Clay James Talks Nupeology – Chapter 1, Southern Roots, and Building an Independent Empire

From hoop dreams in Savannah to rocking stages across the country, Clay James has forged a career on authenticity, hustle, and Southern pride. The rapper, entrepreneur, and proud Kappa Alpha Psi member has earned co-signs from legends like Big Boi and Snoop Dogg, while building his own label, Playas Club Music Group. With the release of Nupeology – Chapter 1, James is putting his story, his city, and his fraternity front and center.

We sat down with Clay James for an in-depth conversation about his origins, his latest project, and the business moves shaping his legacy.

Let’s start at the beginning. What’s the origin story of Clay James?
I was born in Atlanta, Georgia, at Crawford Long Hospital. My mom and I lived in East Point briefly before moving to Savannah when I was still a baby. I grew up on the westside of Savannah, and back then my whole focus was basketball. I had big NBA dreams, idolizing guys like Allen Iverson and Kobe Bryant, spending hours in the gym, traveling for tournaments, and chasing that shot at the league.

Life had other plans. Losing a close friend to gun violence, having our home broken into, and my car getting shot up all within a short period made my mom decide to send me back to Atlanta to live with my uncle. It was a fresh start but a tough transition. I had to let go of basketball and figure out my next chapter. I finished high school at McEachern High and went on to Georgia State University, where my journey into music truly began.

How did you go from college life to the music scene?
At Georgia State, I was deep into Greek life, student organizations, and party promotion. I was known for throwing some of the best events on campus, which put me around people from all walks of life. One of my frat brothers, Imari Curtis from Kappa Alpha Psi, suggested I try rapping. At first I brushed it off, I had never seriously thought about music as a career, but he saw that I already had the image, presence, and ability to command a crowd.

I eventually stepped into the studio with Keith Dawson, a fellow Omega Psi Phi member, and started experimenting. I discovered I had a real knack for storytelling and delivery. Before long, I was dropping mixtapes on DatPiff, and the buzz started to spread. Then J. Nicks from Hot 107.9 played one of my tracks on Battle Grounds, where I went undefeated for seven weeks. That exposure led to bookings, interviews, and eventually an invite to SXSW. It was the first sign that this could be bigger than just a campus thing.

Tell us about your latest project, Nupeology – Chapter 1.
This project is deeply personal, blending my fraternity pride with my Southern hip-hop roots into a body of work that captures my journey, my mindset, and my vision for the future. Nupeology – Chapter 1 is more than a mixtape or an album, it is a cultural statement. The six tracks, “New Face Of The League” produced by Black Metaphor, “Wilt Chamberlain” produced by RE and Saucelord Rich, “Nupeology” produced by Black Metaphor, “The Dope Mane” produced by Saucelord Rich, “No Problem” produced by DJ Iceberg, and “Pimp Or Die” produced by JJR and Saucelord Rich, each represent a different chapter of my life. From the competitive edge and leadership mentality I developed through sports and Greek life, to stories rooted in the hustle and resilience of Savannah and Atlanta streets, to the smooth, confident energy that defines the Southern player lifestyle, every song has its place. The production blends classic Southern elements with modern sounds, allowing me to pay homage to the legends who came before me while pushing my own lane forward. Lyrically, I wanted the project to be both motivational and authentic, a reflection of where I have been, what I stand for, and how I carry my brand and fraternity pride into everything I create.

How did you link up with Sweet Tooth to form Southern Playas?
We were introduced by my first manager, Imari Curtis, who was already working with him. At the time his rap name was Messiah The Rapper, and he had a big following at Clark Atlanta University just like I did at Georgia State. People kept saying we needed to connect.

Initially, Sweet Tooth was not sold on me, he thought I was just another popular dude trying to rap. That changed one night when I threw a party at Tino’s Pizza on Auburn Avenue. The place was packed, line out the door, and I spotted him outside. I told security, “Let him in.” We ended up vibing, talking music, and realizing we shared the same vision. That is how Southern Playas was born, a group paying homage to OutKast, UGK, and the Dungeon Family era while adding our own modern spin.

You got that Big Boi co-sign early. How did that happen?
Sha Money XL first put me on Big Boi’s radar in 2013, but what really sealed it was his family vouching for me, letting him know I was cut from the same cloth and had real potential. One day, I tweeted him happy birthday and he replied, “I know who you are, and I have been looking for you. Come see me.” That moment felt surreal, because Big Boi was not just a legend in Atlanta, he was a blueprint for what I aspired to be. I went to Stankonia Studios and we spent hours talking. He shared stories from his own career, gave me invaluable game about the industry, branding, and longevity, and introduced me to key players in his network. Even though he never officially signed me, those conversations and introductions opened doors that helped shape my path as an independent artist. The wisdom he shared still influences my business moves and creative decisions to this day.

