A Decade of Disruption: 10 Iconic Moments From Unapologetic

Ten years ago, in the humble home studio affectionately known as Dirty Socks, a spark caught fire that would upend the sound of Memphis hip-hop. Spearheaded by enigmatic producer IMAKEMADBEATS, the Unapologetic collective formed not just as a label, but as a defiant creative movement — a safehouse for artists who didn’t quite fit the mold. Over the next decade, voices like rapper Preauxx, experimental polymath Kid Maestro, and the fearless A Weirdo From Memphis (AWFM) helped to shape Unapologetic’s signature blend of next-level showmanship, sonic experimentation, and genre-blurring performances. Whether throwing DIY shows in Downtown warehouses or scoring ballets and documentaries, the label has pushed Memphis music forward — loudly, weirdly, and without compromise. Before the collective takes the opportunity to take a well-deserved victory lap with an anniversary party on August 16th at Memphis Made Brewing, we wanted to celebrate with 10 of our favorite Unapologetic moments and releases from the past decade…

The “Stuntarious” Series

If there were a cheat code to understand what Unapologetic stands for as succinctly as possible, it would be the Stuntarious series, five mixtapes released at various points throughout the years. Launched in the early days of the label, these collaborative mixtapes became semi-annual checkpoints of the collective’s evolution — chaotic, confident, and creatively unhinged. Blending trap, punk, R&B, spoken word, and experimental electronics, each Stuntarious release acts as both a time capsule and a manifesto. 

Unexpected Collaborations

In 2018, Ballet Memphis invited Unapologetic to participate in their fall program with an inspired blending of ballet and hip-hop, marking the beginning of a remarkable series of unconventional collaborations. Since then, the collective has partnered with a wide range of organizations beyond the music scene, including the PGA Tour, Memphis International Airport, and local cultural institutions like the Metal Museum and the Memphis Zoo. Whether or not it seemed to make sense on paper, each collab has proven to be a resounding success.

Indie Memphis Block Party

Speaking of partnerships, in 2019 Unapologetic curated a raucous Indie Memphis Film Festival block party that transformed the family-friendly Overton Square area into a high-brow, politically-tinged showcase that would make Kendrick Lamar proud. For those who were lucky enough to be there, the performance cemented the label’s reputation for high-concept DIY events in the starkest terms possible. One could argue that the group has outdone themselves since, but there’s nothing quite like your first time.

The Unapologetic World App

Launched in 2017, the Unapologetic World App was an early sign that the label simply wasn’t interested in playing by industry rules. Designed as a digital home for everything Unapologetic (music, visuals, films, interviews, live streams, and exclusive content), the app has remained a reliable one-stop-shop for dedicated fans. 

Unapologetic Garments

After making waves in music, art, and digital media, it was only natural that Unapologetic would dive into fashion with Unapologetic Garments. Since its launch, the label has emphasized original design, quality craftsmanship, and community storytelling, offering everything from graphic tees and hoodies to limited-edition merch that blends art and fashion. Their 2024 collaboration with the Memphis Grizzlies marked a milestone—bringing their signature aesthetic to a wider audience through the “Gold Collection,” a line that captured the city’s grit and pride while celebrating Memphis’ sports culture.

The Opening of Outerspace

In November 2022, Unapologetic celebrated the grand opening of Outerspace, their new studio nestled in the heart of Midtown. The studio acted as a physical manifestation of both the label’s meteoric growth and the bright future that they envisioned. Visually stunning and meticulously planned, Outerspace isn’t just a studio—it’s a sonic launchpad, designed to foster collaboration, vulnerability, and the boundary-pushing ethos that defines Unapologetic. 

A Weirdo from Memphis’ Gonerfest Performance

Photo by Laura Jean Hocking

Over its two-decade run, Gonerfest has seen its share of unforgettable sets from punk and garage heavyweights like Jay Reatard, Ty Segall, and King Khan. But even the most seasoned festivalgoers were caught off guard by A Weirdo From Memphis’ wildly unhinged—and undeniably electric—performance in 2022. By the time he scaled the stage at Railgarten, any lingering hip-hop skeptics in the crowd had been thoroughly won over by the beautiful chaos. 

Midnight Marauder Series

Last year, Unapologetic introduced a new series at MOSH called Midnight Marauder (shouts to ATCQ!). Designed as a public celebration of beat culture, the series highlights producers, beatmakers, and electronic artists as performers in their own right. Unlike traditional beat battles, Midnight Marauder centers on musical expression and live performance. As IMAKEMADBEATS put it, “This is not a beat battle, it’s a beat performance.” 

IMAKEMADBEATS Releases WANDS

Strictly as a piece of music, IMAKEMADBEATS’ 2024 release WANDS is a landmark release for the label–abrooding, richly textured instrumental project that showcases his signature ability to evoke emotion without a single lyric. Beyond the music itself, though, WANDS marked a significant moment in the artist’s journey: a deliberate and personal return to the forefront of music-making after years focused on building his Unapologetic label and nurturing other artists.

A Glimpse into the Future

While many of the artists who first defined Unapologetic’s first era remain central to its identity, the rise of Kid Maestro as the label’s leader, the emergence of bold new voices like EILLO and Nubia Yasin, and the company’s expansion into bold new fields make it clear the collective is constantly evolving. If the past decade was about breaking molds, the next era promises to redefine them entirely.