Wiz Khalifa, Chevy Woods release song supporting Pitt's NIL collective

For much of the last 13 years, Wiz Khalifa’s “Black and Yellow” has become synonymous with the city of Pittsburgh.

When it debuted in 2010, the song quickly became one of the most listened to that year. An anthem now in the Steel City, it’s boosted the rapper’s stardom, too.

Now he has dropped another song in partnership with the Pitt-focused NIL collective Alliance 412. Named “Oakland Originals” in honor of the organization’s recently launched branding arm, the tune is filled with lyrics honoring Pitt athletics.

A lyric video was released this weekend and filming has started on a music video, which will be released in the next month. Khalifa collaborated with his close friend and songwriter Chevy Woods on the project.

The song begins by naming one of the most well-known Panther basketball players: “My name is everywhere like DeJuan Blair. If you ain’t a legend don’t belong here. Catch me in the Panther section where they all cheer. Come out to the Oakland Zoo I’m filling all chairs.”

Similar to how “Black and Yellow” only elevated the Pittsburgh Steelers’ brand, hopes are high that Oakland Originals will bring more attention and focus to NIL activity at Pitt. The song goes on to mention LeSean McCoy, Curtis Martin, Kenny Pickett, Aaron Donald, Larry Fitzgerald, Damar Hamlin and Tony Dorsett.

Why Wiz Khalifa’s “Oakland Originals” could help NIL

Since the inception of NIL in 2021, collectives have surfaced across the country. All have tried to capture the attention of fans and donors. Most have held exclusive events with current players, while a recent wave of alcohol sales has become a revenue stream for some.

Nobody has yet to release a rap song dedicated to their collective. It could be tough topping the duo of Wiz Khalifa and Chevy Woods.

“It’s Wiz Khalifa,” Alliance 412 chief investment officer John Pelusi told On3. “He’s a Pittsburgh guy, from the city of Pittsburgh who hasn’t really done much as far as music goes, probably since Black and Yellow, the song he dropped for the Steelers. This is just the next big thing that he’s doing to help bring awareness back to the city. He was very excited and had a lot of fun at the video shoot we did.”

Since the lyric video was posted to Wiz Khalifa’s YouTube page on Saturday, it has been viewed more than 62,000 times. The number will only grow as the rapper has 27.7 million subscribers.

Wiz Khalifa’s Taylor Gang Entertainment spent marketing dollars on NIL in December. The music label and management company signed 25 athletes to endorsement deals to promote Khalifa’s “45 Minute Beatdown” on their Instagram accounts. Athletes recorded a video of themselves dancing to the song with a link to their Instagram stories.

When Alliance 412 launched Oakland Originals last month, McCoy voiced over a video that included numerous former stars. Head coaches Jeff Capel and Pat Narduzzi also played a role. Securing backing from major names in an athletic department can make all the difference when fundraising and building brand awareness.

“Look, the whole idea I think of NIL is to draw attention to your particular program for multiple levels,” Pelusi said. “I think that’s both from a branding and corporate marketing standpoint. I think it’s for current players to raise their their brand. So you get businesses, institutions, donors, people that want to support the collective particularly interested in what you’re doing. It’s all about raising awareness.

“The third component is certainly the transfer portal and recruiting people. These kids are going to see this creative, innovative, standalone type of stuff that no other institution is doing. It’s going to intrigue someone to want to get on campus and check out why Pitt.”

Alliance 412, Oakland Originals focused on post-Pitt career

At the same time Alliance 412 launched Oakland Originals with Jordon Rooney‘s Jaster marketing firm, the collective made a major NIL commitment to Pitt football. Led by well-known booster Chris Bickell, the collective signed a seven-figure, team-wide NIL deal with the 85 scholarship players on the Panthers’ team.

The multi-millionaire made a significant contribution to the campaign, which will provide each scholarship football player with a five-figure income. In exchange for monthly payments, athletes will fulfill charity obligations. Signing current athletes to deals can make all the difference when trying to retain or attract talent in recruiting or the transfer portal.

Previously, just five football players had inked contracts with Alliance. On top of the compensation athletes will receiver for their charity work, they’ll work hand-in-hand with Oakland Originals. Along with receiving brand coaching, Alliance 412 and Oakland Originals will be committed to creating content to put out on various social media channels featuring the athletes.

“To be able to come and join the collective which can directly impact our student-athletes lives in the present, while also focusing on how to build their brand and figure out whether it’s business or medicine or what they want to get into their future, help them build a brand to help expedite that for them. Regardless of whether they play professional sports or not, it means the world,” Pelusi said.