DJ NewLife based in Oakland, California by way of Chicago.

Mass Appeal Records is the label division of the burgeoning media group and creative agency, Mass Appeal. Birthed in 2014 alongside music legend Nasir “Nas” Jones, the label solidified itself as a powerful platform that shines light on DIY artists passionately upholding the foundational pillars of Hip Hop. Merging the classic with the contemporary, at Mass Appeal Records, we share the very same enthusiasm that our artists possess. We are as devoted to promoting the music, as our artists are to creating it. We pridefully collaborate and share real music, from real people.

Raised on the South Side of Chicago, Vic rose to public awareness as a member of the eclectic hip-hop band Kids These Days and founder of the Chicago collective SAVEMONEY alongside Chance The Rapper and other local upstarts Joey Purp and Peter CottonTale. His solo debut mixtape INNANETAPE dropped in 2013, igniting immediate accolades (including a spot on the XXL Freshman cover in 2014), and a fortuitous introduction to Jay Z that led to a record deal with Roc Nation. Mensa went on to help Kanye West pen his esoteric song “Wolves” from The Life of Pablo, drop three critically acclaimed EPs (2016’s There’s A Lot Going On, 2018’s Hooligans, and 2020’s V TAPE) and his debut full length The Autobiography (2017), as well as furthering social causes in his hometown through his nonprofit SAVEMONEYSAVELIFE. In both music and his social activism, Vic challenges the American system responsible for a history of overcriminalization, racial injustice, and issues that affect the lives of people in underserved communities, while showcasing profound levels of consciousness and self-reflection.

WORLDWIDE TING • QUE BAJO FOUNDER • BUMPER TO BUMPER

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