As the record business started trending away from moving physical units, Mack read the writing on the wall and quickly shifted his focus toward the live aspect of music. He says he started promoting shows around 2010.
“I just saw that that was the way that business was going and the direction the bag was going,” Mack says. “When I got in the game, you had to buy somebody's record to have it. Now you can listen to it as often as you like for free, so that part of the game was gone and the only thing that was left was live performances. I got into that and now I [promote] a couple hundred shows a year."
He's currently promoting the Cali Classic Tour, which features Mack himself, along with Warren G, DJ Quik, Suga Free, Tha Dogg Pound, Compton’s Most Wanted, Kid Frost, 2nd II None, Jayo Felony, Bone Thugs-n-Harmony and more. Most recently, they played the Saban Theatre in Beverly Hills, California. A gangsta rap show in Beverly Hills was a surprise to many people but not to Mack 10.
“Most or all urban shows that have been in that building in the last ten years — whether it's R&B or whatever — have been me,” he says. “It was fairly easy for me because I’ve done so many epic shows in that building. It was a little different this time because [the lineup] caught everybody by surprise but I wanted to try it and it worked out great.”