Transcription
[Music] You're actually involved in educating the process. Yeah, without a doubt. I got to show you every day I'm hustling from the day we came in the game, and we still are. And there's so much more to do, and I won't be satisfied until I've done something that's never been seen. [Music] Check, check, check that out. [Music] [Music] It's too easy.
What's up, brothers? Good brother, how are you? We blessed, baby. We blessed. That's it. We're here as long as we're here, as long as we're here. You know what I'm saying? It's only right. Welcome to the Promised Land. Toast to all the hustlers.
Your daughter said the last time we met we was, we was uh, on stage together. Yeah, we was on stage in Miami. Yeah, 500. Yeah, very magical moment. He's gonna make some more history. That's my boy. I told him to pull up today, but he can't make it. He's getting some money somewhere. That's a good thing. You already know that. Long as you stay busy, stay busy. That's a fact. Stay busy. That's a fact. Ain't got [ __ ] to do, make up something. That's a bar I got here. I thought of the palace of facade. You always heard about the Palace of Versailles growing up, and I'm like, this is like our palace of facade. Like it's like a destination.
Yeah, it's a moment. Why not exactly? Yeah, why not exactly? I was gonna spin on it, call it El Palacio. That's crazy. Like you hear the stories. I, I watched the horses that I came in. I remember when you was in the trees looking down at the whole landscape. So it's like, it's incredible. And then the lake in the front, I'm like, I remember you telling us that. I'm like, wow, this is actually happening right now. I actually had the lake dug up, right? Took out everything I ain't want, so we could refill it up. What I'm saying? Put the fish in and we want, so we could pull out exactly what my mama want to eat. [Laughter]
Are we filming it? Well, we are going. I just want you to take a seat, like standing up, you know. Yeah, that's how you get the best out of Rosie. Oh, it is. Those it's zones, though. Yeah, yeah. You got to create the feel. Free to take a seat, and it's just going to be a natural conversation. Well, let's do it. Let's sit down. She's the boy. Yeah, I see. We just follow direction. Boss meet the boss.
All right, first and foremost, the biggest boss, Rick Ross, Rose. Thank you for inviting us, for having us at the Promised Land. This is a, this is an extremely inspiring moment for us, just pulling up, you know, coming from New York. We come from a very close environment, like, you know I mean, so you don't really get a chance to think, but this looked like Central Park, like when I was seeing the horses, I seen the lake. I'm like, this is really dope for us to see, you know. So thank you for having us, man. It's very inspiring. Thank you.
Oh, man, you guys earned it. We got uh, 12 bedrooms, 21 bathrooms, and a plethora of other things that's going on. The largest swimming pool in the United States, the biggest residential pool in the U.S. Drake and Kanye couldn't invite her. They haven't met. Let's get into the Rose. So you know our slogan, assets over liability. That's what we live by. So what is an asset? What is a liability to you? Like how do you define an asset? How do you define a liability?
I'm gonna be honest, you know, I think depending on the role you play and who you are, what's a liability for one brother could be an asset for another. You understand? Let's say me owning a, a private jet, 15 passenger, you know, let's say if it was 5.5 million dollars for one individual, that could be a liability, but the position, I mean, it could be an asset. And not just based on the money I get of my salary, but the individuals that surround me that I know would also lease this jet when I'm not using it. You know what I mean? So it's money we can get. We could take care of maintenance, the pilot, the steward, everybody based on letting, you know, another dude or two make a move once or twice a month. Yeah, that's very fitting because the way you acquired the property, it was somebody's liability, right? It was foreclosed. JP most definitely owned it, and you came in and purchased it. But a lot of people don't understand the liabilities that come with having a state of this magnitude. So what are some things and some costs that people may not be aware of? That touch the containers, just simply the air conditioner. How are you doing this? Yeah, let's talk about that. Your light bill, homie. Your AC bill here, you can't fake that. That's not gonna, you know how the youngsters say, cap that. That cat, you can't cap that. This [ __ ] is real. So where we from, like the AC bill might be 500, but we're talking about something like this. So what would I know? There was some reports that it takes a million dollars just to maintain this on a yearly basis. What are some of like those, those costs look like?
Man, you know, I'm gonna be, I'm gonna be totally honest, Rose don't even get to see the cost. The way my team's set up, and that's really between my mother and my sister, the way that they get handled, you know, you know when we, when we begin the year, as simple as, you know, my sister may let me know, yo, your residency or what you, what you're doing with this individual covers the expenses for living for the entire year. Everything else right there is just, that's cushion. I call that confetti. That's like being in club live at 3 AM. It's just falling, and I love to look up and let the dollars hit me in the face. [Laughter] You know what I'm saying? So but it's, it's easy. You know what I'm saying? When I first moved into this spot and we first got it up and running, that's before I fully moved in, you know, I, I saw, you know, like bill 17k, 18k, you know, that, that ain't that. Yeah, I think one of the liabilities too, and I think you kind of flipped it to being an asset was that you saw that there was some debt in the landscaping, right? There was some, I think five hundred thousand dollars in debt for landscaping, and according, you were like, hey, I can cut the cost. I could mow the lawn myself, which let you get into John Deere and saying, all right, we're going to cut costs. We'll do it, and also allows you to provide jobs. Can you talk about that a little bit?
Most definitely. That's, that's basically how I look at everything around here. When you see my, my homies, the ones that's driving me, the ones that's, these are dudes that's from my hood. These are dudes that's from my community, and like I tell my dogs that's around me, you're not just gonna get rich being next to me doing one thing. You got to be ready to do five, seven, ten things. So whatever you did in the hood, that's cool. You was respected for that, but over here we got to do this, we got to do that, we got to do this. So when I get out there on that John Deere tractor, we all out there, we cutting grass, we're doing everything that needs to be done. And for me, it's better to remain hands-on. I want to remain hands-on because you really paying yourself, remain hands-on. You get to see things from a whole different perspective. You know what I mean? Walking into your chicken restaurants and actually sweeping, learning how to cook the chicken. I could whip up a mean time. You know what this reminds me of? Nipsey Hustle, went rest in peace to Nip. He was saying, he was saying that um, in his early stages of his career, he did everything from engineer to produce. So he was like, during that process, when the engineer told him something wasn't possible, he said it is possible because I did it. So if you can't do it, get out the seat, and I'll do it for you. And he was like, that really helped him in his journey because there was no part of the process that he didn't actually do himself. So nobody could pull a fast one on him, or nobody can tell him this is, this can't be done because he knew that it could be done because he actually did it.
