Why Murder Inc.’s comeback failed

25 Nov

After Irv Gotti and Murder Inc. hit rock bottom in 2005, it seemed like there was no chance of them coming back. Quietly, Gotti assembled his artists and reached a distribution deal with Universal Motown. During this same time, he reached out to a lot of people that he had offended in the past.

Once Gotti secured a deal and made right to most of his wrongs, he made the big announcement. That announcement was Murder Inc. is back, Irv Gotti promised that he was going to take over the hip hop game, once again. A lot of people did not think that a Murder Inc. comeback was possible, but it was.

Things started out right, first the label broke a new album from Lloyd. He was the only artist on the label from the Def Jam days that was not brought into the G-Unit feud, so his music never suffered. His album produced two hits, but Irv Gotti never pushed the record very hard, but he did not put Lloyd on a record with Ja Rule or Ashanti.

Despite that, Lloyd still managed to release a platinum album with Street Love. After the release of Lloyd, Gotti switched the focus back to Ja Rule. Had it not been for Rule, the label would have never been what it was. Without a doubt, Ja Rule was the force behind the Murder Inc. engine.

When it came time to reintroduce him to the public, Irv Gotti should have done everything he could to get Ja on the cover of the top hip hop magazines. After a three-year hiatus from the game and on a label, such as Murder Inc., marketing dollars should have been spent in every direction to get his name back out there. By the time, he released his lead single, Gotti should have made sure that Rule was getting adequate airplay.

In the end, he did not make sure that Ja Rule’s singles were promoted properly and the album was pushed back until 2008. Had things gone according to plans, “Uh Ohhh!” would have heated up the streets and “Body” would have topped the Billboard Hot 100 in a Ja Rule fashion. In January, he would have released the final single from the album, “Father Forgive Me.”

This would have led to a successful launch of Ashley Joi and another successful album from Ashanti. By mid-2008, Irv Gotti would have re-worked a rotation that would allow the label to release a new album from Lloyd, Ashanti, Ashley Joi, and Ja Rule on a yearly basis. But, the fact that he did not invest in Ja Rule as the flagship artist is what ultimately led to the label’s current status.

Since Ja Rule was the flagship artist, he should have been treated as such. Had that happened and he had been marketed, Ja would have sold very well, setting the stage for the other artists to also sell very well. Right, now Ja Rule would be celebrating the release of his ninth studio album, instead of still waiting to release his seventh disc.

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