Detroit rap veteran Obie Trice has made a decisive career move, signing with Conor McGregor‘s upstart Greenback Records in a partnership that signals major ambitions for both the artist and label. The announcement marks a significant new chapter for Trice, who first rose to prominence in the early 2000s through his association with Eminem’s Shady Records and contributions to the acclaimed “8 Mile” soundtrack.
Hip-hop history in the making as Shady Records alumnus Obie Trice joins forces with McGregor’s ambitious Greenback label.
The signing demonstrates McGregor’s commitment to establishing Greenback Records as more than a celebrity vanity project, with substantial resources being allocated to expand the label’s presence in the competitive music industry. Trice, whose debut album “Cheers” achieved double-platinum status worldwide, brings a wealth of experience and credibility to the growing roster, which recently added Xzibit with his “Kingmaker” album release. This partnership could create multiple revenue streams for Trice beyond traditional album sales, including potential sync deals and merchandise opportunities.
On September 12, 2025, Greenback Records will release Trice’s comeback single “TBH (To Be Honest)” across all major streaming platforms, showcasing the Detroit rapper’s signature gritty lyrical style and authentic storytelling. This collaboration exemplifies the natural connection between hip-hop and combat sports, as both cultures share values of authenticity and grit. The label has already begun implementing targeted advertising campaigns across social media platforms to build anticipation for the release. The track represents the first offering in what appears to be a revitalized career phase for the artist, who previously collaborated with industry heavyweights including Dr. Dre, 50 Cent, and Nate Dogg.
The strategic partnership capitalizes on the growing synergy between combat sports and hip-hop culture, with McGregor’s global brand potentially providing Trice access to new audiences and markets. Following the single release, Trice is scheduled to commence a UK and European tour in October 2025, leveraging the label’s support to reconnect with international fans. Fans of Trice will remember him from his iconic feature in “Without Me” and his memorable appearance in Eminem’s semi-autobiographical film.
Industry analysts note that by signing established artists like Trice and Xzibit, Greenback Records is positioning itself as a serious contender in the music business rather than merely trading on McGregor’s celebrity. The label’s approach appears to emphasize artistic authenticity while benefiting from the cross-promotional opportunities afforded by McGregor’s multifaceted business empire and global reach.
