Nas's Mass Appeal Records has entered into a new partnership with Sony's The Orchard division, which will provide various label services to the rapper's company. The deal is being heralded as a return to Sony for Nas, who began his career at the major's Columbia label.
"This is a full circle moment for me", says 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".
Mass Appeal CEO Peter Bittenbender says of the deal: "We are THRILLED to be reunited with the team at The Orchard. 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".
You'll note talk of a reunion going on there. It's not actually Mass Appeal's first partnership with Sony. When it first launched in 2014, the label's releases were distributed by Sony's old RED Distribution business, which subsequently merged with The Orchard. However, Mass Appeal then switched its distribution over to Universal in 2018.
Still, during Mass Appeal's last pairing with Sony, Nas didn't actually release any new music. He is now planning to put out a follow-up to last year's 'King's Disease' album, which will be handled by The Orchard. So that's how it's a long-awaited homecoming for him.