Former multi-platinum star Nelly has begun a new gig today (August 11) as a radio host.
The Grammy winner’s new position is in his native St. Louis as an on-air personality for WHHL-Hot 104.1 FM. His time slot will be weekly from 3PM-7PM.
The slot became open after program director Mickey Johnson needed a temporary replacement with star power for VJ Staci Static, who is out on maternity leave.
Nelly’s responsibilities include on-air interviews and playing music.
The job represents Nelly’s first foray into radio following a decade of chart dominance and record-breaking sales. His 2000 debut Country Grammar made Billboard’s Top 10 biggest-selling albums of the decade with 8,461,000 copies sold.
Outside of music, Nelly preceded Jay-Z as the first rapper to secure part ownership of an NBA team with the Charlotte Bobcats. In addition to creating his own energy drink (Pimp Juice), clothing lines (Apple Bottom, Vokal) and label (Derrty Entertainment), Nelly debuted his own customized 2011 Ford Mustang GT line earlier this year.
Nelly’s radio Hot 104.1 radio spot is scheduled to last for a month.
At press time, his sixth studio album Nelly 5.0 is targeted for November 16th.
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Whatever you think of Nelly’s music, no one can take away the man’s hustle. Unlike previous artists who came out the gate with huge numbers, Nelly realized his star wouldn’t shine as bright forever. Throughout the last decade, he truly diversified his portfolio and had his hand in everything from clothes to sports. And I’m sure Jay-Z’s minority stake in the Nets was motivated by seeing Nelly’s success with acquiring the Charlotte Bobcats at the ground level.
Nelly’s last album, 2008’s Brass Knuckles, was considered the rapper’s first “flop” by only going gold after four consecutive platinum LPs. But whether his new project is a hit or not, you can be sure he’s done well for himself. Unlike one of his former St. Lunatics colleagues, Nelly studied the music business and made sure several exit plans were in place. And even for those not in the music industry, much inspiration and knowledge can be obtained from his business model.
Beats, Boxing and Mayhem 