Meet Shareef Cleveland | CEO NMS Records & NMS Radio

We had the good fortune of connecting with Shareef Cleveland and we’ve shared our conversation below.

Hi Shareef, how does your business help the community?
NMS Records was founded with the mission of supporting the youth of Akatsi, a small village in the Volta region of Ghana, by providing positive alternatives to harmful behaviors such as drug use and mischief. Dr. Kennesha Bracely, the founder of the non-profit Anuwai Life, and I were approached by the local District Chief, village Chief, and Police Chief to help make a difference. Our organization is rooted in the philosophy of “for the people, by the people.” We focus on outreach to young adults worldwide who are passionate about developing their musical talents, ensuring they set a positive example for their peers and give back to their communities. Additionally, NMS Records proudly sponsors the Kpando Educational Mentorship Program, an initiative designed to inspire and guide several schools and 500 students in making informed decisions about their academic and career paths.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I own an independent record label called NMS Records and a radio station named “NMS Radio.” Both were founded in Germany in 2020 during the pandemic, and now they’re headquartered in Germany and Ghana. We manage 14 artists and 7 DJs internationally, operating across Germany, Ghana, and the United States. I serve as a musical liaison, connecting artists, musicians, and digital creators worldwide who want to collaborate outside their immediate networks.

What sets me apart is that I run my business in a family-oriented environment, something I learned while in the military. My company is driven by community work and a commitment to giving back to the youth. I am particularly proud of becoming a sponsor of the Kpando Educational Mentorship Programme in Kpando, Ghana. This initiative focuses on mentorship, workshops, training, scholarships, resources, and community engagement.

I have had encouraging teachers, great mentors, and a very supportive family. While I can’t name everyone, I must honor my parents. My mother instilled in me the principles of good values and morals. She always told me to be kind to others and to avoid those who aren’t good for me. My father taught me how to wear many hats as a professional. From him, I learned the importance of character and how it builds trust with others. No one wants to work with someone who isn’t trustworthy.

Starting a business wasn’t easy; it was quite challenging to balance a full-time job, military deployments, and launching my own venture. There’s no single right way to start a business, but there are countless ways to fail.

I used my weekends and military leave to work on my business. While I was deployed, my CFO, Andre Morse, handled the administrative duties, and my brother took care of sound, logistics, and operations. He would fill in as DJ if I couldn’t make it home in time. I also had to educate myself on business fundamentals and connect with established individuals, like my older sister, Dr. Tracey Durant. She taught me about residual income, branding, and networking. Watching her gracefully brief a room full of strangers was magical. She went from being my big sister to becoming my mentor.

I had the opportunity to work at two U.S. Embassies abroad as a diplomatic attaché in the United Arab Emirates and Bahrain. My life was interesting, to say the least. I’d go from escorting the Secretary of Defense by day to attending a beach party with rapper Coolio by night. It was in Abu Dhabi that I started to meet entertainers and build my contact list. My friend Eddie Press would randomly call and invite me to the Emirates Palace Hotel to meet Kim Kardashian, Mya, or someone like Shaggy. I took every opportunity to engage, asking two or three questions to learn something new. I’ve learned that having a plan is the first rule of business. A good plan allows you to make mistakes and recover without completely overhauling your goals. If you have a vision but no plan, you’re more likely to fail. Starting a business also requires resources and income to support your startup; if you can’t fund operations, you can’t make a profit. Lastly, it’s important to stay humble. If you don’t know how to do something, ask for help or advice.

I was born and raised in Newark, New Jersey, and grew up in East Orange, where my grandmother would wake us up at 5 a.m. every Saturday to help distribute food to families in need. Seeing the relief and gratitude in the parents’ eyes, knowing their family would have food on the table, gave me a sense of purpose. As an adult, I use my platform and influence in the entertainment industry to serve those who not only need food and shelter—they also need hope.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Day 1: Exploring Downtown and Centennial Park Area
– Head to the Georgia Aquarium, then walk over to the World of Coca-Cola to learn about the iconic drink’s history.

Day 2: Arts and History in Midtown
– Visit the High Museum of Art—a must-see for art lovers, featuring everything from modern works to classic pieces. They even have an interactive play area for kids.

Day 3: Civil Rights and Culture
– Day: Visit the Martin Luther King Jr. National Historical Park, including his childhood home and the church where he preached.
– Night: Drinks at Hotel Clermont’s Rooftop Bar, an iconic spot with great vibes and views.

Day 4: BeltLine Adventure
– Day: Rent bikes and ride the Atlanta BeltLine, stopping to see the murals and art installations along the way.
– Afternoon: Grab a late lunch at Ladybird Grove & Mess Hall, known for its camp-inspired menu and outdoor dining right on the BeltLine.

Day 5: Buckhead’s Best
– Morning: Start with a chic brunch at Le Bilboquet in Buckhead for a French twist on Southern breakfast.
– Evening: Dinner at Chops Lobster Bar for a high-end steakhouse experience.
– Night: Drinks at Whiskey Blue.

Day 6: Exploring Little Five Points
– Late Morning: Spend the morning wandering around Little Five Points, Atlanta’s quirky and artsy neighborhood full of vintage shops and murals.
– Night: Catch some live music at Variety Playhouse, a historic venue known for its diverse acts, or hit up The Earl for an indie music scene.

Day 7: Westside Fun
– Afternoon: Head to Topgolf Atlanta Midtown for some friendly competition with golf, drinks, and food.
– Evening: Dinner at Marcel, a classy steakhouse with a 1920s vibe, perfect for a grand finale.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My first shoutout goes to God—without His guidance, deliverance, and mercy, I wouldn’t be here today. I want to thank my parents for their love and patience in giving me the best childhood to prosper as an adult. To my sons, Staff Sergeant Tyreef Cleveland (United States Air Force), Amin Cleveland, and Shareef “Baby Reef” Cleveland Jr.—continue to thrive in all you do. I love you and thank you for inspiring your “Old Man.” A heartfelt thanks to my siblings, family, and tribe for surrounding me with love and support in this crazy world. Lastly, to everyone who has been a part of my life, even if only for a brief moment—I’ve learned valuable life lessons from every person I’ve ever met.

I also want to recognize some key individuals who have helped me start my vision and continue to support me in fulfilling it: my co-founder and “brother,” Hakim “Hak” Davis, and my “cousin,” Andre “Dre” Morse; my DJ mentor and “cousin,” Raymond Wright; my close friend and President of “Brothers Making a Difference” New Jersey, Jermaine Jones; and my friends who helped me kick off my venture in Africa, Germany, and America—DJ Kofi Wisky, James “MJ” Justus, and Zak of Afrobahrain.

A special shoutout to my international business partners: Christopher Lenyon, EJ Hinkston, Edward Smith, Anthony Cameron, Brittini Youman, Cameron “Kam” Warner, and Michael Ameer. My Ghanaian social advisors and dear friends, Selorm Kofi Prince and Samuel Gordon. My assistant and international model, Benedicta “Dicta” Asare. The brothers of Phi Beta Sigma, Iota Gamma Sigma chapter, Germany. Lastly, to the artists and DJs who inspire me to keep going in the music industry: HONE, JC, Samuel G, IKON, Vic Smith, DJ Wisky, DJ Vania, and DJ Roland Clark.

Website: https://www.nmsrecords.com/

Instagram: https://instagram.com/nmsrecords/

Linkedin: https://www.linkedin.com/in/shareef-cleveland/

Twitter: https://x.com/nms_records

Facebook: https://www.facebook.com/nmsrecords

Other: Radio Station: https://www.nmsrecords.com/nmsradio

Image Credits
Impasto Photography; Ghana