Nipsey Hussle: A Crenshaw Murder, Community Activism, Rollin 60s Crips, and Lost Potential

Summary

Disgraceland Podcast Summary

Episode Title: Nipsey Hussle: A Crenshaw Murder, Community Activism, Rollin 60s Crips, and Lost Potential
Hosted by: Double Elvis Productions
Release Date: June 20, 2025

---

Introduction

In this gripping episode of Disgraceland, host Jake Brennan delves into the life, legacy, and tragic demise of the iconic rapper and community activist, Nipsey Hussle. The narrative intertwines Nipsey's deep roots in the Crenshaw neighborhood, his transformation from a gang member to a business mogul, his relentless pursuit of uplifting his community, and the senseless violence that cut his promising life short.

---

Early Life and Gang Involvement

Nipsey Hussle's journey began in the tumultuous streets of South Central Los Angeles, specifically the Crenshaw district. At the tender age of 14, he was thrust into the violent world of the Rollin 60s Crips, LA's notorious street gang. As Jake Brennan narrates:

"Joining up didn't seem like much of a choice. By the time he was 14 he was on his own, out of his mom's house and living with his grandmother, but essentially left to fend for himself."
[12:45]

Nipsey's initiation into the gang was brutal, involving a harrowing beating in the alleys of Crenshaw, a rite of passage that left an indelible mark on his psyche. This early exposure to violence and survival honed his resilience and instilled a deep-seated desire to escape the cyclical nature of gang life.

---

Transition to Music

Amidst the chaos, Nipsey found solace and purpose in music. Inspired by legends like Tupac Shakur and influenced by the socio-political environment of his upbringing, he began crafting his own sound. However, balancing the demands of gang life with his burgeoning music career proved challenging. A pivotal moment came when Epic Records took notice of his authentic street narratives, leading to his first record deal. Nipsey's determination is evident when he reflects:

"He knew his time would come. And thanks to his label's confidence in him and financial backing, he continued working on a full-length release."
[10:15]

Despite initial successes, Nipsey faced the typical struggles of an artist striving for recognition without compromising his vision.

---

Entrepreneurial Ventures and Community Activism

Nipsey's ambition extended beyond music. He envisioned Marathon Clothing, a boutique apparel store aimed at revitalizing Crenshaw. The store's grand opening on June 17, 2017, was a testament to his entrepreneurial spirit:

"This time on the corner of Crenshaw and Slauson, it felt different. Chamber of commerce types didn't come around these parts too often."
[23:02]

Marathon Clothing was more than just a retail space; it was a community hub fostering local talent and promoting economic empowerment. Additionally, Nipsey established Vector 90, a co-working space and incubator designed to support young entrepreneurs and innovators in the neighborhood.

His commitment to Crenshaw was further demonstrated through initiatives like refinishing local basketball courts, providing safe spaces for youth to engage in constructive activities rather than succumbing to gang pressures.

---

Challenges with Law Enforcement

Nipsey's rise was not without hurdles. In 2009, a LAPD raid targeted him and his brother due to his Crip affiliations. While Nipsey managed to evade arrest, his brother was incarcerated, intensifying Nipsey's distrust of law enforcement. This incident fueled his resolve to gain control over his narrative and finances, eventually leading him to establish his own independent record label, All Money In.

"Major labels want to hold money over his head while dictating the terms and owning the music he creates. Screw that."
[11:50]

His strategic departure from Epic Records underscored his commitment to artistic freedom and financial independence.

---

Independent Music Career

Embracing his entrepreneurial instincts, Nipsey released a limited-run $100 mixtape, a bold move that mirrored successful marketing tactics from unrelated industries. This strategy not only sold out swiftly but also attracted the attention of industry heavyweights like Jay Z, solidifying Nipsey's reputation as a savvy businessman and a formidable artist.

His independent releases, particularly the critically acclaimed "Victory Lap," showcased his lyrical prowess and earned him a Grammy nomination for Best Rap Album in 2018. Nipsey's ability to harness the "whirlwind of recognition and buzz" demonstrated his unparalleled understanding of both the music industry and grassroots marketing.

---

The Day of the Murder

The narrative takes a somber turn as the episode recounts the tragic murder of Nipsey Hussle. On the day following the grand opening of Marathon Clothing, Nipsey was attending a memorial vigil at the Staples Center. The vigil, intended as a peaceful gathering to honor the fallen rapper, swiftly descended into chaos.

