Type | Limited liability company |
---|---|
Industry | Mass media |
Founded | 1996 |
Headquarters | New York , United States |
Subsidiaries | Mass Appeal magazine Mass Appeal Records Decon |
Website | www |
Mass Appeal is an American media and content company based in New York City. The name originates from the Gang Starr song "Mass Appeal" from the album "Hard to Earn". The company was founded in 1996 as a graffiti fanzine and since has grown to encompass a magazine, website, film, television, music label and creative agency. [1]
Mass Appeal published the first issue of Mass Appeal magazine in 1996. Initially, it covered a wide variety of pop culture topics such as graffiti culture, hip hop music, video games, cars and movies. It often provided coverage of young artists and performers that contributed to and shaped contemporary hip-hop culture. The magazine was started by Patrick Elasik (deceased) and Adrian Moeller and included columnists such as R.A. the Rugged Man, Matt Goias, Mister Cartoon, Estevan Oriol and Reas.
Mass Appeal launched a spin-off called Missbehave in 2006 that suspended publication in 2008. [2] In 2013 Mass Appeal relaunched and resumed print with Earl Sweatshirt and Blake Anderson on the cover of Issue 52. [3]
On April 10, 2013, Mass Appeal was revived when a group of investors, including American rapper Nas, decided to relaunch and expand the Mass Appeal brand. The deal included merging with creative firm Decon and White Owl Capital Partners, an early stage investment firm with business interests in technology, media and energy located in North America, Europe and China. [1] [4] [5]
In June 2018, Mass Appeal signed a music distribution deal with Universal Music Group, which includes the rights to Nas's 11th studio album, as well as future releases by DJ Shadow, J Dilla and Run the Jewels. [6]
Mass Appeal Records is an American independent record label founded in 2014 by Mass Appeal. It is an urban alternative focused label with a roster of almost a dozen artists. The first project released on the label was Run The Jewels 2 . The album received global critical acclaim and earned #1 spot at Pitchfork . [7] The label has since gone on to release music from artists including Nas, Run the Jewels, Fashawn, Bishop Nehru, Boldy James, J Dilla, Dave East, Mannie Fresh, Cuz Lightyear and DJ Shadow. [8] [9] [10] [11] [12] In May 2017, Mass Appeal announced a joint venture publishing company with Pulse Music Group. In June 2018, a new partnership with Universal Music Group was announced with the companies entering into a multi-year global agreement.
In 2013, Mass Appeal entered in a production partnership with CNN Films to produce a documentary, entitled Fresh Dressed , about hip-hop and fashion. [13] The documentary was accepted to the prestigious Sundance Film Festival where it was sold to Samuel Goldwyn Films and StyleHaul. [14]
TBS, a division of Turner, has collaborated with Mass Appeal and greenlit Storyville, a new digital animated series. The top-rated network is also in development on Think B.I.G., a scripted series based loosely on lyrics by the late Notorious B.I.G. The two projects are the first to emerge from a new strategic content partnership between TBS and Mass Appeal. [15] [16]
In 2017, Mass Appeal released Burn Motherfucker, Burn! [17] on Showtime, a 2-hour documentary film exploring the lives of the people at the flashpoint of the LA riots, 25 years after the uprising made national headlines and highlighted the racial divide in America.
Word Is Bond, [18] directed by Sacha Jenkins, was released in 2018 and explored the art of lyricism. What was born on the streets of the South Bronx has now taken root globally and the young poets of New York have helped to spawn regional dialects everywhere. Featuring excursions with artists like Nas, Tech9, J Cole, Rapsody and Anderson. Paak, the film explores the different dimensions that hip hop poetics occupy.
In 2018, Rapture [19] was released on Netflix. This eight part docu-series featuring artists such as Nas, 2 Chainz, Dave East, T.I., G-Eazy, Rapsody, Logic, A Boogie Wit Da Hoodie and Just Blaze.
