Gucci Mane has introduced another new record label, promising to turn his first signees into millionaires overnight. On Thursday (July 4), the rap mogul shared a video on Instagram announcing his new imprint, So Icy Millionaires, while showcasing $2 million in cash for the first artists who sign with him. “The Trap God is here. Each of these stacks is $100,000,” he said, holding bundles of money in the studio.
Guwop then counts the money in increments of $100,000 until he reaches a million dollars. “That’s what I’m ready to invest in my next superstar because I’m launching a brand new label, So Icy Millionaires,” he states. “I’m looking for my next male superstar to join my new label.” The camera then shifts to Gucci’s wife, Keyshia Ka’Oir, who counts an additional $1 million, intended for the label’s first female artist. “I’ve got a million for my next female superstar and a million for my next male superstar. Who wants to join So Icy Millionaires? DM me now. Happy Fourth of July.”
Despite the attractive seven-figure offer, Gucci Mane’s labels have faced issues in the past, leading to accusations that his signees are “cursed.” Several artists from 1017, both past and present, have been incarcerated recently, including Pooh Shiesty, Foogiano, Hoodrich Paolo Juan, and Mac Critter. Some artists have tragically died, notably former signee Enchanting, who passed away earlier this year at age 26 due to a drug overdose.
Joe Budden has noted this trend and questioned Gucci’s A&R skills during an episode of his podcast last year. “Who people are signing, how people are signing them, and why people are signing them needs thorough examination from all parties in the music business,” he said. “We’ve never seen this many deaths, shootings, stabbings, clique beefs, arrests, or RICOs in rap in the last decade. The death of A&R and musicianship are connected for me.”
Gucci responded to the criticism: “I think that’s unfair for him to say, but he’s entitled to his opinion. To me, who else will give them a chance? I’m not signing the guys who don’t need help; I’m signing the guys nobody wants to sign. The ones with criminal records that everyone else avoids—those are the guys I’m giving a chance.”