As Jake Brennan describes:

"Sirens. Mourners screaming, running, trampling over their neighbors... Two people were stabbed and 19 hospitalized before the night was over."
[15:12]

The tension escalated when plainclothes LAPD detectives attempted to surveil the crowd, leading to a confrontation that culminated in the shooting of Nipsey Hussle. The aftermath was marked by mass panic, violent clashes with law enforcement, and the eventual demise of Nipsey, leaving his community and fans in profound shock and grief.

---

Aftermath and Legacy

Nipsey Hussle's death sent ripples through the music industry and his community. Tributes poured in from celebrities like Stevie Wonder and Snoop Dogg, underscoring the impact he had both as an artist and as a community leader. The funeral procession through Crenshaw symbolized the deep-rooted respect and love he garnered over his lifetime.

Despite his untimely death, Nipsey's legacy endures through his entrepreneurial ventures, community projects, and music. His vision for a self-sustaining Crenshaw, exemplified by Marathon Clothing and Vector 90, continues to inspire and empower the next generation of leaders and artists.

"Nipsey was South Central to his core, total Crenshaw. He didn't leave and come back like a conquering hero. He stayed and became a hometown hero."
[24:09]

His commitment to his roots and unwavering dedication to uplifting his community stand as a testament to his profound influence and enduring spirit.

---

Conclusion

This episode of Disgraceland masterfully captures the complex tapestry of Nipsey Hussle's life—from his early struggles and gang affiliations to his rise as a music mogul and community activist. Through detailed storytelling and poignant quotes, listeners gain an intimate understanding of Nipsey's relentless pursuit of greatness and the indelible mark he left on both his community and the music industry.

---

Notable Quotes:

• Nipsey Hussle's Transformation:
  "Maybe now he can make some money, get some gear and get some rhymes down on tape."
  [22:37]

• On Independence:
  "Major labels want to hold money over his head while dictating the terms and owning the music he creates. Screw that."
  [11:50]

• Legacy Reflection:
  "Nipsey was South Central to his core, total Crenshaw. He didn't leave and come back like a conquering hero. He stayed and became a hometown hero."
  [24:09]

---

For More Information:

Credits for this episode are available on the Disgraceland show notes page at www.disgracelandpod.com. To support the show and access exclusive content, consider becoming a Disgraceland All Access member here.

Transcript

[Jake Brennan]

Double Elvis.

[Jesse Weber]

For decades he was untouchable, a mogul, a visionary, a king of Hip hop. Sean Diddy Combs built an empire from the ground up. But now it is all coming undone. Jesse Weber hosts Law and Crimes the Rise and Fall of Diddy the Federal Trial A front row seat to the biggest trial in entertainment history. Sex trafficking, racketeering, prostitution, allegations by federal prosecutors that span decades and witnesses who are finally speaking out each week, Law and Crime is breaking down the courtroom drama as it happens. From explosive testimony to behind the scenes legal strategy to the questions on everyone's mind.

[Jake Brennan]

How far will he fall or will he walk free?

[Jesse Weber]

But with a reputation in ruins, the spotlight is harsher, the stakes are higher, and for Diddy, there may be no second chances. You can listen to the Rise and Fall of Diddy the Federal Trial exclusively on Wondery plus. Join Wondery in the Wondery app, Apple Podcasts or Spotify right now Get Smoother.

[Dermalogica]

Brighter Skin Instantly in one easy step, Dermalogica's Daily Microfoliant gives you the smooth, glowy skin you want without damaging your skin barrier. This gentle exfoliating powder activates with water to smooth out rough texture and bright skin. It's powerful enough to deliver results, yet gentle enough to use every single day, even on sensitive skin. See the results for yourself, visit dermalogica.com and use code smooth at cart for an exclusive free gift with 65 purchase.

[Jake Brennan]

