From South Central to CEO: G Perico’s Business Blueprint

Los Angeles rapper G Perico has made a name for himself with a slick, throwback West Coast sound—but his moves off the mic are becoming just as influential. In a recent episode of Assets Over Liabilities, Perico broke down how he transformed street hustle into strategic enterprise. With his Blue T-Shirt brand, Innerprize Clicc label, and real estate ventures, he’s creating the kind of generational wealth rarely associated with independent artists from South Central.

“I knew what I didn’t want to be,” he said, speaking candidly about his past and why he shifted his focus from surviving to thriving. He described a pivotal moment where he realized, “I’m not no gang member. I’m a business.” That mental reframe didn’t just shape his brand—it changed his life. That insight came after years of navigating a city that often celebrates survival but rarely rewards transformation. “I had to reprogram everything,” he said. “I was raised on chaos, but I started chasing peace and control.”

Music Is the Marketing, Ownership Is the Goal

While G Perico’s sound draws from the lineage of L.A. rap legends, his approach to business is what sets him apart. The music, he explained, is the promotion tool. “Music is what markets everything,” he said. “The music is not the bread and butter. It’s the attention grabber.” That shift in mindset allowed him to treat albums not just as art, but as part of a broader sales funnel.

From the outside, it may seem like he’s following a blueprint similar to Nipsey Hussle or Master P—artists who turned independence into an ecosystem. But Perico’s path is his own.

He began reinvesting his music money into physical goods and property early, turning cash into inventory, assets, and ownership. His apparel line, Blue T-Shirt, isn’t a merch hustle—it’s a standalone brand rooted in streetwear culture and South Central identity. From design to distribution, he’s hands-on, ensuring that every piece reflects his ethos.

“I wanted to make something bigger than rap,” he said. “I needed something that could sustain even when I don’t feel like rapping.” That mindset shift turned his brand into a business and his audience into customers. Today, Blue T-Shirt doesn’t rely on tour sales—it lives independently with online orders, pop-ups, and retail partnerships all feeding the vision.

Innerprize Clicc: A Label, A Movement

When G Perico launched Innerprize Clicc, it wasn’t just about having his own label. It was about having control—from the masters to the rollout. He’s transparent about the mechanics behind his moves, often crediting trial-and-error, YouTube research, and a serious work ethic. “Nobody gonna give you the game,” he said. “You gotta go get it.”

Innerprize Clicc now functions as the core of his musical and entrepreneurial identity. It’s the platform for his consistent output, and it gives him the leverage to negotiate on his own terms. He releases projects at his own pace, often aligning music drops with clothing capsule releases, branded visuals, and city-based activations. While he’s open to partnerships, he emphasized that it has to make sense: “I’m not signing up for no liability. If we partnering, we both bringing something to the table.”

His strategy with Innerprize Clicc is as much about empowerment as it is about profit. He mentors young artists under the brand, teaching them about split sheets, publishing, and financial discipline. “It’s bigger than dropping songs,” he said. “I’m showing them how to own what they create.”

From Trap to Trackable Revenue

Perico doesn’t romanticize the street hustle. He breaks it down in plain business terms. “In the streets, I was making money, but I wasn’t keeping none of it,” he said. “It’s a flawed system. Ain’t no ROI on jail.” That level of self-awareness now informs every decision he makes.

Instead of chasing advances, he focused on ownership, stacking content and revenue vertically. His catalog is expansive—he dropped multiple albums in a single year, each tied to different moments in his brand’s growth. But none of it is random. “Everything got a plan,” he explained. Whether it’s dropping LA SUMMERS2 or collaborating with Hit-Boy, it all loops back into the business.

That volume has created a streaming foundation, giving him recurring revenue and creative freedom. “I’d rather have 50 albums I own than one I don’t,” he said. He tracks every dollar, reinvests in assets, and builds business models that don’t rely on gatekeepers. “Every move got a margin,” he said. “I know what I’m spending and what I’m getting back.”

Turning the Hood Into a Market

One of G Perico’s most pointed insights is how he views his neighborhood. “South Central ain’t just where I’m from—it’s a market,” he said. “And we don’t own none of it.” He’s flipping that script, working to buy property and reinvest into the area. It’s not about gentrification—it’s about reclamation.

He described driving past the places he used to stand outside of as a teenager, now as a property owner and businessman. “I used to be on this corner, now I’m making money off that block.” That evolution is intentional. By documenting it, both visually and lyrically, he gives fans a blueprint for transformation. He sees ownership not just as a personal goal, but as a collective responsibility. “If we don’t own it, we gonna keep getting priced out,” he said.

His investments include residential flips, commercial leases, and creative studio spaces. He’s focused on building hubs where other entrepreneurs from his neighborhood can thrive. “It’s not just for me,” he said. “I want everybody around me to level up too.”

More Than Music: A Scalable Vision

Perico’s business model is built on scalability. From his label to his lifestyle brand, he sees every move as a foundation for something bigger. “It’s like stacking Legos,” he said. “One block at a time, but it gotta fit.” That architecture applies to every area of his empire—branding, music, real estate, retail, and tech.

He’s also not afraid to experiment. From partnering with Amazon to launching his own app, G Perico is testing direct-to-consumer infrastructure in a way most indie artists haven’t yet fully embraced. At the heart of it is self-discipline. “Every time I got some money, I did something with it,” he said. “Didn’t wait for nobody to tell me it was time.”

He’s looking beyond rap toward vertical integration, hoping to one day own distribution channels, manufacturing equipment, and a real estate portfolio that sustains his brand. “I’m not trying to make fast money,” he said. “I’m trying to make it last.”

A Playbook for the Independent Hustler

In a landscape where artists often look for shortcuts to fame, G Perico’s method is refreshingly practical. He doesn’t chase trends—he builds systems. And more importantly, he shares the game. “I’m still figuring it out,” he admitted. “But I know what not to do.”

That willingness to be transparent is part of his appeal. Fans aren’t just watching his music videos—they’re watching his business moves. As he puts it, “I’m showing you how to move without losing who you are.”

Whether it's buying back the block, printing T-shirts in bulk, or building out a label from scratch, G Perico is proving that ownership is the real flex. And he's doing it in real time, one calculated move at a time. In the process, he’s building a legacy that’s bigger than music, rooted in strategy, and destined to shift how independent artists think about power, profit, and purpose.