For the incredibly busy DJ Steve Aoki, maintaining energy is crucial. This is why the Grammy-nominated artist teamed up with Neuro, a company known for its functional gum and mints, founded in 2015 to enhance energy, focus, calmness, and even sleep.

For Aoki, Neuro has been a game-changer, offering a more natural alternative to endless shots of espresso.

“It’s all about being conscious of health while maximizing output, particularly when I’m in a creative mindset,” Aoki explains to Entrepreneur. “You need to bring your high energy to make a significant impact in whatever you do. If you’re dragging through the day like a zombie, giving just the minimum, it’s regrettable when you reflect on it.”

He adds, “No one wants to perform poorly in an interview, provide half-hearted answers, or release a song they didn’t give their all to. You must put in 1000%. That’s why I associate the best quality of life with your energy level.”

Potential in a plastic bag

Aoki first met the Neuro founders nearly a decade before he started working with them.

“I clearly remember when they visited the office and introduced this caffeine gum to me,” he recalls. “They handed it to me in a simple plastic bag—no branding, no packaging. Just said, ‘here’s something that works.’

He laughs. “You look at it and think, what is this, some kind of drug?“

Luckily for Neuro, Aoki loved it.

“I find it more thrilling to see independent startups with innovative ideas than something developed by a large corporation with significant resources behind it,” he shares. “I prefer seeing two college students thinking, ‘Hey, this idea could genuinely benefit people or be something many would actually use.’

Despite his enthusiasm, the savvy DJ wasn’t ready to make an immediate commitment. He and his team diligently evaluated the opportunity while maintaining a cordial relationship with the founders.

“It’s important for me to see that this works before I get involved,” Aoki explains.

For Neuro, working means giving consumers the caffeine boost they need without triggering their anxiety — or their bladders.

“I’m a big coffee drinker, and I love energy drinks,” Aoki admits. “But you can’t be pounding beverages all the time.”

Neuro products, on the other hand, are designed for consistent use throughout the day and are formulated to mitigate side effects while providing a crucial boost.

“Over the years, it’s become one of my staples,” Aoki professes. “I always have it in my pocket or backpack. If I’m doing a long set, it’s right there with my earplugs. After a couple of hours, if I start to feel tired, I just pop a piece, and I get that little boost I need.”

Every drop needs a story

Steve Aoki has never been the type to just slap his name on something and walk away. He throws himself into every project, obsessing over the details until it feels true to him. He had a hand in everything with Neuro. He helped pick out flavors, shape the vibe of the brand and even found a way to work in one of his personal passions, HiROQUEST, the trading card project he’s been building.

Instead of a standard product launch, Aoki wanted it to feel like an experience. That’s why certain Neuro releases come with collectible cards, turning an everyday item into something fans can get excited about.

“I’m a card guy,” Aoki says. “I love ripping open packs, chasing the rare hit. I wanted to bring that same feeling to something you’d never expect — like a tin of Neuro mints.”

By adding in HiROQUEST, Aoki boosts awareness for his own brand and adds an experiential layer to the Neuro collaboration. This has long been central to his success.

“I’m always thinking about how we can create a better, more unique experience,” Aoki says. “Something that gets people excited for the next drop or the next collaboration, and helps build the story within the world we’re creating. That’s why I love caking people. Whether you’re the one getting cake in your face or watching it happen, you’ll never forget that moment.”