According to a Billboard exclusive, YG's 4Hunnid record label has signed a multi-million dollar deal with Interscope Records.
YG's breakout hit "Toot It and Boot It" is what it caught the eye of former Def Jam executive and current President of Urban Music at Interscope Geffen A&M Joie Manda, and from there, YG was then introduced to Manda's A&R, Randall "Sickamore" Medford.
Since then, the Interscope team has been keeping a close eye on YG, leading up to this deal. Back in 2014, though, YG, DJ Mustard, and Ty Dolla $ign were close to signing a group label deal with Capitol Records, but Manda believed that there was something better for YG, telling the rapper that he'll give YG his own label deal. The multi-million joint venture then came to fruition a year and a half ago.
John Janick, Chairman and CEO of Interscope Geffen A&M, also believes what YG can bring to the table: "YG has an unbelievable eye for talent and an innate understanding of what people want to hear [...] His career as an artist proves that. I know 4Hunnid and Interscope will do great things together."
In the Billboard exclusive, YG also talks about how he and 4Hunnid are unlike most artists as he understands the business, making him a good fit as label boss. Furthermore, 4Hunnid will mostly be looking at West Coast rappers in its early stages, though that will change as the label grows.
"Starting off, we for sure gonna have West Coast artists because we’re West Coast-based label," YG told Billboard. "Before the world believes in you, you gon’ have to pop some shit off from your section and your culture. Then when that happens, we gon’ be able to go get who we want from where ever and see where they from but I’m really trying to pop off someone from my side first." When it comes down to it, though, YG says it's about the music in the end—he wants artists with staying power who can be around for "20-plus years."
Read the full exclusive over at Billboard.
