Celebrating the 10-Year Anniversary of Nipsey Hussle’s ‘Crenshaw’ & The Next Generation of PROUD 2 PAY
The ‘Crenshaw’ Mixtape: A Testament to Independence
In the ever-evolving landscape of hip-hop, artists often serve as cultural catalysts, pushing boundaries and redefining the norms. One such revolutionary moment was with Nipsey Hussle’s groundbreaking mixtape, ‘Crenshaw’, and the innovative PROUD 2 PAY movement it inspired. This venture not only challenged traditional music distribution methods but also empowered artists and fans alike.
October 8, 2023 marked the 10-year anniversary of the mixtape that forever changed the world of hip-hop. Titled ‘Crenshaw’, the project was a love letter to his hometown, a vivid reflection of the trials and triumphs of life in South Central LA. What set ‘Crenshaw’ apart, however, was not just its content, but the revolutionary approach to its distribution.
The PROUD 2 PAY Movement: Empowering the Community
Nipsey Hussle introduced the PROUD 2 PAY movement alongside the release of ‘Crenshaw’.Instead of offering the mixtape for free or at a standard price, Nipsey Hussle provided two options to his fans. They could either download the project for free, or they could choose to support the artist by purchasing a signed, physical copy for $100.
Hussle set up a pop-up shop in Los Angeles where he sold all 1,000 physical copies of ‘Crenshaw’ for $100 each in less than 24 hours. Each copy was numbered and autographed by Hussle and included additional incentives such as tickets to an upcoming show, a personal phone call, signed photographs in the mail, and even an invitation to visit Hussle in the studio and hear an early version of Victory Lap before its release. ‘Crenshaw’ not only generated significant revenue, but it also created a space for fans to connect with the artist and experience a piece of his world. This was the beginning of the PROUD 2 PAY movement.
The impact of Nipsey Hussle’s PROUD 2 PAY movement extended far beyond the release of ‘Crenshaw’. This bold move was a testament to Nipsey’s belief in the value of his art and the power of direct artist-fan relationships. It was a call to action for fans to invest not just in the music, but in the artist’s vision and journey. Nipsey’s initiative wasn’t just about making a profit; it was about reinvesting in the community that had shaped him. It inspired a new generation of artists and entrepreneurs to take control of their creative endeavors and to seek innovative ways of connecting with their fanbase.
We celebrated the 10-year anniversary of ‘Crenshaw’ and offered our guests a sneak preview of The Marathon Vault, a space for the next generation of PROUD 2 PAY members. At this event, we showcased an early look at The Marathon Lion NFT collection and an exclusive array of Hybrid products only available to members of The Marathon Vault. Check out the recap here.