Kelechi Music video

In 2015, Mtn Dew held the contest Green Label Sound: Open Call, which offered a $50,000 grant from Mtn Dew Green Label to produce an album and a professional music video.

The winner, Atlanta-born rapper Kelechi Emeonye, known as Kelechi or Kelechief, rose to prominence in 2014 with the release of the single "Want", off his first EP, Loose Change. Kicking off the release of his debut album, Before The Quarter, Kelechi, recaptured the lively, down-home Southern energy of Ernie Barnes's famous Sugar Shack painting (which also inspired his album's cover art) in the video for "Reachin'", featuring Trinidad James. Decked out in retro-style colored suits, the pair bring the party back to older times, but are still unable to escape the reach of fame-hungry opportunists.

Kelechi continued his music career, winning the aware for Best Song - Dance/Electronica at the 16th Independent Music Award in 2018.