Phella heads the Branding team at Final Four Productions

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An artist at heart, Tobi 'Phella' Alli, at age 25 has found himself stretching his creativity while working in everything from music and film to sports and fashion. His official start began in 2005, as manager of the George Mason Men's Basketball team that shocked the world by reaching the NCAA Final Four. Shortly thereafter, Tobi began studying the music industry while seeking a way to break in as an artist. His break came after a chance meeting with an executive for Atlantic Records in New York City. After impressing the executive with his ambition, Tobi was offered a position as Brand Manager for the Famous Firm LLC, an upstart music management agency funded by fashion icon, Tommy Hilfiger (Hilfiger's son was one of the musical acts signed to the company). It was through this that Tobi really got to make his name, while working for major recording artists who have gone on to win Grammy awards and release platinum selling albums.

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Never one to be satisfied with doing one thing, Tobi continued to explore other interests including writing, managing professional athletes, acting as Brand Ambassador for EA Sports and the NBA, and eventually launching his own company - Da Fam Inc. The company specializes in talent development and marketing. The company allowed for Tobi to be close to his passions while creatively helping others advance and avoid the pitfalls many up and coming talent face. He and his team have organized tours, developed intricate marketing plans for artists and fashion brands alike, and produced videos that have seen relative viral success.

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Today, he brings all his experience and interests to Southern California where he continues to create his music while serving as Brand Manager and Talent Coordinator for Final Four Productions, a company founded by his college friend, Sandeep Sharma. The two have a like-minded vision for themselves as well as the company that if half successful, will earn them a spot in the history books. Fun, creativity, and hard work are the central themes of the work they produce together; with a goal in mind of educating and enlightening their generation--a task that proves to be challenging but not impossible.