Oh, man, it makes you masterful. Imagine creating the film, you wrote the film, produced the film, directed the film, edited the film, distributed the film. Can you imagine the process in which you learn doing that? It takes you to a whole nother level. When you're in the room full of other directors who could be great directors, but it's a whole nother vision, it's a whole nother insight when you actually hands-on. Let me ask you this, financial literacy, something that's popular now, but it wasn't always popular, especially hip-hop. You know, when did you realize, okay, I'm actually turning some liabilities into assets. I need to actually boss up and actually look at this from a real business, and it's not just entertainment, it's not just get a bag and just blow the bag. Like when did you really have that transition, or was you always on that type of time?
I can't say I was on, on that type of time at all times, but most definitely as I progress, as I elevated myself, as my finances grew, I understood what was at risk. And your whole approach changed once you have more things at risk. The same dude that you see right now that only got a box Chevy that's riding up and down the street here, a totally different person when he got five million dollars at risk. You understand? So um, you know, as uh, as I grew, as I moved on, you know, where I'm from in Miami, one of the homies that I looked up to and one of the ones that inspired me the most, he actually was featured on America's Most Wanted. He's serving three life sentences right now, and I, I still um, I still have uh, you know, I still see a day of him coming home. We didn't give up yet. But when I speak to him and I asked him for advice as well, big homie, what's one of them, what's one of the uh, things you wish you could've um, you could've changed, and it's a dude that's been accused for over 80 homicides, and one of the things he told me was, Rose, I wish I would have um, learned to give a pass. That's something I never knew how to do was give a square pass, give a mark a pass. If you did anything out of line, it won, no pass. So you got, you understand? When he was 26, being featured on America's Most Wanted, that's one thing, but now when you're older, you realize my life was at risk. Emotional intelligence, emotional intelligence, something that what they were telling us about that. He was like, you know, now at this point in his life, he realizes that it ain't even really worth it a lot of times. And I feel like that way of thinking not only can save your life from being dead or in jail, but financially as well. You in that moment and you realize this may make me feel good in the moment, but if I put this money into real estate, if I put this money in stocks, I'm gonna feel good for, that's not even a comparison. If it's something that I admire, if it's something I want, if I wake up and say, yo, I wanna call Jacob and get that three million dollar watch, we get it, we're in that position now. But when I, when, when I'm grinding and I'm climbing up the mountain and this, either we could go to Vegas and spend a half a million this weekend, or we get a piece of real estate, it ain't even nothing to consider.
Yeah, I feel like the real estate that was your mindset earlier because I mean, in your book, The Perfect Day to Blow Up, you, you mentioned that you talk about how I didn't spend my events, I didn't spend a dollar from touring until I saw Port of Miami hit the charts where it did. Right after that moment, did the mindset change like, all right, let's spend a little bit of bread? What happened then?
Well, I said to myself, this [ __ ] real. Let's do some investments. We gonna most definitely enjoy it. Let's go get that Lamborghini you always want to squeeze your fat ass in that car, boy. You're upset. Squeeze your fat ass to that car, boy. Custom Lambo, you feel me? But most definitely uh, it was still, let's take it to that next level because we, we've seen this. Honestly, am I impressed? There's very few things that's going to impress me because we've seen this, and if it's something we've seen, I mean, I can applaud you, brother, but that may be the most I could do because we, we've seen this. So you know the goal is, let's do something we've never seen. That's what's burning the fire within me. Yeah, you know what I'm saying? We've, we got some goats that's, that's ahead of us that still can inspire us, but if it's something I've seen, all right, it's cool. Also, speaking something that you've seen, my mom always tell me, she said a smart man learns from his mistakes, a wise man learns from the mistakes of others. So it's like we also have seen a lot of entertainers, athletes go broke. Without a doubt. Was that something that was like scary to you?
Of course. Every time I come through the gates, I say, damn, the homie that, you know, owned this previously before me made 50 million a night, 550 million plus came through his hands. What's gonna separate me from the mistakes homie made? And I began going down my mental list. Well, that's what I'm gonna do different. Yeah, your man cave has to step up. You gotta step your man cape up at this. Yeah, that is a fight. My man cave ain't looking good. Who knew Ross had every Marvel and DC character ever created? Don't let that go over your head. Who's your favorite character? Batman. Real [ __ ] man. If Bruce may be on this [ __ ], that car was something else. That Batmobile, boy. That's Voltron. That's gang. That's wow. That's gangster. You got Voltron. What the [ __ ] are you doing? Voltron. Oh, it was every young [ __ ] drink I had to watch that. Yeah. So during Corona, obviously your number one asset was touring, and that got paused. And I feel like you had an epiphany moment when you started actually walking around the property and looking at things you could turn into assets. What was that process like? Because I know you talked about the baseball field that you said, you know what, I could turn this into an amphitheater and have comedies and people tour here. What was that process like for you?
