YouTube hypes upcoming Druski series as “Big Brother meets music industry madness”

Druski‘s latest project “marks his foray into long-form and highly produced content.” That’s how YouTube describes Coulda Been House, a reality series that will center on the Instagram Live star as he hunts for the next addition to his record label.

On Instagram, Druski has become a household name. He reaches more than seven million followers through IG Live broadcasts, podcast snippets, and other pieces of short-form content. Coulda Been House, however, will see release on Druski’s YouTube channel, which he launched back in 2020.

Ahead of that release date, YouTube helped Druski build hype for his new show. A blog post from the platform describes Coulda Been House as “Big Brother meets music industry madness.” With help from special guests like Snoop Dogg and Chris Brown, Druski will bring together a cohort of aspiring musicians. At the end of the season, one of those artists will walk away with a $50,000 prize and bragging rights at Druski’s parody label Coulda Been Records.

“We pretty much did this with our own money and put all the contestants from Coulda Been Records — the label — in one house, competing for $50,000,” Druski told Skip Bayless during a recent podcast appearance. “So, you know, we giving out opportunities, brotha, but we ain’t just giving it — you got to earn it.”

Though highly-produced long-form content is a bit of a departure for Druski, the 29-year-old creator is an expert when it comes to splashy partnerships. His success as a streamer and podcaster made him a coveted target for sponsors like Mountain Dew. He continued to flex his businessman muscles in August 2023, when he announced his plan to work with NIL athletes through a sports agency called 4Lifers. Coulda Been House is his next big move, and it hits YouTube on February 28.