Because Nas wasn’t huge at selling himself. Barely spoke to media outlets. Nas was successful and has a loyal fan base but his fan base wouldn’t allow him to be commercial. Nas never achieved the crossover appeal that’s needed to truly be a house hold name.
This literally can be proven false with basic facts.
It Was Written spent four weeks at number 1 and went double platinum in 1996. If you think ANY artist sells TWO MILLIONS copies of an album not being “commercial” then you are insane.
I am sold 475K its first week on its way to double platinum. I am’s first week outsold Vol. 3’s first week. Not only that, Nas put out ANOTHER album that SAME year that went platinum in two months. At the time the only other rapper to put out TWO PLATINUM ALBUMS in a single year was DMX a year earlier. Those are “commercial” numbers.
Stillmatic, Gods Son, and Streets Disciple all went platinum. Gods Son produced Nas highest charting single, ‘I Can’ (Number 12)
Hip Hop Is Dead sold 358K first week, its first week outsold Jeezy who literally bragged that he would outsell Nas.
Nas is 100% a commercial artist. He may not be what YOU categorize as commercial but the fact remains that by every metric that those who utilize common sense look at, he’s one of the most consistently successful artists in Hip Hop history