Yoruba Media Labs Announces Original Podcasts on 2 Black Guys & Figure 4 Records

Yoruba Media Labs has announced the development of two original podcasts to launch later this year. Each series will tell the story of a groundbreaking Canadian hip-hop company: the ’90s clothing label 2 Black Guys and the pivotal record label Figure 4 Records.

2 Black Guys is a documentary-style podcast exploring the rise and cultural impact of the iconic Canadian hip-hop clothing label, which gained notoriety in the 1990s across North America. The series delves into the brand’s influence on fashion, music and street culture, highlighting the stories behind its founders, key moments and enduring legacy. Designed for Gen Z and millennial audiences, the podcast blends interviews, archival material and firsthand accounts to showcase a uniquely Canadian contribution to global hip-hop culture.

The Story of Figure 4 Records is a deep dive into one of Canada’s most pivotal hip-hop record labels. Home to iconic acts like Rascalz, Kardinal Offishall and k-os, the label shaped Canadian hip-hop history. Told by the artists, label founders and insiders, this series unveils the deals, culture shifts and defining moments that set the stage for a movement.

Both series will be distributed across Canada and worldwide on all major podcast platforms via Acast, in collaboration with Publicis Media. They will be developed and produced by YML Studios, Yoruba’s in-house content division. These podcasts mark a new chapter in premium, culturally-driven audio storytelling for Yoruba. The collaboration highlights how creator-led storytelling and strategic partnerships can deliver culturally impactful content at scale.

This launch represents an ongoing collaboration between Yoruba Media Labs, Publicis Media and Acast to explore new models for content development, audience engagement, and brand participation across Canada and beyond. 2 Black Guys and The Story of Figure 4 Records will be available later this year on all major podcast platforms.

Wally Eltawashy, CEO, Yoruba Media Labs, states:

“This launch reflects how we’re building Yoruba Media Labs as a next-generation IP studio. Through YML Studios, we create culturally driven content that starts in audio but is designed to scale across platforms. Partnering with organizations that prioritize audience connection and creative excellence allows us to tell stories that are both impactful and sustainable in the marketplace.”

Scott Nelson, Market Lead, APX Exchange Canada (a division of Publicis Media) adds:

“This collaboration showcases how Publicis approaches media and content with a client-first mindset. By supporting innovative, culture-led projects, we help brands connect with their audiences authentically while delivering measurable value. Working with Yoruba Media Labs and Acast brings that vision to life, creating premium content that is both creatively ambitious and strategically smart.”

Heather Gordon, Managing Director, Acast Canada, comments:

“Acast is proud to partner on these two projects that show how excellent creator-led storytelling and strategic monetization can thrive together. We believe in the power of a world connected through stories, and these series are designed to resonate with both audiences and advertisers, delivering impact that is cultural, commercial and meaningful.”

Adrian Atcheson, Founder, 2 Black Guys says:

“2 Black Guys is about telling the story of a label that put Canadian hip-hop fashion on the map in the ’90s. We’re giving listeners an inside look at the culture, the challenges and the legacy that still resonates today.”

Red1, Figure 4 Records co-founder and pioneering MC from Rascalz states:

“The story of Figure 4 Records hasn’t been told the right way until now. This is about the artists, the moves and the moments that shaped a culture and making sure that legacy is documented properly.”

Sol Guy, Figure 4 Records co-founder comments:

“When we first said we wanted to start a rap crew and a label, even our friends laughed at us. There was nothing cool about a Canadian rapper… yet. There wasn’t space in the industry for us, so we knocked on the door, when it didn’t open, we kicked it in. We said we’re here. The rest is history.”