To honor the 20th Anniversary of Tupac's death, new company JAM Inc. and his estate has teamed up to drop unreleased material in the next coming months. According to Billboard, JAM Inc. was brought in by Tupac's mother, Afeni Shakur, and given all of his unreleased material in order to "reset the Shakur estate", says company owner, Jeff Jampol.
The campaign started with a commercial for Powerade, starring Tupac's recital of "the flower that grows from the concrete" lyrics from "Mama's Just a Little Girl" over a dramatized story of Chicago Bulls player, Derrick Rose. Although it was the first glimpse of Tupac material, it is not the last. JAM Inc. will release several unreleased poems, songs, remixes, writings, demos, and recitals from Tupac Shakur. There is also news that we will be seeing new apparel, museum collections, and biography on the way as well.