Disgraceland is a production of Double Elvis. The stories about Nipsey Hussle are insane. He was murdered at an early age. His funeral inspired tears from celebrities, politicians and neighbors. As a young teenager, he joined LA's notorious Rollin 60s Crips street gang and as an adult he worked to bring peace and opportunity to the same neighborhood that the Crips ruled. He was jumped into that gang as a 14 year old and he relied on the Crips to survive. Out on the streets of LA's South Central Crenshaw neighborhood, Nipsey would eventually shift his focus from the street to music. But first, in order to sign his first record deal, he'd have to turn himself into the law after a short stint on the run. But it was worth it because Nipsey Hussle would go on to make great music. And that music you heard at the top of the show, that wasn't great music. That was a preset loop from my melotron called Melokoe VA MK2. I played you that loop because I can't afford the rights to Seven Rings by Ariana Grande. And why would I play you that specific slice of modern Rogers and Hammerstein inspired cheese? Could I afford it? Because that was the number one song in America on March 31, 2019. And that was the day Nipsey Hussle exchanged words with a fellow gang banger. It was senselessly gunned down smack dab in the middle of the community he loved. And it loved him back. On this episode, Crenshaw Crips Community and Nipsey Hussle. I'm Jake Brennan and this is Disgrace. Now let's just see what this sounds like played backwards. Three plainclothes LAPD detectives were on the scene, trying to blend in. Of course everyone knew who they were, but if you weren't from South Central and if you weren't overrun by grief and if you were to squint hard, you might be able to be duped into thinking they were just a small crew of fellow gangbangers or at least affiliated. If not rollin 60s crips, then maybe some members from up north or elsewhere. Maybe the MGC crew or the Valley Hoods. But no, these dudes were obviously not street. They were too clean cut, no tats, no chains, and all of them were too uniformly in shape, bulking biceps visible from under their long sleeve flannels and sweatshirts. And one dude even had his champion tucked into his jeans. Dead giveaway Pigs to those in attendance at the funeral for slain rapper Nipsey Hussle, it was no surprise Nipsey rolled with gangbangers from way back. Despite his current standing in the community of South Central la, specifically the Crenshaw District as an entrepreneur and activist, Nipsey to some, still had some heat on his name. He was once, or still was, depending on who you asked, a member of the Rolman 60s Crips. And that's what the plainclothes cops were interested in. They weren't buying the makeover, but thousands of others were, from mourners wearing Crenshaw shirts straight from Nipsey's Marathon clothing store, the next neighborhood to Stevie Wonder, Snoop Dogg and more. Nipsey Hussle's last gig was half somber send off, half farewell concert. The crowd was so huge the funeral had to be held at LA's Staples center, which made it easy for 5o to blend in with the masses. Nipsey's casket held the floor, surrounded by flowers and musical instruments as Stevie Wonder performed Tears in Heaven. Snoop remembered how when he met Nipsey that he didn't pitch him on making a million dollars like other rappers on the make were prone to do when they met Snoop. Nipsey just said give it a listen. After Snoop spoke to the crowd, DJ Battle Cat played Nipsey Hussle's tracks at full blast and declared the day a celebration of life. Thousands of fans of Grammy nominated rapper and community activist Nipsey Hussle are in a state of shock today. They are mourning to that breaking news overnight. Grammy nominated rapper Nipsey Hussle shot and killed outside his own cold.

[Jesse Weber]

Thousands line the streets to say goodbye.

[Jake Brennan]

To rapper Nipsey Hussle.

[LeBron James]

It's a tough one right here, man. First of all, I want to thank y' all for allowing me the opportunity to speak here today. It's a real honor to be able to appear here and show love on behalf of my friend, my brother, A great man, a great leader, great father, great, great teacher, and a great friend. Nip NBA superstars LeBron James and Steph Curry. This is sad. Our war.

[Kaley Cuoco]

Who passed away.

[LeBron James]

It's up, man. No. Real. Recognized.

[Priceline]

Real.

[LeBron James]

I know what he is. I know what he was. I'm. I'm going end it like this. This man got a letter from Barack Obama, man.

[Jake Brennan]

