You already know what it is. From the way he greets you, to the words that he speaks. The uniform he wears is bold, aggressive andabsolutely intimidating. He's authentic - the offspring of the West Coast's most celebrated talent - yet and still a novelty all his own. In anindustry that's fallen victim to bubble gum lyrics and erroneous dance fads to match, he's the spokesperson the block wants for. He's thesociopolitical outrage of Ice Cube and N.W.A. He's Snoop Dogg before you knew his name and Ice T after an unexpected knock at 6o'clock in the morning. He's the very definition of Slauson & Crenshaw - a self-inspired movement and a name you can trust. He is NipseyHussle.A devout member of the Rolling Sixty Crips, Nipsey Hussle emerged from one of the most respected sets in Los Angeles. Situated in themiddle of South Central, he's as poised a banger as there comes. "I try to keep a balance with my career and who I am aside from that."says Nipsey. "It's kinda hard, but I try to stay the same nigga and balance both worlds. You don't wanna forget where you come from and atthe same time, you don't wanna fuck off your blessing tryna live the same lifestyle you been living."The first signee of Cinematic/Koch/EpicRecords joint venture, Nipsey Hussle is effectively building momentum as a rising emcee, while sacrificing the only way of life he's everknown. All in anticipation of a summer '09 debut, his singles, "They Roll" and "Bullets Ain't Got No Name," both featuring the BlackWallstreet CEO, are lyrical proof that Nipsey Hussle is here to stay. Slated to feature the likes of The GAME, Snoop Dogg, Kokane, LetoyaWilliams and Nipsey Hussle's own Slauson Boyz, 'All Money In' is a healthy dose of honesty, reality and life from an authentic perspective.Admittedly a creative spirit born to unceremonious circumstances, Nipsey Hussle earned his moniker by absorbing all the hood had to offerand profiting from it tenfold. It was his sense of urgency that kept him alive and well. By the time he was 13 he had learned all the innerworkings of a production studio and traveled daily to the Watts Towers Studio to perfect his engineering interests. His childhood innocence,however, didn't last long and he was eventually forced to fend for himself.Nipsey yielded to the trappings of the hood, becoming every bit the ghetto celebrity. He set up shop, opening up a clothing store in SouthCentral and imposed his will on the streets. His lifelong passion however, wouldn't let go. So, without the benefit of knowing whether or nothis artistic career would flourish, he took a chance and sold all his material possessions. From cars to $20k worth of jewelry, rims and more,Nipsey submitted to music and invested in a studio of his own.GAME's contribution comes twofold, delivering 16's on the California classic gangsta riddled "They Roll" and then again on the streetfavorite, "Bullets Ain't Got No Name." The latter, which features a "Rock the Boat" (Aaliyah) stirred melody, hints at Nipsey's musicalingenuity. "I was really just paying attention to the game [when] I made the record and niggas wasn't sayin' nuthin'...just a lot of hooks andR&B type sh*t," he explains. "That was really just my take on it creatively and what the record is talkin' about is some LA gangbangin' sh*t."Nipsey's creativity sprouts in full bloom on the QD3 produced "I Don't Give A Fuck" - a haunting almost ethereal take on the responsibilityof a Rolling Sixty Crip all but forced to bang. My mama wanna know why I'm bangin'/she told me I'ma lose my life/I ain't trippin' I'm a crip andI'ma do it right/...If I died and came back I'd do it twice/ Brainwashed by the block it consumed my life...Nipsey spits, further explaining,"That's me gettin' at my moms and kind of explaining why I do what I do. It's not a negative song. It's just what it is. It's to give her someclarity. A lot of niggas that's out here on the streets, they relate to it."And then there's "Rap Music," a bona fide spill that tells the story of South Central's pride and joy. "That's basically talkin' about how rap music saved a nigga's life and how it coulda went either way for me," Nipsey says. "Niggas gon' hear that and understand who I am and what I came from, and what I went through to get this sh*t."
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