Artists have dreamed up several ways to entice fans into purchasing hard copies of their latest releases, from special higher-priced deluxe editions loaded with extras to setting up fan meet-and-greet autograph sessions with anyone holding an actual CD, such as the Weeknd on his current Kiss Land tour.
For L.A. rapper Nipsey Hussle, the release of his latest album, Crenshaw, is occasion enough to not only create a special pop-up shop in L.A. where the mixtape will be sold (along with a line of related clothing) to his fans, but to also charge a cool $100 for each CD, which will be limited to 1000 copies.
“The reason I chose to charge $100 dollars each copy and only start with 1000 units is because I tailor making my music for those who are listening,” Hussle said to Rap Radar about the unusual strategy. “It’s not about stepping outside of what I’m known for in hopes of new discovery. What that means less is fans that are better served. (Kinda like the effect of less kids in a class room leading to a better education).
“I’m more or less focused on fully serving the ones that have connected all ready,” he continued. “That being said its a value over volume thing…if I’m going to offer a product made with no compromise or concession to the platforms (radio, A&R opinion, label bias) ect…ect..then the way we sale it has to change.”
Tagging the campaign “ProudToPay,” Hussle goes to say that out of his large fan base, “1000 of those people are engaged to the point of brand loyalty then that’s who I’m focused on.
“As an artist my goal is to inspire…entertain…motivated…and most importantly INNOVATE. And as lovers of art we should base our purchase on the artists ability to do so,” the rapper added. “That being said, if my presence in the game has had any of those effects on you $100 is your form of saying don’t change.”
While the $100 price tag for a mixtape that is sure to traded for free online might seem a bit much, the CD purchase also comes with a ticket to a secret Nipsey Hussle show in L.A.