Nipsey Hussle death shook his community to its core. And the size of the outpouring of grief was proof. Tribute letters from Kendrick Lamar and Barack Obama accompanied Jay Z's printed remembrance in the funeral program. And after the show at the Staples center, the hearse loaded with Nipsey Hussle's Coffin made a 25 mile winding journey through south Los Angeles, hitting all the major landmarks from the street where Nipsey grew up to the clothing store that had stood as an active good faith that Nipsey was an artist who was going to continue to give back to the community that shaped him. Hundreds more mourners lined the funeral parade route in a show of community respect. That respect for the young hip hop artist was hard fought, and Crenshaw, the neighborhood he was from, knew it and loved him for it and for all he did for the community. But investing back into his Crenshaw neighborhood came only after success was in hand. And that almost never happened. 2009. Nipsey's work had been out on the street for a while. He'd been running with the Crips since he was 15 years old and had one foot in the rap game at the same time, putting verses down on various tapes, pressing up posters and pasting them up all over the hood, making sure his name rang out not just as a treacherous thug, but also as something Else, An MC skilled with something to say. Tension between the pressures of gang life and the potential of a career as a musician came to a head and potential won out. Nipsey sold his cars, bought studio gear, invested in himself, decided to go all in or as all in as he could. And then the raid happened. Gang shit. LAPD had been watching him. They busted into the apartment he and his brother were staying at. Nipsey escaped arrest, but his brother wasn't so lucky. He went to jail. Nipsey Lambda High tailed into Jamaica. His name rang out even louder on the streets. As a result, Epic Records came calling and they wanted in on that real street shit. Authentic, hard. The kind that went back by the talent and skills Nipsey had sold records. Nipsey made it back stateside and signed his first record deal. Epic saw the potential in Nipsey and they collaborated on two mixtapes with him. A series titled Bullets Ain't Got no Name, which was critically praised but didn't sell at the numbers Epic hoped for. Still, Nipsey knew his time would come. And thanks to his label's confidence in him and financial backing, he continued working on a full length release, South Central State of Mind. But with label support came compromises. Epic's money men would own Nipsey's masters. Nipsey had to sign away rights to his work. For an artist as smart as Nipsey Hussle, for an artist with the type of long term vision he had, those kinds of standard industry terms didn't sit right. When Epic Records hit the skids in 2018 and was bought out by Capitol Records, Nipsey's instincts convinced him to bail. Nipsey had that antenna. The kind most wannabe artists would kill for. The kind some artists take for granted. The kind that could find inspiration for a game changing marketing plan by looking at a Philly cheesesteak. That's right. The cheesesteak made and sold by the Philadelphia restaurateur supposedly had Kobe beef in it. But still, was it worth the $100 price tag? $100 cheesesteak sandwich? Oprah thought so. She rolled into Barclay prime and ponied up for one and then started giving them away, hyping restaurateur Stephen Starr in the process. David Letterman invited Starr on his show. Rich dudes with angry attitudes toward local sports teams flocked to Barclay prime and plopped down their Amex car. Try this hundred dollar sandwich. When the hype caught up to Nipsey Hussle, he got an idea. Major labels want to hold money over his head while dictating the terms and owning the music he creates. Screw that. Screw making an album at all. Make another mixtape, but only press a limited run of a thousand copies. Then make like the Cheesesteak guy and put an insane price tag on his creation to create height. Voila. The $100 mixtape. It worked. The mixtape sold out in less than a day. Jay Z got in touch and purchased 100 of them for himself. $10,000 from the CEO of the ROC and beyond the 10 racks for Nipsey, the hype was on. People had to hear that mixtape and they did. And on it. His potential as an MC was now fully in control with his own record label, All Money In, Nipsey began releasing a new series of mixtapes. The marathon featured artists included mgmt, showing Nipsey's crossover appeal and potential to break into new markets. Soon he was trading features with every other rapper in town, working with Jadakiss, yg, Rick Ross, and an endless list of the latest, hottest MCs and producers. A whirlwind was growing around Nipsey Hussle, a hurricane of recognition and buzz. He was well known and well liked in powerful music industry circles even as he had maintained his independence and creative control. Fittingly, he titled his first independent full length album Victory Lap and not only did it finally break Nipsey onto the Billboard charts, but it would go on to be nominated for Best Rap album at the 2018 Grammys. He lost to Cardi B, but the recognition brought Nipsey Hussle's talent to an even wider audience than ever before. If anybody knew how to reap this whirlwind to harness all of its unbridled potential, it was Nip. It was as if he knew that he only had a limited amount of time left.

[Lemonade Pet Insurance]

If you're an experienced pet owner, you already know that having a pet is 25% belly rubs, 25% yelling drop it. And 50% groaning at the bill from every pet visit. Which is why Lemonade Pet Insurance is tailor made for your pet and can save you up to 90% on vet bills. It can help cover checkups, emergencies, diagnostics, basically all the stuff that makes your bank account get nervous. Claims are filed super easily through the Lemonade app and half get settled instantly. Get a'@lemonade.com pet and they'll help cover the vet bill for whatever your pet swallowed after you yelled drop it.

[Jesse Weber]

Hey Discos, if you want more Disgraceland, be sure to listen every Thursday to our weekly After Party bonus episode where we dig deeper into the stories we tell in our full weekly episodes. In these After Party Bonus episodes, we dive into your voicemails and texts, emails and DMs and discuss your thoughts on the wildlives and behavior of the artists and entertainers that we're all obsessed with. So leave me a message at 617-906-6638 disgracelandpodmail.com orisgracelandpod on the socials and join the conversation every Thursday in our After Party Bonus episode.

[Disney]

The Disney Hulu Max Bundle it's the ultimate bundle for an unbelievable price. Plans starting at $16.99 a month. Get it and watch Marvel Television's Ironheart on Disney.

[Jake Brennan]

Disney Plus I want to build something iconic.

[Disney]

A new season of the Bear on Hulu. We can make people happy and the epic A Minecraft movie on Max.

[Jake Brennan]

Anything you can imagine is possible.

[Disney]

The Disney Plus Hulu Max bundle plan starting at $16.99 a month. All these and more streaming soon. Terms apply. Visit disney+hulu maxfundo.com for details.

[Jake Brennan]

Sirens. Mourners screaming, running, trampling over their neighbors. Bones broke. Panic. Shouts of shots fired, and two women with the bullet wounds to back it up. Police trying to Police getting nowhere fast on the scene of Nipsey Hussle's memorial vigil outside his Marathon clothing shop, the same spot that he had been gunned down on, on the corner of Crenshaw and Slauson. The fight was unavoidable. Why and what the fuck for? This was Nipsey's visual. He'd been dead for a day. His community was torn up and in desperate need of a release. That's what the vigil was for. The potential to come together to commune. Not the potential for violence. The crowd was somber, votive candles covering the parking lot in front of marathon, clothing, about 400 in attendance spilling out onto the sidewalk and into the street. LAPD was in attendance. Uniformed cops announcing their presence with authority en masse. Plainclothes cops moving through the crowd calmly, stealthily. Eyes on everyone, eyes on waistbands, clocking for that familiar bulge. They missed it. Dude pulled his piece. Had to prove that he was somebody just like the fallen rap star, not just another bum from the neighborhood. And the piece proved it. Or so he believed. Little man, that he was. Someone in the crowd told him to put that shit away. Words, angry words, were exchanged. The situation went from innocuous to potentially deadly in mere seconds. Those in the immediate vicinity of the gunman, the little man, the man with the suffering ego turned and walked away, back from marathon clothing and the votive candles and the speeches about community and reinvesting and making a difference, and out toward the street, away from what was about to be set off. And the first few who moved out did so quietly, nonchalant but with unmistakable urgency, bumping shoulders with those in the crowd behind them, wondering what the quick exit was for. Someone said the word gun. Others in the crowd began to exit. Questions started flying. What the fuck was going on? Where's everyone going? The gunman and the big man next to him. Their words grew louder. The beef was now fully out in the open with the peace. And the little man waved it, and all those around him in the crowd saw it. And someone yelled it out, gun. And all hell broke loose. Instantly, everyone in the immediate vicinity of the gunman began to run, sprinting, knocking over those in their way with total disregard. Screams. The cops had no idea what was going on. The crowd moved en masse in every direction, scattering away from the central side of the vigil as fast as they could. It was a stampede. Mass panic. The sound of glass shattering, sirens screaming, ghetto birds hovering, first responders hustling the injured off on stretchers. Cops descended to quell the riot. Their efforts were welcomed with flying rocks, bottles, etc. Ambulances, fire trucks. A blue wall of uniformed cops took position along the side of the street, guarding a nearby gas station and convenience store from potential looters. Eventually, the crowd dispersed and authorities got the situation under control. But not before two people were stabbed and 19 hospitalized before the night was over. More news. LAPD broke it. There was a manhunt on for Nipsey Hussle's killer. Man, what the hell was taking him so long? She wanted to know. She could see Nipsey standing in front of his store, Marathon Clothing, and wanted a picture with the star. It was her idea. So how the hell did she end up waiting in the car while her boyfriend was out there talking to Nipsey? She could hear what they were saying. Sort of. Nipsey didn't look too pleased. Her boyfriend looked confused. Man, you know they got some paper on you. Paper? As in legal documents confirming one's status as a CI, A criminal informant, or as Nipsey in the streets he grew up on, would interpret it a snitch? Nipsey was warning her, man. Word was the courts had paper with her boyfriend's name on it, claiming he was indeed working for the cops. Fuck. She saw it right away. The look. The look in her boyfriend's eyes. Anger, fear. Menace. Nipsy waved him off. He stormed away, straight back toward her and her Chevy Cruze. He jumped in. Drive. What? I want my picture with Nipsey. What happened? Drive. She had no idea how fast she was driving. The whole thing seemed to be happening in slow motion, an epic creep down the alley toward the street. The movement of her car and everything happening inside of it. The anger radiating off of her man, the mood, dark, mean, a feeling of not knowing what was happening next, of being set into motion by an unseen force. It was like one of those dreams where your physical movements are weighed down beyond your control, where it seems impossible to move in the direction you want to move, but something compels you. Slowly, darkly, she turned right onto Wes Lawson. Creep rolling with a deep heaviness. He sat next to her, staring out the window at everything and nothing. All at once he was gone. He pulled the piece. She was shocked. A black semi automatic. He yanked back the slide and waved the gun to the right, indicating that she was to turn right onto Crenshaw. She did. They creeped slowly behind an old Monte Carlo. He pulled out a second gun, a revolver, told her to make the right on the West 58, and she did. And she knew it. The man next to him, like the points of the bullets in his gun, his heart was hollow. They caught the first right into the alley and wheeled the car up slow toward their previous parking spot aside the strip mall that housed Nipsey Hussle's marathon clothing. When they got close, she stopped. He bounced out of the car and stormed the parking lot, straight up to Nipsey Hussle, both guns blazing. He broke off over a dozen shots. Nipsey caught 10 of them, one to the abdomen that ripped through his gut and severed his spine. Another to the head. Nipsey looked up at his shooter. You got me, were his last words. Two others in the parking lot, along with Nip Nipsey, were also shot. The gunman bolted back to the car, dove into the passenger seat, and was in the wind, gone. Nipsey and his wounded friends were rushed to the hospital, where Nipsey Hussle was almost immediately pronounced dead. Days after his vigil had gotten violent. The LAPD put the shooter's name out on the street, and the manhunt was on his girl. The reluctant driver of his getaway car, a Nipsey Hussle fan, gave him up. The shooter was arrested days later. His future is currently as of the recording of this podcast with the courts and Nipsey Hussle and all the potential he had as an artist and an activist is gone.

