Nipsey Hussle is going through a lot of changes lately.
Last week, the 31-year old announced he was breaking up with his girlfriend of four years and the mother of his son Lauren London.
Today, Billboard reports the long-time indie artist and his All Money In label are partnering up with Atlantic Records.
“It’s not about a fame ambition or getting a radio record,” Nipsey said. “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 highest level. That was my goal from the jump as All Money In took time to build its position in the hip-hop lane.”
Terms of the partnership haven't been disclosed. But its first order of business will be to promote and distribute Nipsey's debut album Victory Lap, which is expected in the first half of 2018.
Hussle and All Money In made names for themselves with the innovative way they sold and marketed Nispey's 2013 mixtape Crenshaw and 2014 project Mailbox Money. For Crenshaw, Hussle was able to sell 1000 limited edition copies for $100 each and for Mailbox Money he did 100 copies for $1000 each.
“Nipsey is not only an extraordinary MC but a true visionary and innovative entrepreneur," Atlantic chairman/CEO Craig Kallman and chairman/COO Julie Greenwald said in a joint statement. "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.”
Congrats to Nipsey on his new deal.