Druski, the comedian known for his Instagram Live sessions and music label parody Coulda Been Records, is making his next step a serious one: founding a new sports agency, 4Lifers.
The 28-year-old comedian, who counts the likes of Drake, Jack Harlow and Lil Baby as friends, is making the foray into sports, which has been a lifelong passion for him.
“Sports was always a big part of my life,” Druski says. “A lot of famous athletes for some reason just gravity-pull toward me. I’ve always wanted to be in business with them. One of the big inspirations for me has been Rich Paul. After meeting him and becoming good friends with him, I think this was something I really wanted to get involved in.”
The agency launched this week with one client, Florida Gators defensive end Princely Umanmielen, who enters this college football season on the watchlist for the Chuck Bednarik Award.
Druski caught up with SI to discuss why he wants to be in the agency business, his goals in the industry, and more.
Troy Taormina/USA TODAY Sports
Rohan Nadkarni: Can you tell me a little bit about your relationship with some of these famous athletes? Why do you think you’ve been able to grow so close with some of them?
Druski: Man, honestly, going back to when I played football, I always was the guy in the huddle that would randomly say something funny to make the entire team laugh. Or fart in the huddle and everybody just busts out laughing during a serious play. It's one of those things where I’ve always had that gravitational pull towards me. And I'm thankful. I can only thank God, because I've always been a good friend, and somebody who's a real person that people can relate to. So maybe that's it, you know, just me being a genuine human being in this industry. Not too many of those around. And of course, I’m funny as hell. [Laughs]
RN: You mentioned the success of Rich Paul. Something impressive about what he’s done is make inroads for Black representation of largely Black athletes. How important is that aspect of this endeavor for you?
Druski: It’s super important. I think more Black people should be in business with Black people. I hold that to a high standard. And that’s really how I built my team out. The more we can have each other in business and be hand in hand out of business, the better.
RN: There are obviously some heavy hitters in the agency business. What’s your pitch to athletes on why they should sign with you?
Honestly, I work with so many brands, I think they could just trust my word. And just understand that brand relationships are a big deal. With all these NIL deals going on now, I think that plays a big part. If you come in business with us, you will also have the opportunity to work with the same huge brands that I've worked with. And I'm sure you probably have a list from Google, like, Google Pixel, to Raising Canes to Nike. I mean, I've worked with so many different companies.
RN: Obviously, most people know you for the jokes. Are you worried at all about making sure people take you seriously in this space?
Druski: I don't even have to tell anybody to take me seriously because they see what I do on the brand side. Anybody that's out there, if you're watching anything on social media or anything in general, on TV, you'll see me in these commercials. You'll see me actually work with these companies. So as funny as it gets, the money is just as serious. If it‘s funny, there’s gotta be some money.
Matt Pendleton/USA TODAY NETWORK
RN: In your position as head of Coulda Been Records, you’ve been pretty ruthless. Are you planning on bringing that same intensity to the negotiating table?
Druski: [Laughs] Business is business, brother.
RN: What are you most excited about with this opportunity?
Druski: Hopefully this will be a generational thing. It could pave the way for other Black people to be in business with these athletes. Those are my high hopes.
Also, attending the games. Being courtside at the games with those refs. So I can sway the game in my favor. Being courtside on the field, there’s nothing like talking to the refs right down the back of their necks.
Druski: Trying to get one to help my parlay. I think I threw some cash in his pocket while he was on the field.
