Elvir Omerbegovic
Born1979 (age 44–45)
Mettmann, West Germany
OccupationEntrepreneur
Known forFounder of Selfmade Records

Elvir Omerbegovic (born 1979) is a German entrepreneur of Bosnian descent who is mainly known as the founder and CEO of the hip hop label Selfmade Records and as President of Rap of Universal Music Germany. He is also the founder of the clothing label Pusher Apparel and the co-founder of Suckit.

Early life and career

Omerbegovic was born in Mettmann, West Germany in 1979, the son of Bosnian immigrants.[1][2] At the age of 12, he began to play streetball and won the German championship with his team several times. From 1993 onwards, he performed his sport semi-professionally, playing for Bayer Giants Leverkusen and Brandt Hagen. At the age of 16, he competed against AAU teams in New York as a member of a selected squad. Prior to finishing high school in Germany, he also played basketball at a high school in Kentucky for one season.[1] Upon graduation, Omerbegovic worked for RTL Newmedia in Cologne, Germany. He then earned a bachelor's degree in political science, media and sociology. Subsequently, he received a master's degree in political communication.[1][3]

In 1999, he met Philipp Dammann during a community service training in Herdecke. Dammann, alias Flipstar, was a member of the hip hop group Creutzfeld & Jakob. Omerbegovic then began to appear as a rapper under the artist name "Slick One". Flipstar also provided Omerbegovic with initial contacts in the German hip hop scene.[4] In 2003, Omerbegovic was featured in the song "Game Over" for the first time on the Creutzfeld & Jakob album Zwei Mann gegen den Rest.[5][6] In 2005, he recorded some songs in collaboration with Flipstar. "Wo ich herkomm" was used as one of the tracks for the sampler Schwarzes Gold.[3][7] Within the next two years, he recorded contributions to five releases by Selfmade Records.[8][9][10][11][12] On the track "Bruderkrieg", a collaboration with Edo Maajka on the album Chronik 2 in 2009, Omerbegovic appeared as a rapper for the last time.[13]

Business career

Sefmade Records

Omerbegovic (right) with Frank Briegmann in 2014
Thomas Burkholz, Kollegah, Omerbegovic and Markus Huber at the gold record certification of "Zuhältertape Volume 4"

After the cancellation of the contract between Universal Music and the duo Creutzfeld & Jakob in 2005, Omerbegovic moved from Cologne to Bochum to establish a music label with Philipp Dammann under the name Selfmade Records. Initially, the label was only supposed to serve as a platform for Dammann's releases as "Flipstar", as well as for other hip hop acts in the region.[4] Following a short-term cooperation with Jan Mehlhose from the sub-label Subword, Omerbegovic arranged a distribution agreement with Groove Attack. At this point, producer Rizbo and rapper Favorite from the city of Essen had already been signed as the label's first artists. In April 2005, the sampler Schwarzes Gold was released as the first Selfmade Records production.[4] Over the course of the year, Shiml and Kollegah also received contracts as artists.[14][15] With respect to his selection of rappers, Omerbegovic explained that it was his "intention to sign and develop artists who [...] have outstanding technical skills and brought something entirely new to the German hip hop scene."[3]

At the end of 2005, Dammann left the music label and Omerbegovic took over single-handedly.[3] Due to its infrastructural advantages, he relocated the Selfmade Records headquarters to Düsseldorf in 2007. In addition to his work as label manager, Omerbegovic also took over the positions of product and tour manager. In addition, he helped with the production of the releases, "subtly influencing the albums" by suggesting the modification of sounds, lyrics or selected verses.[3] In 2007, Alphagene by Kollegah was the label's first album to enter the German charts.[16] In the following two years, the label achieved similar successes with Favorite and Shiml. In 2009, another rapper by the name of Casper was signed.[17] Selfmade Records presented Casper as part of the sampler Chronik 2. In the following months, the contractual collaboration with Shiml and Casper was terminated.[18][19] At the end of 2011 and at the beginning of 2012, the hip hop groups Genetikk and 257ers were presented as new additions to the label, respectively.[20][21]

