Today we’d like to introduce you to Lance Gibbs.
Hi Lance, thanks for joining us today. We’d love for you to start by introducing yourself.
I started young, driven more by instinct than a plan. Music was the first place where I could translate how I saw the world into something tangible, and early on it became clear that I wasn’t just interested in creating songs I was interested in building systems around creativity. I released music independently, learned the business through trial and error, and spent years paying attention to how culture moves, how attention is created, and how value is assigned.
Over time, my focus shifted from chasing momentum to creating it. I became more intentional about ownership, pacing, and alignment choosing to build slower, but with purpose. That mindset carried into everything I do now: music, brand-building, and entrepreneurship. I’ve worked across different sides of the industry, collaborated with artists and creatives at various levels, and learned that longevity comes from independence, clarity, and discipline, not noise.
Today, I see my work as a continuum. Music is still central, but it’s part of a larger philosophy around originality, control, and creating things that feel deliberate rather than disposable. I’m less interested in being everywhere and more interested in building things that last.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
No — it hasn’t been smooth at all. Where I’m from, smooth isn’t really the expectation. Loss and pressure were always part of the environment. I lost people close to me, including Devon from my neighborhood, and my grandfather passed just days before my birthday — moments like that force you to grow up fast and really think about what you’re doing with your time.
There were also a lot of emotional ups and downs early on, and I had to learn how to stay steady even when things around me weren’t. I broke down more times than people would ever guess, but I also learned how to regroup quietly and keep moving. Having Luisa, my kids, and the support of my brothers — even from a distance — kept me grounded when things felt heavy.
On the work side, the struggle was learning to move without applause. I’ve been involved in a lot of campaigns and cultural moments through Universal Media — Art Basel, Miami Swim Week, New York Fashion Week — but most of the time my name isn’t front-facing. I’m comfortable being the architect. At the same time, with Buy The Block, I’m hands-on: shaping sound, designing cover art, brokering production, building rollouts for artists and myself. Even guiding my son Drippy Cai early on taught me how important discipline and protection are in this business.
All of that shaped how I operate now. I don’t rush. I don’t chase attention. I move with intention and let the work speak. That mindset didn’t come easy — it was earned.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
Musically, I specialize in what I’d call hustler-conscious, heartbreak trap, and high-energy rager records. All of it is rooted in expression. I’ve always used music to say what I’m actually feeling in real time—whether that’s pain, confidence, hunger, or straight chaos. Each artist on my label shares a similar emotional frequency to one of my own sounds, and that’s what ties us together. It’s not about copying—it’s about resonance.
For a moment, I lost some of the joy in music when I started prioritizing how people might receive it instead of how honest it felt. Once I hit the Billboard charts, things started clicking differently. It reminded me that authenticity travels further than strategy alone. From there, having music placed in a Netflix show like His & Hers, records like “Time Flies” connecting, and projects like Richer Than Ever coming together—it all reinforced that I’m at my best when I trust my instincts. Richer Than Ever isn’t just about money; it’s about being rich in self-belief, control, and perspective.
At the same time, I’m a hip-hop recording artist and a label owner—but beyond titles, I build systems. I scale six-figure infrastructures for my companies, design rollouts, and move crowds. I understand how to take energy and turn it into momentum. That’s something I apply to my own career and to the artists around me.
What I’m known for is innovation and presence. Crazy bars, aggressive but poetic delivery, strong visuals, and a sense that I really mean what I say—like a lion roaring, but with intention. What truly sets me apart is individuality. I love myself more than I care about being accepted. People say they feel the same, but everyone dresses alike, talks alike, goes to the same places—it’s like survival of the clones, and everyone’s cool with it. I’m not.
I make music for people who see in color while the rest of the world looks gray. And honestly, people—especially women—just enjoy being around better energy (I try to keep it fun). Most of all, I’m proud of myself for always coming back better. Even when I don’t give myself credit, I see how I became the safe haven I was once looking for. I built this from the ground up. I didn’t buy in, I believed. Built not rushed. God made.
What has been the most important lesson you’ve learned along your journey?
The most important lesson I’ve learned is that forgiveness is actually selfish , and I mean that in the best way. Holding onto pain only weighs you down. Letting it go gives you your energy back. Life has to stay balanced. You can’t be so tight that you stop yourself from living, loving, or growing.
I also learned that leading with your heart isn’t weakness, even if you’ve been hurt before. For a while, I was guarded. Then I realized I deserve to give and receive fully love, success, money, all of it. Closing yourself off doesn’t protect you, it just limits you.
Another big lesson is that consistency looks different at every level. Some days it’s big wins, some days it’s quiet discipline. Even the smallest step forward, a baby step, a little wiggle, is still progress. Momentum doesn’t always feel dramatic, but it builds
And finally, I had to relearn belief. There was a moment where I stopped expecting miracles. I got logical, too controlled. I had to come back to faith. Praying is mandatory for me now. Belief keeps you open. Once I got back to that, things started aligning again. the work, the joy, the clarity.
All of it taught me this: growth isn’t about being first, it’s about moving anyway, with your heart intact.
Pricing:
- Music releases are offered on a “Pay What You Want” basis, allowing listeners to set the value themselves.
- Limited-edition merchandise is released in finite drops, with availability based on timing and demand rather than mass production.
Contact Info:
- Website: https://smarturl.it/LinkInBio
- Instagram: https://Instagram.com/IamRichRuler
