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For two decades, Big U has sought to redefine his public image after spending 13 years in prison for attempting to rob an undercover DEA agent. Once known for his ruthless tactics within the Rolling 60s Crips—a major East LA gang formed in the 1970s—Big U has attempted to position himself as a community activist. He founded a nonprofit organization aimed at gang intervention and youth development, and even launched a record label, Unseek Music, where he managed emerging talent, including Nipsey Hussle.