The release of the album Jung, brutal, gutaussehend 2 by Kollegah and Farid Bang in 2013 marked the first time a Selfmade Records album entered the charts at the number one spot.[22] After the album went gold, Universal Music contacted Omerbegovic to discuss a potential collaboration.[3][23] He initially refused the offer and instead extended the distribution agreement with Groove Attack.[24] After another successful release, namely Genetikk's album D.N.A., various labels approached Selfmade Records.[3]

In early 2014, a joint venture with Universal Music was finally announced. According to Omerbegovic, the advantage of this cooperation lies in the ability to "operate with the speed of an indie label and the power of a major label."[25] His major label counterpart was Frank Briegmann, President Central Europe of Universal Music Group International, as well as the Deutsche Grammophon. By means of the contract with Universal Music, Omerbegovic received the position of "President of Rap Selfmade Records and Universal Music Germany".[3]

The label's next releases, i.e., King, Boomshakkalakka, Neues von Gott, Achter Tag and Zuhältertape Volume 4, all ranked number one in the German charts as well.[26][27][28][29][30] In mid-2014, rapper Karate Andi was signed as an artist.[31] At the end of 2015, Selfmade Records presented Karate Andi to a larger audience through his appearances on the sampler Chronik 3. Like the previous albums, the sampler also rose to the top of the charts.[32] Omerbegovic used the release of Chronik 3 for a review of the ten-year history of his record label. He appeared as the editor of the book Selfmade Records – Die ersten 10 Jahre des erfolgreichsten HipHop-Labels.[33]

Pusher Apparel

At the end of May 2009, Omerbegovic founded the fashion label Pusher Apparel.[34] That same year, the new fashion label's products were integrated in the marketing efforts of the album Jung, brutal, gutaussehend, with rappers Kollegah and Farid Bang presenting the label's products in their music videos, press photos, and on pictures in the album's booklet. Pusher Apparel is part of the network of the Bravado Merchandise GmbH, a sub company of Universal Music Group, and is run by Frank Briegmann.[35] The label's product line primarily targets sporty male clients between 13 and 28 years of age. Sales are exclusively made via the company's online shop.[36] In June 2016, rappers Gzuz and Bonez MC of the 187 Strassenbande signed a cooperation agreement with Pusher Apparel. At the same time, Gzuz and Bonez MC released their first streetwear collection through the label.[37]

Suckit

In early 2014, Omerbegovic and Maximilian Scharpenack founded the Suckit GmbH, together with Marco Knauf and Inga Koster, founders of the company true fruits. Suckit specializes in the production of alcoholic ice pops. Shortly after sales started through the company's website in April 2014, Suckit was able to sell 30,000 units of its products. By now, the product is present on the shelves of numerous supermarkets.[38] According to Suckit, 750,000 units of ice were sold in the first two years, of which 500,00 were sold in 2015.[39][40] In 2016, 1.4 million units were sold.[40][41] In October 2016, the company was featured in the show Die Höhle der Löwen. However, the investors involved refrained from acquiring business shares.[39][42] So far, MoTrip, Marteria, Farid Bang, KC Rebell, Schwesta Ewa, 257ers, Favorite, Joko Winterscheidt, Klaas Heufer-Umlauf, and Micaela Schäfer had appearances with the product.[43]

