Elvir Omerbegovic

Elvir Omerbegovic
Born	Mettmann
Nationality	German
Occupation	entrepreneur
Known for	Selfmade Records

Elvir Omerbegovic (* 1979 in Mettmann) is a German entrepreneur of Serbian-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. Furthermore, he is the founder of the clothing label Pusher Apparel and the co-founder of Suckit.

Career

Youth

Elvir Omerbegovic was born in Mettmann, Germany in 1979 as the son of Yugoslavian parents.^[1][2] At the age of twelve, Omerbegovic 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, USA 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, Germany. 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, Omerbegovic 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.^{[3][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 activities

Sefmade Records

Frank Briegmann and Elvir Omerbegovic (2014)

Thomas Burkholz, Kollegah, Elvir 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 the city of Bochum, Germany 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 Sublabel 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 contracted 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] Omerbegovic 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 the summer of 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]

• 
  The artist of Selfmade Records in 2009: Favorite, Casper, Shiml und Kollegah
• 
  Markus Huber, Thomas Burkholz, 257ers, Elvir Omerbegovic, Favorite, Kollegah and Genetikk (2015)
• 
  Markus Huber, Thomas Burkholz, Kollegah and Elvir Omerbegovic at the Echo Music Prize 2016
• 
  Thomas Burkholz, Kollegah, Elvir Omerbegovic and Max Mönster at the gold record certification of „King“
• 
  Gold record certification of the singles „Holland“ and „Holz“

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 it’s run by Frank Briegmann.^[35] The label’s product line primarily targets sporty male clients between thirteen 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]

• 
  The Game (2011)
• 
  Kollegah und Farid Bang (2013)
• 
  Gzuz und Bonez MC (2016)

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 water ice (freeze-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.^[39] In 2016, one million units were sold.^[40] In October 2016, the company was featured in the show Die Höhle der Löwen. However, the investors involved refrained from acquiring business shares.^[39][41] So far, MoTrip, Marteria, Farid Bang, KC Rebel, Schwesta Ewa, 257ers, Favorite, Joko Winterscheidt, Klaas Heufer-Umlauf and Micaela Schäfer had appearances with the product.^[42]

Further reading

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

External links

Wikimedia Commons has media related to Elvir Omerbegovic.

• Website of „Selfmade Records“
• Website of „Pusher Apparel“
• Website of „Suckit“

References