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Los Angeles – The Golden State Warriors, widely recognized for their dynamic gameplay and iconic superstar Stephen Curry, are embarking on a groundbreaking venture: integrating sports with entertainment like no other NBA team has attempted before.
As the pioneering franchise in the league with its own record label, Golden State Entertainment, the Warriors are broadening their horizons with the release of their new album, “For the Soil.” This album, featuring some of the Bay Area’s most prominent music talents—such as E-40, Too Short, Saweetie, G-Eazy, Goapele, LaRussell, and Larry June—coincides perfectly with the upcoming NBA All-Star Game weekend set in San Francisco.
Filipino-American rapper P-Lo, who took on the role of producer for “For the Soil,” commented on this unprecedented move by the team. “A basketball team with a record label is unheard of until now, which is a testament to the Warriors and the Bay,” he noted. This album is a collaborative effort between Golden State Entertainment and EMPIRE, an established distribution and publishing company. P-Lo is also set to perform live at an NBA All-Star tipoff event on Thursday at Thrive City, a vibrant community space located near Chase Center.
“This initiative is driven by innovation, bringing forth a unique concept,” remarked P-Lo, a devoted Warriors supporter who has collaborated with notable artists such as Yo Gotti, Saweetie, and Kehlani. Having participated in the Warriors championship parade in 2022, he expressed his excitement by stating, “We’re here to break barriers while I’m trying to process it all. I’m grateful for this opportunity.”
Warriors guard Gary Payton II expressed his enthusiasm for the album, stating, “It’s pretty cool for our team to become the first to have a music company or production company. P-Lo is steering the ship and making things happen. With so many talented Bay Area artists involved, it’s something truly exciting to look forward to.”
P-Lo played an instrumental role in uniting the Bay Area’s finest artists, dedicating himself to the album’s nine tracks. His collaboration with local talents began in late summer, all aimed at creating a cohesive project.
“P-Lo has the unique ability to produce and rap while bringing together artists who feel like family to him,” explained David Kelly, an executive with the Warriors. Kelly was pivotal in launching Golden State Entertainment in 2022, the same year the team claimed their championship title.
While several NBA teams have collaborated with artists over the years—like Drake with the Toronto Raptors, Jay-Z with the Brooklyn Nets, and DJ Khaled performing for the Miami Heat—the Warriors stand out as the first to create their own record label and entertainment division. Kelly recognized this as a significant opportunity for the franchise to innovate. He articulated how naturally hip-hop and basketball intertwine, stating, “It’s authentic and natural to the culture.”
Having joined the Warriors in 2011 and currently serving as the chief business officer of Golden State Entertainment, Kelly first proposed the concept of an NBA team having a record label to the team’s former president, Rick Welts, before presenting the idea to owner Joe Lacob and co-executive chairman Peter Guber. Their enthusiasm for the vision left Kelly optimistic that other professional teams could follow this creative route.
“It’s about showcasing the culture in a way that is genuine and reflects its essence on a global level,” Kelly, who performed under the stage name Capital D during his time as a rapper in Chicago, concluded. “I hope this is just the start for Golden State and the culture it represents.”
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