LOS ANGELES — The Golden State Warriors have long been celebrated for their dynamic gameplay and the brilliance of their star player, Stephen Curry. Now, the franchise is embarking on an innovative initiative that merges the worlds of sports and entertainment, setting a precedent in the NBA.
As the first and only NBA team to launch its own record label, Golden State Entertainment, the Warriors are broadening their creative horizons with the release of “For the Soil,” a new album that debuted this week. This project features a lineup of renowned Bay Area musicians including E-40, Too Short, Saweetie, G-Eazy, Goapele, LaRussell, and Larry June, strategically released to coincide with the league’s All-Star Game weekend in San Francisco.
P-Lo, a Filipino-American rapper and key producer behind “For the Soil,” expressed that the concept of a basketball team owning a record label is unprecedented, which highlights both the Warriors’ creativity and the Bay Area’s rich cultural fabric. P-Lo, who is no stranger to Warriors festivities, is set to perform at an NBA All-Star kickoff event at Thrive City, a vibrant community space that adjoins the Chase Center.
“This initiative represents innovation and a fresh perspective,” remarked P-Lo, a devoted Warriors supporter who celebrated the 2022 championship in style. He added, “We’re breaking barriers, and I’m thankful for this chance.”
Warriors guard Gary Payton II also shared his excitement about the new album. “It’s pretty awesome to be part of the first team with a music or production company,” he said. “P-Lo is driving this, and with so much local talent involved, it’s going to be a fantastic experience.”
P-Lo took the lead in bringing together Bay Area artists for the album, engaging with them since last summer to create a well-rounded music project, contributing to all nine tracks.
“P-Lo has the unique ability to produce and bring together artists who are like family to him,” noted David Kelly, an executive within the Warriors’ organization. Kelly was fundamental in establishing Golden State Entertainment back in 2022, just before the team’s successful championship run.
While various NBA teams have collaborated with notable artists over the years—like Drake with the Toronto Raptors, Jay-Z with the Brooklyn Nets, and DJ Khaled with the Miami Heat—the Warriors stand out by creating a record label and entertainment division of their own. Kelly saw an opportunity for the Warriors to break traditional boundaries in this space, merging hip-hop culture with basketball.
“It feels authentic and instinctual to combine both cultures,” Kelly stated, having been with the organization since 2011 and currently serving as the chief business officer of Golden State Entertainment. “Frequently, concepts from these realms are forced together in a disingenuous way, but for those of us who have experienced both, they seamlessly blend.”
The initial idea for the Warriors to create a record label was presented by Kelly to former president Rick Welts and was embraced by the team’s owner, Joe Lacob, and co-executive chairman Peter Guber. Kelly aspires for more professional sports teams to explore similar paths in the future.
“It’s about showcasing the culture genuinely and making a significant impact on a global stage,” Kelly said, reflecting on his past career as a rapper known as Capital D. “I hope this is just the beginning for the Warriors and the culture.”
