NASHVILLE —Tennessee State University men's basketball head coach Nolan Smith announced Thursday the addition of Bilal "Bizzy" Joseph as the program's executive director of basketball strategy and innovation, a newly created role designed to strengthen the Tigers' competitive edge through innovation, corporate collaboration and championship-level infrastructure.

Joseph, a visionary executive and co-founder of Cactus Jack Records, has spent the past decade working collaboratively to shape the cultural landscape of music and brand partnerships. His experience includes partnering with teams to manage and grow the global brands of Travis Scott, Don Toliver, Sheck Wes, Dougie F, and others. Through these collective efforts, he has built a proven track record in dealmaking, creativity, and cultural connectivity that he'll now brings to the world of college athletics.

"I am beyond excited about Bizzy joining my staff," said Smith. "The night I got the job, he was one of my first phone calls, saying he wanted to be a part of it and wanted to do something special."

In the newly created role, Joseph will lead a wide range of strategic efforts, including corporate partnerships, player brand development, strategic marketing and the elevation of the program's off-court infrastructure. His appointment signals a new era for TSU basketball rooted in cultural relevance, business innovation and elite athlete development.

"Bizzy and I met almost nine years ago now and have stayed in contact over the years," said Smith. "Now it's time for us to win together, and I couldn't be more excited about bringing in his brilliant business mind and knowledge of the sports and entertainment world to Tennessee State men's basketball, making us a program to be feared in the very near future."

Joseph has negotiated partnerships with global brands such as Nike, Jordan Brand, McDonald's, PlayStation, Fortnite and Kellogg's. His work has produced unprecedented results, including 3.8 million entries for the Travis Scott "Reverse Mocha" Air Jordan 1 Low and McDonald's highest monthly sales in a decade through the launch of the Travis Scott Meal. He also spearheaded Scott's "Astronomical" virtual concert in Fortnite, which drew more than 202 million global views.

While deeply rooted in entertainment, Joseph has long envisioned making an impact in sports.

"This isn't a pivot; this is another path and opportunity to build something special," said Joseph. "Sports, music, culture, and business are all intertwined. I'm here to help build something very unique at TSU with Nolan. We're going to show what's possible when you invest in our student-athletes fully—with energy and creativity that build great men."

Joseph also interns with 8VC, a leading venture capital firm, and credits his curiosity and connection to younger generations as a core part of his success.

The hire is part of Smith's broader strategy to reimagine what a modern collegiate basketball program can be—driven by purpose, powered by innovation and centered on student-athlete empowerment.