Awards

Omerbegovic in the office of Selfmade Records
257ers and Omerbegovic at the 1Live Krone 2016
Thomas Burkholz, Markus Huber, Omerbegovic and Genetikk at the gold record certification of "D.N.A." and "Achter Tag"
  • 2009: Hiphop.de Awards 2009: Best Label National[44]
  • 2011: Hiphop.de Awards 2011: Best Label National[45]
  • 2013: Platinum record (Germany) for XOXO[46]
  • 2013: Hiphop.de Awards 2013: Best Label National[47]
  • 2013: Golden record (Germany) for Jung, brutal, gutaussehend 2[23]
  • 2014: Platinum record for King
  • 2014: Golden record (Austria) for King[48]
  • 2014: Golden record (Switzerland) for King[48]
  • 2014: Golden record (Austria) for Hinterland[49]
  • 2014: Platinum record (Germany) for Hinterland[50]
  • 2015: Hiphop.de Awards 2015: Best Label National[51]
  • 2015: Golden record (Germany) for Zuhältertape Volume 4
  • 2016: Absatzwirtschaft: No. 19 of the 50 best online marketers[52]
  • 2016: Triple Golden record (Germany) for King[53]
  • 2016: Golden record (Austria) for Zuhältertape Volume 4[53]
  • 2016: Golden record (Switzerland) for Zuhältertape Volume 4[53]
  • 2016: Gold single (Germany) for So perfekt[54]
  • 2016: Gold single (Germany) for Im Ascheregen[54]
  • 2016: Gold single (Germany) for Holland[55]
  • 2016: Gold single (Germany) for Holz[55]
  • 2017: Platin single (Germany) for Holz[56]
Artist awards with participation as rights holder
  • 2014: 1 Live Krone in the Category Best Hip-Hop-Act for Kollegah[57]
  • 2015: Echo 2015 in the Category "Artist/Group Hip Hop/Urban (national)" and "Best interactive Act" for Kollegah[58]
  • 2016: Echo 2016 in the Category "Artist/Group Hip Hop/Urban (national)" and "Best interactive Act" for Kollegah[59]
  • 2016: 1 Live Krone in the Category Best Band for 257ers[60]

Further reading

  • When, Jan (2015): Selfmade Records – Die ersten 10 Jahre des erfolgreichsten HipHop-Labels, Omerbegovic, Elvir (publisher), Riva Verlag

