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Nipsey Hussle’s “Proud2Pay” campaign was inspired by Stephen Starr selling a $120 cheesesteak

’s partner Jorge Peniche handing him Jonah Berger’s Contagious book changed a lot for Nipsey

Nipsey Hussle‘s ‘Crenshaw‘ mixtape marketing was inspired by a part in the book Contagious, written by Jonah Berger. Berger tells the story of how business owner Stephen Starr sold and marketed a cheesesteak, for $120. Starr’s ability to sell and market the cheesesteak at his Barclay Prime restaurant for that point inspired Nip’s marketing for his Crenshaw mixtape.

“When I read about the hundred dollar cheesesteak, I was so close to being done with Crenshaw, I was in marketing mode, and when I read that, I didn’t necessarily have the full idea, but I knew it was time to work,” Nipsey explained. “I think the parable inspired me to where I knew something good was going to come from that inspiration. So I just put the book down and started thinking and walking around inside my office, talking to my team, and came up with – what became the ‘Proud2Pay’ campaign.”

Nipsey spoke on being in the entertainment business and how a restaurant business idea sparked his campaign idea for the mixtape. It caught the attention of great, .

“I got a DM on Twitter from a respected hip-hop journalist and he was just like, ‘Hov respects the move, salute,’ Nipsey Hussle told MTV in 2013. “A little while later, I got an email that came through my team that was like, ‘, on behalf of wants to buy 100 units. Who do we pay? When can we get the shipment out?’”

Read: Jay-Z once bought 100 copies of Nipsey Hussle’s Crenshaw mixtape for $100 a copy

Read: Nipsey Hussle was Supposed to be on Meek Mill’s Latest Protest Track

Read: Nipsey Hussle Almost Put “Right Hand 2 God” as the ‘Victory Lap’ Intro

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