And then came Snoop Dogg…
Yeah, in 2016 at SXSW I met some of Snoop’s team who passed my music to his A&R, Young Sagg. Not long after, Snoop was rocking with me and offered me a deal on Doggystyle Records. I toured with him and dropped music through the label. Unfortunately, internal disputes within his team led to my contract not being renewed. It was a setback, but it taught me how to handle the business side and gave me the confidence to go independent.

Is that what led you to create Playas Club Music Group?
Exactly. I wanted a platform where artists could control their own narratives and avoid the common pitfalls that can come with traditional record deals. PCMG is more than a label, it is a full-service operation that provides management, consulting, and distribution, giving artists access to the same resources major acts have while letting them keep their creative and financial independence. I took inspiration from Master P, Jay-Z, and Nipsey Hussle, leaders who preached ownership and built generational wealth through music and business. My vision was to create a brand that not only develops talent but also educates artists on the business side, helping them understand publishing, licensing, marketing, and branding so they can sustain their careers long-term. I wanted PCMG to be a blueprint for moving like a major without having to sign your life away.

You are both the CEO and an artist. How do you balance those roles?
It is all about discipline, time management, and surrounding myself with a strong team that understands the vision. Being an artist keeps me connected to the creative process and allows me to maintain my authenticity, while being a CEO gives me the power to make strategic business moves that drive my career and the careers of my artists forward. I have to create a strict schedule, blocking off time for writing, recording, and rehearsing, as well as handling business meetings, overseeing marketing campaigns, negotiating partnerships, scouting new talent, and managing day-to-day operations. I also delegate responsibilities to trusted team members so I can focus on high-level decisions without losing touch with the art. Without structure, communication, and a clear vision, it would be impossible to juggle both roles successfully.

How do you decide who to sign?
It is more than talent. I look for character, work ethic, professionalism, and vision, because the music industry is as much about who you are off stage as it is about what you can do on a track. You need discipline and consistency to make it in this business, along with the ability to adapt to changes and overcome challenges without losing focus. I pay attention to how potential signees interact with their fans, how they handle setbacks, and whether they are willing to put in the unglamorous work that comes before success. I want people who are in it for the long haul, not a quick come-up, artists who understand that building a career is a marathon that requires patience, humility, and constant growth.

Let’s talk about some of your recent big moments in 2025.
Performing at Atlanta Greek Picnic in front of over 10,000 people was an unforgettable milestone. The event is one of the largest gatherings of Black Greek-letter organizations in the country, and stepping on that stage felt like representing not just myself, but my fraternity, my city, and the Southern hip-hop culture as a whole. I brought that unapologetically Southern energy and fraternal pride to the performance, rocking the crowd with both new music and fan favorites. The energy exchange between me and the audience was electric, with the crowd chanting along and feeding off every beat and lyric. It was more than a show, it was a celebration of unity, tradition, and the culture that shaped me.

On the brand side, I became a Diggs Boys Bourbon ambassador, a role that holds deep personal and cultural meaning for me. The brand is founded by three Kappa Alpha Psi brothers and pays tribute to Elder Watson Diggs, our fraternity’s co-founder, honoring a legacy of achievement and excellence within the African American community. For me, it is bigger than just endorsement, it is about representing a shared heritage, supporting a Black-owned business that blends tradition with craftsmanship, and aligning with a product that embodies culture, legacy, and the values I live by both on and off the stage. Every time I represent Diggs Boys Bourbon, I am not just promoting a drink, I am helping carry forward a story of brotherhood, perseverance, and pride.

I also had a major moment when my single “Front 2 Back” featuring A Pimp Named Sweet Tooth landed on Pandora’s The Sauce and Southern Hip-Hop playlists, reaching over eight million listeners across the platform. Both playlists are highly influential, with The Sauce serving as a hub for cutting-edge hip-hop and Southern Hip-Hop spotlighting the best from the region, which meant my track was being heard alongside some of the biggest names in the genre. This placement not only expanded my audience beyond my existing fan base but also connected my music to listeners in markets I had not yet reached. That kind of exposure builds momentum nationwide, creates new touring opportunities, and strengthens relationships with industry gatekeepers who recognize the value of organic buzz on major streaming platforms.

Any final words for your fans?
Stay focused, keep grinding, and never let anyone dictate your limits or place boundaries on your dreams. Ownership is everything, whether it is your music, your business, or your personal goals. Believe in your vision even when others doubt it, and remember that setbacks are just setups for bigger comebacks. Stay true to yourself, keep it playa in how you move, and bet on yourself every time, because no one can represent your vision better than you can.