The Bay Area is having a moment, and P-Lo is making sure it’s one for the history books. Ahead of the 2025 NBA All-Star Game in San Francisco, the rapper-producer has teamed up with Golden State Entertainment (GSE), the Warriors’ music and content arm, to drop “Players Holiday ’25.”
Featuring an all-star roster of Bay Area talent, including Larry June, Kamaiyah, Saweetie, LaRussell, G-Eazy, thuy and YMTK, the track serves somewhat as a love letter to the Bay.
P-Lo sees this project as a celebration of Bay Area culture and a chance to bring together local talent. “As a Warriors fan growing up, it’s an honor to represent our region,” P-Lo tells Billboard, reflecting on the project’s cultural weight. More than just a bop, “Players Holiday ‘25” serves as the lead single for his upcoming EP, For the Soil, a GSE collaboration spotlighting the region’s iconic sound. With appearances from legends like E-40 and Too $hort, the EP is set to further solidify the Bay’s influence on hip-hop and its deep ties to basketball culture.
For Saweetie, jumping on the track was an easy decision. “Me and P-Lo always find ways to plug each other,” Saweetie says, referencing their past work on the 49ers playoff anthem “Do It for the Bay.” Her verse channels her signature ICY energy while paying homage to the region’s player culture. “It feels good to be part of something so historic for the Bay,” she continued. “Growing up in the Bay, you learn a lot of ‘player’ vibes, and I wanted my verse to reflect that. The sample is fire, and I’m bringing my Bay Area perspective as a woman.”
Both P-Lo and Saweetie emphasize the power of music to elevate events like the All-Star Game, creating a bridge between hip-hop and sports fans. “Music connects people, and for a special event like All-Star, having a song that highlights the Bay makes it even more meaningful,” Saweetie says.
David Kelly, GSE’s chief business officer, echoes that sentiment. “When we set out to create Golden State Entertainment, we wanted to work with artists who represent Bay Area culture but can also do so on a national and global scale,” Kelly told Billboard. “P-Lo fits that perfectly. He has a massive following in the Bay. He’s a rapper, producer and someone we’ve worked with before. His connections with other artists, like Saweetie, G-Eazy, Larry June and Kamaiyah, allow us to create a project like ‘Players Holiday’ that we can tie into a global platform like the NBA All-Star Game. It’s the perfect match for what we want to do.”
With a lively video shot in true Bay Area style, “Players Holiday ‘25” is a celebration of community, legacy and hometown pride. Below, P-Lo opens up about the collaboration, the importance of representing the Bay on a global stage, and what fans can expect from For the Soil.
The Warriors are the first NBA team to launch an entertainment division. How did it come together and how does it feel to be part of this collaboration?
When I got the call, it was an honor. Especially growing up in the Bay as a Warriors fan, working with them to represent our region the way I see it means a lot. I love where I’m from, and I respect everyone in the scene who’s making a name for themselves and representing the Bay the right way. For them to call on me for this, that was a cool honor.
I met David Kelly a few years back when I was doing a halftime show for the Warriors. He told me about GSE, and then a friend, Caroline, who’s been with GSE for a while, reached out and said, “I think you’d be perfect for this project.” That’s how it all came together.
“Players Holiday ’25” features Saweetie, G-Eazy, Larry June and more. What was it like working with and recruiting such a diverse group of Bay Area artists?
Man, it was dope. Everyone on the record represents different parts of the Bay, but we all share that same love for where we’re from. Saweetie, G-Eazy, Larry June, Kamaiyah — it’s like bringing the old and new generations together, showing the world that the Bay stays united and always pushing forward. These are all people that I work with frequently, and they just so happen to be all Bay legends. So I just wanted to bring everyone together to really represent where we’re from. And I feel like this song resonates. As different as everyone is, like in music and their style, I feel like this song represents all of us like the same.
I love that you brought your friends along for this project. At the end of the day, it’s about putting people on to opportunities and giving them a spotlight to shine alongside you. I think that speaks to the idea of wanting to share your moment.
For sure. I mean, I don’t want to be the only one going up, you know? What does that really say about you if you can’t bring anyone else along? I’ve always been taught to share what I’ve got going on, and that’s something I’ve always wanted to do.
Walk me through the creative process of this song.
There’s this song called “Player’s Holiday” by Ant Banks and The Whole Damn Yay (T.W.D.Y). It’s an old track from the late 1990s. I used to always watch the music video on this channel called CMC. They’d play hip-hop and R&B videos for like an hour, and “Player’s Holiday” was one of those songs that always came on. As a kid, I loved it, and as I got older, I kept thinking, Man, I want to flip that song someday.
When this opportunity came up, I knew it was the perfect time. It was the right moment to bring that song back and get everyone on it. That’s really what inspired the project.
Was there anything interesting that happened on set while you were filming, or any memorable moments you can recall?
Yeah, honestly, the whole day I was just smiling, feeling really grateful to bring everyone together. It’s rare to see that these days, especially with how divisive the media can be. Just being able to bring together all these artists, each with their own unique worlds and projects going on, and seeing everyone vibe together, it was amazing. I literally couldn’t stop smiling. It was dope. We had some Bay Area legends out there, and they were enjoying themselves. We also had some of the younger generation, and they were having a great time too. It just showed that when we actually come together and try to do something, we’re capable of pulling it off. It was a great moment.
The song and video capture that Bay Area vibe perfectly. How important was it to highlight the culture?
That was the whole point. The Bay has a unique energy. It’s fun, it’s celebratory, and it’s authentic. We wanted to show that off, especially with the All-Star Game coming to the Bay. It’s a global event, but it’s still about us, our roots, and how we do things here.
Do you see more collaborations like this happening in the future?
For sure. This is just the start. We’ve got the For The Soil album dropping in January, which will feature even more Bay Area artists. The Warriors are about blending sports and culture, and I’m excited to see what’s next. I just think the Bay Area has always been innovative in culture and technology and more. And I think with the Warriors leading that as well it’s just a perfect match. Music, technology, culture … that’s all the things that bring people together. And that’s what we’re doing.
Watch P-Lo’s “Players Holidays ’25” featuring Saweetie, G-Eazy, Larry June, Kamaiyah, LaRussell, thuy, and YMTK below.
