If anybody takes a look back at the last couple years. Its not hard at all to tell how Nas is formulating the course his career will take going forward.
May 2014- Nas announces Mass Appeal Records and Lost Tapes 2
Nas officially revealed that he is launching Mass Appeal Records that will serve as an independent label for the release of his new music.
Through the label, Nas is set to release his long-awaited Lost Tapes 2 project, as well as a posthumous album from Pimp C.
Nas to Record On Mass Appeal Records; Will Release 'Lost Tapes 2' & Posthumous Pimp C Album
Since then he’s gone on to sign RTJ, Fashawn, and Dave East. Nas and East brokered a joint deal between Mass Appeal and Def Jam in fall of 2016
Dave East has officially joined the Def Jam roster. The Harlem rapper, best known for being
Nas' prodigy and signee on Mass Appeal Records, announced his new deal on Power 105.1's The Breakfast Club on Thursday morning (Sept. 29).
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Mass Appeal is still the family, but I actually just did a joint venture with Def Jam," he said. "I am very excited about it." He added of the deal, "It wasn't just the average [deal of] me signing to a major -- I'm actually partners with [Def Jam]. It was just a step forward for me. I was with Mass Appeal solely for almost two years
Dave East Signs to Def Jam, Reveals Nas Will Executive Produce His Major Label Debut
From there Nas has been figuring out the best way to finalize his contractual obligation to Def Jam while being able to utilize his name and prestige as a launchpad for his upcoming Mass Appeal music. From 2014 to late 2017 Nas was working with Hip Hop Since 1978 to curate an album that would launch the next phase of his music career.
Enter Kanye West.
Why give Def Jam a FULL album’s worth if material when you can work with Kanye West, one of the most talented and culturally relevant Hip Hop stars of the past 15 years on an EP? With West at the helm, Nas could focus on exiting Def Jam with a bang while allowing Kanye to do all the marketing/hype building. So while Kanye was chopping samples from the sunken place Nas was negotiating what turned out to be both his ending and his new beginning.
Mass Appeal will spearhead Nas' new album release in collaboration with Def Jam Recordings.
In announcing the partnership, Nas said, "I've been blessed to work with two of the best brands in music. Columbia Records was how I got my start and Def Jam was where I continued that journey. In my next chapter, I am proud to say that I am signing myself to myself. I look forward to releasing many projects in the very near future with Mass Appeal's new global partnership with UMG."
Mass Appeal and Universal Music Group Announce Exclusive Global Distribution Agreement