Features
How Troy Carter Jr. and Box Boys Became Rap’s Hottest Live Music Promoters
In today’s competitive music landscape, capturing the attention of hip hop fans requires more than just putting on concerts—it demands creating an entire cultural movement. Box Boys, co-founded by Yahir and Giovanni Carbajal, has quickly risen to the forefront of live music promotion in the rap scene, thanks to a unique blend of live events, digital content, and community engagement. But since partnering with Troy Carter Jr. and his company 432 MEDIA in 2021, the brand has exploded in new directions, becoming one of the hottest names in rap’s underground culture. Together, Box Boys and 432 MEDIA have built a hybrid media company that’s setting new standards for live music promotion and digital content.
A New Partnership That Changed the Game
Box Boys was already making waves with its underground concerts when Mont Brown—A&R, philanthropist, and connector of key players in the industry—introduced Carter Jr. to the Carbajal brothers. After seeing the potential of the brand, Carter Jr. officially joined Box Boys as a partner through 432 MEDIA, his innovative media and music company. Since then, Box Boys has transformed from a grassroots live event brand to a full-fledged media powerhouse.
“Troy brought a vision for Box Boys that completely redefined the business,” says Yahir Carbajal. “With his background in music distribution, content creation, and gaming, he showed us how we could expand beyond just live shows and into digital media, building a complete ecosystem.”
BoxFest: The Start of a Movement
One of the cornerstones of Box Boys’ success is BoxFest, a live event property that has become a must-attend for fans of the underground rap scene. The festival has hosted headlining performances from some of the hottest names in rap’s new wave, including Destroy Lonely, Summrs, Ken Carson, Autumn!, Homixide Gang, SoFaygo, and more.
“BoxFest was the perfect launching pad for what we wanted to build,” explains Carter Jr. “It’s more than just a festival—it’s a movement. Our events are about creating moments that resonate with the fans and giving them access to artists they’re passionate about.”
Box Boys didn’t stop there. Following the success of BoxFest, the team launched another live event property, Box Boy & Friends, which featured performances from Che, Lucki, Bear1Boss, and Lazerdim. The success of these shows attracted major attention from corporate sponsors, including Adidas, which recently came on board as a sponsor for Box Boy & Friends.
“Our partnership with Adidas was a major win,” says Carter Jr. “It showed that we’re not just a small-time promoter—we’re influencing culture in a big way.”
Live Nation Urban & a Historic Moment in Hip Hop
Box Boys’ biggest breakthrough came when the brand partnered with Shawn Gee and Live Nation Urban to produce a sold-out concert at Irving Plaza in New York City. The event was headlined by Homixide Gang and Summrs, and though it was memorable for the performances, it also made headlines for the infamous brawl between the two acts on stage.
“We didn’t plan for that to happen, obviously,” says Carter Jr., laughing. “But it became part of the story. That moment put Box Boys in the spotlight, and we turned it into an opportunity to grow.”
Rather than shy away from the controversy, Box Boys capitalized on the attention. The team quickly parlayed the moment into digital success, launching a series of Twitch streams and original content that gave fans a behind-the-scenes look at the chaos, further cementing their connection to the brand.
The Box Boys and 432 MEDIA Model: More Than Live Shows
What sets Box Boys apart from other live music promoters is the hybrid model that Carter Jr. has introduced through 432 MEDIA. This model merges live events with digital content, streaming, and a highly engaged online community. Under Carter Jr.’s leadership, Box Boys is no longer just about concerts—it’s a 360-degree media company that spans live events, content creation, merchandise, and more.
“We’ve taken inspiration from brands like Rolling Loud and Lyrical Lemonade in terms of live events,” says Carter Jr. “But we’ve also learned from FaZe Clan and content creators on platforms like Twitch and YouTube. “We’ve built a strategy where our artists and events don’t just exist in real life—they have an entire digital presence that keeps fans engaged year-round.”
This strategy includes building content on platforms like Discord, TikTok, Snapchat, and Twitch, allowing Box Boys artists to stay connected with their fans beyond the concert stage. It’s a new-age approach to artist development that empowers artists to grow their brands organically and engage with their audience on their own terms.
A New Age Media Company
As Box Boys continues to grow under the joint leadership of Carter Jr. and 432 MEDIA, the brand is positioning itself as a leader in the future of live music and digital media. By combining the energy of live concerts with the reach of digital platforms, Box Boys has built a brand that’s capturing the attention of fans and artists alike.
“We’re building something bigger than just live events,” says Carter Jr. “Box Boys is a media company that’s redefining what it means to be a promoter in the digital age. We’re giving artists the tools they need to build lasting careers, and we’re creating unforgettable experiences for fans, whether they’re at the show or watching a Twitch stream from home.”
For Box Boys and 432 MEDIA, the future is bright, and the brand’s impact on hip hop culture is only just beginning.
