From Lovers Lane & Claudia to an independent label.
NEVA Records didn’t start as a company. It started as survival, hustle, and a kid trying to make sense of life through beats, tapes, and stories.
Early Days
Before anyone knew the name, it was just Neva on Lovers Lane & Claudia, watching everything, taking mental notes, and trying to find escape routes through basketball and music.
With help from Diesel Fuel (D-NUTT from Oakland), the beats started forming. That led to the underground project Tha Code, and from there, a foundation for something bigger than one album.
The first big dent was Hard Roc Café – pressed up, pushed hand-to-hand and through stores, moving over 20,000 units between SoundScan and out-the-trunk grind.
Key Foundations
Every release after those early days ties back to the same core: tell the truth about where you’re from, and don’t fake the story for a look.
Life Albums & The “Tha” Trilogy
As the catalog grew, the music started to mirror different chapters of life. The run of Tha Code, Tha Life, and Tha Truth became an unofficial trilogy – from underground grind, to proving a point as a rapper, to testing full range as an artist.
Later, Loyalty & Trust arrived during one of the most important periods of Neva’s life. With 31 songs, it was built like it might be the last album – everything on his chest in one project.
Watch Yoself Era
Beyond the music, the story is being written in book form through the memoir “Watch Yoself”. The label, the albums, and the artist all tie back to that same thread: paying attention to your environment and moving smart.
NEVA Records is the banner that holds all of this: albums, books, artists, and eventually clothing and visuals that share the same DNA.