Elvir Omerbegovic (born 1979) is a German entrepreneur of Bosnian descent who is mainly known as the founder and CEO of the hip hop label Selfmade Records and as President of Rap of Universal Music Germany.

[4] In 2003, Omerbegovic was featured in the song "Game Over" for the first time on the Creutzfeld & Jakob album Zwei Mann gegen den Rest.

Initially, the label was only supposed to serve as a platform for Dammann's releases as "Flipstar", as well as for other hip hop acts in the region.

[4] Following a short-term cooperation with Jan Mehlhose from the sub-label Subword, Omerbegovic arranged a distribution agreement with Groove Attack.

[14][15] With respect to his selection of rappers, Omerbegovic explained that it was his "intention to sign and develop artists who [...] have outstanding technical skills and brought something entirely new to the German hip hop scene.

In addition, he helped with the production of the releases, "subtly influencing the albums" by suggesting the modification of sounds, lyrics or selected verses.

"[25] His major label counterpart was Frank Briegmann, President Central Europe of Universal Music Group International, as well as the Deutsche Grammophon.

[3] The label's next releases, i.e., King, Boomshakkalakka, Neues von Gott, Achter Tag and Zuhältertape Volume 4, all ranked number one in the German charts as well.

[31] At the end of 2015, Selfmade Records presented Karate Andi to a larger audience through his appearances on the sampler Chronik 3.

He appeared as the editor of the book Selfmade Records – Die ersten 10 Jahre des erfolgreichsten HipHop-Labels.

Pusher Apparel is part of the network of the Bravado Merchandise GmbH, a sub company of Universal Music Group, and is run by Frank Briegmann.

[37] In early 2014, Omerbegovic and Maximilian Scharpenack founded the Suckit GmbH, together with Marco Knauf and Inga Koster, founders of the company true fruits.

[39][42] So far, MoTrip, Marteria, Farid Bang, KC Rebell, Schwesta Ewa, 257ers, Favorite, Joko Winterscheidt, Klaas Heufer-Umlauf, and Micaela Schäfer had appearances with the product.