Six-time GRAMMY-nominated Canadian producer Murda Beatz is adding a new title to his laundry list of accomplishments, and this time, he’s bringing it back to his hometown of Fort Erie, Ontario.
Earlier this week, he was crowned as the latest ambassador for the Fort Erie International Academy (FEIA) basketball program, the same high school in the city that sparked his love for both music and sports. In his newly appointed role, he says he’ll continue to shine a light on the growing institution, as well as ensure that the students enrolled achieve the best experience possible.
Born and raised in Fort Erie, Ontario, Murda has become one of the most popular and in-demand producers in hip-hop, working with some of the biggest superstars in the world — from Drake and Cardi B to Travis Scott and Migos. But now, he’s turning his attention back to his hometown in partnership with Adidas, showing his support to a basketball program that’s quickly rising to become a national powerhouse.
“It’s definitely a special time for Fort Erie,” Murda told Now Toronto.
“I just remember being a kid and wanting my dreams to come true. So just to be able to help kids, wherever they’re from, to help them get into a school where they can chase their dreams and get a good education on top of that… that’s really amazing.”
Since its founding in 2020, FEIA has grown into one of Canada’s top basketball institutions. The school now hosts two competitive teams and a development program that has already produced multiple Canadian players, including Minnesota Timberwolves rising talent Leonard Miller. Most notably, FEIA captured the 2022 OSBA Championship, ultimately defeating the top-ranked Montverde Academy. Murda says the program continues to solidify Canada’s place in the game, adding that the academy has seen players recruited from as close to home as Scarborough to as far as the Netherlands.
“I think 100 per cent they’ve been sleeping on Canada… Canadian basketball has always kind of been a thing, but in the last 10 years, the way it’s growing is amazing,” Murda said.
“There’s a lot of opportunity for people outside of Canada to come play and develop their skill in Canada, and get a shot at the big leagues. And that’s what’s happening here at the Fort Erie prep.”
Murda reflected on Fort Erie, describing it as a “small, chill town,” where everyone around him had big NHL dreams. While he laughed at the fact that he might possibly be the only Canadian who cannot skate, he says that pursuing music was where he maintained his tunnel vision. Some of the most recent records he’s had a hand in are “Hood Politics” featuring Big Sean and Babyface Ray, as well as Gucci Mane’s “Money.” But for Murda, some of his all-time favourites would have to be Travis Scott’s “Butterfly Effect” as well as Toronto entertainer Drake’s “Nice For What.”
“I produced both those beats in Canada,” he shared, also adding Mississauga songwriter PARTYNEXTDOOR’s “Buzzin” to one of his best timeless hits.
When asked who he’d want to add to his extensive collab list, he said none other than a fellow Canadian: Justin Bieber.
“I think that could be dope,” he said, “I feel like Canada and like Toronto specifically, we’ve always been the underdogs.”
As Murda takes on this new ambassador role — which he says is just the beginning of his plans to support young talent — his connection to Fort Erie comes full circle, from a small-town kid making beats in his bedroom to an international hitmaker inspiring the community that raised him.
“It makes me feel good, and it’s something that I want to do more and more of in my life and in the future,” he said. “Any way I could really help,I want to be a part of it.”
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