Well, really it was just, once again, you know, having more time to spend on the Promised Land than I have ever, maybe, you know what I mean? So I'm walking around, I'm getting up, getting on social media. I had to ask my homie, show me how to use my story. He showed me this, how you do it. You hold it down, and then you can spin it around. Okay, cool. I just began walking around barefoot, so on and so forth, just talking a little [ __ ], but at the same time, it's time to capitalize on the moment. This will separate the real boys and men. It's a lot of dudes I saw live a certain lifestyle that came to a cease as soon as that [ __ ] fun gets hit. The fungus among us, the fungus still among us, still around us. You feel me? A lot of [ __ ] lifestyle cease. It wasn't like that for Rose. Yeah. So, so while you were walking, because I know you, you purchased 87 acres of land that's adjacent to this property, right? Is that part of that walk that you were having, like, wait, right, right. I see this land, right? I can have it. What are the plans for that? Because I know you, they said a rumor that you paid a million dollars for the 87 additional acres. What's the plans for, for the additional 87?
Honestly, honestly, I don't want to say yet. To me, real estate has always been an asset. You could, you can make a new car, you can't make that corner. You got to buy that corner, and if my last name on it, you got to come see me. So when you talk about your mom, your sister, your friends, how I envision this is like a corporate structure, most definitely. And it's like the CEO, the CFO, the COO, and it's like a lot of things don't necessarily have to get to the CEO. Why not, right? So talk about that exactly. You know how did you envision that, and am I correct that's how you kind of look at it?
Like, most definitely, most definitely. And that's the, that's the only way I can see me having 20 current partnerships without any stress, without being burnt out, actually looking forward to this [ __ ]. You understand? We're looking forward to sitting down with the homies. You can imagine how many interviews I do, how many Zooms, I call them rooms, and I look forward to the [ __ ], and how can I do that? It's because the small talk shouldn't make it to the boss. You should have somebody on your team that's so hungry that [ __ ] ain't gonna even get past them. Of course, they gonna check in and running by you because that's what you do out of respect for the boss, but you already know what the play is. And if I was the little homie next to the billionaire, it's very little that would get to him. I'm sure you remember like your first call. Do you remember your first investment that you made? Maybe it was real estate or maybe whatever. Do you remember the first time you invested in something?
Oh, man, man, that [ __ ], man. I'm sure was something that had to do with the streets. That was my first investment. Legal, illegal, limitations. That was my first investment, man, in some kind of way. I always been a good businessman. You know what I'm saying? I always kept my face clean and said what it was, and and still to this day, I think that's, that may be my most valuable asset. It's my dogs and my homies that I sat down with. It is what I said is, and that's what it's going to be.
Let me ask you this, what's, what's the actual story behind this house? Because we know, you know, obviously Evander Holyfield used to own it. It's called the Promised Land. It's crazy. Everybody always talks about it. How did it come across your desk? Like I know I believe it was auction, and it was like 7 million, but you paid 5.8. So you paid well under the asking price, and that's crazy that you can get something like that for that price. So how did that even come about?
Well, the story about the, the actual real estate, it was owned by um, the homie that played in uh, Smokey and the Bandit. That's who Holyfield actually purchased it from. You know what I'm saying? And um, he spent 25 million dollars right building the entire crib. And so like I said, homes was something I was always fascinated about. So when me and my homies start coming up Atlanta, we used to ride by here all the time, stop, pull over, smoke one, and just god damn, you know what I'm saying? After I got my deal in my situation, I bought a million dollar home, maybe two minutes from here that I still own, that's right around the corner, just so I could ride by every day while I'm in Atlanta. And that's what the play was. Actually riding by one day, I saw a red sign that was on the gate that wasn't never there before. I told my homie, turn around, call my sister, head with his number, call these people. You know what I'm saying? And that what the play was.
Um, I wanna go back just for a second because you said obviously you're, you're an amazing businessman and you have a lot of assets, but what's something, a liability that you encountered during your career that you like, you know what, damn, I shouldn't have did that?
One man, you know, I had two yachts at once in Miami. Yeah, a hundred footer and the 80-footer. Just because, just cause. When you get, when you go on a run like I was, old man, you just, it was just cuz. And the experience of owning a yacht, you know, before you've ever really kicked it with somebody who owned one, is you don't realize how much time you really await from these boats. I go out of town, by the time I come back, it's something need to be done, this, that, this, that, the captain, that, this, that. You know what I'm saying? I remember I took French Montana out [
] We was out 10 minutes, and we both was handcuffed, you know what I'm saying? I had to finesse us back out, you know? It's just, you realize later on, you know what I mean, when it's just something that a passion is, something you just desire, something you just want, you. I ain't really putting no business thought behind it, you understand? Where the person I am now, those same yachts, I be getting more money with them, you know? At that point, I was like, man, I don't want nobody on my [ __ ] putting ashes everywhere. Turn into an asset now, of course, there it is. So we got to credit Ross with the pull up, La Marina in the yacht. You inspired that line. Do you introduce them to the yacht life? Of course, yeah, it is. Of course, French tell you we had a lot of good times.
So let me ask you this: We, we here, we see all, we see all of your different brands that you are affiliated with, from Bel Air to Rap Snacks to, of course, Wingstop. Um, how particular are you about putting your, your name on something? Like, I'm sure a lot of opportunities come through, right? Right, right. What is it where it's like, all right, this is something I'm gonna rock with; this is something that I'm not gonna rock with? Really, it should just be something as soon as I see it, I [ __ ] with that. If you've got to sit there and try to sell me on it, and usually I doubt if it come through. But if it's something that I just naturally [ __ ] with, it should be a goal. It should be a goal. It's not just about the paper; it's something I always speak on. I walked away from seven figure, seven figures up front for a cigarette campaign. I told them, "On smoke squares, homie, I can't help you on that." Well, we don't need you to smoke them. I can't do it. At home, yeah. And what's the approach? Is it a process going through the team first, or is it something like, sometimes you're saying, "I like this brand, find out how I can be involved"? Yeah, I've done that a lot. I don't have no problem doing that. Same way I went and bought the John Deere tractor. I cut the grass a little time, a couple times, and I said, "It's time for us to do some business." Yeah, y'all reach out to John Deere, let him know I started putting them on my Snap. We had a conference call two weeks later. Nice. What's the vision? I came up with one right there in 20 seconds. It's easy. We need to get Black farmers more involved with the culture. We need to get this, that, this, that, this, that, this that. We need to support more of this, that, this, that. Yeah, it came naturally to make sense. It makes sense, makes both sense and sense of fact.
