Speaking Truth With Certz’s Euro V
Who Is Euro V? Voice Of The Sesh
“I respect the table,” says Euro V. “That’s powerful for me. They look at these little classic six foot tables as a joke, but that shit changed people’s lives.”
An executive member of the team behind the powerhouse brand Certz, they don’t call Euro V (@euro__v on Instagram) “The Voice of the Sesh” for nothing. Whether he’s emceeing an event with a crowd of hundreds of people, or helping welcome VIPs to the exclusive Certz Midtown Lounge, he sets the tone for most folks’ introductions to the company. And as one of the minds who helped shape New York’s legacy space, he’s been surrounded by more vendors at little tables changing the culture one roll at a time than he can count.
Euro V, Angel Sesh God, from Honeysuckle's 17th print edition; Certz Lounge (C) Honeysuckle Media, 2024
It’s common knowledge that Euro’s childhood friend Steph.V, a legend since the 1990s, helped solidify the hip hop-weed cultural connection through first his PIFF Unit and then Certz labels. What’s less known is how the younger man who grew up on the same block used his powers of showmanship to achieve unprecedented accomplishments that made the business what it is today. And more importantly, how he survived impossible odds to get there.
Where Did Euro V Get His Start? From Spanish Harlem To New York's Finest Nightlife
Originally from Puerto Rico, Euro came to New York at two years old, his family landing in Spanish Harlem steps from Steph.V’s door. Despite the closeness the boys shared, it was a rough and wild upbringing.
“My whole family are drug dealers for real,” Euro confesses. He tells stories of being a kid who saw too much too soon, from gang violence that left dead bodies in the street to having to swallow crack to avoid police confiscation. “I was shitting crack for like two weeks,” he recalls. He was barely 13 at the time.
Fortunately, the teenager found a mentor in his brother-in-law, who owned a successful barbershop and taught him legitimate business skills. This led to his first tastes of New York nightlife (his entrepreneurial relative got into VIP rooms everywhere), and young Euro soon traded the illicit streets for music and entertainment avenues.
“I learned how to make things out of nothing,” he states. “A risk taker all the time.”
The hustler embarked on a career in music production that would take him around the world. His name Euro V came from his experience curating hip hop artist showcases in Europe. But everything always seemed to return to the Big Apple as the heart of culture, since so many of his friends in entertainment were also making their way in the cannabis scene - and New York was about to explode.
Euro V Goes From Music To Cannabis
In 2015, Tarik Buds, who had gone from the music industry to forming the renowned Piecemaker Pipe brand, approached Euro about producing a showcase that would also involve cannabis. Joining cultural impresario Shiest Bubz, they organized a “small” event that brought over 100 people to celebrate art and weed. It was such a vibe (and so profitable) that they did two more events together, sparking word in the community that a new species of cannabis sesh had evolved.
By this point Steph.V, who had been in and out of prison due to the War on Drugs, reemerged for good. Like old times, he and Euro teamed up, producing cannabis events centered around artists engaged with PIFF Unit like Noreaga. The magic happened with the combination of Steph.V’s intricate plant wisdom and Euro’s ability to deliver the environment that people craved: the perfect balance of sensory pleasures.
“Together we form Voltron,” The Voice enthuses. “With my family together, we’re stronger. People think they can make it [in this industry] on their own, but you need a team.”
Euro V, Certz Lounge (C) Honeysuckle Media, 2024
In 2018, not long after Steph.V had launched Certz Entertainment, they developed a partnership with Yung LB’s JokesUp brand. The Certz x JokesUp collab would be a true game-changer, bringing iterations of their New York events across the country. It was time for true legacy kings to reveal themselves.
What's Next For Euro V? PACK MUSIC, Certz's Evolution And More
The rest is history. Today Certz is one of the nation’s best-known brands, and as they work on transitioning from legacy to legal, the guys are poised to conquer the regulated market too. For Euro V, however, 2024 is going to be the year that different dreams come true as well. He’s embracing his full creative visions, releasing his own tracks after all these years through what he calls the PACK MUSIC mixtape collaborations.
His first single, “Dyno in the Loft” featuring Yung Audemar of DynoBytes, dropped in January 2024 after being recorded during Art Basel Week in Miami. Other mixtapes will follow, all spotlighting the talents of artists who are passionate about cannabis. Euro is also working on a documentary and other projects, the details of which remain under wraps. But ever the adventurer, he feels confident in taking chances manifesting his vision.
Watch the official video for "Dyno In The Loft":
“I learned in the music industry, you become ‘that guy’ when you have ten years strong,” he observes. “In the weed world, I’m about eight, nine years in. I’m yet to become what I’m supposed to become in this industry. But I got time.”
For more on Euro V and Certz, follow @euro__v and @certzbrand on Instagram.
*A version of this article originally appeared on the cover of Honeysuckle's 18th print edition. Click here to order and choose your element - Fire with Bun B or Ice with Queen P!
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Featured image: Euro V, Certz Lounge (C) Honeysuckle Media, 2024