Music Videos
Roc Nation Label Unveils Second Mixtape Series with PUMA
Today, leading music label Roc Nation and global sports company PUMA are teaming up to roll out the second iteration of their collaborative Mixtape Series series.
In celebration of the launch’s intersection with the 50th Anniversary of Hip Hop this year, Roc Nation Label will debut an exclusive mixtape project featuring brand new music from the label’s hottest emerging rappers and the industry’s burgeoning producers. Cultivated as the first-of-its-kind, the collaborative project pays homage to the intersectionality between hip hop and streetwear culture.
The bespoke, Mixtape Roundtable content piece examines the legacy, influence and future of the mixtape. Roc Nation’s Mixtape Roundtable brings together moderator and former Roc-A-Fella Records A&R, Wayne “Wayno” Clark with platinum recording artist and producer DJ Clue, leading media personality Nyla Symone, Harlem rapper Jim Jones, southern hip hop pioneer DJ OG Ron C, mixtape mogul DJ Holiday, and creative visionary serving as Roc Nation’s Senior Vice President
Lenny “Lenny S.” Santiago.
The roundtable premieres tomorrow, June 27 on YouTube.
“My job is to always help open doors for those around me,” said Emory Jones who also served as executive producer on the project. “I feel like the young talent we have on this Mixtape are part of the future but more importantly they are all humble souls. Being humble sometimes helps you find that greatness within. It helped me put myself in this position to be able to do this project. It’s an honor and a pleasure to now call this our Mixtape!“
“I’m grateful that we could help bring Emory’s vision to life,” said Roc Nation co-president, Omar Grant.
“This mixtape release is an ode to the eras of hip hop and speaks to the power of collaboration,”
Roc Nation Label co-president Shari Bryant added. “This will be a defining moment to push the culture forward through music and fashion. The culture brought us this far and it’s in good hands with this new generation of artists!”
In tandem with the Mixtape Roundtable, Roc Nation Label will also be launching a new limited content series celebrating and examining mixtape culture, tapping
prolific figures in hip hop. The content will also arrive in tandem with an array of immersive in-person activations through the summer to commemorate the launch.
As part of their second Mixtape series together, Roc Nation Label and PUMA are also partnering with designer, Alexander John to release a new collaborative sneaker celebrating mixtape culture this summer. More details will be shared in the weeks ahead. Fans can also expect an exciting lineup of additional PUMA x Roc Nation Label activations to roll out in the
coming weeks in celebration of the launch.
Watch the exclusive Mixtape trailer featuring roundtable first looks, behind-the-scenes takes from the recording studio and content series previews
HERE.
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Drawing inspiration from Bubba Sparxxx’s iconic hit “Deliverance,” the result is a mesmerizing blend of heartfelt lyrics, captivating melodies, and soulful vibes that will resonate with listeners of all backgrounds.
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Upping the ante, NC representative Big YBA unloads the Deluxe edition of his most recent album the Definition of Living. Featuring five new tracks including “New York,” “For Your Love,” “Rap Assassin,” “Rebellious,” and “Cut ‘Em Off,” which was premiered by way of popular live performance platform Off The Curb, the enhanced body of work accents the original flawlessly.
Three months removed from his “Swag Surfin'” sampling collaboration “Hypnotic” featuring Rich The Kid signee SetitOff83 and the strategic seeding of LP standouts “30, “Rookie, “Lord Forgive Me,” “Venting Session,” “Mercy,” and “DOA,” the now 20 track collection of songs includes a lone guest appearance from GetRichZay while production duties are handled by Jozzex, KH Beatz, Maineestreamm, Prod No Heart, and Trippy XVI.
Raised in Durham, Big YBA is rapidly emerging as one of the most electrifying young artists from the Carolinas. With a brand built on authenticity, his versatility and melodic sound have allowed him to break through the industry release after release. Determined to experience success outside of his hometown, he views his personal and professional growth as motivation for listeners with similar ambitions.
Stream the Definition of Living (Deluxe) via Nu Nation / Vydia as well as watch his Off The Curb performance visual for “Cut ‘Em Off” after the jump.
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