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How 2 Chainz studied Kanye West when creating his own TRU records label

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2 Chainz is entering the third act of his career. In the first act, he gained marginal notoriety as one half of the Disturbing Tha Peace duo Playaz Circle. But after going solo and changing his name from Tity Boi to 2 Chainz, the Atlanta-based rapper found success and was nominated for a Grammy during his spectacular campaign in 2012.

2 Chainz is now looking to promote his own movement with the his TRU records label and management company, Street Execs. During a recent tour of a new studio in Atlanta, 2 Chainz discussed his latest venture and opening the doors for new artists and producers.

You have signed several artists who have been associated with other labels prior to them signing with Street Execs. Why was it important for you to establish this label?

It’s enough money out here for everybody. I remember wanting to have some money. I remember having talent. I remember praying and being frustrated and it can happen for everybody that I kind of handpicked. I feel like they can be successful and that can trickle down. It ain’t nothing [sic] like making your mom happy. It’s just another level to success. So why not share it? Then it adds longevity, to me. I can’t be around here doing the same thing. I gotta get some youth around me, some more swag. So we all [are] just going up and it makes everything look a little bit better. I only signed my deal in 2012, although I’ve been trying to do it for over a decade. So when that happened, I was able to put out a couple of albums and take care of what I needed to take care of. Now it’s time to spread some of that love.

You have been a part of several crews, such as DTP and your affiliation with G.O.O.D. Music. What have you learned from those situations that you bring to Street Execs?

I learn from every situation whether it’s good or bad. I appreciate every situation. So right now, I’m trying to develop my own situation with some of the things that I learned that were good or bad. You can put MMG, G.O.O.D Music, Young Money all of that in the gumbo. I’m just trying to figure out a way to come up with my own little blueprint. That’s what it is. I’m definitely not doing this without studying the game, and that’s why I felt like this was the perfect time to try to bring some guys along.

How important is it for you to keep each artist focused on putting out good music?

That’s one of the things that I shared with my artists from day one is that this is a job. People get rap really messed up. The only thing you don’t do is clock in and clock out. Other than that, you have to do this every day in order to have something to do with this game. Some rappers get their first million and then go on vacation. They’ll tell you, I got my first million and went on a paycation. Took the family and went into the studio with Kanye in Paris. That’s just how I did it. Still did family time in the daytime and the studio at night. It don’t [sic] stop for me. We’re going to do this every night. And that’s what separates us from every other crew.