Memphis rapper NLE Choppa has launched his own label in partnership with Warner Records, it was announced on Thursday (July 11).
Dubbed No Love Entertainment (NLE), the imprint has already released one single — June’s “Free Youngboy” — under the terms of the deal.
The 16-year-old Choppa broke through with his smash 2019 single “Shotta Flow,” which currently sits at No. 45 on the Billboard Hot 100 and boasts over 80 million views on YouTube; the video for follow-up track “Shotta Flow Pt. 2,” meanwhile, has 39 million views while a remix video featuring Blueface has racked up over 29 million.
In February, Choppa was at the center of a bidding war between labels including Interscope, Republic, Caroline and EMPIRE, with offers reportedly going as high as $3 million. But the rapper instead opted for a distribution partnership with Steve Stoute’s independent distribution company UnitedMasters, retaining full ownership of his master recordings.
“[Stoute] told me everything they could do — they trusted me, and I trusted them,” Choppa told Billboard. “I get to own all my music, so it’s just a better deal [than a label]. I want to be able to have my own label, so I can build something from the ground up. In 10 years, I want to look back and think, ‘I created something big.'”
No Love Entertainment is next slated to release unspecified new music from Choppa, though no details have been provided.
Update: A previous version of this article incorrectly stated that NLE Choppa was not offered an advance by UnitedMasters. We regret the error.