Visit to record label brings team closer

Despite the rain last Wednesday afternoon, learning about a portion of the business world left members of the Hawks singing a tune. At least, learning how to make beats had them smiling and singing what they created.

As part of the NBA’S Business of Basketball initiative, the Hawks headed to Generation Now, an Atlanta-based record label, to go over the impact of music on Atlanta’s culture and economy. The visit also went over music licensing and ended with a beat-making competition among the players.

In the past, the Hawks leaned on the theme of financial literacy for the annual event. This year, they wanted to branch out and do something that connects the players to a different avenue.

With 16 of the 18 Hawks players in attendance, they heard firsthand accounts from Leighton “Lake” Morrison, Tyree “D J Drama” Simmons and Don Cannon on how they leveraged their brands to create the label. The three began building the studio in 2012 and completed it in 2015. They shared where their visions and dreams began and how they were able to turn them into reality.

“This is dope to have being in a city like Atlanta,” Morrison said at one point. “We know how connected the music industry is to sports, and we know that this city is motivated by the music industry.”

Morrison made the connection to how each player has strengths and roles. Everyone on the team has to make sure that they’re using their strengths to benefit the team while not getting in each other’s way.

Wednesday’s team activity allowed the players to get an understanding of how the organization likes to incorporate music into the game experience. The Hawks have had plenty of halftime concerts from local artists, such as Ne-yo, who performed at halftime during the team’s matchup against the Nets. They’ve also partnered with Mr. Hanky for beats they can use on their social media accounts.

In addition to hearing the founding partners of Generation Now share their stories of coming up through the industry, the players heard from Sonny ”Sonny Digital” Uwaezuoke. The 32-year-old producer rose to prominence after working on the song “Racks” by rapper YC, as well as Ilovemakonnen’s “Tuesday” and 2 Chainz’s “Birthday Song.”