In a world where innovation is often associated with Silicon Valley tech giants, the story of a rapper from South Central Los Angeles offers a sobering business lesson. Nipsey Hussle, whose real name is Ermias Asghedom, is not only a talented artist, but also a visionary entrepreneur who adopted a similar business strategy to Apple, creating an independent empire and leaving behind a lasting legacy. Despite their different starting points—one a trillion-dollar tech company, the other a street artist making mixtapes—both have proven the power of “vertical integration.”

Vertical integration, a complex business concept, was simplified by Nipsey Hussle and Apple to a fantastic degree. It is essentially controlling every step of the business process, from the initial idea, to manufacturing, to distribution, to the end user. Apple is famous for making its own chips, developing its own software, and owning its own global retail stores. They don’t just sell an iPhone; they sell the entire Apple ecosystem. Similarly, Nipsey Hussle rejected the traditional path of the music industry, where record labels, distributors, and streaming platforms take the lion’s share of the profits. He took control of everything himself: the masters, the label, and the distribution channels. This was more than just a business strategy; it was a statement of autonomy and independence.

The most obvious similarity between the two empires lies in how they priced their products. While Apple was selling iPhones for $1,000, Nipsey Hussle shocked the world by selling his mixtape, “Crenshaw,” for $100 a copy. At the time, such a price tag was considered insane. However, just as Apple turned the iPhone into a symbol of luxury and innovation, Nipsey turned his mixtape into a collectible. Customers lined up to buy “Crenshaw” not just because of the music, but because they were investing in his vision and beliefs. They weren’t just buying a product; they were buying a story. This strategy helped Nipsey sell over 1,000 copies, earning $100,000 in 24 hours, a number that would take many artists months to achieve.

Another aspect of this strategy is controlling the customer experience. Apple redefined the concept of retail with the Apple Store—a minimalist, modern space where products are displayed like works of art and customers are immersed in the Apple world. The store is not just a place to shop, but also a center for experience, education, and support. Nipsey Hussle took this thinking and applied it creatively with The Marathon Store on Crenshaw Boulevard. The store is more than just a place to sell clothes or albums; it is a “smart store” that combines culture, technology, and story. The Marathon Store has become a symbol of community, a destination where fans can come to connect with artists and each other, creating a sense of belonging and exclusivity.

But perhaps the greatest part of Nipsey Hussle’s vision was that he built an ecosystem that wasn’t just for himself. Just as Apple created the App Store so developers could build apps and make money (with Apple taking a 30% cut, of course), Nipsey co-founded Vector 90, a co-working space and STEM center in the South Central neighborhood. Vector 90 wasn’t just a social project; it was part of his vertical integration strategy. It was a platform to empower his community to build companies, grow their careers, and create their own futures. In doing so, he built a legacy that went far beyond music or retail, one built on a foundation of self-reliance and the ability to empower others.

Ultimately, the story of Nipsey Hussle and Apple is about more than just business success. It’s about timeless vision, about taking control of your own destiny and building a platform from which others can build. Nipsey proved that even an independent artist can adopt the strategies of large corporations to create a lasting legacy, one that will not only outlive him but will continue to inspire millions of others. He was more than just a rapper; he was a thinker, an innovator, and a legend who created a business model the world should learn from.