N.O.R.E. and DJ EFN are leveraging their breakthrough success in podcast media to launch the Drink Champs Podcast Network, marking a significant expansion beyond their flagship show that has dominated hip-hop conversations since 2016.
The network debuts with Roc Solid, hosted by Memphis Bleek, the longtime Roc-A-Fella Records affiliate who rose to prominence in the late 1990s as part of Jay-Z‘s inner circle. Bleek, born Malik Cox, released his debut album Coming of Age in 1999 and remained a key figure in the Roc-A-Fella dynasty throughout its golden era.
The partnership with The Black Effect Podcast Network and iHeartMedia signals a strategic alignment with established media infrastructure. The Black Effect, founded by Charlamagne tha God in 2021, has emerged as a prominent platform for Black voices in podcasting, while iHeartMedia’s vast distribution network provides unprecedented reach.
Drink Champs originated from the minds of Queens rapper N.O.R.E. (Victor Santiago Jr.) and Miami DJ EFN (Eric Fernandez), transforming from a casual concept into one of hip-hop’s most influential interview platforms. The show gained massive traction through its unfiltered approach, with guests often sharing career-defining stories over drinks in a relaxed atmosphere that contrasts sharply with traditional media formats.
The podcast achieved cultural milestone status through explosive interviews, including Fat Joe‘s revelations about industry politics, Kanye West‘s controversial 2021 appearance, and candid conversations with legends like Nas, Ice Cube, and Snoop Dogg. These moments frequently generate headline news and social media discourse, cementing the show’s role as a primary source for hip-hop journalism.
“We’re eager to share all we’ve learned in helping trailblaze in this space,” the co-hosts stated. “Our goal is to set people up not only for success, but with the tools to forge their own lanes.”
The network launch comes during a period of rapid growth in podcast advertising revenue, which reached $2 billion in 2023 according to the Interactive Advertising Bureau. Hip-hop-focused content has proven particularly valuable to advertisers seeking to reach younger demographics.
Several additional shows remain in development, though specific details have not been disclosed. The expansion positions Drink Champs to compete directly with established podcast networks while maintaining the authentic hip-hop culture that built their original audience.