[Priceline]

Hey there travelers. Kaley Cuoco here. Sorry to interrupt your music. Great artist BT Dubs, but wouldn't you rather be there to hear it live? With Priceline, you can get out of your dreams and into your dream concert. They've got millions of travel deals to get you to that festival gig, rave, sound, bath or sonic experience you've been dreaming of. Download the Priceline app today and you can save up to 60% off hotels and up to 50% off flights. So don't just dream about that trip. Book it with Priceline.

[Jake Brennan]

Go to your happy price. Priceline.

[Kaley Cuoco]

4Th of July Savings are here at the Home Depot, so it's time to get your grilling on. Pick up The Traeger Pro Series 22 Pellet Grill and Smoker now on special buy for $389 was $5.49. Smoke a rack of ribs or bake an apple pie. This grill is versatile enough to do it all this summer. No matter how you like your steaks, your barbecues are guaranteed to be well done. Celebrate 4th of July with fast free delivery on select grills right now at the Home Depot, it's up to.

[Greenlight]

Did you know that parents rank financial literacy as the number one most difficult life skill to teach? Meet Greenlight, the debit card and money app for families. With Greenlight, you can send money to kids quickly, set up chores automate allowance and keep an eye on your kids spending with real time notifications. Kids learn to earn, save and spend wisely and parents can rest easy knowing their kids are learning about money with guardrails in place. Try Greenlight Risk free [e-mail] Spotify.

[Jake Brennan]