Um, you did one of the dopest things I've seen in a long time for your son's 16th birthday, right? I believe you. Um, you brought him a Wingstop, right? Talk about that because that was something that was very unique, very dope, very entrepreneurial. Like, talk about that a little bit. You know my son, you know he's a very mature individual, you know what I mean? He's uh, he's actually uh, um, uh, a great student, a great son, you understand? And he's an amazing football player as well, and he's very, he's very mature, you know what I mean? He's grew up watching me run in and out of Wingstops. He's always been, "Come on, finna go to Wingstop, let's go, come on." I grab a broom, you get the mop, come on, let's go. He understands that, he gets that. So I just wanted to reward him as he coming into a young man, his maturity, his maturity level, and let him know, "Come on, let me give you some of these responsibilities as well." It's not just money and paper, but it's also responsibilities, the phone calls you sit in on here and there, let me get your input on this and that. That's because it's valuable. I'm just letting them know how valuable he is, and you're grooming them for the future. That's how you provide an asset that you know he can have later on down in life. Most definitely. That's why that was so dope because, like, you could have just got him something that's a material item, but to actually get them a business and groom them in the business now, it's like, you know, mentorship on a whole different level on business, uh, right. I think us as, us as fathers and men, we got to teach our, our youngsters how to come into manhood and be responsible and take care of yourself and not only yourself but your family that you're going to create. So you're not just thinking for yourself, you got to be in a position and um, on a level to think and take care of others. [Music] I don't get the number wrong, but because every time we, we read about it, there's another Wingstop location that you've added to the portfolio. Know that McDonald's owns majority of the real estate that they put their franchises on. Is that something that you guys are envisioning long term, like we're going to get the land and put the Wingstop locations on it, or are we leasing? What's the process now for you? It's really depending on the situation because there are spots where we own the land as well as spots where we lease the land. A lot of times when we came into positions where we bought three or four at a time, because a lot of times you get offers from other franchisees, you know, we know each other, we communicate with each other. There's other franchisees that want to make a move or do this to do that. Cool, they reach out to us. What situation? When sometimes they own the real estate, sometimes they don't, you know what I mean? So you got Wingstop, Tie Stop, two separate things, or is this like a new venture, or is it a branch off from the process? It's most definitely under the Wingstop umbrella, but it is something totally different, you know what I mean? Gotcha. Which, which was really dope. It was a concept the team brought together. I gave them my input. Charlie Morrison, the CEO, he seen the vision. I told him, "Let's shoot the commercial at the Promised Land. It shouldn't take us more than two hours, homie." We lined Rose Races up and told them to come to the website, and it exploded. So it's something that we most definitely extended when really it could have just been a limited time only. Last night watching the Lakers game, the commercial ran, so make sure y'all, you know what I'm saying, go to that, that, that stuff said. And so to me, that's what's real cool, man. Once again, something you've never seen, right? Something we created during the pandemic, so you know it's just, we got to brainstorm, we got a network, we got to communicate.
On the music side, like we hear a lot now about owning your masters, on your publishing and all that. Who educated you on the importance of master's publishing? Because I feel like there's not a lot of mentorship, which is why a lot of it's not artists, it's not. And as a, and as an artist, and not to cut you off, but that's something I had to learn myself. And the sad part about it is a lot of times, just being a young artist, I used to make songs dissing, you know, CEOs or anybody I was doing business with, when a lot of times they wasn't even in position or they weren't even owning their masters. So it's something that you actually gotta… Oh, okay. So you know the first situation I was in was X amount of records, and of course, as I'm delivering my albums, you know I'm, I'm learning, I'm asking more questions. Okay, okay. The bigger I got as an artist, the better attorneys I got, the more, okay, this is the play. Okay, you have two more albums under this contract, after that, we finna renegotiate, boom, you're gonna own your masters, you're gonna do this. Okay, so this to play. And so as a young artist, a lot of times you, you coming in the game, you're not gonna own your masters. Yeah, because not who's there to really educate them. All right, so you went from the artist, obviously, for, let's start, you didn't start as an artist, you started out writing for people, right? Right. I started out as a writer, as a writer, 10 years. The process of getting to the, to hustling, which is the song that catapults your career, but I want to talk about 2014 because you said you had to make a decision based on being the owner of a label, the biggest star at the time, Meek Mill, outside of yourself, right? He's about to go to jail, and you compromise your creative process. Can you talk about the mindset behind that and then looking back saying like, you know what, I should have never did this? Well, you know, everything I've done as a boss in that MMG, man, I, I enjoy it, and I'm proud of it. Most definitely, Meek Mill, Wale, just the whole team, Gunplay, all my squad, because all my homies can still be creative based on a time frame. I give everybody their freedom to do whatever the play is. You want to do you, your own boss, you know what I mean? Even in this partnership, you your boss, whatever it is, let's go. I'ma support what your vision is, and you know I don't have no regrets. Perfect day to boss up.
So what made you get into the literature game and actually wanna, you've been dropping gems for a long time, like your interviews always go viral clips on Instagram, all of that. People always look at you as one of these business thought leaders. Um, what made you actually want to say, okay, I want to actually put the pen to paper and actually put it in the book form? It goes along with everything else I'm doing, you know? To me, it was really simple. One time for Neil Belkin, you know what I mean? My homie who actually, you know, sit next to me and just put the pen down as I'm, you know, talking my [ __ ] 6:37 in the morning, and that's what it is. I feel the film is next. I already got the first scene of the, the film I want to do. You right, you right now, of course, already got the first scene. The first scene gonna be dope, right? The first scene gonna be dope, you know what I'm saying? I'm gonna be getting ready, I'm finna, the [ __ ] chick, right? Of course, so and so. I've been out in the street all day. I take my money out, I put my pistol on the dresser, and then I got a [ __ ] bag, so I take the [ __ ] bag off, put it on a dresser, some of this [ __ ] kind of spilled, the chicks, you know, like a capital romantic comedy. No, no, no, we shouldn't be getting to the money. You know, I just feel like, you know, when it comes to being creative, we all need to take advantage of our assets. Let's take advantage of it. That's something we could do if we could communicate. We most definitely are authors, you naturally are off the home, and then if you most definitely got something that's valuable for others to absorb, your author, so let's not leave that, let's not leave that untapped.
