TLDR: The Awakening of the Underdogs celebrated influential men in entertainment and business, highlighting resilience and success. Hosted by Yung Joc, the event honoured Maino with the 2025 Presidential Lifetime Achievement Award, emphasizing the importance of recognition and self-care. Yung Joc sat down with HipHopCanada for an exclusive interview, which you can find below.
In a city that thrives on ambition and perseverance, The Awakening of the Underdogs brought an evening of well-deserved recognition to influential men in entertainment and business. Hosted by multi-platinum artist and media personality Yung Joc, alongside event creator Sherie Phillips, the gathering at Belaire Headquarters in NYC in late February was a tribute to resilience, excellence, and the power of overcoming obstacles.
With previous success in Atlanta, Phillips brought this event to New York to celebrate the industry’s unsung heroes. Under the theme The Awakening of the Underdogs, the night shined a light on individuals who have faced challenges, redefined success, and continue to inspire others through their determination.
“We created Men’s Appreciation in 2023 because we wanted to provide men in entertainment and business a space where they can finally relax and be honoured,” Phillips shared.
“It’s about emphasizing self-care, mental health, and growth—things that are often overlooked in this space.”
One of the evening’s highlights was the presentation of the 2025 Presidential Lifetime Achievement Award to Brooklyn rapper, entrepreneur, and advocate Maino. Known for his raw storytelling and unwavering presence in hip-hop, Maino’s journey embodies the very spirit of resilience that the event sought to celebrate.
Maino and Christal Smith with Luxury Elite Wellness (Photo by Remi Louis Harris / HipHopCanada)
The red carpet affair kicked off at 7 p.m., setting the tone for a night that blended luxury with appreciation. Attendees indulged in premium drinks from event sponsor Luc Belaire and a carefully curated selection of light bites, expertly prepared by the renowned Chef Jae Jones.
Each dish was a culinary masterpiece, designed to complement the refined ambiance of the night and elevate the entire experience. Chef Jones, known for his unique flavour profiles and dedication to quality, crafted a menu that not only delighted the senses but also embodied the spirit of the evening—rich, bold, and unforgettable. The food became a seamless extension of the event’s celebration, giving guests a taste of excellence to match the incredible company and energy in the room, while experiencing a spa treatment courtesy of Lux Elite Wellness of Spa Boss Tribe by Candace Holyfield.
This unique element underscored the event’s focus on mental clarity and self-care, creating a serene atmosphere where honourees and guests could unwind, recharge, and reflect.
Beyond the lavish setting, the event carried a deeper purpose—amplifying voices often overlooked within the industry. Yung Joc, a Presidential Lifetime Achievement Award recipient himself, understands the importance of acknowledging those who have made a lasting impact. His presence as both host and award presenter further solidified the night’s mission of giving flowers to those who have dedicated years to their craft. The event’s overarching theme wasn’t just a celebration—it was a statement.
Hip-hop has long been built on the foundation of proving oneself against the odds, and The Awakening of the Underdogs reflected this broader cultural narrative. From entrepreneurs to artists, the honourees of the night exemplified the hustle and resilience that define success in the industry.
Yung Joc’s involvement in the event also highlighted his evolving role beyond music—as a media personality and advocate for emerging talent. His nationally syndicated morning show and continued presence in entertainment make him an influential voice in shaping the next generation of industry leaders. By creating a space that honours these individuals, The Awakening of the Underdogs not only recognized achievements but also reinforced the importance of community, self-care, and giving back. In a world that often overlooks the hard work behind the spotlight, this event served as a powerful reminder that true success is about more than just accolades—it’s about perseverance, impact, and lifting others along the way.
After the evening’s celebrations, we had the chance to catch up with Yung Joc and sit down to discuss his career, Atlanta’s influence on hip-hop, and his thoughts on maintaining longevity in the industry.
Yung Joc with Christal Smith (Photo by Remi Louis Harris / HipHopCanada)
Interview: Yung Joc
HipHopCanada: “It’s Goin’ Down” is a massive hit that still gets played today. Did you anticipate it would have such a lasting impact when you recorded it?
Yung Joc: I did not, won’t lie to you. I was like, this shit might do something.
HipHopCanada: Over the years, you’ve expanded beyond music into business and media. What are some of your current projects outside of music that you’re most excited about?
Yung Joc: I got a new movie about to drop on Tubi. It’s called Allure. It was shot and produced by Smooth Films—April 1st, it’ll be dropping on Tubi, so I’m waiting on that. I can’t wait to see that happen. Also, there’s a new show, a new movie that I’m on, ‘R&B,’ produced by Tyler Perry and DeVon Franklin.
HipHopCanada: Atlanta has remained a dominant force in hip-hop. How do you think the city’s sound has evolved since you first broke onto the scene?
Yung Joc: I mean, the one thing about us, man, we have a different type of… We have a different work ethic. And so the reason we are so dominant and able to stay on top is because we have a melting pot of people, young people, young Black people, young Black thriving people of our culture who come from all over the country. And when they come into a room, we’re able to affect that room and see what makes that room move. That room is a direct visual of what the rest of the world looks like because that room is so diverse and mixed with people from everywhere. So if you can move that room, then you can move the nation.
HipHopCanada: You’ve been on Love & Hip Hop Atlanta for a while now. How has reality TV impacted your career? Do you think it affects how people perceive you as an artist?
Yung Joc: It does. It depends on to what extent. But I’ve been on TV for so long, you become like a household name and people respect you. You got people who love you, adore you, and you got some people who can’t stand you. It is what it is. But when your name is in people’s mouths, that means that relevancy is there. And if relevancy is there, that means checks are gonna clear.
HipHopCanada: Are you currently working on any new music? And if so, what can fans expect in terms of sound?
Yung Joc: I just built a new studio in my home. The studio still ain’t finished after two years. I don’t know what the hell is going on with my contractor. I’m really pissed right now. I’m just keeping it 100 with you. And I probably would have had some more music out had this been done. But hey, I’m working on it.
HipHopCanada: Are there any specific sounds or collaborations that you’re excited about?
Yung Joc: No, I’m not excited about nothing. I’m excited about waking up every day. I’m telling you the truth. I’m not excited about any of this propaganda out here. Because every day I’m trying to figure out how I’m going to survive, how my family is going to survive, how my lineage is going to survive and sustain, because shit’s so real out here. I’m not caught up in what these niggas caught up out here. I’m just going to tell you straight like that. And I hope you’re digging what I’m saying.
HipHopCanada: One thousand percent. You’ve had longevity in the music industry. What is the biggest piece of advice you’d give to an upcoming artist trying to break into today’s music industry?
Yung Joc: Understand the people you’re trying to entertain. That’s it. It ain’t nothing more. Know what they want. You’re trying to bake a nigga a cake who wants goddamn cornbread? You’re tripping. You’re trying to make a nigga eat motherfucking skins and bacon, and that nigga Muslim. Know your goddamn audience. Don’t try to force-feed people shit that they don’t eat. If I don’t consume licorice, nigga, why are you trying to feed me Twizzlers? Get the fuck out of here. Know your audience. That’s it. It’s simple.
Yung Joc’s unfiltered perspective reflects the raw authenticity that has kept him relevant in the industry for two decades. As The Awakening of the Underdogs proved, hip-hop isn’t just about who’s on top—it’s about resilience, impact, and staying true to oneself. And for Joc, that means understanding the game, staying adaptable, and always knowing your audience.
