Nas and Mass Appeal are back with another creative, fan-centered initiative—this time inviting listeners to dream big. Less than a year after their Legend Has It… campaign, the New York legend’s label has unveiled a brand-new platform called Imagine That, designed to give fans a direct voice in shaping hypothetical collaborations.
The title appears to nod to Nas’ classic “If I Ruled the World (Imagine That),” and the concept follows that same spirit. The platform allows fans to imagine their ideal musical pairings by selecting up to four artists and producers and submitting those ideas directly to Mass Appeal.
Using the Imagine That link, participants fill out a short form, generate a custom graphic of their dream collaboration, and then post it to Instagram while tagging @massappealrecs. From there, the label plans to spotlight submissions and keep fans involved throughout the process.
https://www.instagram.com/massappealrecs/?utm_source=ig_embed
According to a press release, the goal is to let fans “follow every step of the journey—from submission and final selections, to signings and insight into the very moment the music is made.” Rather than being a one-off social post, Imagine That is positioned as an evolving campaign that blends fan creativity with real industry access.
The initiative was first teased earlier this month, with the platform officially going live today. In the same announcement, Mass Appeal explained that the inspiration came from a desire to break down barriers between artists, labels, and listeners—allowing imagination to drive what could become reality.
Whether it leads to actual releases or simply sparks conversation, Imagine That reinforces Mass Appeal’s ongoing mission: putting hip-hop culture and its fans at the center of the creative process.
