Many young people dream of building multimillion dollar companies while collecting Grammy Awards along the way.Very few actually do it, and almost none reshape an entire industry in the process.Lecrae did precisely that since his arrival on the scene in 2004 with his debut album, Real Talk.
For more than twenty years, four-time Grammy Award winner and New York Times Best Selling author, Lecrae has been redefining what it means to build a career at the intersection of music, media, and entrepreneurship.His music has topped Billboard charts and influenced a generation.The larger story is what happened behind the scenes over the course of the past few decades.It is the entrepreneurial blueprint, innovation, and business instincts that have positioned him not only as an artist but also as an empire builder.
Last year, Lecrae took home two Grammy Awards for Church Clothes 4 and for the song “Your Power.” This year, he is nominated again for two more Grammys, including “Headphones” with Killer Mike and T.I.His artistic relevance has lasted for decades.
Such longevity does not happen by accident.
So how did Reach Records, the independent label he co-founded, outlast so many companies that launch with early hype and disappear within a few years?
I sat down with Lecrae on his Reconstruction Tour to understand the formula.
A Mission That Drove the Business
When asked what contributed to the 20-year longevity of Reach Records, Lecrae told me:
“As I look back on things and see our sustainability and longevity, I think it was because we were just passionate about two things: truth and seeing people transformed.The music was the vehicle, but when you’re chasing truth, you move wherever truth is.”
In an industry that can often feel transactional, that philosophy stands out.For Lecrae, it was not a slogan but became the bedrock of the infrastructure.
That commitment guided the label, his real estate investments, his venture activity, and the way he built teams over the years.
He understood early on that ownership is the most reliable form of leverage in the entertainment industry.If you do not own it, you cannot build on it.
If you cannot build, you cannot sustain.
Propaganda, Lecrae’s longtime friend, fellow musician, speaker, activist, and author of Terraform, and Terraform cold brew,
Described it to me this way:
Lecrae’s business mind is not just spotting talent.It is spotting leadership and investing in that.The money he puts into artists goes way beyond art.They go on to start their own businesses.
And probably the most underrated part is his investment instincts.Whether it is real estate or start-ups, he is always catching the wave before it breaks.
Strategic investment in people, not just projects
Businesses that fail to evolve are left behind.The same principle applies to artists and entrepreneurs.
Lecrae has reinvented himself musically with every project.The evolution is evident not only in sound but also in scale.Behind the scenes, Reach Records mirrored that flexibility and expanded through:
– new revenue models
– innovative partnerships
– creative fan-engagement strategies
– diversified income streams
This level of foresight is rare.
It is also why he remains a force twenty years into his career.
The Strength to Be Transparent When It Mattered Most
Vulnerability often feels like a risk for leaders, yet for him, it became a form of leadership capital.Kendrick Lamar recently mentioned Lecrae as he was contemplating his own battles, saying, “I wonder what Lecrae would do.”
Lecrae has been open about his own mental health journey and his navigation of the tension within the faith community, social justice conversations, and the entertainment industry as a whole.
Propaganda described the internal battle:
That tension almost took him out a few times.But he was always considering how his actions affect the homes of people who rely on his success.
He is thinking about his studio staff who might have just gotten engaged, so if he did not navigate the moment well he might not make payroll.That took a toll.But he has always been a good listener and always down to get mentorship.He would apologize publicly when he missed.That honesty built up good grace with the public when expectations were high.
It is a reminder that leadership is emotional labor.Lecrae chose transparency.
It strengthened his brand instead of weakening it.
Diversification as a Blueprint for Longevity
Lecrae did not simply diversify his income.He diversified his identity and his skill set.
Author
– Unashamed became a New York Times bestseller.
– I Am Restored: How I Lost My Religion but Found My Faith expanded his influence as a writer and thought leader.
Venture Capital
Lecrae is a venture partner at Collab Capital, a fund of approximately $ 50 million focused on supporting Black founders who are building sustainable businesses.
“The significant investment gaps in Black-founded companies, particularly for Black women, holds everyone back,” said Jewel Burks Solomon, one of the managing partners of Collab Capital, an Atlanta-based venture capitalist firm.Limited partners include Apple, Goldman Sachs, Google, Paypal, Kapor Capital, Mailchimp, and others.
Real Estate
In 2022, he became a strategic and joint-venture partner in The Kourtney at Yates Road, a 35 million dollar mixed-use 55-plus community in the Red Oak district of metro Atlanta.The development comprises 122 units and generates long-term economic benefits for the region.
Technology
He is also an investor and co-owner of MXD.This audio production software platform utilizes technology to deliver fast, professional-quality mixes for music, podcasts, and other audio projects.
This is not an artist with a side project.This builder understands how to create generational assets.
The Bigger Lesson
Whether Lecrae is crafting an album, leading a company, building a real estate venture, or evaluating a start-up investment, he operates with the same guiding principles that have sustained his career.
Purpose comes first.
People matter.Ownership provides leverage.Adaptability keeps the vision alive.
There is no ceiling on what he can build.And he shows no signs of slowing down.As he once said, “I own the label and guess what, I’m going to sign more.”.
