Though hoop dreams didn’t work out for Gelo the way they did for his older and younger brothers, the middle child bouncing between NBA 10-day contracts and G-League stints, perhaps it’s a different lane entirely that’ll bring him success.

From the same family who made basketball a form of reality TV and who tried to create a shoe empire comes a new breakthrough: Music. The latest Ball venture features LiAngelo Ball as its figurehead—and it seems as powerful as the cultural moments his father,