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During a recent interview on the Bootleg Kev Podcast, Blacc Sam explained why the late rapper rejected Rick Ross’ offer to sign to Maybach Music Group.
“We always respected and appreciated Ross. I don’t know if he knew or if anybody knew at that point; it was very crucial. We into it with the homies. We front line at the shop. We get into melees and shootouts. I’m getting arrested. We got spots in the hood. We got to finance this campaign of trying to push the music. So, the fact that Ross was there and making sure Hussle was on features with Ross and bringing things and speaking about him, that helped tremendously. Ross at one point was like, ‘Look, bro, whatever you want, I can get it done now.’ And brought a situation that was massive and would have would have changed the dynamic as far as financial,” Sam said.
Despite the massive financial opportunity, Hussle had other priorities. He wanted to maintain control and ownership of his brand.
Blacc Sam explained that Nipsey Hussle told Ross the deal couldn’t happen because his team needed to be the ones building his empire, not an outside label.
“I appreciate the opportunity. I know what it could do, but when we finally do this, it got to be all money in,” Hussle told Ross, according to Sam.
Nipsey Hussle eventually signed with Atlantic Records under his own All Money In label, maintaining the independence he valued. This decision reflected his broader philosophy about building wealth and ownership in Hip-Hop.
Sam also discussed how Hussle’s “Proud to Pay” movement revolutionized the music industry. The concept came from a book called “Contagious” that inspired Hussle to charge $100 for his “Crenshaw” mixtape at a time when most Hip-Hop releases were free.
“He always was a visionary and always put it all on the line and had massive wins because of it, and he always brought the team along. When he say $100, I’m one of the first ones like, ‘Huh, bro, what are you talking about? $100?’ He like, ‘No, trust me, bro.’ And he tells me about the book and then he like, ‘Read it.’ And uh before I could read it, I’m like, ‘All right, listen. I’m I’m with you thousand%. I’m all in, but we got to give him a hat, a hoodie. We got to give him a keychain. We got to load them up for $100.’ And he’s like, ‘We ain’t giving them nothing. It’s the CD is $100.’ And it’s going to be the Proud to Pay movement,” Sam explained.
The strategy worked. Within 24 hours, the “Crenshaw” tape generated massive sales. Jay-Z reportedly purchased 100 copies for $10,000, and the movement proved that fans would pay for quality music when they respected the artist.
Today, Blacc Sam continues Hussle’s legacy through Marathon Clothing and Marathon Burger, which has become a staple destination in Los Angeles.
The restaurant attracts celebrities and fans from around the world, serving as a living tribute to Hussle’s impact on the culture.
