New York rapper Nas has expanded his portfolio in the form of a culture, technology and commerce based online lifestyle company, which is branded 12society.

Nas’ plan with 12society is to bring the new generation the latest wave of commerce, and to provide his fans with access to products, brands, and technology that they haven’t seen before, and the items will be hand picked by a style board of some very well-known names.

The style board on 12society will consist of athletes and celebs, Michael Strahan, Blake Griffin, Kevin Love, Nick Cannon and Tim Lincecum, working along-side Nas.

In a recent interview with Tech Crunch, Nas speaks on his new business venture.

Nas addresses the innovation of his 12society:

A huge aspect of that evolution is offering a glimpse into your lifestyle — being more accessible. The power that Twitter, Facebook, YouTube, and Instagram offer is immense. Being an artist today is not only about being creative in what you produce, but finding creative ways to show people what you’re doing. Artists everywhere took notice when Louis C.K. sold his stand-up special and show tickets without a network backing him on the promotion and distribution. That truly was innovation at its best.

The QB rapper continues:

It is this same type of innovation that has defined and revolutionized the landscape of Silicon Valley, especially within the confines of e-commerce. I truly believe we are at an incredible inflection point in the consumer retail experience: Just how Amazon and eBay opened the railways to a new universe of available products, and Groupon allowed for the discovery of local activities to become accessible and affordable, new resources are changing the entire game once again.

As Nas wraps up the interview, he explains why he started the company:

I started 12Society in June with the hopes of bringing this generation the new wave of commerce. Providing my fans with access to products, brands, and technology that they haven’t seen before. Increased accessibility and visibility has always been the future, and finally, that time is now.

Nas’ 12society is live, head over and view the site [here].