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Nas, Mass Appeal and LiveXLive Partner to Create Original Urban Content

Billboard

Hip-hop mogul Nas is expanding his urban lifestyle empire through a new partnership with LiveXLive Media, the West Hollywood-based streaming specialist and Slacker Radio operator.

Through the arrangement, the New York rapper and Mass Appeal, a multipronged urban culture company that is home to Nas’ record label, will team up with LiveXLive to create, produce, and distribute “original urban-focused content,” according to a joint statement.

Also, Nas and Mass Appeal will curate a Slacker Radio station, create premium original content, and the rap star will serve as a brand ambassador for LiveXLive. “The synergy of our partnership will be powerful as we together develop authentic, innovative concepts and programming,” explains Rob Ellin, Chairman and CEO of LiveXLive.

Nas will be expected to help facilitate “new opportunities within the urban and hip-hop genres,” the statement reads. The Illmatic great adds: “I’m excited for Mass Appeal to continue expanding into different areas of media and music consumption in 2019. Our partnership with LivexLive is the next step in that evolution. We want to show the power live performances can have in connecting with fans, and this collaboration will bring them experiences in real time.”

The new alliance comes after Mass Appeal last year struck a global, multi-year distribution agreement with Universal Music Group that would see the music major exclusively distribute its music and video content music and video content in both physical and digital formats.

LiveXLive Media, which calls itself one of the “world’s only premium streaming networks devoted to live music and music-related video content,” acquired Slacker Radio in 2017 for $50 million. The publicly-held company produces live streams of events including Rock in Rio, EDC Las Vegas, Hangout Music Festival and more.