Mass Appeal Digital has produced digital video series including WATCHxWITNESS, [20] its premiere photographic documentary series; Rhythm Roulette, [21] a producer-driven series in which artists visit a music store, select three records at random, then create an instrumental on the spot, sampling from the three random records they chose. Since 2013, Rhythm Roulette has attracted talent such as 9th Wonder, [22] Mannie Fresh, [23] Just Blaze [24] and many more. On The Grind is a series which examines the intersection of skate and creativity. [25] Time Pieces is a series of short films that has featured Pharrell Williams, Jay Electronica, and Too Short. Off Tha' Wall is its comedic interview series. [26] [27] Open Space is an interview series that highlights creative people of all types in a context where they are free to speak their minds―the series has featured the likes Prodigy [28] and Fat Joe [29] as well as early interviews with upcoming acts such as Trippie Redd, [30] Tekashi 6ix9ine, [31] and Ski Mask the Slump God. [32] The Mass Appeal Collection [33] is a series of short documentaries focussing on up and coming artists and established stars. The Mass Appeal Collection has highlighted artists in their home towns including Post Malone in Dallas, Robb Bank$ in South Florida, and Young King Dave (RIP) in Middletown, New Jersey, as well as Quality Control's emergent female rap duo City Girls. Shop Talk [34] is a Mass Appeal original series where musicians are invited to a local shop to check out what it is they have to offer. American rappers Post Malone, Dave East, and Playboi Carti have all appeared on the series. On Mass Appeal’s original series, SUPER [35] they ask artists to explain what their superhero alter-egos would be, and Mass Appeal's illustrators bring those characters to life. Kendrick Lamar, Fat Joe, and Lil Yachty have all taken part in the animated series. After initially appearing on Mass Appeal's YouTube channel as the unofficial music video for Migos's "Bitch Dab" [36] (later titled "Look at My Dab"), the spontaneous music video by the American hip hop group went viral, with over 13 million views on YouTube. In 2019, the Digital department began reconfiguration efforts.
The agency division of Decon was relaunched under the Mass Appeal banner in 2013. Decon co-founder Jason Goldwatch still regularly contributes to projects. Mass Appeal Creative clients include Sprite, HBO and Under Armour. [37]
In 2016, Mass Appeal partnered with HBO to launch a campaign for the 6th season of Game of Thrones, entitled "Art the Throne" [38] ― going on to win the Bronze Clio [39] & Webby People's Voice [40] awards.
MassAppeal.com is an outlet for youth-spawned urban culture. The site features daily original video and also publishes social content direct to various platforms. The site has been under reconfiguration since the beginning of 2018.
Nasir bin Olu Dara Jones, better known by his stage name Nas, is an American rapper, songwriter, and entrepreneur. Rooted in the New York hip hop scene, he is regarded as one of the greatest and most influential rappers of all time.
Kamaal Ibn John Fareed, better known by his stage name Q-Tip, is an American rapper, record producer, singer, and DJ. Nicknamed The Abstract, he is noted for his innovative jazz-influenced style of hip hop production and his philosophical, esoteric and introspective lyrical themes. He embarked on his music career in the late 1980s, as an MC and main producer of the influential alternative hip hop group A Tribe Called Quest. In the mid-1990s, he co-founded the production team The Ummah, followed by the release of his gold-certified solo debut Amplified in 1999. In the 2000s, he released the Grammy Award-nominated album The Renaissance and the experimental album Kamaal the Abstract.
Daniel Alan Maman, professionally known as the Alchemist, is an American record producer, DJ, rapper and songwriter. He began his music career in 1991 in the hip hop duo The Whooliganz under the moniker Mudfoot, along with now-actor Scott Caan. After rising to prominence in the late 1990s, as a close associate of Dilated Peoples and Mobb Deep, he went on to produce for many of hip hop's leading artists in the 2000s, and has been hailed as one of the genre's leading producers. While he produces for many artists, most of his recent production has been for a close group of frequent collaborative rappers. He focuses on producing entire albums for rappers and instrumental projects of his own. He is currently Eminem's official DJ.
Big Tymers was an American musical duo active from 1997 to 2005 and again in 2018 from New Orleans, Louisiana consisting of Cash Money Records co-founder Birdman and former Cash Money in-house producer Mannie Fresh. Baby later changed his stage name to Birdman after the duo dissolved in 2005. Big Tymers released their debut album in 1997 titled How You Luv That.
Donuts is the second studio album by the American hip hop producer J Dilla, released on February 7, 2006, by Stones Throw Records. It was released on the day of his 32nd birthday, three days before his death.
Jason Powers, better known by his stage name Elzhi, is an American rapper from Detroit, Michigan. He is a former member of Slum Village and now records as a solo artist. In his youth, he made numerous visits to the Hip-Hop shop in Detroit, taking advantage of open-mic nights hosted by fellow Detroit rapper Proof.
The following list catalogs song-writing, musician and production credits for James Yancey, also known as Jay Dee and J Dilla. Yancey began his career as the producer for Detroit hip hop group, Slum Village, and as a member of the production trio The Ummah, before launching a solo career in the early 2000s. After a stint on MCA Records, the vast majority of Yancey's work, both as an artist and strictly as a producer, was released on smaller independent labels, most notably Stones Throw Records and BBE Records.
"And Then What" is the debut single written and performed by American rapper Young Jeezy. It was released in mid-2005 as the first single from his debut album Let's Get It: Thug Motivation 101. It was produced by and features Mannie Fresh. The official music video features cameo appearances by Fabolous, Bun B, Lil Scrappy, 2 Chainz and Dr Dre.
