{"id":25860,"date":"2017-04-12T10:00:52","date_gmt":"2017-04-12T14:00:52","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=25860"},"modified":"2020-03-30T22:31:43","modified_gmt":"2020-03-31T02:31:43","slug":"hip-hop-trailblazer-opens-cutting-edge-studio","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/hip-hop-trailblazer-opens-cutting-edge-studio","title":{"rendered":"Hip hop trailblazer Nas launches cutting-edge studio"},"content":{"rendered":"\n<p>Three young musicians huddle in the corner, engrossed in a serious discussion around the end of a long table. Some entertainment industry insiders step off the elevator, catching the attention of one of the musicians, who wonders aloud if that was someone they should recognize.<\/p>\n\n\n\n<p>Not far away, standing under a mural emblazoned with the name of the company\u2014<a href=\"http:\/\/massappeal.com\/\">Mass Appeal<\/a>\u2014is Nas, one of the <a href=\"http:\/\/www.billboard.com\/photos\/6723017\/the-10-best-rappers-of-all-time\">great hip hop artists of our time<\/a>, best known as a rapper, a songwriter, and a music producer. Today he\u2019s also an entrepreneur, showing off the new offices for the media powerhouse he helped to relaunch in 2013.<\/p>\n\n\n\n<p>Mass Appeal\u2014which started out in publishing and has branched out into music, film, and television\u2014used to have its own office in New York City but when it outgrew the space, the company decided to take an entire floor at <a href=\"https:\/\/www.wework.com\/buildings\/soho-south--new-york-city--NY\">WeWork Soho South.<\/a><\/p>\n\n\n\n<p>He\u2019s especially proud of the state-of-the-art recording studio, tucked away in the back, that\u2019s nearly ready to start cutting tracks for Mass Appeal\u2019s long line up of artists.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1367\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/Mass-Appeal.jpg?resize=2048%2C1367\" alt=\"Mass Appeal\" class=\"wp-image-25864\"\/><\/figure>\n\n\n\n<p>\u201cWe\u2019re doing everything here in this office, down to making the records,\u201d says Nas. \u201cIt\u2019s like Motown in the making. But the next level version.\u201d<\/p>\n\n\n\n<p>Peter Bittenbender, Mass Appeal\u2019s CEO, is also passionate about taking the company forward.<\/p>\n\n\n\n<p>&#8220;For us, it\u2019s always about how we can take things to the next level,\u201d says Bittenbender. \u201cWe needed a good partner to help us grow.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1367\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/Mass-Appeal-2.jpg?resize=2048%2C1367\" alt=\"Mass Appeal 2\" class=\"wp-image-25865\"\/><\/figure>\n\n\n\n<p>That partner was WeWork, which renovated the space to Mass Appeal\u2019s specifications. Some parts are pure WeWork design, such as the floor-to-ceiling glass walls that let light stream in through the massive windows on the north and west walls. And others are inspired by Mass Appeal, like the oversized Scrabble tiles near the reception desk which spells out the company\u2019s name. The staff loved the DIY feel, and ordered the tiles directly from the artist.<\/p>\n\n\n\n<p>And then there\u2019s the eye-popping mural that takes up one entire wall. It tells the story of company, including the huge \u201c96\u201d that signifies the year that Mass Appeal magazine was first published. It covered everything from hip-hop stars to graffiti artists to video games.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1367\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/Mass-Appeal-3.jpg?resize=2048%2C1367\" alt=\"Mass Appeal 3\" class=\"wp-image-25866\"\/><\/figure>\n\n\n\n<p>Bittenbender says it wasn\u2019t a difficult decision to move Mass Appeal into a coworking space, especially one that would be \u201cfilled with all these creative people.\u201d<\/p>\n\n\n\n<p>\u201cIt\u2019s so much more than being just a tenant in a building,\u201d says Bittenbender. \u201cIt\u2019s like a community. And it\u2019s great that we now have this gorgeous space that\u2019s helping to further all of our creative endeavors.\u201d<\/p>\n\n\n\n<p>And there\u2019s that recording studio, packed with the latest technology. It\u2019s a multipurpose space that can be used to mix the sound for the film and television projects taken on by Mass Appeal.<\/p>\n\n\n\n<p>But its main purpose is music. Recording artists have already been dropping by, just to check out the space.<\/p>\n\n\n\n<p>\u201cIn the short amount of time we\u2019ve had the studio, it\u2019s been great just in terms of getting artist to come in and play music,\u201d says Bittenbender. \u201cThe conversations back there are incredible.\u201d<\/p>\n\n\n\n<p>Although Nas is quick to point out that it\u2019s not his studio \u2014 \u201cIt\u2019s Mass Appeal\u2019s. It\u2019s for artists.\u201d \u2014 he\u2019s clearly attached to the place. He&#8217;ll be the first to record there.<\/p>\n\n\n\n<p>\u201cI never had a place that I was kind of like a part of,\u201d he says. \u201cThere were rooms built in Sony Studios just for me, but that\u2019s not around any more. And this is more me. It\u2019s a great feeling.\u201d<\/p>\n\n\n\n<p>Photos by Lauren Kallen and Katelyn Perry<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Three young musicians huddle in the corner, engrossed in a serious discussion around the end of a long table. Some entertainment industry insiders step off the elevator, catching the attention of one of the musicians, who wonders aloud if that was someone they should recognize. Not far away, standing under a mural emblazoned with the [&hellip;]<\/p>\n","protected":false},"author":895,"featured_media":34939,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-25860","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Hip hop trailblazer Nas launches cutting-edge studio<\/title>\n<meta name=\"description\" content=\"Three young musicians huddle in the corner, engrossed in a serious discussion around the end of a long table. 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