The parking lot of Marathon Clothing was swarming with Nipsey fans and proud members of the Hyde park community. The excited crowd was a hopeful mirror for the grieving crowds that would follow, a stark contrast to the violence that would erupt in the same location just two years later, when Nipsey would be killed and his visual would be disrupted. All in the span of a couple of days. But today was nothing but potential. June 17, 2017 it was Marathon Clothing's grand opening. Nipsey's name out in the streets rang out as an entrepreneur, benefactor and community activist. When he was 19, he had taken a trip with his father back to Eritrea, where his dad was from. He spent three months in the tiny East African country that had fought hard for independence. What he experienced there changed him. He saw other people with dark skin like his, running things and helping their community. He returned to Crenshaw with a long term marketing and community building plan that he referred to as the Marathon and Marathon. Clothing was a whole new level in that race. It was the home stretch. Beaming with pride and backed by local radio, DJ Big Boy, Nip wielded a pair of oversized scissors and cut the ceremonial ribbon. It was a ritual that's been performed over and over by small business owners and upstanding members of the local Chamber of commerce all across America. This time on the corner of Crenshaw and Slauson, it felt different. Chamber of commerce types didn't come around these parts too often. And then the doors swung open and the assembled hip hop heads walked into a sleek, state of the art smart store. In addition to all the merch with Nipsey's brands and mixtape titles on them that lined the shelves, all money in and Crenshaw logos on shirts, hoodies, sweats, customer service reps with iPads met with the first customers and explained the smart part of the store to them. Download the store's app, order items, receive exclusive new Nipsey tracks with your purchases. Next Gen Retail Here in the hood, Nipsey, as always, was an innovator. A marketing mad scientist with one eye towards the future. He had first met the app designer who partnered with him on the store while stopping at a local Starbucks with his daughter to buy her a unicorn frappe. It was fate. Or at least homegrown good luck. Nipsey and his coder shared a belief that there's opportunity everywhere as long as you have your eyes open. In a year's time, Nipsey would partner up with another local entrepreneur, a real estate developer, and buy the entire building in which Marathon Clothing was located. Because it wasn't just the hustle that Nip had going for him. It was his sense of his roots. He knew where he came from, knew the darkest, hardest parts of home. He knew his neighborhood was full of kids with just as much potential as he had. If he could let one of those kids feel the same sense of possibility he felt when he was 13 when he first heard Machiavelli by Tupac. The album came out about two months after Pac had died and 13 year old Nipsey ate it up. Soon he was into all things Death Row, Dre, Snoop Dog Pound, Warren G. Then it was Outkast, J, Biggie, Nas, Juvenile. He got pro tools on his computer and taught himself to use it. It was a way out for sure, but not that he'd ever want to leave. He'd stay and help lift up the kids left behind by an economy that preferred easier investments. Kids navigating between gang violence, kids who looked up to Nipsey. Now countless rappers leveraged that kind of background to escape American ghettos and then cut boasting tracks about their new new penthouses and bling and bank accounts while they rub elbows with the Illuminati and maybe, maybe slap their name on a nonprofit or an activist organization to give back. But Nipsey never left. Nipsey was South Central to his core, total Crenshaw. He didn't leave and come back like a conquering hero. He stayed and became a hometown hero, an arguably even harder title to earn. It was just like Snoop would say, standing before Nipsey's casket at the Staples center two years later. Wannabe MCs were always slipping Snoop mixtapes and promising to make him a million dollars, but all Nipsey said was just give it a listen. His work spoke for itself. On the morning of the store opening, Nipsey was the master of all he surveyed, as all the folks from the neighborhood were downloading his app and discovering something new. For Nipsey, this felt like a culmination of years of hard work. And that work did speak for itself. Before the store or Marathon, the fashion label, had already become the hottest brand in town. Crenshaw T shirts visible in every park and basketball court. The day after his death, Nipsey had been scheduled to attend a meeting he had arranged with the LAPD and Jay Z's Roc Nation to develop new ways to limit gang violence in South Central. On the other side of Hyde park, he had launched a co working space, product incubator and community development hub called Vector 90. True to his tech savvy homegrown identity and on the other side of Slauson from Marathon Clothing at his old elementary school on 59th Street, Nipsey donated $10,000 to refinish the basketball courts. The same courts where the kids in his Crenshaw shirts now played. The same courts that he had played on on back when he was just a youngin and the Crips crew. The Rolling Sixties came calling. Nipsey was holding cord outside Marathon Clothing, leaning against his brand new black Jaguar F Type. The Jag, much like his 600 bends, was a clear indication of how far he'd come, how hard he'd hustled to get here with his feet firmly planted on the escalator of success. He was still in the hood, but that was by choice. He was reinvesting and he wasn't to going going anywhere, even though his come up was in full effect. But right now he was chilling, enjoying the easy Southern California springtime sunshine. Talking with some neighborhood regulars out on Slauson, Nipsey couldn't help but notice the slow rolling 67 Barracuda chopped low. Its engine growled, menacing like a hungry big game cat. No doubt its Slant six had been replaced by by a big block. The car was mean and so were its inhabitants. Inside, 60s Crips. Part of his old crew. They nodded as they passed. Nipsy nodded back and thought back to his time with one of Crenshaw's strongest, most notorious gangs. The roll in 60s Crips joining up didn't seem like much of a choice. By the time he was 14 he was on his own, out of his mom's house and living with his grandmother, but essentially left to fend for himself. And in late 90s Crenshaw, that meant fending off beatdowns in nearly every corner of your reality. High school football games, the malls were ever. But by far the worst were Crenshaw's alleys. A concrete maze of fear and violence. Removed from the main streets, the alleys offered privacy where treacherous thugs would attack for whatever reason they wanted. Walled in by the backsides of the neighborhood's strip malls and apartments, the alleys were beat down central. And worse than that were the shooters. Who the fuck knew why? For fun, for whatever. Screwing through the neighborhood on your BMX bike while being unaffiliated with a gang was enough to get you shot at the same time. As a youth, Nipsey was obsessed with music, looking for any opportunity to make it. The harshness of his surroundings and lack of opportunity combined with the cold reality of simply needing to make money to survive as a child, caused him to join up. It was join, die or move. Those were the choices. For a 14 year old, the decision was easy. Crew up, join. But first there would be the initiation. Like nearly every modern member before him, Nipsey needed to be jumped into the gang in one of the alleys. Of course, nowhere to run, nowhere to hide. Treacherous. The circle formed around him. Three older teenage members pulled in tight. Then from behind, the first punch, a wild blow cocked from way back hard to the side of the head. Then an unimaginable flurry of fists from the three member squared circle to the face, the back of the head, the chest, the gut, the back all over again and again and again. And there is no set time for jump ins. Sure, some gangs hold fast to the 60 second rule. Some less, some more. Sometimes you get a real mean son of a bitch who really wants to put it on you. And you fight till you fall, and then the real beating starts. But most times the fight lasts until you prove yourself, prove your mettle, your steel. Prove how real of a motherfucker you can be when shit gets tough, how well you can hang in the face of extreme violence, how far you can go to rep the gang. Show that you can stand on your own so others will stand behind you. When the hurricane of violence passed, he stumbled out of the alley, out toward the street, through the pats on the back, through the words of welcoming and encouragement. He'd survived, and he'd survive worse. Now he was certain. The sun was putting itself down for the night. Crenshaw was settling. The streets were emptying. Civilians were heading home for the evening, holding up their end of the bargain, making room for the gangbangers to do their thing. Cars pulled into driveways. Porch lights were turned on. Helicopters hummed. Up above in the streets, relatively speaking, were peaceful. Nipsey sat on Crenshaw's curb, collected himself. He belonged not just to a gang, but to this neighborhood. It was home. And now, finally, he was protected in his home. He was moved to rhyme, if not out loud, in his head. Maybe now, now that he was with someone, now, things would be different. Maybe now he can make some money, get some gear and get some rhymes down on tape. Maybe now he can make a name for himself, get on that rap game hustle. Nipsey picked his head up, looked down the street at some young bloods, 10, 11, just a few years younger than him. They were running away from where he was sitting, likely home for the night, off the streets, hopefully like him, toward their future. And Nipsey looked around him. It was beautiful. Crenshaw. It had so much potential, just like those kids, just like him. A potential that for Nipsey Hussle, would never be fully realized. And that is a disgrace. I'm Jake Brennan, and this is Disgrace Foreign.

