New York, NY (Top40 Charts)
Atlantic Records and All Money In recording artist Nipsey Hussle
has unveiled the highly anticipated new video for "Double Up (Feat. Belly
& Dom Kennedy)." The epic visual - directed by Hussle's longtime collaborator, Directed By Sergio
("Last Time That I Checc'd (Feat. YG)," "Rap Niggas," "Hussle & Motivate"), and featuring cameos from Lauren
London, Jackie Long (ATL), Dave East, and Jay 305 - premiered exclusively via Billboard.
"Double Up (Feat. Belly
& Dom Kennedy)" is of course one of two bonus tracks included on acclaimed new album, "VICTORY LAP," available now at all music retailers and streaming services. Hussle's studio debut album, the LP - which gathers a stunning assortment of featured guests, including Puff Daddy, The-Dream, Ceelo Green, and more - includes the hit singles "Dedication (Feat. Kendrick Lamar)," "Last Time That I Checc'd (Feat. YG)," and "Rap Niggas," each available now at all DSPs and streaming services. The latter two tracks are joined by provocative companion visuals, each now boasting 15 million individual plays via Hussle's official YouTube channel.
"VICTORY LAP" - also available on vinyl and cassette at ihussle.com - is already amongst the most highly celebrated rap albums in recent memory, with Complex naming it one of the five "Best Albums of 2018 (So Far)," writing, "With an album that preaches black excellence via generational wealth, ownership, and self-sufficient careers, 'VICTORY LAP' is the sound of Nipsey Hussle
taking the baton Hov extended on "Legacy
" and running it back to Crenshaw... Hussle is finally a self-sustained, properly acclaimed dark knight of the West. A hero who won't mince words when the fate of the country is in the balance but can still turn a call to action into a banger nonetheless." Complex also names the LP's "Blue Laces 2" amongst the top 3 on its "Best Rap Verses of 2018 (So Far)" ranking, writing, "On verse three, Nip steps into a time machine with bars so vivid that we're right there with him, watching his friend bleed out while he nervously tries to keep him, the panicking' girl in the back and himself, calm and collected. The gun jam at the beach shootout, police helicopters hovering - or stalking? - over the whip as they dash for safety, it's all so visceral." Billboard featured "VICTORY LAP" in its "The 50 Best Albums of 2018 (So Far): Critics' Picks," writing, "Hussle's shrewd business tactics and expansive street knowledge makes 'VICTORY LAP' a necessary listen for young creatives...Though Nipsey was a couple years late to the party with his delayed debut album, 'VICTORY LAP' ensures his overdue status as hip-hop royalty."
"VICTORY LAP" made a top 5 debut on the SoundScan/Billboard 200 its arrival earlier this year while simultaneously drawing international critical applause. Rolling Stone noted, "The wait or timing doesn't matter since this is timeless West Coast rap." "Debuts are usually albums of firsts," wrote Pitchfork, "but 'VICTORY LAP' is full of sequels and standards." "Hussle effortlessly claims his place as crown prince of G-funk's new school," wrote The Guardian, while Complex raved, "It's clear that (Hussle) can rap circles around most of his peers." "'VICTORY LAP' Lap is more than an anticipated major-label debut," declared NPR Music, "it's a testament to the independent grind (Hussle) employed to cultivate a dedicated fanbase." "Bottom line," pronounced Music
Connection, "Nip's a healthy blend between old school and new school rap, and he's already proven to possess characteristics of Jay-Z, Master P
and E-40, all in one"
In addition, LA Weekly named "Rap Niggas" as "Best Single" in its recent "Best of L.A.: Music
- Hip-Hop and Rap Icons, Collabs, Albums and Venues" roundup, writing, "Nipsey Hussle is hands down one of Los Angeles' most respected MCs. From selling mixtapes out of his trunk in Crenshaw in 2005 to becoming now one of rap's most sought-after artists, Neighborhood Nip remains a staple in the city...'Rap Niggas' proves why Nipsey is one of the best at what he does, and what sets him apart from the other rappers in the game. It's his grindmode mentality, unruly work ethic and entrepreneurial thinking that listeners tune in to and are inspired by."
Currently featured in a Billboard exclusive "11 Things About Nipsey Hussle
You Should Know!" video streaming now via YouTube HERE, Hussle celebrated "VICTORY LAP" with a major U.S. headline tour and a number of show-stealing festival appearances including the #REVOLVEfestival at Coachella and Washington, DC's Broccoli City Festival. Additional live dates will be announced soon - for updates, check out ihussle.com.
Founded in 2010, the Crenshaw, CA-based All Money In made an epochal debut with its very first release, "THE MARATHON," marking label founder Hussle's fifth official mixtape and follow-up to his introductory "BULLETS AIN'T GOT NO NAME" trilogy. Named among XXL's "100 Best Mixtapes of 2010," the collection was quickly followed by 2011's "THE MARATHON CONTINUES" and then 2013's "CRENSHAW," the latter proving a media sensation when over one thousand first edition cassettes priced at $100 each were sold out in less than 24 hours at an All Money In pop-up shop in Fairfax, CA. 2014 saw Hussle embark on the nationwide "Crenshaw Tour" before unleashing his next mixtape, "MAILBOX MONEY," this time available in a 100-copy limited edition priced at $1000.
"SLAUSON BOY 2" made its debut in 2016, comprising 17 tracks first released as part of Hussle's weekly #MarathonMonday series. That same year also saw Hussle team with YG for the landmark single, "FDT (F*** Donald Trump," praised by the Los Angeles Times as "the most prophetic, wrathful and unifying protest song of 2016."
Along with his work as a lead artist, Hussle has collaborated with a veritable who's-who of contemporary hip hop, including YG, Jadakiss, Childish Gambino, Rick Ross, Snoop Dogg, 2 Chainz, DJ Mustard, Ty Dolla $ign, and countless others.
As if his musical career and role as label boss weren't enough, Hussle is also a successful entrepreneur. 2017 saw the grand opening of his first Marathon Clothing smartstore, a brick-and-mortar retail establishment allowing customers to use smart technology to make purchases and preview exclusive content. Located at 3420 W. Slauson Avenue in Los Angeles, the Marathon Clothing smartstore has drawn wide-ranging media and business coverage, including a major feature interview with Hussle in Billboard.
Perhaps more significantly, Hussle marked the release of "VICTORY LAP" by kickstarting his new STEM (Science, Technology, Engineering, Math) initiative with the official opening of the "Too Big To Fail" center in his beloved Crenshaw, CA. Created in partnership with Vector90, STEM encourages design thinking and innovation in local youth, centered around impact hubs where neighborhood youth can feed off of each other's talent, creativity, and support. Additional STEM academies are schedule to open throughout the year. For more information, please see www.toobigtofail.org.
In addition to Hussle's prodigious output, All Money In is home to a number of rising rap superstars and acclaimed hip-hop artists, among them JStone, Cuzzy Capone, Pacman, and Cadi Page.