NuFace is the infamous hip hop enthusiast, art collector and cultural museum curator, clothing and merchandise designer, activist, and branding solutions expert. He popped up on the Atlanta music scene byway of Freaknik in 1994 and then decided to move back to the Black Mecca to attend Clark Atlanta University, becoming a transplant from Detroit, MI. NuFace soon rose to become one of hip hop’s greatest, most idiosyncratic cultivators and contributors. His Nustalgia Museum boasts a hip hop archive that holistically documents the evolution of the hip hop culture since its inception to date.
The Evolution of NuFace
Carving his own lane within this industry by following his true gifts and callings was one of the most invaluable journeys that an entertainment professional ever detailed. He stated, “I went from preserving history to trying to make a little bit of history on the side.” His earliest memory of being a hip hop enthusiast was when his father brought him an Adidas tracksuit with the matching sneakers to attend a concert with his cousins. The venue lineup included the Beastie Boys, LL Cool J, and Run DMC. When Run DMC instructed the crowd to put their Adidas shoe in the air, NuFace realized that he was part of a culture that was birthed out of pure love from masses of people. He went from buying tickets and merchandise to get autographs and expand his archive, to walking in the back door of top tier venues such as the Fox Theater.
While NuFace used to dream of becoming an artist and had notebooks full of raps, he never had the desire to perform and be center stage. When artists send him music, he provides branding services, creates marketing content such as logos and album covers, drafts marketing strategies, and otherwise prepares the artists’ and packages their bodies of work to be officially presented to the world. “I don’t like being the star out front; I like seeing the star being born, and that’s why, if you notice, I followed the evolutions of people’s careers when they first started. I see a little something in them and I just want to do whatever I can to help them in their brand!,” he candidly exclaimed. NuFace has been able to work and grow with some of his favorite artists by pursuing his genuine passion for his work and living by his personal tenet of only adding value to any environment that he enters. These principles directly correlate to his work relationships transforming into some of the most genuine friendships that NuFace has to date.
NuFace has had opportunities to meet and be mentored by industry heavyweights that have made this journey even more of a blessing for him and his family. First, peaking with Afeni Shakur when she hosted Tupac Amaru Shakur Center for the Arts based in Stone Mountain taught him how to adopt restorative practices within his own household to benefit his family unit. For example, Mrs. Shakur taught NuFace that making children read to redirect their energy when they’re being mischievous, versus yelling and spankings was far more effective. (It certainly works like a charm, because both of NuFace’s babygirls have had straight As for four years and counting!) He added that we, as a people, need to make changes that turn punishment into something beneficial, which is knowledge. Next, another moment was when he thought that he met Nipsey Hussle for the first time, where he was both astonished and humbled that Nipsey, the artist, remembered meeting NuFace and his daughters, the fans, prior to that interaction. Finally, being able to see artists in their natural states and outside of their entertainment work becomes full-circle moments for NuFace–for example, when he spots them out grocery shopping in their neighborhoods, interacting with other residents in their communities, and taking their children to activities. These interactions are humbling and allow NuFace to understand the artists on full-spectrums–as a thorough historian would do.
The Evolution of Nustalgia Museum
Nustalgia Museum is a unique space that was curated by Nuface and has the power of nostalgia–bringing people into their childhood and younger memories, boosting them with a 5-second adrenaline rush from reminiscence. The tour of his archive can be viewed here, which includes but is not limited to original cassette and VHS tapes, a full collection of every classic album, original autographed MTV artist cards, collectable toys, beepers and first generation cell phones/two-way pagers, CDs, promo materials and merchandise from events, canvas paintings and other artifacts made by other hip hop enthusiasts, autographed magazines/posters, and other hip hop-inspired artwork created by local artists. NuFace reported that he wants to tap more into West Coast artists and their bodies of work because it’s one of his favorite subgenres within hip hop. He’d love to incorporate more of these entertainers into the museum, such as MCA, Ice Cube, Spice 1, Mistah F.A.B., etc. to have a more well-rounded exhibition.
When asked if he could put a number on the amount of memorabilia and what it’s worth, NuFace couldn’t provide an estimate for several reasons. Factors include the spike in hip hop auctions, increased value, and the demand for his archive materials to be featured in exhibits and other showcases. The only time that he would consider selling artifacts would be to place them in a museum, or other exhibition, that showcases the greatness and evolution of hip hop. He added, “This was a genre that people didn’t think was going to last, didn’t think was going to make it, was going to fall off–and now we’re like the biggest genre in the game!” Needless to say, it is his mission to emphasize the advancement of the various components (artists, curators, production, executives, etc.) that led to the skyrocketing value of this entire culture on a global scale.
NuFace: The Hip Hop Cultivator
What does NuFace want to be known for? He explicitly stated, “It’s about adding value to the culture. How did I push it forward? Did I add equity into it? Did I speak action into people and life into people and try to put people in a position to win? Did I clap for people?” He went further to explain that the principle is never about the importance of what he did or what he did for someone else–because they’re going to fulfill their destiny if they work for it regardless. He is there to help refine and enhance the artists and ensure they’re placed in the correct light; essentially, contributing to our people’s progression and expanding our culture as a whole.
NuFace is currently writing two books; one that highlights his journey and a coffee table book with pictures of memorabilia and quotables throughout the years of the genre’s expansion. NuStalgia will be touring and bringing showcases to various cities throughout America. NuFace leaves us with, “I just want to be in the place where history is about to be made,” and invites fans into that space whenever possible.
To join NuFace’s journey, check out the NuStalgia Museum, find out event dates, and more, follow his social media handles @nuface and @nustalgia2020. He invites hip hop fans across the world to “take a trip with him back to the future, to the current, to tomorrow, to tonight!”
