N.O.R.E American rapper on creating Drink Champs, always ahead of the curve, getting out of jail to finding his Euphoria, discovering Reggaeton, Bad Bunny, Michael Jordan regret, Kanye naming North after him, joy in being a grandpa and running.

Nov 4, 2025

N.O.R.E. (Victor Santiago Jr.), a platinum-selling rapper and co-founder of Drink Champs, shares his journey from the prison to pioneering reggaeton music. He reflects on the joy of being a grandfather, training for the NYC marathon, and moments of connection through running. N.O.R.E. discusses his insights into the evolving music industry, the significance of supporting emerging artists like Daddy Yankee, and the surreal experience of Kanye naming his daughter after him. His candid stories illuminate the balance of personal and professional life while changing the cultural landscape.

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ANECDOTE

Michael Jordan Moment And Regret

He regrets a Michael Jordan comment that increased podcast interest but strained relationships with artists for a week.
Later, Michael Jordan's son privately told him his father actually liked rap, which eased the situation.

INSIGHT

Podcasts As Core Artist IP

N.O.R.E. predicted the podcast boom and argues artists and labels will treat podcasts as core IP in deals.
He foresees labels wanting control of podcasts because they become another revenue and audience channel.

INSIGHT

Artists Don't Need Labels To Win

He points to artists like NBA YoungBoy as proof that musicians can succeed without traditional labels by owning direct audience channels.
Direct-to-fan strategies let artists control touring, merch, and distribution, reducing label dependence.

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“My biggest Pivot is when I set out to do something and people doubt me. I like to have my back against the wall, that’s something that makes me.” Norega

What happens when a rap legend trades the stage for the mic, and then turns that mic into a cultural movement? Ryan, Channing and Fred sit down with N.O.R.E.—once frontman of the Queens duo Capone‑N‑Noreaga, still a platinum-selling solo act, and now one of hip-hop’s most trusted voices behind the mic.

We get to know N.O.R.E behind the fame and see him as the family man who loves being a grandpa, building wealth with his wife, who wakes up at 4am to embark on training for the NYC marathon, the guy in the group chat who is always motivating you and the friend who reaches out just to check in.

In this wide-ranging conversation, we cover his journey through music, from his early days in Queens, going from jail to how meeting NAS changed his entire perspective on life to being one of the originals to boast Reggaeton to shifting into podcasting, co-founding the hit show Drink Champs with DJ EFN to becoming constant presence in hip hop culture.

He takes the guys behind-the-scenes of hip-hop’s biggest names, the compliment from 50 Cent that impacted his legacy to Kanye West naming his first child after him to the unexpected collaborations to the “you wouldn’t believe” stories to his regret with Michael Jordan and how he's continuing to shape culture in a forever changing society. N.O.R.E shares how he developed a "whatever it takes" mentality to stay relevant as he's seen the culture he's helped build evolve three times over—on the mic, in the studio, in media.

This episode is filled with raw energy, unfiltered truths, sharp humor, and the kind of storytelling only someone who’s lived it can deliver. Whether you grew up riding the “Super Thug” beat or you’re discovering N.O.R.E.’s impact for the first time, this episode is a bridge—between then & now, between rap and media, between the grind and the growth and where we are headed next.

Tune in for a conversation that reminds us- a pivot isn’t just a change—it’s a choice and a continuous movement of evolution. And when you’ve seen it all, it’s what you do next that counts. Don't forget to like, comment and subscribe, we love hearing from you Pivot Family.

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