Nipsey Hussle enters strategic partnership with Atlantic Records, where his All In Money, LLC label will release #VictoryLap, his debut album

When it comes to independent artists, Nipsey Hussle has made himself into a major artist, with no deal. Over the years, he worked alongside the likes of Snoop Dogg, Rick Ross, Drake, and Kendrick Lamar, among many others. He also caught the attention of many legends.

In 2013, Nipsey Hussle delivered his Crenshaw mixtape to much fanfare. The business model was unprecedented, as he made almost $100,000 off a free mixtape. His model even led to Jay-Z purchasing a Crenshaw package, supporting the hustle.

Since “Hussle” is a part of Nipsey’s name, he’s been all about the hustle. But, the grind and the hustle just got a lot easier, as Nipsey Hussle and his team, of All In Money, LLC. just reached a partnership agreement with Atlantic Records. This deal will see Nipsey Hussle drop Victory Lap, his long-awaited debut album.

Read the statements from Nipsey Hussle and Atlantic Records below:

“This deal represents exactly how I wanted to exist in this business…AS A PARTNER,” says Nipsey,  “Julie, Craig, Kyser, and Dallas have all proven consistently that they are individual thinkers and aren’t confined by the scale of the operation they are running.  I’ve always been a radical and needed a proven track record in the field to be able to validate my point of views and requests…(one of the reasons I took so long to reach an agreement). Once we all sat down at the negotiating table, Craig made us an offer we couldn’t refuse and the rest is history.”

“Nipsey is not only an extraordinary MC, but a true visionary and innovative entrepreneur,” said Atlantic Chairman & CEO Craig Kallman and Chairman & COO Julie Greenwald. “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.”