One of the things you've done, you said that Promised pays for itself, you've turned it into an asset. And since you brought up film, obviously we know Superfly was shot, yeah, and we, we all know Coming to America, uh, too, right, was also shot here. What are some other ways that you, you use this property as an asset to generate more revenue? I mean, just from, from of course film, different films, videos, visuals, the automobiles, and the list just goes on. The list goes on. You'll be amazed how many offers I get every week for marriages and this and that. Yo, we just want to rent it. How much is it per hour? It's just, you know, it, we've, we've, we've, um, you know, put it in a, on a platform and in a position where it's just something that people from different countries want to come. How can we experience this, you know what I'm saying? For people who visit in the city, who visit in Atlanta, they come out here and just… I had to tell the security, "Let's not waste energy trying to stop people from taking a picture in front of the gate. It's like Buckingham Palace, we can't [ __ ] stop it." You know what, it's really, it's a really smart idea because it reminds me of Versace mansion in Miami where now people get married there, they have bar mitzvahs there. So it's like, all right, you have this amazing, you know, estate, and now it's actually turned into a tourist destination. People have parties here, and it's like, now, once again, turning the liability into an asset, and now you actually can make money. Most definitely, visuals you wouldn't even imagine. The video lists could go on and on. From Skip Marley, they was playing soccer, you, you wouldn't knew that that was on the Promised Land, you know what I'm saying? It's incredible. Yeah, yeah, the list just goes on, you know what I'm saying? So and, and that's one thing we're about, good business. Let's keep it simple, let's do good business. That's what it's about. How important being a boss, everybody always says boss, but they don't understand the responsibilities of being a boss. So how important is it to be diplomatic as a boss? Because it's like, as a boss, people have all kinds of issues, they come to you with everything. You might want to actually physically attack somebody, but you can't, you got to deal with this person this way, that way. Like, what's the… We actually, we actually spoke of it in, in the book. You got to manage your emotions. You must manage your emotions. You got to master the art of taking the L, cause being the boss, you're gonna lose, you're gonna win, you know? So you gotta be able to grow and take from, from whatever the situation is, regardless of what it is. And sometimes I may not be the best at dealing with my emotions, sometimes I do. It's like that though, but overall, you know what I mean, um, I leave my door open for good business, and that's more important than the way I, my emotions. You ever just wake up like, "What the [ __ ]? What the [ __ ]?" I do it all the time. That's what I'm trying to tell you. [ __ ] look over there, look at this [ __ ] [ __ ] this [ __ ] y'all [ __ ] crazy. But you know it just remind you, it ain't nothing nobody can't stop you from doing it. I don't know how many cars we got that [ __ ] so clean, that station wagon, come on, man. I hadn't even seen one of them before. I ain't grow that one, that one, not that one yet. That's the real old school. That's a real old-school station wagon, for real, for real. I spend a hundred on the old school every month, hunting every much. I don't even, I call in that man, it's how I like it. Senate.
You know, one of the things you said about the, the assets, uh, generating revenue was cars. I know a lot of times you do them for shoots and sometimes for films. Have you ever thought about, because most people think cars are depreciation assets, uh, liabilities, but they can be an asset, right? Have you ever thought about renting them out, like on a platform like Turo or something like that? No, I haven't, you know I'm saying, my old schools, my classics, I really haven't, you know I mean, but you know the way I look at them, they becoming more valuable, you know, my Chevrolets, the 55, 56, 57s. I just think about the position my, my son, you know, my kids will be in when they celebrate that 100-year anniversary for those 57 Bel Airs, and how much will they be worth then? I'm sure to be in the seven figures. Old school costs more than new school. Yeah, yeah. And for everybody that's watching, if you got old schools, if you are, if you do want to sell your old school, I'm going to give you some game. I don't give a lot of people game like this, but if you got an old school you want to sell, let it get dusty, let the dust settle, because when they come to buy a tow, you know, hasn't been driven in three years. So I'm here, I'm hearing talks about the motherland. I believe it's pronounced Tanzania. You're looking at some real estate over there. There's some rumors about that, man. What, what I had was, I actually had an interview, and I was speaking with one of the, the cool DJs over there, and you know, he invited me over, and you know, I put it on the table, and I told him, yo, if I was to, to come out there and cop a crib, what areas should I look in? What areas should I look at, you know what I mean? And he told me a few areas, and you know, I just, I just left it at that, you know, but you know, um, I love to travel, I want to see the world. You never know, I may cop something over there. CJ and I got a little traveling to do though.
