It will be a familiar sight when three-time Grammy-winning artist Ne-Yo takes the stage at halftime of the Big 12 Championship game on Dec. 7.
An R&B legend since the mid-aughts, the sultry singer is known for his hooks on songs such as “So Sick” and “Miss Independent,” which have made him a fixture on the radio for nearly two decades.
A couple of weeks later, however, you may hear Ne-Yo’s tunes at a much different sporting event on a much different level. On Dec. 21, Paul Bamba will fight Rogelio “Porky” Medina for the WBA Gold Cruiserweight World Title. And Bamba’s manager is none other than Shaffer Smith — or as he’s more commonly known: Ne-Yo.
“To be completely honest? Just belief in the fighter,” Ne-Yo told NBC News about why he decided to enter the world of boxing. “Realizing places I could help him, realizing places he could help me, it all made sense. You miss 100% of the shots you don’t shoot. So let me see what it’s about, let me give it a try.”
The singer, born in Arkansas but mostly raised in Las Vegas, says he’s been a boxing fan for most of his life. He credits his uncles for exposing him to the sport when he was young. Ne-Yo also participated in combat sports before his singing career, as his mother enrolled him in martial arts classes when he was a child.
And for well over 10 years, Ne-Yo has incorporated boxing as part of his workout routine. Roughly 18 months ago, a mutual acquaintance put the singer in touch with Bamba, mostly to help Ne-Yo with his training in Los Angeles. But their relationship soon grew into a professional one after Ne-Yo found himself impressed with Bamba’s “drive and dedication to a cause.”
“You’d be surprised how rare that is nowadays,” the singer says. “Like everybody wants something handed to them. You know what I mean? Everybody wants it the quick and easy way. And Paul Bamba is not one of them cats.”
While Ne-Yo doesn’t expect to turn into Don King overnight — he says he’s still learning on the job — he does believe he can use his experience in the entertainment industry to help Bamba in his career. Ne-Yo says there are parallels between entertainment and boxing, especially in terms of how “the guy with the best story” can get the most eyeballs.
Bamba, 35, certainly has had a compelling journey to next month’s fight. A retired Marine who served in Iraq, Bamba experienced homelessness after his tour ended. He started boxing to feed himself, earning $10 a session to spar with local amateurs. In 2024, Bamba has already fought 13 times and has won every fight via knockout.
Ne-Yo says in addition to the story, there has to be talent, and that’s why he’s decided to back Bamba.
“One thing I can absolutely help him with is exposure,” Ne-Yo says. “As long as he continues to do what he’s doing — and that’s knocking people out — I’m gonna do my part. I’m going to make sure everybody knows his name.”
He can also provide some music to help with that exposure. Ne-Yo says the best song of his for Bamba to walk to the ring would be his and Calvin Harris’s pop hit “Let’s Go.” Ne-Yo is seen boxing in the music video.
“I think it’s dope,” Bamba told NBC News about having an R&B singer as his manager. “People that reach the accolades he’s reached, they don’t put their time in somebody unless they actually see it being something. For him to have that belief in me, let’s just say I can’t BS him even if I wanted to.”
Both Ne-Yo and Bamba are committed to getting the boxer exposure, mostly by going after the biggest names in the sport.
Bamba was supposed to fight boxer and reality television star Tommy Fury in November 2022, until Fury couldn’t make weight and the bout was canceled. Now, even with a title fight on deck, Bamba has his sights set on the sport’s most controversial name: Jake Paul.
“I think Jake Paul is not as scared to fight me as Tommy Fury was,” Bamba was. “I’m all for making money so I totally get the gimmick fights. But if you really want to take boxing seriously and fight for a world title, he can come fight me after December. Personally, I think I would f--- Jake Paul up.”
Ne-Yo agrees, saying it’s a bout he’d love to help set up.
“I think it’s about time Jake fought somebody that could actually fight.”
