YG's 4Hunnid label has signed a multi-million deal with Interscope Records.
The deal came together following the success of YG's debut studio album, My Krazy Life. "Joie [Manda, president of urban music at Interscope Geffen A&M] was really behind our whole movement and everything we had going on," YG told Billboard. "[Joie] knew what I did, who I had something to do with. With the album being a classic, [DJ] Mustard popping off, Ty [Dolla $ign] popping off 'cause we all from the same camp, he felt like I could have my own label and do the same things that we did for ourselves and other artists." For his part, Manda says that he as a "full belief in their vision to build a label that moves the culture."
Manda's sentiments were echoed by John Janick, chairman and CEO of Interscope Geffen A&M. "YG has an unbelievable eye for talent and an innate understanding of what people want to hear...I know 4Hunnid and Interscope will do great things together."
The success of 4Hunnid is rooted in the foundation established by YG, Ty Dolla $ign, and DJ Mustard, according to YG. "[We were] really was homies before everybody had their success. Just three motherfuckers who popped off and became successful from nothing—that’s big." However, the label head and rapper aims to amp up the success of his venture by imploring artists to drop a consistent stream of new music as he always did. "Same day my shit dropped, I dropped another video. That’s basically how to use the game now. Motherfuckers is just dropping projects unannounced and they just dropping them with videos and touring. We’ve been doing that since 2010."
As he goes forward, YG is looking for a roster of artists who are going to be around for 20-plus years. "It’s a lotta other artist-owned labels who want artists with hot singles like for right now and that’s cool because that’s the easy money but we getting brands. We teach artists how to build brand and be businessmen and business ladies."
On top of his Interscope venture, YG is cooking all over the place with his upcoming FDT Tour this fall, a collaborative 400 Summers mixtape with DJ Mustard, and his own clothing line that will cement his place at the center of the West Coast hip-hop world. You can read the rest of YG's interview here.
