nikka fell off in 3 years though lmao
I wouldn’t call it a fall off. When he came out with his first two albums they were huge, genuine, the production and sequencing were perfect. He created a huge solid core fan base as a foundation, and grabbed in the moment casuals and hype beasts as well. The singles came at just the right time, and were so undeniable that people who would normally dislike it were forced to partake as well.
By the time “And then there was X” came out it was less of the casuals purchasing, but he still had a huge core fan base. The scene changed and people were back following the slicker pretty hustler shyt. Like most artists a lot of music buyers are white teenagers and college kids that just want music for the background, the party, or to fit in (that’s not to say there isn’t a lot of black music buyers too). After “And then…” the core fan base still sought the music out and they still supported the singles and albums.
Jail, drugs, etc kind of allowed the casual listeners to gravitate towards Ja Rule and other similar artists (I always felt the content wasn’t a ugly or heavy so it’s natural that they’re going to chase the more shallow sound). It’s like being at a party and a bunch of people you don’t know are there, tearing up shyt, puking on the floor, etc. eventually they consider the party over when certain songs play and they leave to go to other parties or go home. The people driving the multi platinum sales did just that, went back to their home genre, or moved on to another party because it seemed more lit over there.
After all that he still had a core Stan base that gave him respectable sales when most artist in that situation would have had to hang it up. He still pulled a crowd filled with people who resonated with the music or just wanted to reminisce.
On paper he should have never been the man, somehow he and his production team were still able to capture lightning in a bottle and reach higher than a lot of artist that were expected to be “next”. There’s no standard storyline for music success, each artist’s journey is different. His was rather unique and legendary. If he was alive to tour today he could probably pull a pretty big crowd and eat well.