Nelly, The Mogul: 4 Times He Bossed Up In Business
Nelly is this year’s "I Am Hip Hop" honoree for the BET Hip Hop Awards 2021 after twenty years in the game, breaking records, setting trends and holding the midwest down when it comes to hip hop.
RELATED: 10 Facts About Nelly
While it’s maybe hard to conceive how the guy behind “All in My Head” and “Dilemma,” who popularized the Air Force 1, Apple Bottom Jeans and other staples of the aughts, is now in the stage of his career to be honored for his life work, it is good that he is able to receive his flowers while he’s here.
There are many reasons Nelly has been able to maintain as long as he has in the industry. Being able to create good music that stands the test of time is one, for sure, but his business acumen deserves mention as well.
Here’s a look at all the boss moves he’s made over his career.
Apple Bottom Jeans
Nelly’s Apple Bottom jeans brand is an obvious example when looking at the business moves he’s made in his career.
Released in 2013, the women’s denim brand was an instant success with help of his hip hop peers, Twista, Eminem and Flo Rida. As a result, the mid-aughts was littered with his form-fitting jeans, becoming a 2000s pop-culture symbol. He even hosted a model search for the brand on a VH1 reality show in 2008 called "The Apple Bottom Girl."
Although eventually discontinued, Nelly has recently alluded to their return, captioning on in an Instagram post: “It’s About That Time, Don’t Call It A Come Back.”
Charlotte Bobcats
Nelly loves athletics, as he was a star multi-sport student growing up. So when he joined the ownership group of the Charlotte Hornets (then Bobcats) organization 2005 it made all the sense in the world.
The move did not only make him part of the first-ever minority-owned professional sports franchise in history, it further taught him about the business and how to move.
Endorsements
The “Hot in Herre” rapper has also been savvy in his partnerships. Over the years, the Grammy winner has worked with Nike — where he’d release a limited edition remake of Charles Barkley’s famous sneaker called “Air Derrty” — Reebok, Got Milk, Ford, and even Honey Nut Cheerios. That doesn’t include co-owning "Pimp Juice," which was once marketed as "Hip-Hop's #1 Energy Drink," his partnership with the candy Mike and Ikes
Twenty-plus years later and Nelly’s still striking deals. Recently, he’s partnered with Burger King for their “Keep it Real” campaign and St. Louis fixture, Budweiser, on a line of limited-edition tallboys in celebration of the 20 years since the release of his debut solo album, Country Grammar
Derrty Entertainment
Probably the most important business deal Nelly has ever made was one of his first: founding Derrty Entertainment — his very own record label under Motown.
Not did it host his first and most successful studio album, Country Grammar — Which ended up being one of eighth hip hop albums of all time to go diamond—but it’s afforded him the ability to put on other St. Louis acts, like his Lunatics squad, Murphy Lee and others.
Nelly was also able to ink a deal to create Fo' Reel Entertainment — a record label distributed by Universal — which released music between 2000 and 2010.
