Nipsey Hussle has drummed up publicity in merely launching “the world’s first $100 album.” The L.A. rapper set up a pop-up shop in L.A. where his mixtape, Crenshaw, was sold along with a line of related clothing to his fans. While many questioned who would in fact buy a mixtape for $100, it turns out the answer is: Jay Z.
Hova took to his website, Life+Times, to post a photo of his 100 copies of Crenshaw. Jay being Jay, he even sort of took credit for it, captioning the pic with his own #NewRules slogan (i.e., the new rules of the music biz circa 2013).
Hussle was quick to thank HOVA with a double-edged tweet, taking a swing at major labels and 360 deals.
Hussle’s promotional efforts center around his slogan #NewBusinessModel where he says “#F***TheMiddleMan.”
In an interview with Rap Radar, Hussle justified his steep price tag.
“The reason I chose to charge $100 each copy and only start with 1000 units is because I tailor making my music for those who are listening,” Hussle said. “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 classroom leading to a better education).
“I’m more or less focused on fully serving the ones that have connected already,” 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) etc. then the way we sale it has to change.”
Those who bought the album also received a free ticket to his secret show in L.A.
There r only 1k limited edition hard copies of #Crenshaw. They cost $100 ea. They will double as a Tic 2 the secret Proud2Pay concert in la.—
GOD WILL RISE (@NipseyHussle) September 29, 2013
And if his claims are true, the SoCal artist racked up “100k cash” from 100,000 downloads in a mere 24 hours, which doesn’t take into account Jay Z’s purchase.
Now a free download, Crenshaw features Rick Ross, Dom Kennedy, Skeme, Sade and more, with beats courtesy of 9th Wonder, 1500 or Nothin, Cozmo, The Futuristics and more.