Rappers release free music every day on sites like DatPiff. Nipsey Hussle is one of those rappers. But recently Nipsey Hussle did something that completely defied logic as to how music fans will consume music. He made the physical version his latest free mixtape available to purchase for $100. Within 24 hours, all 1000 copies of Crenshaw were sold out. Jay Z even bought 100 copies out of respect for the bold move.

Nipsey Hussle’s $100 pricing strategy came from something the California native read in Jonah Berger’s Contagious, specifically about a Philadelphia-based restaurant that started offering $100 cheesesteaks in 2004. Not only did the cheesesteaks sell, they also generated the kind of press that most business owners would kill for.