THE GODFATHER OF BROOKLYN, SHEFF G, DROPS NEW VIDEO SINGLE, “NO NEGOTIATIONS” AND ANNOUNCES ALBUM, PROUD OF ME NOW
“When Flatbush drill rapper Sheff G is at the peak of his powers, his songs are exhilarating…His raps feel like wind sprints.” – Pitchfork
“… considered one of Brooklyn drill’s OGs, helping mold the sound…” – Vulture
“…undeniable lyrical dexterity and the fact that his vision is focused well-beyond just his current Brooklyn borough.” – Hypebeast
[December 3, 2020]– Sheff G, the Godfather of Brooklyn and leader of Winners Circle Entertainment released another Great John banger yesterday, “No Negotiations.” The video, co-directed by Sheff G and A Zae Production reinforces Sheff’s GOAT-like status throughout his hometown of Brooklyn, creating his own lane with Winners Circle. Sheff kicked off his album with the video single, “Lights On.” As he continues to play between a smooth flow and guttural style, Sheff leads beyond the Brooklyn drill movement and is expected to drop his album, Proud of Me Now (pre-save) on Dec. 16th .
“Winners don’t negotiate, we take what we want and move when we want. I’m hype for my album to drop, ” says Sheff G.
On the heels of the partnership with RCA Record and Winners Circle Entertainment co-led by Sheff G and Sleepy Hallow, the collective are on a mission to create a culture-defining legacy and sound. Winners Circle kicked off the partnership with a Sleepy Hallow single, “Tip Toe,” featuring Sheff G. The track delivered gritty verses while juxtaposing a playful sample popularized by Tiny Tim’s ukulele driven hit, “Tiptoe Through the Tulips.”
Sheff G had breakout moments over the past two years. He displays a raw style addressing blunt realities with authenticity. Sheff G’s rise to stardom began in 2016 creating a local hit, “Nightmare,” produced by Great John in his living room. The following year he’d go on to make his breakout hit in “No Suburban” followed by acclaimed 2019 project, The Unluccy Luccy Kid.” Sheff showed no signs of slowing down dropping “No Suburban Pt. 2” which received over 21.2M streams and album, One and Only receiving rave reviews in Pitchfork, Complex and ranked it #21 on its list of 2020’s best albums so far. His last album, Just For Ya’ll garnered over 9.6M streams across all platforms.
ABOUT WINNERS CIRCLE ENTERTAINMENT
Incorporated in 2019, Winners Circle Entertainment includes label co-owner Sheff G, Sleepy Hallow, Eli-Fross and producer Great John, who handles a majority of the label’s music production. Co-owned and operated by a solid management conglomerate which is made up of Jeremy “Jerm” Soto and Karel “White” Jorge.
Follow Sheff G on: