News of October 29, 1997
Afeni Shakur Founds Amaru and Brings Tupac's Archive to Jive
Ten albums of unreleased songs and her own label: in late October 1997, Tupac's mother presented Amaru. It was distributed by Jive Records.
On October 29, 1997, Afeni Shakur spoke with the Los Angeles Times about her new venture: Amaru Entertainment, her own record label for her son’s music. Distribution was taken over by Jive Records, a label affiliated with Bertelsmann. As the first release, she announced the double album R U Still Down? (Remember Me) for November 25, featuring two dozen songs that Tupac had recorded between 1991 and 1994, when he was still under contract with Interscope.
“Tupac Always Wanted His Own Company”
According to her own words, Afeni Shakur had access to material for around ten albums from the years at Interscope and Death Row. Tupac had been incredibly productive. The founding made her almost giddy; for the first time since his death, she could smile about something.
One year after the murder, Tupac had two albums on the charts, including the soundtrack to Gang Related at No. 3. Retailers expected R U Still Down? to enter the Top Ten.