Measuring The Brand Value of Hip Hop Families From Cash Money to Roc-A-Fella
Cash Money: The All Star Business Model
Rating: A
Notable Members: Lil Wayne, Mannie Fresh, Birdman, Juvenile, Drake, Nicki Minaj
“They’re cutting edge and they maintain a diversity of talents,” said Patton. “They have provided a variety of ways to address the marketplace and needs that consumers have by bringing dimension and different personality to it.”
Since they broke out on the scene in the 90s, Cash Money has demonstrated astute business precision. They made hip-hop business history in 1998 when they signed a $30 million pressing and distribution contract with Universal, entitling the label to 85% of its royalties, 50% of its publishing revenues and ownership of all masters. Since the Juvenile and Hot Boys days, the company has not taken its success for granted or horded it for that matter.
Growth and expansion are key indicators of business success and Cash Money certainly wins on this measure. Lil Wayne took his time in selecting and nurturing the talent that would herald his Young Money venture; Drake and Nicki Minaj have not only turned out to be astonishingly successful in a short time but also proven that the Cash Money camp has an eye for talent. In other words, an artist like Drake or Minaj may not have been the obvious choice but they turned out to be worth the investment from Birdman and crew.
