Nipsey Hussle- Victory Lap and it’s impact influence on our culture.

Nipsey Hussle’s Victory Lap dropped on 2/15/2018

There been a time and a place where sometimes music inspires you to do something productive or creative when it comes to marketing. Nipsey Hussle has done so much before dropping his debut album and this LP is an instructional manuel to overcoming poverty, racism, and adversity. For Ermias Asghedom, sky is the limit. From an artist who decides to sell his physical copy of his 2013 extravaganza, Crenshaw; Nipsey knew how to sell himself and market whatever he is promoting. Opening up a flagship store in the middle of Crenshaw and Slauson, Nip was not afraid of setting up shop wherever he was at.

For those that are wanting or trying to debut their talent to the world comes a marketing plan that will draw people into what you are selling.

The story before Victory Lap

Nipsey Hussle had a goal and that was to build the first ever smart store dedicated to his music in 2017

Nipsey Hussle growing up in Crenshaw was coming up with marketing schemes to rebel against the industry. Note that he is independent, owns his own publishing, and has his own trademark. Nipsey reminds me of an early Master P. because of how he had to build his own brand to get his name out there.

Many have speculated during his Marathon campaign, Nip was going to drop his album the same year he dropped Crenshaw. Apparently, labels do not know how to negotiate. Some labels also try to take advantage of their workers and how to market those themselves. Inspired by Jonah Berger’s book in 2013,Contagious; Hussle was inspired by a $100 cheese steak made with Kobe beef and exotic vegetables not sold in this country and those who bought the cheese steak got a plaque that says they purchased the sandwich. In this case, he sold his mixtapes for $100 and included a free concert ticket in California and there; he would perform exclusive songs that are unreleased.

Many has speculated how special Nip’s Victory Lap was going to be. According to XXl (2017),” The flagship store has all kinds of futuristic features, including programmable technology built into the store’s design along with products for exclusive releases”, (India, 2017). During the demonstration and demo of how things work, Nip was planning a Marathon app where if you purchased one of his products; the phone would download an exclusive tune from Nip before it would hit I-Tunes. This would be a pure marketing genius move but also a head of it’s time. The opulent idea has those wondering what would happen if Nipsey did not die. Would this idea keep trending and how would it differ from regular soundscans. According to Nipsey himself, selling those mixtapes for $100 at the time would bring him more money than a record label would.

The History of Victory Lap

Nipsey Hussle accomplished a stellar debut about poverty and income inequality.

Nipsey had the best superstar life anyone can work for. Owning their own business and publishings. Having the right team market your moves because the music industry was built of sharks and dating one of you’re dream girls. In this case, Nipsey said in an interview that he would love to date Lauren London back in 2010. Nipsey has managed to climb the food chain of the music industry and kept his name relevant without a single or radio play.

Nipsey made sure that there was security at the top and his security would be the money and the power. One of those rappers who made less noise in the headlines but plenty of noise in the studio; Nipsey’s music from the first Marathon mixtape has always been about investments and how to flourish with you’re wealth. Nipsey was trying to ensure that the world had it’s side of rap that would teach young kids how to invest their money right and not live their lives working for another person to get them rich. He influenced those who listen to get rich on their own.

Victory Lap was not an album full of star studded artist but it had the right artist for this classic album. This is sad that we will not see a sequel to this wonderful orchestrated feature along with it’s theatrical production. Once you listen to this album, you will understand the dream of a man who had nothing who finally got’s his hands on success. Speculations has surfaced since his death on what his next album would of been like. There are sources out there confirming that Nipsey had albums finished and ready to go. If this tragedy never happened, we would of got a follow up to this acclaimed debut.

As we go track by track, we will learn about the success and vision that Nipsey has left behind.

Nipsey Hussle made it to Victory Lap before he died.

