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7Wallace has announced a new strategic partnership with Mass Appeal Records, the influential indie label and media company co-founded by Nas.
Founded by actor and DJ Idris Elba, the London-based label has worked with artists like Little Simz, Slick Rick, Kojey Radical, Che Lingo, and Chip. Together with Mass Appeal, the companies say they’re looking to expand independent storytelling and collaboration across the global hip-hop landscape.
The two camps previously collaborated on Slick Rick’s Victory, which featured Giggs and production from Q-Tip of A Tribe Called Quest. The release was paired with VICTORY (The Film), a 30-minute visual directed by Meji Alabi, executive produced by Slick Rick and Idris Elba, and featuring appearances from Nas, Giggs, and Estelle. The film screened at major festivals including Tribeca Festival, SXSW, and HollyShorts Film Festival.
Now the partnership is official, with plans for co-releases, cross-market distribution, and original projects spanning music, film, media, and live experiences. The alliance aims to strengthen ties between the U.K. and U.S. hip-hop scenes.
