Nas Explains New Lifestyle Website, 12Society

All rappers are venturing outside of the hip-hop game these days, the latest being rap legend, Nas.

The Queensbridge, New York veteran launched a new lifestyle website this summer, called, a subcriber-based experience for users in which celebrities hand pick items for you. For $39 a month, subscribers/users will receive a monthly shipment of handpicked apparel, gadgets and other premium products that stars such as Nas, NBA players like Blake Griffin, Kevin Love, and even Nick Cannon use in their everyday lives. The company guarantees that each monthly shipment will be worth a minimum of $125.

In a recent interview with, Nas says the website is a new means for artists, athletes and celebrities to expand their personal brands.

“I started 12Society in June with the hopes of bringing this generation the new wave of commerce. Providing my fans with access to products, brands, and technology that they haven’t seen before,” he explained. “Increased accessibility and visibility has always been the future, and finally, that time is now… entertainment is about self-promotion — using the power of your fans through social media to market live shows and new business ventures and move a few records. The direct connection to the fans is not just freeing artists from the old corporate structure; it’s redefining the relationship between creator and audience.”

Nas goes on to admit that 12Society is partly inspired by comedian Louis C.K.’s decision to sell his comedy special, “Live at the Beacon Theater,” exclusively online through his personal website.

“Artists everywhere took notice when Louis C.K. sold his stand-up special and show tickets without a network backing him on the promotion and distribution,” he said. “That truly was innovation at its best. To me, that’s inspirational. That’s bringing things full circle and is the kind of independent triumph that will allow artists to create freely and reap the full benefit of their craft.”

Nas told MTV News, back in June, that the website wasn’t made to break the bank, but instead, be something “cool” for everybody.

“This is not about being a baller or nothing. What you’re receiving is worth way more than what you’re paying for,” Nas promised. “This is for everybody; this is not for rich people. This is for everybody. It’s a cool thing.”

Source: Baller Status

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