When Swizz Beatz gets on a roll, he's hard to stop. There's a decent-sized crowd around him in a luxury suite upstairs at Madison Square Garden, the Knicks are stomping the hell out of the Blazers to the delight of the sellout crowd, and Swizzy is just plowing through.
“This is the start of the major announcements that we have lined up for this year — you can’t let everything out the bag at one time. You gotta create a climax to where people are paying attention. Because people wanna follow what’s hot, you understand? So we’re gonna start there, then we’re get into bringin’ back the Shaqs, we bringin’ back the Iversons, we bringin’ back the [Dee] Browns — all that stuff that everybody wanna wear."
Reebok is already back, but this is the re-introduction. Over in the suite next door is Rick Ross — Reebok's newest endorser/partner — along with his sizable entourage (as in, large group and even larger people), waiting for his intro. But Swizz isn't done quite yet.
"What brand you know that’s gonna take an artist, pay for his video, when labels and all that stuff is not even supporting stuff like that, we givin’ people real videos. Let’s go! The other brands ain’t gonna do that. They gonna let you stick to their one-agenda script and follow what they been followin’ until you follow ‘em right off the fuckin’ cliff. You know what I’m sayin’? I’m really excited about what we’re being allowed to do as a culture in music and art, and Reebok has been an amazing brand for me to partner with.
"Reebok is my label!" —Swizz Beatz
"You take an artist like Tyga, Mike Posner, Ross, and a couple other people, and we gonna make them have the best time they ever had in they life. They’re not even gonna think about their label — they’re gonna forget they have a label. You know what I’m sayin’? I forgot I had — I ain’t even with no label, it’s over for me with that. Travel around the world with a global brand, you can promote your music, you get to promote art, you get to promote the footwear, you get to really be a part of something. I remember when the labels used to be like that — they not even… Reebok is my label!"
In the meantime, the Knicks have run out to a 20-something point lead, and it's time to bring out Rozay — and Mike Posner — and let them get a word in edgewise.
Click through for more from Swizz and Rick Ross.