References

  1. 1 2 3 Rap4fame.de. "Slick One" (in German). Retrieved 29 November 2016.{{cite web}}: CS1 maint: numeric names: authors list (link)
  2. ↑ Business-punk.com (11 December 2015). "Selfmade Records: Jung, brutal erfolgreich – Seite 1" (in German). Retrieved 29 November 2016. {{cite web}}: |last= has generic name (help)
  3. 1 2 3 4 5 6 7 8 Elvir Omerbegovic – Aufstieg aus eigener Kraft (2015). In: ‚Selfmade Records' – Die ersten 10 Jahre des erfolgreichsten deutschen HipHop-Labels, 20–31
  4. 1 2 3 Die Anfänge von ‚Selfmade Records' – Eine Oral History (2015). In: ‚Selfmade Records' – Die ersten 10 Jahre des erfolgreichsten deutschen HipHop-Labels, 11–18
  5. ↑ Discogs.com (10 November 2003). "Creutzfeld & Jakob – Zwei Mann Gegen Den Rest!". Discogs (in German). Retrieved 29 November 2016.
  6. ↑ Allesreal.de. "Interview mit Flipstar & Slick One" (in German). Archived from the original on 27 November 2015. Retrieved 29 November 2016.
  7. ↑ Laut.de. "'Dein Schwanz ist höchstens dick auf englisch'" (in German). Retrieved 29 November 2016.
  8. ↑ Discogs.com (24 February 2006). "Shiml – Hinterm Horizont". Discogs (in German). Retrieved 29 November 2016.
  9. ↑ Discogs.com (9 June 2006). "Kollegah – Boss Der Bosse – Zuhältertape Vol. 2". Discogs (in German). Retrieved 29 November 2016.
  10. ↑ Laut.de. "Das 'A' heißt, dass er auf Alles scheißt" (in German). Retrieved 29 November 2016.
  11. ↑ Laut.de. "Der Halbkanadier hievt Raptechnik auf ein neues Level" (in German). Retrieved 29 November 2016.
  12. ↑ Laut.de. "Jagd auf die wortgewitzteste Punchline des Jahres" (in German). Retrieved 29 November 2016.
  13. ↑ Laut.de. "Conscious Gangsterrap" (in German). Retrieved 29 November 2016.
  14. ↑ Hiphop.de (7 September 2005). "Selfmade Records signt Shiml" (in German). Retrieved 29 November 2016.
  15. ↑ Rap4fame.de. "Kollegah bei Selfmade Records gesignt" (in German). Retrieved 29 November 2016.{{cite web}}: CS1 maint: numeric names: authors list (link)
  16. ↑ Offiziellecharts.de. "Kollegah – Alphagene" (in German). Retrieved 29 November 2016.
  17. ↑ 16bars.de (6 February 2009). "Casper unterschreibt bei Selfmade Records" (in German). Retrieved 29 November 2016.{{cite web}}: CS1 maint: numeric names: authors list (link)
  18. ↑ Deutscher-hip-hop.com. "Selfmade Records und Shiml gehen getrennte Wege" (in German). Archived from the original on 27 February 2016. Retrieved 29 November 2016.
  19. ↑ Hiphop.de (25 October 2010). "Casper signt bei Four Music" (in German). Retrieved 29 November 2016.
  20. ↑ Meinrap.de. "Selfmade Records signt Genetikk" (in German). Archived from the original on 27 February 2016. Retrieved 29 November 2016.
  21. ↑ Meinrap.de. "Selfmade Records signt die 257ers" (in German). Archived from the original on 27 February 2016. Retrieved 29 November 2016.
  22. ↑ Offiziellecharts.de. "Kollegah und Farid Bang – Jung, brutal, gutaussehend 2" (in German). Retrieved 29 November 2016.
  23. 1 2 Musikmarkt.de. "Kollegah & Farid Bang: 'Jung, Brutal, Gutaussehend 2' geht Gold" (in German). Archived from the original on 26 May 2016. Retrieved 29 November 2016.
  24. ↑ Rap.de (25 September 2013). "Selfmade Records verlängert Zusammenarbeit mit Groove Attack" (in German). Retrieved 29 November 2016.
  25. ↑ Musikmarkt.de. "Selfmade Records und Universal Music gründen Joint Venture" (in German). Archived from the original on 27 February 2016. Retrieved 29 November 2016.
  26. ↑ Offiziellecharts.de. "Kollegah – King" (in German). Retrieved 29 November 2016.
  27. ↑ Offiziellecharts.de. "257ers – Boomshakkalakka" (in German). Retrieved 29 November 2016.
  28. ↑ Offiziellecharts.de. "Favorite – Neues von Gott" (in German). Retrieved 29 November 2016.
  29. ↑ Offiziellecharts.de. "Genetikk – Achter Tag" (in German). Retrieved 29 November 2016.
  30. ↑ Offiziellecharts.de. "Kollegah – Zuhältertape Volume 4" (in German). Retrieved 29 November 2016.
  31. ↑ Selfmade-records.de. "Karate Andi neuer Künstler bei Selfmade Records" (in German). Archived from the original on 15 February 2015. Retrieved 29 November 2016.
