You already know what it is. From the way he greets you, to the words that he speaks. The uniform he wears is bold, aggressive and absolutely intimidating. He's authentic - the offspring of the West Coast's most celebrated talent - yet and still a novelty all his own. In an industry that's fallen victim to bubble gum lyrics and erroneous dance fads to match, he's the spokesperson the block wants for. He's the sociopolitical outrage of Ice Cube and N.W.A. He's Snoop Dogg before you knew his name and Ice T after an unexpected knock at 6 o'clock in the morning. He's the very definition of Slauson & Crenshaw - a self-inspired movement and a name you can trust. He is Nipsey Hussle.