Amaru

About Amaru

Amaru Entertainment was founded by Tupac Shakur's mother, Afeni Shakur, in early 1997 to handle the release of the unreleased material Tupac Shakur had created before his death on September 13th, 1996. After the death of Tupac Shakur the label inherited the rights to 2Pacalypse Now, Strictly 4 My N.I.G.G.A.Z, Thug Life Vol. 1, and Me Against the World. Amaru Entertainment has also released eight posthumous albums by Tupac Shakur and one documentary, Tupac: Resurrection. There has been speculation that Amaru Entertainment has not released Tupac's music in its original form. This has lead many fans to turn away from the music released by the label, stating that it was not released the way Tupac had intended it to be released when the music was recorded. Albums such as Loyal to the Game and Pac's Life are examples of those that have been rejected by fans.
One action taken by the label, which fans disagree with, is the use of contemporary featured artists in the place of those featured on the original recordings. Fans have complained that the artists featured on the new remixes do not have the same style as Shakur did, and thus affect the natural feel of a 2Pac album. Another complaint is that the beats used on the remixes are very unlike those Shakur typically featured on his songs.