  32. ↑ Musikmarkt.de. "Charts Deutschland 43/2015: 'Chronik III' beschert Selfmade siebte Pole in Folge" (in German). Archived from the original on 22 December 2015. Retrieved 29 November 2016.
  33. ↑ Musikmarkt.de. "Selfmade Records: Label-Sampler 'Chronik III' zum Zehnjährigen" (in German). Archived from the original on 27 February 2016. Retrieved 29 November 2016.
  34. ↑ Tmdb.de. "Pusher Apparel (2009)" (in German). Retrieved 29 November 2016.
  35. ↑ Universal-music.de. "Bravado Merchandise GmbH" (in German). Retrieved 29 November 2016.
  36. ↑ Textilwirtschaft, "Konsum gehört zum guten Stil", No. 49, 2015, page 56
  37. ↑ 16bars.de (28 June 2016). "Gzuz & Bonez MC gehen unter die Designer" (in German). Retrieved 29 November 2016.{{cite web}}: CS1 maint: numeric names: authors list (link)
  38. ↑ Business-on.de (14 August 2014). "SUCKIT: "Die Erwartungen weit übertroffen!"" (in German). Retrieved 29 November 2016. {{cite web}}: |last= has generic name (help)
  39. 1 2 Clipfish.de. "Der eisige Cocktail 'SuckIt' – Die Höhle der Löwen 2016 – Video" (in German). Retrieved 29 November 2016.
  40. 1 2 Onlinemarketingrockstars.de. "Dieser Typ steht hinter dem Hit des Jahres & hat das Marketing im Hip Hop revolutioniert" (in German). Archived from the original on 5 March 2017. Retrieved 4 March 2017.
  41. ↑ Trendsderzukunft.de. "SuckIT: Cocktails in Form von Wassereis" (in German). Retrieved 29 November 2016.
  42. ↑ Vox.de. "Die Höhle der Löwen 2016: Das Eis mit dem frivolen Namen" (in German). Retrieved 29 November 2016.
  43. ↑ About-drinks.com (10 June 2015). "SUCKIT bringt Longdrinks in Wassereisform auf den Markt" (in German). Retrieved 29 November 2016.
  44. ↑ Hiphop.de (16 February 2010). "Hiphop.de Awards - Die offizielle Preisverleihung" (in German). Retrieved 27 January 2017.
  45. ↑ Hiphop.de. "Hiphop.de Awards präsentiert von lol papers - Die Preisverleihung" (in German). Retrieved 27 January 2017.
  46. ↑ Rap.de (8 October 2013). "Casper: Platin für "XOXO"" (in German). Retrieved 12 December 2016.
  47. ↑ Hiphop.de. "Hiphop.de Awards 2013 - Die Gewinner – Bestes Label National" (in German). Retrieved 1 December 2016.
  48. 1 2 16bars.de (22 May 2014). "Kollegah: "King" erreicht auch in Österreich und Schweiz" (in German). Retrieved 12 December 2016.{{cite web}}: CS1 maint: numeric names: authors list (link)
  49. ↑ Musikmarkt.de. "'Hinterland': Casper staubt ersten Gold-Award in Österreich ab" (in German). Archived from the original on 12 December 2016. Retrieved 12 December 2016.
  50. ↑ Musikmarkt.de. "Casper für 'XOXO' und 'Hinterland' mit Platin ausgezeichnet" (in German). Archived from the original on 12 December 2016. Retrieved 12 December 2016.
  51. ↑ Hiphop.de (9 January 2016). "Hiphop.de Awards 2015: Die Gewinner" (in German). Retrieved 1 December 2016.
  52. ↑ Absatzwirtschaft, 1/2 2016, Digitale Stars – Die 50 besten Online-Marketer
  53. 1 2 3 Musikmarkt.de. "Kollegah holt mehrfach Album-Gold, Selfmade YouTube-Gold" (in German). Archived from the original on 4 December 2016. Retrieved 1 December 2016.
  54. 1 2 16bars.de (6 June 2016). "Casper erhält Gold-Auszeichnung für 2 Singles" (in German). Retrieved 15 December 2016.{{cite web}}: CS1 maint: numeric names: authors list (link)
  55. 1 2 Backspin.de (8 November 2016). "257ers erhalten zwei Goldenen Schallplatten" (in German). Retrieved 1 December 2016.
  56. ↑ 16bars.de (10 May 2017). "'Holz' holt Platin & 257ers verlängern" (in German). Retrieved 16 May 2017.{{cite web}}: CS1 maint: numeric names: authors list (link)
  57. ↑ Musikmarkt.de. "1Live Krone 2014: Rap gewinnt" (in German). Archived from the original on 27 January 2017. Retrieved 27 January 2017.
  58. ↑ Daserste.de. "Echo 2015: Die Preisträger" (in German). Retrieved 27 January 2017.
  59. ↑ Musikmarkt.de. "Echo 2016: Helene Fischer wird Echo-Rekordhalter" (in German). Archived from the original on 27 January 2017. Retrieved 27 January 2017.
  60. ↑ Derwesten.de (December 2016). "Beste Band! 1Live Krone geht an die 257ers aus Essen" (in German). Retrieved 27 January 2017.
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