7Wallace & Mass Appeal Join Forces for New Transatlantic Hip Hop Partnership

London based creative collective and record label 7Wallace, founded by Idris Elba, has announced a strategic partnership with Mass Appeal Records, the influential independent label and media company co founded by Nas. The collaboration marks a new chapter for both companies as they look to strengthen connections between the UK and US hip hop scenes.

The partnership builds on an existing relationship between the two camps. Last year, they worked together on Slick Rick’s album VICTORY, a project celebrating hip hop legacy while pushing the culture forward. The release was accompanied by VICTORY (The Film), a 30 minute visual piece directed by Meji Alabi and executive produced by Slick Rick and Idris Elba. Featuring appearances from Nas, Giggs and Estelle, the film screened at major festivals including Tribeca, SXSW and HollyShorts.

Now the two companies are formalising their alliance with plans for co releases, cross market distribution and original collaborative content spanning music, film, media and live experiences.

Rachel Prager, Head of Music at 7Wallace, said the partnership reflects a shared commitment to hip hop culture and its foundations. She noted that every release in this next phase is intentional, with the label focused on honouring UK rap pioneers while investing in new artists shaping the scene today.

Mass Appeal CEO Peter Bittenbender echoed the sentiment, pointing to the success of the VICTORY collaboration as proof of the creative alignment between the two companies. The extended partnership, he said, will help spotlight talent from both sides of the Atlantic.

As part of its next phase of growth, Char Grant has also joined 7Wallace as A&R Director, strengthening the label’s artist development strategy.

Founded by Idris Elba, 7Wallace has built a reputation for operating at the intersection of music, film and visual storytelling, working with artists including Little Simz, Slick Rick, Kojey Radical, Che Lingo and Chip. Mass Appeal, meanwhile, has long been recognised for championing hip hop culture across music, media and film.

Together, the two companies aim to expand independent collaboration and storytelling across the global hip hop landscape.