March 17th, 1990
The Record-Breaking Success of the Track:
In the first week since its release, Michael Jackson's single featuring Tupac had already become a global phenomenon. It had shattered every expectation and broken multiple records, surpassing even the most optimistic projections.
In the United States, the track had sold over 1.8 million copies in just its first week, setting a new record for first-week sales. This was more than double the previous record held by any artist in recent years. The song climbed to #1 on the Billboard Hot 100 within hours of its release and remained there, outpacing even the most anticipated tracks from other major artists in the pop and hip-hop worlds.
The record also broke global sales records. In just one week, the song sold more than 4 million copies worldwide, with Japan contributing more than 500,000 copies, Germany with 300,000, and the UK with 250,000. The demand was insatiable. Even though the song had already flooded the charts, it continued to sell at an incredible pace, further solidifying Michael and Tupac's place in the history of music.
MTV had the video on repeat, creating a cultural moment for millions of viewers who had never seen anything quite like it. The collaboration between Michael Jackson and Tupac Shakur had turned into the biggest crossover of the year, and music fans couldn't stop talking about it.
The track's success had ignited discussions across the music industry. Everyone was buzzing about the next move of Tupac Shakur. With his ability to overshadow even Michael Jackson on their shared track, it became clear that Tupac wasn't just a rising star—he was now on track to become an international force to be reckoned with.
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The Music Industry's Frenzy:
In the wake of the track's success, the music industry was on fire. Labels and industry insiders were scrambling to sign Tupac Shakur, eager to harness his talent and capitalize on his newfound popularity. But there was one problem—Tupac wasn't looking for a major label deal.
Having already established Death Row Records, Tupac had full control over his career. The industry was scrambling to catch up, but the opportunity to sign him was quickly slipping away.
At Universal Music Group (UMG), Vice President Carl Johnson was watching the situation unfold. He had been hearing rumors for months that Tupac was preparing to release his debut album—a project he'd been working on in secret. As the news spread about Tupac's success and his ability to dominate the charts, UMG saw an opportunity they couldn't afford to miss.
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Carl Johnson's Reaction:
Carl Johnson, Vice President of UMG, was nervous. He knew that signing Tupac was crucial for the future of the company, especially after the success of Michael Jackson's single. But now, with Tupac's rise, he was even more certain of his potential. He had seen firsthand how Tupac had captivated the public—Tupac had overshadowed Michael Jackson on their own track. If anyone could become bigger than Michael Jackson, it was Tupac. UMG needed Tupac, and they needed him now.
Carl also knew that the window of opportunity was closing fast. He decided to act quickly.
Carl's first move was to reach out to Tupac's team and make an offer to buy into Death Row Records. He presented the idea of purchasing 50% of Death Row for a $1 million investment, which would give UMG a significant stake in the label. He was hoping that this would give them the foothold they needed in the growing hip-hop market.
However, to his surprise, Tupac rejected the offer almost immediately. He didn't need the money. Instead, he dropped a bombshell: he had already sold 20% of Death Row to an undisclosed buyer for $2 million. The deal had been done.
Carl was taken aback. This was not the response he was expecting. He realized that Tupac wasn't just another artist he could sign—he was running his own show.
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The Counter-Offer:
Despite this setback, Carl wasn't about to give up. He quickly sent a second offer: UMG proposed to sign an exclusive distribution deal with Death Row for Tupac's debut album. UMG would distribute the album worldwide, and they would give 40% royalties to Death Row, leaving 60% for themselves.
Tupac's team, however, rejected the deal again. The reason was simple: Death Row already had an exclusive agreement with the biggest independent distributor in the United States, with an 80% royalty share going directly to Death Row. This was a deal they weren't willing to break, especially for a lesser offer from UMG.
Carl was frustrated. He had seen the potential, but it seemed like UMG had missed the boat. He couldn't help but feel the pressure mounting. He had to make this work, or he might not be in this position much longer. But just when it seemed like all hope was lost, Carl saw an opening.
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The Final Offer:
Carl, refusing to be outmaneuvered, realized there was still a way to turn the situation around. He sent one last offer to Tupac and his team: UMG would handle the international distribution of Tupac's debut album. They offered a 50/50% royalty split between UMG and Death Row for the international markets, where Tupac's presence was still growing but not yet as massive as in the United States.
This offer had a catch: UMG would take on all the risk of marketing Tupac's album overseas. They would handle the international promotions and distribution, with the understanding that if the album didn't perform well, UMG would bear the consequences.
In return, they would get the opportunity to be the exclusive partner for Tupac's international tours. Whenever Tupac went overseas, UMG would have the right to organize and profit from his concerts.
Tupac's team considered the offer carefully. After some back-and-forth, Death Row agreed to the deal under two conditions: First, UMG had to commit to aggressive international marketing. Second, Death Row would retain full ownership of Tupac's catalogue—but UMG would handle the international concert promotions, with both companies sharing the profits equally.
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Carl's Reflection:
Carl Johnson knew he had just made a high-stakes gamble. He'd had some regrets in his career—especially when he hadn't signed Michael Jackson for Sony—but this was different. Tupac was different. Carl believed that Tupac was more than just another rap artist—he was going to be bigger than Michael Jackson. The potential for global success was massive, and Carl knew that aligning himself with Tupac would make him the most influential figure at UMG.
This was his chance to cement his place as the president of UMG, and he was willing to take a risk. If Tupac's debut album succeeded in the international markets, Carl would have proven that his vision for the future of music was right. If it failed? Well, he wasn't going to think about that yet.
Carl had bet on Tupac Shakur, and now he was going all-in.
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Tupac's Decision:
From Tupac's perspective, the decision to accept UMG's deal wasn't difficult. He had made one significant mistake that he wasn't about to repeat: he didn't have an international distributor for his music.
While Tupac had a massive following in the United States, he knew that his music could have a much broader reach. He'd been wanting to expand internationally, but he'd lacked the connections and infrastructure to make it happen. UMG's offer gave him the leverage to finally break into markets outside of America.
He could still maintain control of his music with Death Row and keep the lion's share of royalties in the US. The deal allowed him to reach new audiences while still protecting his interests.
This was the moment that Tupac realized just how far his music could go. And now, with a major distributor like UMG on board, his debut album was going to blow the world away.
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To be continued...