Richard Cromelin of the Los Angeles Times profiled the success that Ashanti’s self titled album had in large part due to the $2 rebate that was offered to retailers, which meant they could sell the disc for that much cheaper. “For the consumers that have been waiting for the project to come out, I just wanted to give it to them for a nice price,” says Irv Gotti, president of Murder Inc. “All the ones that get it first, they set the trends. It’s their word of mouth. When you’ve got a strong album, I want as many people to buy it so I can get a good word of mouth goin’. Next thing you know, everybody’s talkin’, ‘Yo, that album’s hot.'”
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