PROJECT OVERVIEW
NLE Choppa has become one of the biggest names in hip-hop/rap today, amassing over 3.5 billion views on YouTube, 17 million monthly Spotify listeners, and selling out shows all over the world.
I began working with NLE Choppa in 2019 when he had only one song released, “Shotta Flow.” Seeing his true potential early on, I knew I could help bring him to the next level by making the quality of his graphics compete with top-tier, well-established artists. As his audience grew, I continued to push the quality of his visuals, which helped shape his image and solidify him as an artist who is serious about his craft. By collaborating with his marketing team, I contributed to his growth from a small independent artist to signing a distribution deal with UnitedMasters and eventually securing a major deal with Warner Records, all from the ground up.
RIAA CERTIFIED PLAQUES
MERCHANDISE
This is a merchandise collection I pitched to UnitedMasters as the first pieces of merchandise NLE Choppa would release.
In June 2019, NLE Choppa was about to shoot his most popular music video to date, “Shotta Flow Remix (ft. Blueface),” which has now amassed 349 million views. With the video releasing on Lyrical Lemonade’s 20-million-subscriber YouTube channel, I knew this would be a great time for him to launch merchandise. My goal was to have the collection finalized and in production before the music video shoot so that Choppa and Blueface could wear the pieces throughout the video, bringing significant exposure to the collection and driving sales.
With the shoot just two weeks away, I pulled an all-nighter and completed the collection overnight to ensure time for review, revisions, and production. I wanted the staple piece of the collection to be a basketball uniform because Choppa is well-known for his talent as a player and makes many NBA references in his lyrics. In “Shotta Flow Remix (ft. Blueface),” Choppa says, “If he wanna run up on me, shoot him like Ginóbili,” so I knew it would be perfect to use the number 20 on the back of the jersey to match Manu Ginóbili’s jersey number.
