Urban culture-focused media and entertainment company Mass Appeal, which has the new Nas album on its docket, has entered into a multi-year global agreement with Universal Music Group.

The deal encompasses the exclusive distribution of physical and digital formats for recorded music and short-form video content and provides Mass Appeal with the ability to leverage UMG’s marketing and promotion teams.

UMG will also distribute Mass Appeal’s catalog of releases from artists such as DJ Shadow, J Dilla and Run the Jewels. Mass Appeal will spearhead Nas’ new album release in collaboration with Def Jam Recordings.

“Mass Appeal is a thriving multimedia platform that speaks to an audience that is increasingly influencing culture,” UMG EVP Michele Anthony said. “UMG will now provide Mass Appeal’s label with our expertise and resources to maximize the global opportunities for their exceptional roster of artists.”

UMG successfully led Mass Appeal’s $6m Series A funding round last year.

Nas, who launched the Mass Appeal label in 2014, said, “In my next chapter, I am proud to say that I am signing myself to myself. I look forward to releasing many projects in the very near future with Mass Appeal’s new global partnership with UMG.”

The distribution agreement with UMG will grant the company and its eponymous label the resources to expand its global reach and offerings.

Peter Bittenbender, CEO of Mass Appeal, said, “In the 15 months since joining forces with UMG, we have seen the Mass Appeal brand expand rapidly, experiencing our most successful year to date.”

Mass Appeal also produces film, TV, digital media, music and commercial content such as Rapture for Netflix and SoundCould’s first advertising campaign.