We’re excited to announce a strategic partnership with Mass Appeal Records, a record label co-founded and led by GRAMMY Award-winning Hip-Hop legend Nas. Through this partnership, Mass Appeal Records will sign and develop artists directly, utilizing The Orchard’s comprehensive suite of services and global value proposition, along with Mass Appeal Records’ expertise.
Some of Mass Appeal’s notable roster includes Dave East, and DJ Shadow along with successful album releases like Run The Jewels’s RTJ2, and Nas’s NASIR, The Lost Tapes 2, and King’s Disease. Mass Appeal’s work spans into the television and film sector with original music for projects like HBO’s Silicon Valley, Netflix’s The White Tiger and 40-Year-Old Version, while also covering the video game industry with placements in the Grand Theft Auto V and the NBA2K franchises.
“This is a full-circle moment for me,” said Nas. “To come back to Sony Music with my own label is a major milestone. We see this multi-phase initiative as an opportunity to continue to push the culture forward, educate, and inspire. It’s what we do it for, I couldn’t be more excited.”
“We see this multi-phase initiative as an opportunity to continue to push the culture forward, educate, and inspire.” – Nas
“We are thrilled to be reunited with the team at The Orchard,” said Peter Bittenbender, CEO, Mass Appeal. “What Brad and his staff have built over the past few years is beyond impressive, and we can’t wait to help supercharge their place in Hip Hop with all the incredible talent and projects we have lined up, including a major project for our Hip Hop 50 platform.”
“Nas, Peter and the Mass Appeal team have built an invaluable community that supports and cultivates artist creativity,” said Brad Navin, CEO, The Orchard. “As a company and strategic partner, The Orchard will continue to empower and reinforce their creative vision, and help all artists under the partnership expand their global reach.”