Baller Blockin is the soundtrack for the film Baller Blockin' by the Cash Money Millionaires, released September 12, 2000 on Cash Money Records. The soundtrack features most of the then-roster of Cash Money Records, including Birdman, Mannie Fresh, Juvenile, B.G., Lil Wayne, and Turk. Other artists include E-40, UGK, Eightball & MJG, Nas and Mack 10.
Decon is a New York-based creative studio that houses production, creative, strategy and music divisions. The company creates campaigns on behalf of brands and advertising agencies.
Jason Goldwatch is an American music video director and commercial director who is a Co-Founder and Executive Creative Director of Decon, a creative agency and record label based in New York. He is best known for his work with Kid Cudi, Pharrell Williams, Linkin Park, Evidence, Action Bronson, and Dilated Peoples. Goldwatch has also partnered with The Alchemist for the experimental performance art group Media Muerte.
David Arnold Augustine Jr., better known by his stage name Dee-1, is an American rapper from New Orleans, Louisiana. He is the first rapper in Louisiana history to be an appointee of the governor.
James Dewitt Yancey, better known by the stage names J Dilla and Jay Dee, was an American record producer and rapper. He emerged in the mid-1990s underground hip hop scene in Detroit, Michigan, as a member of the group Slum Village. He was also a member of the Soulquarians, a musical collective active during the late 1990s and early 2000s.
Russian Roulette is the third studio album by American hip hop producer and recording artist The Alchemist, the album was released on July 17, 2012. The project is constructed from samples of Soviet music, making it a concept album. Featured artists on the project consists of acts such as Evidence, Fashawn, Roc Marciano, Action Bronson, Guilty Simpson, Danny Brown, Schoolboy Q, Big Twins.
Trap is a subgenre of hip hop music that originated in the Southern United States during the early 2000s. The genre gets its name from the Atlanta slang word "trap", a house used exclusively to sell drugs. Trap music uses synthesized drums and is characterized by complex hi-hat patterns, tuned kick drums with a long decay, and lyrical content that often focuses on drug use and urban violence. It utilizes very few instruments and focuses almost exclusively on snare drums and double- or triple-timed hi-hats.
Tha Carter V is the twelfth studio album by American rapper Lil Wayne. It was released on September 28, 2018, by Young Money Entertainment and Republic Records. The album's features include Swizz Beatz, Kendrick Lamar, Sosamann, Lil Wayne's daughter Reginae Carter, Snoop Dogg, Nicki Minaj, Ashanti, Mack Maine, Travis Scott, Nivea and the late XXXTentacion.
The Diary is the sixth studio album by American hip hop recording artist J Dilla. It was originally intended for release in 2002 via MCA Records under the title Pay Jay. This long-lost album is the final batch of unissued material that J Dilla had assembled for release during his lifetime. It also represents his first rap album released since Ruff Draft (2003) and Champion Sound (2003). Unlike previous full-length releases – from Jay Stay Paid (2009) to Dillatronic (2015) – all edited with unreleased instrumentals, The Diary is a collection of Dilla's vocal performances over his production and that of other producers, such as Madlib, Pete Rock, Nottz, Hi-Tek and Karriem Riggins among others. It also features vocal performances by Snoop Dogg, Bilal, Kokane, Frank n Dank, Nottz, Kenny Wray and Boogie. Recording sessions for the album took place from September 16, 2001 to April 2, 2002 at The Spaceship in Clinton Township and Studio A in Detroit, and it was mastered by Dave Cooley at Elysian Masters in Los Angeles.
Mass Appeal Records is an American independent record label founded in 2014. The label is the music division of the Mass Appeal Media Group. In May 2014, it was announced that American rapper Nas was launching an indie label with Mass Appeal with Peter Bittenbender of company Decon. The label's current roster includes artists such as: Nas, DJ Shadow, Mannie Fresh, Dave East, Fashawn, Black Milk, and Keyon Harrold.
David Lawrence Brewster Jr., better known by his stage name Dave East, is an American rapper from Harlem, New York City. East began his career in 2010, and gained attention in 2014 from his eighth mixtape, Black Rose. Its release garnered the attention of fellow New York rapper Nas, who later signed East to his record label, Mass Appeal Records, and later in conjunction with Def Jam Recordings.
Vivian da Silva Fernandes, better known by his stage name Divine, is an Indian rapper and songwriter from Mumbai, Maharashtra. He started to gain popularity after the release of his song "Yeh Mera Bombay" (2013). He broke through with the release of his song "Mere Gully Mein" featuring fellow Mumbai rapper Naezy. On 12 December 2020, Divine became the first Indian rapper to be featured on Spotify Times Square billboard in New York City for his album Punya Paap, which had claimed the top spot on Apple Music India.