One of the themes throughout, uh, Perfect Day to Boss Up is growth, and you spoke about it when you said, you know, keeping your cool. Um, you talked about the incident with the, the reporter who said that they created the story of that. Yo, he's a correctional officer, and how that ended up costing you hundreds of thousands. You spoke about the incident at the Breakfast Club where you said, you know what, I was trying to make a joke that just didn't come across correctly. What did it take for you to get to this point, um, of, of growth and maturity? Because now it becomes like, I think for a generation of people, it's like, yeah, Rick Ross, known for music, but at this point, he's a boss, and now he's a mature man and a father. Were there some, some processes that were going on in your life that brought you to this point? It's so obvious, you got to have respect. Got to have respect. You gotta know your role, you gotta play your position, you gotta know what the deal is, you gotta honor the set, man. That's how I go. And when you're one of them people who you honor the set, you understand your role. Hey, maybe some things come a little easier. When I see [ __ ] who live a little reckless, sometimes you could block your blessings, man. You could be sitting right next to the next play that could have put you in a position where to join the three-camera club. I think, I think one of my favorite lines you ever said was the bank account called the Holy Ghost. Yeah. And so what, what number was the Holy Ghost number for you, or how many times… You know, to me, you gotta understand the type of mother I got, you know what I mean? [ __ ] real ball. She, she, you know, she bought a business, you know, she put me first, you know what I'm saying? When she call you and say, "God damn, son, god damn, this [ __ ] really…" Like what I'm saying, because I never, I never got those calls from her, and I've been getting money a long time now, but it's like, yo, it's different when she called you and said, "I said, I told you this [ __ ] real," you know what I'm saying? Because it, there, there are numbers, right? That when they come, you got to stop what you doing and like, yo, levels, this [ __ ] real. Yeah, I mean, you said the line twice, so I knew it. Yeah, yeah, yeah, yeah, yeah. The banker caught the Holy Ghost. I want, I want to ask you two questions about that. My lawyer did too. [Laughter] The first one, as you can see, we listen to rap a lot, so once again, Nipsey, when he was like, when you freak, when you make your first million cash, you're gonna feel the pressure. How was it when you made your first million? Because we always talk about a million dollars, like growing up, like it was like a millionaire, and unfortunately, the vast majority of people never going to be able to see a million dollars. So when you saw your first million, how did that feel like? Was that just an ill moment for you? And when did you, when did you start feeling, did you start feeling that type of pressure like, damn, I'm on the other side of this thing now? When I sat down with Jay and L.A. Reid, you know, I got a seven-figure advance right off the rip for, you know, my first album. I wasn't satisfied though, and most definitely that might have been at the top of the list. I scratched that.
[ __ ] out you feel me? But it's too much more history to make, so like I said, I got that advance and I, I hadn't spent [ __ ] already had a crib, I already had my 745 beaming, you know what other little whips I had just from doing my thing. So I just stayed focused on the ground that whole first year. When you go back and listen to all my records, really from oh six, my voice horser than the [ __ ] because I was doing shows and verses every day. I ain't giving [ __ ] I wasn't leaving nothing on the table, nothing. And that's still my mentality right now, that's still my mentality right now. Me and Jeezy was just having a conversation about this a day or two ago. I'm still that same person, regardless of how whatever the [ __ ] we got. If somebody come over here and they talking about, I'm gonna tell them, come drop that off and bring the rest the next day. That's just rose, that's just it. Don't matter, nobody gets out as far. No, why not? Let's do something we've never seen, make history, that's what it's all about. They've been in history that [ __ ] small talk, home. What's the like, where you at now? Uh, crazy amount of money, I'm sure you got, you know, accountants, you got estate planning attorneys, all of that. But how important is it to actually keep an eye on that? Because we interviewed Fat Joe, shout out to Shelby, he was telling us he went to jail because his accountant was supposed to be paying his taxes for him, but his accountant was actually stealing the money. He didn't actually realize it, and by the time he realized that it was too late. All right, to that [ __ ] all right, that [ __ ] on the pole, some of that for y'all. Oh man, God bless you [ __ ] God bless you [ __ ] you crazy.
Well, I mean, do you do, do you think about stuff like you have like people, that's what accountants, watching accountants, like how do you make sure that that doesn't happen? You don't really need accountants watching accounts, you just need the right one. Too many [ __ ] watching [ __ ] this, you expecting problems. I ain't gonna do that. Once you've been put in position, you're liable and you will be held accountable, and you're responsible for your job that you're getting compensated for. And we're only here for one thing, we want to win. I want to see you win just as much as I win, brother. Now if you can't handle this, if there's too much paper for you, bow out, check out, cause they ain't gonna call me and tell Rose that the money been gone and the people [Laughter]. I'm gonna say I'm from the, hang up. You call back in five minutes and tell me you made a mistake and called the wrong [ __ ] Nikki Torrentino, like a trooper from uh casino, remember, remember that scene [ __ ] give him 10.
Uh, so the promised land model, because I think this could be replicated, and it can't be replicated. No, no, in the sense of, in the sense of for you, in the sense of you found a property that was undervalued, you bought it, you turn it into an asset. And I'm thinking long-term or even now, is this something that you look to do in other parts of the country? Because you got one here in Georgia, I'm sure you got property in Miami or the other parts of the country that you, you're interested in doing something similar to this. I mean, you know, this is a unique situation, and I'm sure you know, um, it'll be hard to recreate this, but am I still looking for real estate? Am I still looking for property investment, so on and so forth? Of course, brother. Wayne will never stop doing that. I've worn on every piece of real estate I have, even though I wasn't, I didn't get into it to flip it, and no, I just got him and copped him, I still got him. I bought a crib that the homie Amari started my soul, I still haven't slept in that [ __ ] once, but guess what, the value is, I could sell that same house for possibly maybe three million dollars more than I purchased it. And when I walked in there, I told the lady, this my house. The real estate agent was like, what do you mean? [Laughter] Baby, this Rose, how you doing? Give me my [ __ ] girl said, and that's what it was, you know what I'm saying? And for me, real estate has always been a good thing, and that's something my mom always told me, because what we grew up at, them houses might have been fifty thousand dollars at the time, those same houses [ __ ] a half a million dollars now.
