“I can’t say off top, I know I’m gonna continue to pay attention to the game and I’m not gonna follow what was done,” Nip told MTV News on Wednesday, suggesting that he won’t be following any traditional release plans. “I feel like the major labels — I’m not gonna say all of them, but as a whole — that business model is a failing and dying business model.”
With Victory Lap, Nipsey does promise to keep things creative, even if it’s not the same $100 idea that he employed for Crenshaw. On Tuesday, Hussle set up a pop-up shop in his native-L.A. and sold physical copies of his latest project for $100 each, he also sold them to fans on his ownIamProud2Pay.com.
For Nipsey it was less about the money and more about the statement that he was making for his own musical independence. “It ISN’T the price of the plastic case and polyurethane disc…it’s the price of Revolution! The price of Rebellion against an industry that has tricked us all into making products that have no soul for fear of not being heard if we don’t,” Nipsey said in a statement issued to RapRadar.com.
Hussle first began to make a name for himself with the release of his 2008 mixtape Bullets Ain’t Got No Name Vol.1. He was later signed to Epic Records and in 2010 appeared on the XXL Freshman cover, but later that year severed ties with the major label and went independent.
“I was signed to Epic myself and it was a lot of frustration tryna articulate my idea through all these layers and through all these people and actually get to somebody that had some power that actually listened,” he explained about his time signed to the Sony-backed record company.
“And that’s why one of the things in our campaign is F the middle man,” he continued. “And it’s not an aggressive or a disrespectful stance, I just feel like that’s what wrong. It’s too much fluff between the talent and creators and the people that actually have the power to empower these ideas.”
Now that Nip has set up his IamProud2Pay site, he plans on repackaging all of his old mixtapes and putting them up for sale. Fans will also be able to buy his Victory Lap album from the site later this year, though Nipsey isn’t going to rule out traditional retail chains like Best Buy and Walmart.
“It might be a traditional retail for right now, because it’s not fully over with. Best Buy and these chain stores are still a real outlet, but I’ma definitely pay attention to the game and adjust my business model accordingly,” he said.