[Jesse Weber]

Disgraceland was created by yours truly and is produced in partnership with Double Elvis.

[Jake Brennan]

Credits for this episode can be found.

[Jesse Weber]

On the show notes [e-mail] if you're listening. As a Disgraceland All Access member, thank you for supporting the show.

[Jake Brennan]

We really appreciate it.

[Jesse Weber]

And if not, you can become a member right now by going to Disgracelandpod.com Membership members can listen to every episode of Disgraceland ad free. Plus you'll get one brand new exclusive episode every month. Weekly unscripted bonus episodes special audio collections and early access to merchandise and events. Visit disgracelandpod.com membership for details, rate and review the show and follow us on Instagram, Tik Tok, Twitter and Facebook @Disgracelandpod and on YouTube at YouTube.com Disgracelandpod Rocka.

[Jake Brennan]

Rolla.

[Disney]

He's a bad, bad man.

[Jesse Weber]

What is Dadication?

[J]

The thing that drives me every day as a dad is Dariana. We call him Day Date for short. Every day he's hungry for something, whether it's attention, affection, knowledge, and there's this huge responsibility, ability, and making sure that when he's no longer under my wing that he's a good person. I want him to be able to sit back one day and go, we worked together. We did a good job.

[Jesse Weber]

That's dedication. Find out [e-mail] brought to you by the U.S. department of Health and Human Services and the Ad Council.