5 Timeless Marketing Lessons Nipsey Hussle Taught Me
Nipsey Hussle was one of the greatest marketing minds in rap music history.
In his short life, he built several successful businesses in his community, invested in emerging crypto startups, and advocated for black entrepreneurship.
As an artist, he was nominated for a Grammy.
From art to business and marketing, Nip could do it all.
If you’re a marketer, prepare to improve your game:
Here are 5 timeless marketing lessons you can learn from Nipsey Hussle’s legacy.
Let’s get started.
1). You don’t need a formal education to be a great marketer
In late 2013, three years after opting out of an unsuccessful label deal with Epic Records, Nipsey Hussle orchestrated perhaps the greatest marketing feat in hip-hop history.
He independently sold 1000 physical copies of his mixtape, Crenshaw, for $100 each, earning himself $100,000 in under 24 hours.
Nips's inspiration for the Crenshaw mixtape strategy, known officially as the Proud2Pay campaign, came from Jonah Berger’s book Contagious.
In an interview with VladTV, Nipsey mentions how he came across the book in the first place, saying, "It was referred to by my mentor, Big Bob Francis."
Even though Nipsey Hussle dropped out of Hamilton High School and would go on to join the Rolling 60s Neighborhood Crips shortly thereafter, he didn't stop pursuing knowledge outside of the classroom.
By seeking the guidance of mentors and prioritizing self-improvement, Nipsey Hussle was able to cultivate his imagination and develop the blueprint for his success (without a college degree).
Don't get down on yourself if you don't have a formal education. Find mentors, utilize free online classes, and read books.
2). Invest back into your business
For most people, especially those who come from Nip's low-income neighborhood in south-central Los Angeles, $100,000 in mixtape money would've been good enough––it would have been the end goal.
But Nipsey had bigger plans: "The dream and the vision, was to start a label and start a music movement."
Instead of blowing his money on a nice car, jewelry, or strip club appearances, Nip took his $100,000 in mixtape money and paid expenses toward his record label, All Money In No Money Out.
So the next time you hear about Nipsey Hussle's mythologized $100,000 mixtape story, always remember the most important detail: Nipsey invested that money back into his business.
At the time of his tragic passing, Nipsey Hussle's net worth was an estimated $8 million. That large sum of money makes $100,000 seem like a drop in the bucket.
Learn from Nip's legacy. Don't be shortsighted: Invest your earnings back into your business.
3). Build a movement, not a brand
Photo by Jimmy Fontaine
Jay Z bought 100 copies of Nipsey Hussle's mixtape, Crenshaw. But Nip's loyal fans bought the rest.
Here's the thing, though, the Crenshaw mixtape was available for free. But people were willing to pay $100 for it because they believed in Nipsey Hussle's movement.
Nip explained his movement to RapRadar:
“It ISN’T the price of the plastic case and polyurethane disc...it’s the price of Revolution! The price of Rebellion against an industry that has tricked us all into making products that have no soul for fear of not being heard if we don’t.”
We're facing a litany of problems in our society right now. We don't need more brands; we need more movements.
Nipsey Hussle stood for something unique in hip-hop: Self-empowerment, financial literacy, black entrepreneurship, and humanitarianism.
If you want people to care about what you’re doing, be like Nipsey, and build a movement.
4). Reputation is the greatest marketing tool
In addition to opening multiple businesses in his Los Angeles neighborhood of Crenshaw and Slauson, Nipsey gave job opportunities to convicted felons and invested his money into projects that benefited the people in his community.
Photo Credit: Jerritt Clark/Getty Images for PUMA
One of Nipsey's most ambitious community projects was Vector 90, which, according to Sonaiya Kelley of the LA Times, is "a combination co-working space and STEM center in the Crenshaw district," which strives to "serve as a conduit between underrepresented groups and corporate partners in Silicon Valley and beyond."
In the same LA Times article, Nipsey revealed his hopes for Vector 90: "In our culture, there's a narrative that says, 'Follow the athletes, follow the entertainers,' and that's cool but there should be something that says, 'Follow Elon Musk, follow [Mark] Zuckerberg.’"
Nipsey used his time, money, and energy for the benefit of others. That's why he was referred to as "Neighborhood Nip" by those in his community.
When you lead by example and show love to your community, that's more powerful than any marketing campaign. Remember, your reputation precedes everything.
5). Success comes from patience
Marketing is difficult. Heck, if we're being honest, life is difficult. Before Nipsey Hussle had mainstream success, he suffered countless setbacks:
- No high school diploma
- Was involved in countless gang shootouts in Los Angeles
- The police raided his recording studio, seizing all of Nipsey's recording equipment in the process.
- After signing with Epic Records, the label changed executives, forcing Nipsey out of his record deal.
Nipsey Hussle released his first mixtape, Slauson Boy Volume 1, in December of 2005. On February 10th, 2019, a little over 13 years later, Nipsey Hussle's first studio album, Victory Lap, was nominated for Best Rap Album at the 61st Grammy Awards.
When asked about his perseverance, Nipsey was honest,
“I’m not gonna lie and portray this ultimate poise like I been had it figured out—naw, I just didn’t quit. That’s the only distinguishing quality between me and whoever else.”
If you want success--in marketing, music, or life--you must be willing to stay the course.
Nipsey Hussle’s Legacy
Speaking at Nipsey Hussle's Celebration Of Life Ceremony, pastor Shep Crawford said it best, "Nipsey lived in his 33 years what most of us won't do if we had 1,000 years."
This data visualization, created by SAMMI W, does a good job summing up what Nipsey Hussle accomplished in his 33 years of life.
Nipsey Hussle is a huge influence on the team here at Ouster Marketing. He created wealth for himself and others, gave back to his community, and evolved as a human being, going from gang-banging drug dealer to a legit entrepreneur and community leader.
On April 11th, tens of thousands of people flocked to the Staples Center, and the streets, to pay their respects to Nipsey Hussle, whose funeral procession stretched more than 25-miles through the Los Angeles neighborhood he grew up in.
When thousands of people flood the streets to witness your funeral procession because of the positive impact your life had on others . . . that’s a victory lap.
Rest easy Nip.