Yeah, we've seen intensification happen in Miami, Wynwood, they're so crazy. Uh, I was in Wynwood years ago, and I was driving through Wynwood, I had never really seen a neighborhood that bad, like it was like, it was like crazy. I'm like, it's like the 80s. Fast forward five years later, it was like the hottest speakeasies, taco spots, taco spots, tequila joints, everything. They moved all the bombs out, all the [ __ ] out, all the blacks out, all the Hispanics out, forced the homeless [ __ ] to go on the other side and ain't getting to the money. That's a fact. And Rose sitting here saying, okay, we got to know how we look at things now, we can't look at it for the current state that is in, what's the potential? What's the potential? Cause owning a shitty building on the corner that they knocked down 15 years later and put a high rise on could have made you 25 million dollars. Yeah, that's what Jay said. I could have brought a building in Dumbo, five million years later, it's 20 million, Dumbo. Yeah, that's a fact. So is that something you're looking to do? Definitely go back to or feel the responsibility to go back? We most definitely have more education, those definitely [ __ ] we buying [ __ ] without a doubt. Okay, and we, we being that example, whether it's in Miami, whether it's in uh Mississippi, where wherever it's set, it don't matter, we getting in all of, all the areas that we [ __ ] with cannabis. Shout out to my partner Berna, we finna do big things. I look forward to opening my first goddamn dispensary on Colin's half, and that [ __ ] gonna make a million a day. Does that separate from Cookies or is that a partnership? Yeah, there's a partnership I did with Bernie, what I'm saying, that's been my favorite strands for 15 years, so once, yeah, it's a no-brainer [ __ ] easy. Yeah, we, we've been, well there's some people that we know that have uh frequently visited Cookies. Uh, yeah, yeah, yeah, yeah, yeah. But it's a, it's a gold mine, right? It's a cash, it's a cash business, man. That [ __ ] is a billion dollar enterprise without, without a debt, without a doubt. It's a billion dollar, you know, and it's obviously something that you're interested in. Oh, most definitely, I love it, it's too easy.
Have you, have you um ever thought about like having some level, because you're so wise, so smart, but unfortunately a lot of people are still coming into music or just entrepreneurs in general, some level of mentorship on a wide right? Most different academy? Most, most definitely. And that's what we just had a couple weeks ago, we called it the first annual Boss Up. Yeah, we was out of town for that, but a couple of our friends went. Yeah, yeah. My partner Alex Bostic, he's sitting in here, he'd be back in, he over there somewhere. And once again, he played several roles on the team, but um, that's what we did. We got 40 other entrepreneurs in the room together over a weekend, and we all just shared ideas, mastermind, that's all we did. And man, it was so valuable, I learned from them and vice versa, we learned from each other. Now let's share each other's platforms, let's share each other's connections, let's share each other's resources. We watch certain people growing up, and we, we idolize them number one because of their talent and music, number two because of their business acumen. But unlike them, you're actually involved in educating the process and, and going through the process with the people, right? We watched you grow into this, we always said you was the boss, but we've actually seen it come to fruition, right? Were you super intentional about that from day one, like yeah, I'm the boss, nobody made a sound, but let me show you how I am the boss? Yeah, without a doubt, I gotta show you every damn hustling from the day we came in the game, and we still are, and we still are. And there's so much more to do, and I won't be satisfied until I've done something that's never been seen, and that's just not a dollar figure, it's also, yeah, most definitely. It's plays being made, this is a special time that we in, in life. When you look around and you see crypto and all this [ __ ] this just like when the Commodore 64's was first created and [ __ ] got to see a computer for the first time, that's where we are. We in a revolutionary part of life right now, and it's time to be a part of it. And that's just one of the things, you see the platforms, media and all this [ __ ] you creating your own TV channels right now. Yeah, we know the thing too about that, you know what I'm saying? So man, I'm in the spot, that's a fact. Your partner Tommy Duncan and uh Jet Doc, he told us he said every industry is up for disruption right now because of social media. There's nothing that can't be disrupted right now. Right, right, right. It's too many, there's too many ways to make a, the goal used to be a million, it's a b now, nine ain't even a billion no more, that's become local. Mark, Mark Cuban said that to us, he says if you have a million dollars you should be walking on eggshells right now, you should be scared, you should be scared because you're a millionaire. If you have a million dollars. Oh Nick, yeah, you got one ticket, well you gotta [Music] need at least ten to be comfortable. Yeah, no team, you should be scared. Ooh, okay. That's when you plan, when you pitching on the mound like Rose and no excuses gonna be accepted. We ain't accepting no excuses, we really coming to get it. It's one thing when [ __ ] rapping, making songs and talking about this that this that 20 million [Music] this [ __ ] real right here, this [ __ ] real. We accumulate [ __ ] all that fancy [ __ ] cause it's a real big difference in who's doing it and who talking about doing it.
