his partners control All Money In’s indy roster. Their releases not being all exclusive to Atlantic, it will most likely be a partnership deal, that’s similar to what fellow L.A. based label, TDE has with Interscope.
The new deal is something Nip didn’t jump into either and really worked to negotiate. Having the following to say to Billboard, who broke the news with an exclusive article on it. “It’s not about a fame ambition or getting a radio record. The decision really came down to the message I’m trying to get across. I wanted to give that message the best chance to be heard and consumed on the higest level. That was my goal from the jump as All Money In took time to build its position in the Hip-Hop lane.”
Atlantic’s own chairman/CEO Craig Kallman and chairman/COO Julie Greenwald were very excited about the new partnership and praised Hu$$le with their joint statement about it. Having this to say, “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 workplace. We are thrilled and honored that he has chosen Atlantic as his label home.”
This isn’t the first time Hu$$le has been on a major label too. As he was with Epic Records, which he left in the same year he formed, All Money In, 2010. Now that deal is done and announced, the L.A. emcee and entrepreneur, also said to expect his first single from the album and his first under the new partnership, Rap N**gas to drop this Friday Dec. 1st too.