Did anyone expect Ireland’s UFC pride, Conor McGregor, to step into the world of music? Probably not. But in 2024, McGregor continues to defy expectations. Despite facing significant legal and personal challenges, the Irishman remains undeterred. Now, McGregor is charting new territory, extending his influence beyond MMA and the liquor business into the music industry. The surprising venture is tied to none other than legendary rapper Snoop Dogg, who struck up a connection with McGregor at The Black Forge Inn.
Snoop, who visited the pub in 2023, praised its cuisine as “the best in the world” sparking a creative partnership between the two icons. In July 2024, McGregor co-founded Greenback Records alongside Richard Buck and Julian O’Brien. Buck, a renowned figure in the music industry, previously served as Head of Global Touring at TEG and was instrumental in organizing over 2,000 concert tours for artists like Sia and 50 Cent. He also facilitated Dogg’s record-breaking 2023 “I Wanna Thank Me Tour.”
Now serving as Greenback Records’ CEO, Buck brings his extensive experience to McGregor’s ambitious new venture. Excited about the label’s potential, McGregor declared, “I am thrilled to create Ireland’s first major record label in an industry I’ve long admired.” Rumors swirl that Snoop Dogg may contribute to music production under the label. Recently, McGregor shared a teaser on Instagram, captioning a video clip, “Shouseogg got me to do @greenbackrecords #ThanksUnc,” hinting at exciting developments to come.
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Conor McGregor’s foray into the music industry continues to gain momentum. One notable highlight was a collaboration with hip-hop icon Xzibit, resulting in a single launch in 2024. The release marked a significant milestone for the label, making waves in the recorded music industry that generated $28.6 billion in revenue in 2023 and experienced a 4% growth in 2024. Let’s have a deeper look!
Conor McGregor’s latest venture beyond the Octagon
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On December 13, 2024, Conor McGregor shared a proud moment with fans—his latest collaboration with hip-hop legend Xzibit. The post featured McGregor and event promoter Bobby A De celebrating at Greenback Records. The post was captioned with excitement about Xzibit’s upcoming album and the West Coast music scene revival.
“The video for Everywhere I Go is out everywhere now!! We’re getting closer to Kingmaker, and we’re having a great time preparing for its release, contributing to one of the greatest West Coast takeovers in generations 💪🏾 Kendrick, Ice Cube, Snoop Dogg, Dr. Dre, The Dogg Pound, The Eastsidaz… and a brand-new Xzibit album coming soon… THE WEST IS UP!! ⬆️”
Xzibit, who officially signed with Greenback Records in October 2024, released the single Play This At My Funeral from his highly anticipated eighth studio album, Kingmaker, on October 11. McGregor’s support for his artists remains unwavering as he navigates this burgeoning venture.
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Meanwhile, McGregor has faced setbacks in the spirits industry. Following a civil lawsuit, many retailers stopped selling his Proper 12 Whiskey, and parent company Proximo Spirits signaled a potential end to their partnership with the UFC star. Despite these challenges, McGregor continues to forge ahead, making waves in music and positioning himself for potential business triumphs. What are your thoughts on McGregor’s bold moves and future prospects? Share your take in the comments below!