It's the evolution, like I feel like our heroes growing up, they never got a chance to mature, like when Big said the rings and things you sing about, bring them out, that was what he knew, he was 23 years old, but it ain't really about rings, right? It's about, no, we most definitely, no, but I'm saying that's, that's important, that's important. I understood exactly what I'm saying that you, you, yeah, this is what I'm saying now, it's like the evolution of the businesses, the money that you're talking about, bring them out, without a doubt. We never, we never got to see him and we never got to see him grow to that point, but he most definitely gave us the vision. Absolutely, and, and said it. Yeah, cause that, that was the pace Big was on, you know what I mean? Yeah, he inspired me in a whole nother way, that's what I said. Yeah, Big reincarnated, he said he was saying the way he inspired me and gave me gaming, there's no way, just listening to his level of maturity, his vibing, his rhymes, you could have told me, even though I knew it, you couldn't have told me Big was 23 back then. The influence he had on the game, man, that [ __ ] was priceless, but we most definitely, he was letting you know, because every time I, I was watching YouTube back then and he was in a burgundy Land Cruiser, I was like, I need a Land Cruiser, I want a Land Cruiser, you know what I'm saying? Yeah, you, you brought up crypto and I know um you actually were in a space and somewhat maybe a partnership with Jishiba. You talked to us about what, what the partnership is and the purpose. You know, they, they came through, you know what I'm saying? Um, they put some things on the table, they was with a homie of mine and um, you know, I just embraced them, I embraced them, showed them a lot of love, you know what I mean? But you know, right now it's so many, I'm getting approached about crypto, NFTs, this that, oh man, Rosie, you can make a million on the NFT. I say I'm not really inspired, homie. I'm one of them dudes, you got to drop the bag on the table. [Laughter] Other than that, you know, because it's a lot of talking, it's a lot of talking, all that [ __ ] stocks, all that [ __ ] it's a lot of talk. Oh Rosa, well we made so much money, then why are you even telling me about it? Cause if I was making all that money you were talking about, it, I wouldn't even be telling you [ __ ] I'd be running that [ __ ] off so much. Seeing that, that's what we run into the problem though, if we don't, if we, if we have education, right? No, I'm just saying because, because when are you going to show us the dudes, that's really all I've ever seen, the dudes from the stocks and all that, I've seen the Bernie Madoffs and all that [ __ ] and for years they thought them dudes was winning big, but once again, I, I've never really had experience in those areas, so guess what, the things I knew how to do was by going by real estate, something like a touch, right? You know what I'm saying? And that's what I stuck with. Now I've been approached by some homies that's in good positions, and I see them, they get in paper, they get money, they telling me about the, the crypto to this and that this and that, but I'm not afraid to say Rose moving in that area extremely slow. Go with what you know. Oh man, straight up, that's, that's Warren Buffett's philosophy, cheers. You know what, Warren Buffett, the third richest man in the world, second, top ten, top, top ten, he made all his money from stocks and investing. So during the dot-com boom, when everybody was investing all these dot-com companies, he never invested in .com company because he said he just didn't understand it. And everybody was saying like, he's old, he's outdated, he don't know what he's doing. Dot-com crashed, everybody lost money, he didn't lose any money. And his whole thing was like, I can't be swayed by the whims of emotion, I'm, I'm this is my lane, I can't go into something I don't know, I don't feel comfortable, and I'm not, I'm not afraid to say that. I'm not afraid to say that. Now, you know, will I shoot the dice? Of course, not. Got homegirls this and that, oh yeah, this and then dodge corners. I mean, I'll give you a couple dollars to share, you know, do a few things, but I'm not even gonna ask where is that three months later, because more enjoy the time, they don't even bring it up no more. There you go, there you go. And they ain't gonna come out and text me like, yo, that [ __ ] you gave me, that [ __ ] is that, I want to ask you, you know, just being here, I'm, I'm thinking about like the Rockefeller estate and different, this is the kind of ideas that I'm getting, so this, this legacy of Rockefeller, names like that, is that something that you're actually thinking about when you, you know, when you no longer have your family carrying on tradition, like the Kennedys, the Rockefeller? Like I said, this is the inspiration that I'm getting, just sitting in this, in this vibe like that.
Well, most definitely, this is bigger than me, and that's my goal for this all to be much bigger than me, you know what I'm saying? If it was just for me, you know, we, we were tapped out already, we said we're good. This [ __ ] bigger than me, you know what I mean? William's legacy, generational wealth, why not? Why not? Let's create something that's never been done, man. But how is import, how important, unfortunately, they say most, most family wealth is done after the second generation, the third, third generation, but for Black families it's like one generation. Yeah, education is a big part of that, how important, it's like it's one thing to just have money, but then if the people behind you aren't educated, they're just gonna [ __ ] it up. It kind of, it kind of goes with that theory where like, so the first generation goes through struggle, right? They go through hardship, but they lack the education. Second generation saw the struggle, but they provide the education, they generated wealth, the third generation never saw the struggle, so they kind of fumbled it. So in that light, like what do you do to ensure that generations have the knowledge, have the education to keep the name going? Well, I do, you know what you see what I did with my son at 16? I think those are the best examples you could do, because of course, I speak with them, I talk with them, I let them see what we got going on, you know what I'm saying? I say some cool [ __ ] that I feel, you know, that they could tap in, when I sent it to them, I sent them links, I sent them this, listen to this, check this out. I understand, but most definitely, they gotta want it as much as you do, you know what I mean? I let them see, I let them see what's going on, you see the cars, you see this, but you gotta see the hard work, you gotta see the grind, and you gotta want it more than I do, if not, it's not gonna last, right? That's, I think that's a challenge, right? Because yeah, you got a warning. Yeah, it's the passion. Yeah, you can't just, because if you could build a, a 25 billion dollar empire, but if whoever next in line don't really want it, [ __ ] it's regardless if you're my child or not, if you don't want it, [ __ ] I'm gonna put somebody in position that one, because we got to keep it, because without a doubt, but it's all about the passion, and if you don't want it, that's fine too. I'm not calling you a failure because everything ain't for everybody, you understand? Some people may just want to play tennis on Saturday and Sunday and do yoga and [ __ ] like that. But you see what we're doing over here, you see what we got going on, that's so important. Family business and educating, having people work the ranks. Yeah, we should have a Rose a succession, and you gotta want it, you gotta want it at this level, how we playing? You see that in your obviously your son, uh, but do you see that and you chose, you know, maybe even other relatives, like do you see like, all right, this person is gonna be a star, he gonna carry it, he gonna be the CEO? You see that? Well, I'm gonna be honest, you know, when they come to my kids, you know, I always see the best in them anyway, you know what I mean? And I don't put no pressure on them, um, you know, because they are still young, they all still young right now. I ain't putting no pressure on them right now to be in this position, but most definitely, you see what we got going on and are you ready to get some money? And they don't know, I made it clear, oh, I gotta get me some money, I ain't even tripping. And that's what it's about, and you gotta find a way to enjoy it, let's enjoy it. So you actually could wake up every day and come do this [ __ ] let's enjoy it, that's what it's about. We gotta enjoy this [ __ ] let's enjoy working hard, let's enjoy winning. Ross, always a pleasure, my brother. It's too easy, my bro. Thank you for the hospitality. Biggest boss that we've seen thus far. Yes, yes. And we just, we're just getting warmed up, man. Let's make more history. Yeah, we just made more history, why not? Why not? Why not? [Music] [Music] [Music] [Music] you