Young Thug is taking his entrepreneurial ambitions to the next level with the official launch of Primal. This new holding company helps artists, athletes, and creators build businesses they can actually own.

Primal is founded on ownership, rather than being a traditional talent agency or endorsement platform. The company plans to develop new intellectual property, acquire and invest in existing businesses, and provide resources to help turn creative ideas into standalone companies. The bigger vision is to get talent off of just getting paid to promote someone else’s product. Instead, Primal wants to give artists and creators a chance to own a piece of the businesses they help build.

Thug said he is building a new generation of founders. Primal plans to pursue opportunities in a wide range of industries, including fashion, entertainment, sports, technology, media, hospitality, consumer products, and licensing. But the company says it will not try to develop many projects at once. Its strategy is to focus on fewer businesses where its capital, creative resources, and industry relationships can really make a difference.

The venture also draws on Thug’s experience turning his cultural influence into a business. His Atlanta born SP5DER brand has grown into a recognizable streetwear company and expanded its reach this year through a global collaboration with adidas Originals. Primal arrives as Thug continues to grow and build the YSL ecosystem.

That history gives Primal an immediate link to a few areas Thug has already explored. His work in music, fashion, and the YSL ecosystem has given him experience in both creative and business. At the same time, the new company focuses on enabling other talent to take ownership stakes.

Instead of seeing artists as just performers or promotional figures, Primal is built on the idea that their creative influence can form the basis of businesses they have equity in. The company’s expected to announce its first batch of ventures over the next few months. For now, Primal is just another extension of Young Thug’s business interests, and its stated focus is not only endorsements but also building, investing in, and owning companies.

Another one is mourning in hip hop after reports have surfaced that CEO Grip, a business partner and close associate of Yo Gotti and the CMG camp, has died. The news of Grip’s reported death has elicited a torrent of tributes from artists, colleagues, friends, and fans who remembered him as an integral part of Memphis’ music community.

The Jasmine Brand reports that at press time, an official cause of death had not been revealed, but there were rumors circulating online. At the time of this writing, neither Yo Gotti nor CMG had issued a public statement on Grip’s reported passing.

Grip was closely linked to the CMG camp, described as a key Memphis fixture and a behind the scenes force linked to the collective’s success. After the news of his death broke, many people associated with CMG and the wider hip hop community took to social media to pay their respects and mourn his loss.

Grip’s affiliation with CMG placed him in a central role in the Memphis music scene, where his work was linked to the business side of the collective and its overall success. He mostly contributed behind the scenes, but the response to his reported death shows how much respect he had among those around him.

Read More: Kid Cudi Sets the Record Straight on Ye Comments After Ebro Dispute

As of this writing, the details of Grip’s death are still unconfirmed. The official cause of death is not public, and according to the information provided, Yo Gotti and CMG have not issued statements.

As the situation develops, additional information may come to light from CMG, Grip’s family, or other official sources. So far, the tributes are coming from those who knew him and those who were influenced by his presence in Memphis’s hip hop scene.