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During his tenure with the label, East dropped Straight Outta Harlem and Hate Me Now, the latter of which was an official release under Mass Appeal, last October. Nas signed East to Mass Appeal after hearing his critically acclaimed mixtape Black Rose in October 2014. “People don’t get signed by Def Jam every day on my block,” he relates. “I wouldn’t tell nobody to sign no slave deal or sign your life away or nothing like that, but if the deal is right and if it benefits you, you’d be a fool if you did not take advantage of it.” Music/Def Jam) and Manolo Rose (Warehouse Music/Roc Nation).Įast believes it’s just the logical step forward for artists who want to better their lives. Other New York rappers who have signed big deals this year include Desiigner (G.O.O.D. East sees this differently, choosing to publicly acknowledge his Def Jam/Mass Appeal joint venture as a win. While rising artists at East’s level seek recognition for their independent hustle, many project an image of building their movement organically without major label backing. So I was like, ‘Yeah, it wasn’t a waste of my time.’” “It wasn’t a strategic plan. It was just more of, ‘I am going to keep going until someone sees this shit. I’m going to keep doing videos, freestyles, mixtapes, get my whole fan base up and somebody gonna hear it.’ Then, lo and behold, it was Nas. “If Nas wouldn’t have heard, I would have still been doing what I was doing,” he tells Billboard. Looking back at his journey from Change of Plans - his debut mixtape, released in July 2010 after he served a six-month jail stint in Baltimore - to becoming a major label artist, East remembers honing his craft until he got noticed by a New York hip-hop legend. He named his tenth mixtape after her because he recorded the majority of it during his girlfriend’s pregnancy, inspired to show fans that he’s consistently growing as an artist and a man.ĭave East Signs to Def Jam, Reveals Nas Will Executive Produce His Major Label Debut
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Kairi Chanel is dedicated to his newborn daughter, who was born on March 9, the same day as The Notorious B.I.G.’s death nearly two decades earlier. East effortlessly delivers street tales alongside veterans 2 Chainz (“Can’t Ignore”), Cam’ron (“S.D.E.”) and Beanie Sigel (“The Real Is Back”), while also penning songs about social injustice for the first time (closer “Don’t Shoot”). “I feel like a lot of my shit been heard, but it is definitely gonna be heard.”įor the 28-year-old rapper, who was included in the 2016 XXL Freshman Class, his latest offering Kairi Chanel (which dropped Sept. Wearing dark shades, a considerable number of gold chains, a white bandana with a dark blue skull-laced pattern, and a grey polo with black jeans, East reiterated to the audience that this was a big moment - not only for himself - but for everyone who supported him since the beginning. East made his way through the crowd around 9 p.m.