This week, rapper Nipsey Hussle shut down Brooklyn’s veteran clothing boutique “Vinnie’s” to host an exclusive “All Money In” Pop-Up Shop.

Fans got a chance to meet Neighborhood Nip himself and purchase a hard copy of his free mix tape, “Crenshaw”.   The mix tape was priced at a whopping 100 dollars a piece, as a part of Nipsey’s genius “Proud to Pay” marketing campaign.  Yes, you read that right; fans purchased a hard copy of the free mix tape for 100 dollars.  So why were fans coughing up so much cash if the music is free?  Well they’re only 1,000 hard copies of the mix tape and they actually double as a ticket to see Nip in concert.   It’s also a way for fans to support their favorite rapper and his “F#ck the middleman” model.  A model Nipsey has been going by since 2003.

So what inspired the him to do what has never before been done in music history?  In a recent interview with New York’s Power 105.1 Nipsey told us a book entitled “Contagious” written by Jonah Berger inspired his marketing idea.  In the second chapter of the book a restaurant owner decided to sell Philly Cheese Steaks for 100 dollars.  Word about the sandwich spread like a virus hence the name “Contagious.”  Fortunately for Nipsey the same thing occurred, making his marketing idea a success.  Since “Crenshaw’s” release date, it has received non-stop press coverage and even a co-sign from Jay-z who purchased 100 copies of the 100-dollar mix tape to show his support of the “Proud to Pay” campaign.

During the Pop-Up Shop the former L.A. gang member turned businessman sold and autographed “Crenshaw” mix tapes, tee shirts, skullies skateboard decks and snap backs.  Fans mixed, mingled, and sipped Twenty Grande Vodka as Nipsey took his time to embrace and show his appreciation for each fan individually.  The event was a success. This is an incredible story about a music artist evolving with the times and taking his destiny into his own hands.  Going against the old fashion way and signing to a record label.  I hope to see more inspiring stories who have the ability to grow without becoming disconnected from their roots.

If you haven’t heard the mix tape yet, be sure to download your copy of Nipsey Hussle’s “Crenshaw” and give it a listen.  Crenshaw available on www.datpiff.com

-Keith Lee

(Photo Credit: Keith Lee)