A new partnership between 7Wallace and Mass Appeal is set to “open more doors for UK talent across the United States and on the global stage”.
Rachel Prager (above), head of music at 7Wallace, has opened up about the new agreement between Nas’ Mass Appeal label and 7Wallace, the record company and creative collective founded by Idris Elba.
Last year, the two companies collaborated on Slick Rick’s Victory album, which was accompanied by a short film that was shown at the Tribeca Film Festival, SXSW and Hollyshorts.
Music Week delved into Mass Appeal’s mission to pay homage to hip-hop legacy in our profile feature last year, and Prager has now told us that 7Wallace shares the same motivation to highlight the evolution of rap in the UK.
UK rap has evolved significantly over the years, growing from a grassroots movement into a powerful force that is now thriving and making an impact on a global scale
Rachel Prager, 7Wallace
“This partnership with Mass Appeal and Nas underscores our commitment to celebrating and elevating UK rap, not only at home, but also in the birthplace of the genre and with one of its greatest pioneers,” Prager said.
Meanwhile, Mass Appeal CEO Peter Bittenbender said the two companies’ collaboration on Slick Rick reflected a “shared commitment to honoring hip-hop legacy while presenting it on a global stage”.
“We’re thrilled to extend the partnership and build on that foundation, supporting more music from across the pond and helping to amplify an exceptional slate of talent and creative projects,” he added.
With release details set to be revealed in the near future, it’s an exciting time for 7Wallace, where former 0207 Def Jam exec and Black Music Coalition committee member Char Grant has joined as A&R director.
Here’s what happened when Music Week sat down with Rachel Prager to find out more about what’s to come from the partnership.
How has 7Wallace's story so far led to this point, a partnership with a revered US label such as Mass Appeal?
“We initially brought Mass Appeal on board as our boots on the ground in the US for our Slick Rick album and film Victory. After seven years developing the project, it was important for us to partner with a respected US team who could help us deliver the vision at the highest level. The collaboration proved so successful that we decided to extend the relationship beyond that single project, expanding it into a broader partnership and a slate of new ideas that we’ll be rolling out over the next three years.”
Can you elaborate on the shared sensibilities between the two companies?
“7Wallace and Mass Appeal share a deep alignment in values, particularly when it comes to legacy, honouring the pioneers who laid the foundations of the culture, creating alternative opportunities and pathways for artists and approaching everything we do with integrity. Both companies are committed to telling authentic stories, creating impactful new work and ensuring that the artists and innovators who shaped the culture receive the respect and recognition they deserve. That shared ethos makes the partnership a natural fit.”
What did you learn from the Slick Rick campaign?
“We were reminded that truly great work takes time. The project was developed over seven years, and that journey reinforced the value of patience, care, and a commitment to detail. Working with Slick Rick on Victory became a lesson in craftsmanship, proof that when artists and collaborators are given the time to refine their ideas and stay true to the vision, the end result carries a depth and quality that simply can’t be rushed. It’s a philosophy that continues to shape how we approach our projects: focusing on longevity, cultural impact, and work that will still resonate years from now.”
7Wallace and Mass Appeal share a deep alignment in values, particularly when it comes to legacy, honouring the pioneers who laid the foundations of the culture
Rachel Prager, 7Wallace
Why is it important that we focus on celebrating the legacy of the UK scene? Do you feel this is a gap in the market, somewhere not enough light is being shone right now?
“UK rap has evolved significantly over the years, growing from a grassroots movement into a powerful force that is now thriving and making an impact on a global scale. As the genre continues to reach new audiences and achieve new heights, we believe it’s important to take a moment to reflect. Now feels like the right time to celebrate the roots of the culture and pay respect to the artists and pioneers who laid the foundations and carried the scene forward. Their creativity, resilience and vision helped shape the landscape we see today, and acknowledging that legacy is an essential part of pushing the culture forward.”
What can we expect from the Mass Appeal partnership in terms of releases and when? What kind of impact do you want to make?
“We are currently planning the release of two exciting flagship projects, one dedicated to celebrating the legacy of UK rap, and another focused on supporting and amplifying the next generation of artists. Together, they reflect our commitment to honouring the culture’s foundations while helping to shape its future. Stay tuned for announcements about both projects coming soon!”
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