JAYFORCE

We certainly felt that this was a classic in the making…

Wow. An actual A&R. You see kids ‘A&R’ stands for ‘Artist & Repertoire’… a term from a bygone era of the music business when there were folks (called A&R) whose jobs were to find talent, make them commercially viable (e.g. transform raw talent into something that makes cash registers ring), and act as liaison between the label and the artist all the while. Make no mistake, A&Rs work for the music label. So, while Faith was likely enamored with Nas’ talent from the jump, she had to see DOLLAR SIGNS when she thought of his potential back in the day. She had to BELIEVE in Nas as someone who the Hip-Hop world would willing to spend money – for labels to develop as an artist and marketable ‘product’ AND for fans to buy music and tickets.

How much did she believe in Nas, even BEFORE “Illmatic” was made? Well, she went to Queensbridge to get him back in the day. And… um… you can bet she ‘stood out’ when she did. Moreover, she put herself out there and took on high risk based on her belief in the future G.O.D.M.C.

And here she is, 25 years later, talking about how glad she was that she did.

Faith Newman signed Nas to Columbia Records in the fall of 1991, but even she couldn’t predict the heights he’d be taken to after the release of “Illmatic.” Heights that “probably none of us could imagine.”
– Mass Appeal

Indeed. But the streets knew, especially the bootleggers. Turns out Faith has spoken on that before… at length (see link here).

EARLIER POST: THE MASSIVE BOOTLEGGING OF NAS’ CLASSIC “ILLMATIC” ALBUM