1. Victory Lap Feat. Stacy Barthe- The intro track where Nipsey talks about living the lavish life. For a debut lp intro, Nipsey dives deep into what is going on since he left the hood alone and build a brand upon himself. Lines like “listening to music in the Maya Ruins” tells us that Nipsey seen more than Crenshaw and Slauson.
2. Rap N!66@- This song is the GTA theme song when it comes to missions and robberies. The song was basically declaration of who Neighborhood Nip was and how he is different from these other rappers. When you own you’re own publishing and got you’re head away from the big wigs who are not promoting you properly, yes you are different but also a rare breed as well.
3. Last Time That I Checked Feat. YG- The westcoast anthem that was never performed at the Superbowl between the Bengals and Rams. Nipsey Hussle checks on the rap game while Y.G delivers some prophetic words Nipsey shared with him. It is sad that their collaboration album was never made.
4. Young N!66@ Feat. Puff Daddy- Puff Daddy talking in the background of you’re songs is a blessing. This reminds me of 1994 Bad Boy with The PartyNextDoor West District sample causing lyrical warefare. Not just that, Nipsey is rapping without making a hook but also telling a story. There is not enough story telling in our rap game about guns, drugs, and violence but Nipsey rapping about his come up from hustling out his beamer to his brother losing money because it was buried in the backyard too long to Nipsey finding his team; Victory Lap is not complete without a story to be inspired by.
5. Dedication Feat. Kendrick Lamar- Minority exellence on this track as both Kendrick and Nipsey embrace one another’s success and hustle. There were rumors that this song was in works since the NWA movie release and many of those have noticed that Kung Fu Kenny did not diss Nip on his own song like he does with other artist he collaborates with.
6. Blue Laces 2- A story about Nip’s troubled past relating the title of his song to his gang, the crips. If those Blue Laces could talk, they would speak so much words that none of us are going to divulge. Blue Laces 2 is similar to Dead Presidents II by Jay-Z in which all story telling songs always has a sequel to everything.
7. Hussle and Motivate- The new school Hard Knock Life exept it is Nipsey telling those to get on their feet and make a dollar. Many of those have lost focused or do not have none. Nipsey is rapping about common sense when it comes to hustle, hunger, & ambition.
8. Status Symbol 3 Feat Buddy- Nipsey is the king of sequal songs. Status Symbol 1 on Mailbox Money which is my favorite Nipsey CD and Status Symbol 2 on Slauson Boy. This song is about counting blessings but also great cruise music.
9. Succa Proof- Nipsey is feeling himself telling those weirdo rappers he cannot be touched. Many of those Nip fans felt that this is his most agressive song to date along with anything from Bullets Ain’t Got no Name Series.
10. Keyz 2 da City Feat. Tee Flii- Nipsey is the Man of the City. There hasn’t been a rapper to run Cali except Kendrick at the time. Nipsey was trying to bring hip-hop to the west which cultivated a culture to remember.
11. Grinding All My Life- The Autobiography of Nipsey
12. Million While You Young Feat. The Dream- It does not matter if you old or new, make that million and make them correct decisions.
13. Loaded Bases Feat. Cee-Lo- Loaded Bases is a metaphor for the matrix in which Nipsey is in right now. What I mean? Nipsey is battling all these weirdo rappers for the top and with Nip and his common sense and goals, Nipsey managed to fight through adversity to make a name for himself.
14. Real Big Feat. Marsha Ambrosios- A testimony for Nipsey to make it to where he needs to be. This would be a great children’s song because of how catchy it is but also brings a great message.
15. Double Up Feat. Belly and Dom Kennedy- Double up is a message to all those who hustle and get their money right. Double up is street term for double pay. So Nipsey is encouraging y’alls to get that double pay.
16. Right Hand 2 God- A song giving thanks to the Lord Above. Nipsey is giving thanks but also counting his blessings.

Overall

Nipsey has the Blueprint for success. Many of those in the past 20 years have had a hard time getting noticed and getting a simple message out there. From the time I first heard Nipsey back in 2006 on Pac’s Life, Nipsey has displayed a sense of hustle to influence people across the worled to create a business. For those who want to create a business, this would require a sense of patience along with smart moves to make things happen.

Nipsey has managed to eat above the food chain along with other hungry rappers who want to be at the top. Many has managed and many has struggled. From Nipsey’s untimely death, there are speculations and theories on what would happen if Nipsey was not killed. In my opinion, Nipsey would have marketed himself as top tier in rap becoming this generation’s Master P because of owning an independent company but also creating a cult following to be remembered.

With all being said, The Marathon Continues.

Live from The Stove Top,

Andrew Kenekham AKA Druski Dru

Reference

India, L. (2007) Nipsey Hussle Launches the Marathon Store in Los Angelas. Retrieved from xxlmag.com/nipsey-hussle-launches-marathon-store-los-angelas/