• Loading stock data...
Friday, February 23, 2024

Hometown Staffer Empowered by Atlanta Hawks To Create Hype Song

For an employee, it might not get better than this.

Jason ‘Flythonia’ Lary (Photo via Urban Scope)

Trendsetters: when it comes to digital presence around the NBA, the Atlanta Hawks are at it again. This time, it could impact the city because of one staff member.

The ability to lead the charge in a digital heavy world is not easy, but Art Evans, Director of Culture & Talent Development says it’s not the arena or money that builds culture, but the people inside.

“I believe culture is not created by a company or an organization. It is created by the people within the organization. We strive to create an authentic culture where everyone feels welcome, engaged and feels empowered to make our organization a great place to work. That is what I believe makes the Hawks culture special…We truly believe in empowering our team members to fully thrive in an inclusive culture and that means bringing your whole self to work. By creating a culture that celebrates each individual and their unique talents, we all benefit.”

That culture has allowed one staff member, Jason ‘Flythonia’ Lary, Premium Sales and Corporate Partnership Executive, to bring his hobby of music to the forefront to impact his hometown team.

“I have always been a fan of music, as well as a fan of the Hawks. I thought to myself, the Hawks don’t have an official theme song. I was born and raised here and have never heard an official Hawks song. With me being a native, an employee and artist, I figured this would be the perfect opportunity for us to create something. By us I mean the organization. How cool would it be for the actual organization to make a song about our team?”


Reaching out to businesses and the entertainment community to sell suites and courtside seats now as an adult, Flythonia’s passion for music runs all the way back to his childhood with his father.

“I first realized I had musical talent when my father let me record ‘Candy Rain’ by Soul For Real in his studio. He was a part of the hip-hop group ‘A-Town Players’, the creators of the Bankhead Bounce and hit song,‘WASSUP WASSUP.’”

Who could have guessed years later that a passion as a kid could turn into this in his own city? That should be a lesson to all of us to chase after what we dream of.

Some may ask how this now hometown icon got the name “Flythonia” and it is something many in the ATL can get behind.

“I was born in Atlanta but raised in Lithonia, about 15 minutes East of the city. I always regarded myself as the Flyest guy in the city so it was self-explanatory to combine the names,” said Lary.

With a nickname like ‘Flythonia,’ it had to be asked who his inspirations were in the music business as he crafted the first ever hype song for the Atlanta Hawks organization.

“Inspirations would be Drake and Future. The two hottest in the game right now and I feel my style resembles a little bit of those two when it comes to harmonizing. Plus, women love me just like Drake and I have style just like Future,” said Lary.

Jason ‘Flythonia’ Lary (Photo via Urban Scope)

Two signature names in the music world that come with a lot of respect, but ‘Flythonia’ has a vibe about him that cannot be taught.

That vibe comes from a confidence and being comfortable in the culture that has been laid down in Atlanta.

“This is a dream come true. The Hawks are not only the team I work for, but the team I have loved my entire life. I was a ranked basketball player in high school and thought one day that I’d play for the Hawks. With that not being my reality, this feels like the second best thing. This has made me work even harder as an employee and increased my loyalty to this organization. I have turned down other organizations to stay with this team,” said Lary.

The ATL has always been where “Flythonia” calls home and his loyalty to the city is what brings these creative opportunities to the forefront.

A franchise’s vision turned into each employees vision, and that is a culture everyone wants to be a part of.

This piece has been presented to you by SMU’s Master of Science in Sport Management.

Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

Want to learn more, or have a story featured about you or your organization? Contact us today.


Copy Link
Link Copied
Link Copied

What to Read

Wilson Introduced an Airless Basketball for $2,500. We Had Questions

The black, 3D-printed ball appeared in last year’s Slam Dunk Contest.
Dallas Mavericks guard Luka Doncic looks to move the ball past Houston Rockets forward Jabari Smith Jr. during the second quarter at the American Airlines Center.

The NBA Has Autumn Relevance Thanks To In-Season Tournament

The league set a new attendance record in the month of November.

Would Disney’s ESPN Walk Away From The NBA?

Will financial pressures impact the company’s decision with a longtime partner?
San Antonio Spurs center Victor Wembanyama dribbles up the court in the first half against the Dallas Mavericks at the Frost Bank Center.

Wembanyama Spurs Debut Jersey Fetches Record Auction Price

The jersey sold for $762,000 — the most ever for an NBA rookie.
podcast thumbnail mobile
Front Office Sports Today

How the Negro Leagues Are Staying in the Game


Featured Today

Sabrina-Steph Wasn’t the ‘Battle of the Sexes’—But It Was Part of the Bigger War

The competition could play a factor in increasing the WNBA’s media value.
NASCAR Cup Series driver Bubba Wallace (23), in a Star Wars rebel alliance X-wing fighter pilot-inspired race suit, motions to the crowd to get louder during the driver introductions for the Cup Series Championship race at Phoenix Raceway in Avondale on Nov. 5, 2023.
February 17, 2024

Celebrity Owners, International Ambitions, and $7B Media Deals: Welcome to the New NASCAR

NASCAR boldly keeps pace with the increasingly competitive sports and entertainment world.
Emily Henegar, a baker and content creator, made a batch of NFL-inspired cookies featuring Taylor Swift and Travis Kelce.
February 11, 2024

The ‘Life-Changing’ Economy of Taylor Swift’s NFL Outfits

Appearing in Swift’s game-day wardrobe has been “life-changing” for small businesses.
February 11, 2024

Tom Brady’s Post-Retirement Embrace of Las Vegas

With business all over town, one partner says, ’He’s going to be a great addition to the city.’


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Finance Manager
New York, NY
Senior Technical Artist - Sports Technology
EA Sports
Orlando, FL
Assistant Manager, Affiliate Operations
Portland, OR

Temple Takes Your Sports Career to the Next Level

If you want to break through to the C-Suite , Temple University’s Executive Master of Science in Sport Business can help you up your game and accelerate your career. 

Networking With Purpose

Investing in the Ohio University PMSA unlocks access to one of the largest sports business alumni networks in the world.

University of San Francisco Is Your Ticket to the Game

Rated the No. 1 Sports Management program in California, USF has been a leader in educating industry professionals for more than 30 years.

Live Sports Are Now High-Tech Experiences

Oracle is leading the technology revolution happening in stadiums across the world.

UMass, McCormack Department of Sport Management Introduce Groundbreaking Women in Business Course

UMass’s Mark H. McCormack Department of Sport Management has announced the addition of a Women in Business course launching Spring 2021.

Sacred Heart University Gives Athletes and Students Hands-On Learning Opportunities

Professor Matthew F. Moran is training the industry’s next generation of exercise scientists at Sacred Heart University.

Ohio University PMSA Prepares Sports Professionals For New Normal

Two alumni of the Ohio University Professional Master of Sports Administration explain how they feel prepared for the future of sports.

Temple’s Sports Business Master’s Program Gives a Sports Media Pro Unique Perspective

Temple’s School of Sport, Tourism & Hospitality Management gave Sean Hanrahan the tools to elevate his career even after 30 years in the business.