ArtistDirect News
N.O.R.E. Marks 10-Year Anniversary of Drink Champs, Announces New Music and Radio Plans
On June 11, 2026, N.O.R.E. (Victor James Santiago Jr.) celebrated a decade of the flagship podcast Drink Champs. The weekly show, now past 500 episodes and boasting 17.6 billion watch minutes, has become a staple of hip‑hop conversation, airing on Revolt alongside DJ EFN.
The anniversary episode opened with a montage of fan‑submitted clips, then unfolded into a retrospective that traced the program’s evolution from a straightforward interview format to a multimedia platform that blends live dialogue with on‑screen visuals. Critics have called Drink Champs “the premier hip‑hop interview show,” a label the podcast earned when it received the BET Hip‑Hop Award for Best Hip‑Hop Platform in 2022.
N.O.R.E.’s conversational style—rooted in meticulous research and a willingness to let guests speak freely—has drawn praise for its depth. In 2017, during an interview with LL Cool J, the rapper asked a series of probing questions that uncovered a previously undisclosed incident from the 1999 film set of Any Given Sunday. LL Cool J later remarked, “You’re very smooth! You’re very effective… subtle. It’s a nice thing you’re doing ’cause you hook us in, you set a scene, you get it nice, you bait it, you tee it up, and the next thing you know, people are talking! That’s pretty good!”
Beyond individual guests, N.O.R.E. has positioned himself as a commentator on the broader podcasting landscape. He has warned that sustaining high‑quality content is far more demanding than many creators realize, noting that “everyone thinks it’s easy, and they think they have a personality because their girlfriend and friends laugh at their jokes. It doesn’t mean you’re funny or entertaining or that you can hold down an hour.”
The rapper also reflected on his early foresight regarding industry trends, citing his predictions about the rise of The Neptunes, Swizz Beatz, Scott Storch, and the reggaeton movement. While he believes the podcast medium will remain prominent for roughly three more years before shifting to a new format, he has not yet revealed what that future format might be.
Looking forward, N.O.R.E. has hinted at several new ventures. He expressed interest in radio, suggesting that his aptitude for long‑form interviews could translate into a hip‑hop‑focused radio show. He also announced a forthcoming music project after an eight‑year hiatus, reportedly featuring collaborations with Dr. Dre, former partner Capone, Ty Dolla $ign, and Vybz Kartel. He described himself as a “renaissance man,” underscoring his desire to keep creating while maintaining his podcasting duties.
The rapper’s renewed focus on veteran hip‑hop artists has shaped his recent work. He noted that seeing figures like Rakim, Kurupt, Eminem, and Jay Z reunite on stage has inspired him to produce “grownup music” aimed at listeners who juggle full‑time jobs. He believes that the platform can revive interest in seasoned artists, opening doors to new touring opportunities.
N.O.R.E. remains a central figure in hip‑hop media. As a veteran rapper—whose solo discography includes Noreality (2007), Student of the Game (2013), and 5E (2018)—and a podcast host, he bridges the creative and business sides of the industry. The 10‑year anniversary of Drink Champs marks a decade of sustained dialogue between artists and audiences, and the upcoming projects suggest that the host will continue to shape the genre’s trajectory.
The anniversary episode opened with a montage of fan‑submitted clips, then unfolded into a retrospective that traced the program’s evolution from a straightforward interview format to a multimedia platform that blends live dialogue with on‑screen visuals. Critics have called Drink Champs “the premier hip‑hop interview show,” a label the podcast earned when it received the BET Hip‑Hop Award for Best Hip‑Hop Platform in 2022.
N.O.R.E.’s conversational style—rooted in meticulous research and a willingness to let guests speak freely—has drawn praise for its depth. In 2017, during an interview with LL Cool J, the rapper asked a series of probing questions that uncovered a previously undisclosed incident from the 1999 film set of Any Given Sunday. LL Cool J later remarked, “You’re very smooth! You’re very effective… subtle. It’s a nice thing you’re doing ’cause you hook us in, you set a scene, you get it nice, you bait it, you tee it up, and the next thing you know, people are talking! That’s pretty good!”
Beyond individual guests, N.O.R.E. has positioned himself as a commentator on the broader podcasting landscape. He has warned that sustaining high‑quality content is far more demanding than many creators realize, noting that “everyone thinks it’s easy, and they think they have a personality because their girlfriend and friends laugh at their jokes. It doesn’t mean you’re funny or entertaining or that you can hold down an hour.”
The rapper also reflected on his early foresight regarding industry trends, citing his predictions about the rise of The Neptunes, Swizz Beatz, Scott Storch, and the reggaeton movement. While he believes the podcast medium will remain prominent for roughly three more years before shifting to a new format, he has not yet revealed what that future format might be.
Looking forward, N.O.R.E. has hinted at several new ventures. He expressed interest in radio, suggesting that his aptitude for long‑form interviews could translate into a hip‑hop‑focused radio show. He also announced a forthcoming music project after an eight‑year hiatus, reportedly featuring collaborations with Dr. Dre, former partner Capone, Ty Dolla $ign, and Vybz Kartel. He described himself as a “renaissance man,” underscoring his desire to keep creating while maintaining his podcasting duties.
The rapper’s renewed focus on veteran hip‑hop artists has shaped his recent work. He noted that seeing figures like Rakim, Kurupt, Eminem, and Jay Z reunite on stage has inspired him to produce “grownup music” aimed at listeners who juggle full‑time jobs. He believes that the platform can revive interest in seasoned artists, opening doors to new touring opportunities.
N.O.R.E. remains a central figure in hip‑hop media. As a veteran rapper—whose solo discography includes Noreality (2007), Student of the Game (2013), and 5E (2018)—and a podcast host, he bridges the creative and business sides of the industry. The 10‑year anniversary of Drink Champs marks a decade of sustained dialogue between artists and audiences, and the upcoming projects suggest that the host will continue to shape the genre’s trajectory.