Many of the smartest business moves are derived from previous concepts that worked in other industries. Hip hop has had a lot to say about Nipsey Hussle charging $100 a copy for his Crenshaw mixtape, which DJ Drama hosted. All of hip hop embraced it and Jay-Z dropped $10,000 for the cause.
Author, Jonah Berger, recently spoke on being the inspiration for Nipsey Hussle. In several interviews, Nipsey Hussle has credited Contagious: How Things Catch On as the idea behind his formula. Whatever the case may be, Nipsey Hussle made $100,000 cash on his mixtape, few other rappers can say that.
Jonah Berger released an official statement to HipHopDX.com about how his book inspired Nipsey Hussle. In addition to speaking on how he might have helped to inspire Nipsey Hussle, Jonah Berger addressed why he thinks he was successful. This is one of the most-interesting hip hop stories to come out in a long while.
Read Jonah Berger’s statement below:
“The $100 mixtape is a really clever application of the principles I talk about in Contagious,” Berger says in an exclusive statement to HipHopDX. “It’s great to see how successful he’s been with it. Word of mouth is ten times more effective than advertising. When used correctly, like Nipsey did, it’s a really powerful marketing tool.”
