Social media megastar turned Platinum Recording Artist, RiceGum, is making 2018 his year. After starring in Monster’s Superbowl LII commercial with Iggy Azalea, his diss track “It’s EveryNight Sis” with Alissa Violet was just certified platinum by the Recording Industry Association of America and Rice’s career shows no signs of slowing down any time soon. The viral diss-track, directed at Jake Paul’s “It’s Everyday Bro,” charted on Billboard’s Hot 100 chart and the music video has amassed over 135 million views to date indisputably making it a worldwide viral phenomenon. Easily one of Youtube’s biggest and most recognizable stars, Rice has a legion of dedicated followers from around the globe who are tuned into his every move, eager to see what he will do next. Can you blame them?
The studio, owned by label Syft.La, was burned down 3 hours after recording “It’s EveryNight Sis” at 2 am due to electrical fire.“My Team and I have been working with RiceGum for the last year in the studio and I have been hyped about what he has achieved,” says Youssef Ali, Founder of Syft “It’s EveryNight Sis” was the first song recorded in my dream studio that I created. 3 hours after we finished recording at 6:30 am, a fire marshal woke me up from bed and informed me that my studio is on fire. it’s an incredible feeling to know 9 months after the ordeal, that single is now platinum. Rice’s story is just beginning.”
Youssef’s marketing/entertainment venture, Syft.La, was founded in 2016 SYFT and it is a digital agency born from the need to “find opportunity” amidst the current disruptive nature of the latest wave of tech products and services. Syft exclusively partners with social media influencers and various brands, works on branding, marketing and on the other hand, runs its artists management department.
RiceGum was born Bryan Quang Le on November 19, 1996. Le grew up in Nevada, and attended Sierra Vista High School in Las Vegas, where he was on the basketball team. In October 2012, Le opened accounts on several social media platforms under the name RiceGum. Initially, RiceGum’s posts focused on his interest in gaming (the first video he posted featured him playing Call of Duty: Modern Warfare 3), but in 2015 he shifted gears and began focusing on comedy. RiceGum’s breakthrough video that year was the first in his These Kids Must Be Stopped series, in which he shared especially embarrassing clips of aspiring Web stars. The video went viral, eventually racking up over 13 millions plays, and RiceGum turned it into a series in which he ranked out on social media stars, including Baby Ariel, the Gabbie Show, and Tanner Fox. He also posted comedy and stunt videos — one of his most popular featured him sealing himself into a box and mailing himself to California — and in January 2016 RiceGum dropped out of college to focus full-time on his video career.
RiceGum next began dipping his toes into music, recording diss tracks in which he rapped about online celebrities and producing occasional music videos where he answered his critics. In late 2016, RiceGum struck up a friendship with Alissa Violet, another online celebrity who, among other things, was the former girlfriend of Jake Paul, whose successful comedy videos had led to a role on the Disney Channel series Bizaardvark. After Paul and Violet’s relationship went sour, he made a number of unflattering references to her in a video for his hip-hop-influenced track “It’s Everyday Bro.” As a social media feud broke out between Paul and Violet and their respective legions of supporters, in June 2017 RiceGum stepped into the fraywith “It’s Everynight Sis,” an acidic video parody of Paul‘s track in which he and Violet roasted him for everything from the poor ratings of his Disney show to the allegations that he’d bullied other students as a schoolboy and frequented prostitutes. As the video fanned the flames of this war of words, “It’s Everynight Sis” became an online smash, accumulating over 100 million plays, enough to push it into the lower reaches of the Hot 100 singles charts. Building on the momentum of “It’s Everynight Sis,” in July 2017 RiceGum released another tune full of hip-hop braggadocio, “God Church,” which received a respectable 43 million views.
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