In a season where millenials are dominating the music scene, it is no surprise that Dimitri Leslie Roger, better known by his stage name Rich the Kid, has paved his own way not only as an artist, but as a successful entrepreneur. Securing the number one spot on Billboard’s Emerging Artists Chart, the rapper/producer/record executive climbed the Billboard Hot 100 chart with his buzzing 2x Platinum single “Plug Walk” and Platinum track “New Freezer” respectively. In March 2018, Rich released his debut album under Interscope Records entitled The World Is Yours which quickly reached Gold status. Soon thereafter he had his television debut performance on the Tonight Show, endorsement deals with Adidas, MCM as well as jumping on Chris Brown’s Heartbreak on a Full Moon Tour alongside H.E.R, Jacquees and 6lack.
Now, the rapper continues to pave his way through the fashion industry as a model and brand ambassador. In menswear, it is not a coincidence that we now see celebrity rappers changing the face of what is considered luxury. It comes as no surprise as it has been proven that Gen X-ers are the most likely to consume and share information with respect to new technologies. They use social media to gain insight about world news, politics and fashion. In addition, they respond to the use of hashtags, engage in conversations and watch their favorite fashion shows and fashion celebrities. You see, Gen X-ers have trust in brand loyalty by not only following them but by engaging with them. Remember, Generation X is the "Show Me" generation.
So how does this relate to menswear and luxury fashion? Well for starters, Wilhelmina Models recently signed Rich the Kid as a model and spokesperson — as the agency continues to increase its focus in the celebrity sphere. Rich the Kid said signing with Wilhelmina will help him be “closer with brands, and also will help me with getting out there more.” The rapper, who cites Mike Amiri, Louis Vuitton, Balenciaga and Off-White as his favorite brands, says fashion is important to him as a musician because “it’s my appearance, so I feel like fashion plays a big part in music.” It is also of note that the entertainment industry is well aware that You Tube is recognized as Gen Z's hub. This is where social change and buying patterns has begun with Gen Z consumers who seemingly have turned to user-generated content and shared experiences from peers on social video channels. In a word, they are no longer reliant on big broadcast networks but rather favoring content created on You Tube channels. Allow me to be clear; experience-driven campaigns receive a strong reaction from Millennials since they favor honesty and real-life participation. This generation bases their decisions through social media and how many likes, shares or comments that will confirm the authenticity of a person or of a movement.
”Rich the Kid, born Dimitri Roger, is a 26-year-old rapper originally from Queens, N.Y., who released his debut album, “The World Is Yours,” earlier this year. He is working on his sophomore album. The signing is the latest in the agency’s strategic move into the celebrity world, says chief executive officer Bill Wackermann.
“When I came to Wilhelmina about three years ago, our celebrity division really wasn’t as robust as it is now. It was part of my business to really be engaged in the celebrity part of our business,” Wackermann said. “Wilhelmina has always had a celebrity part of our business — we had Beyoncé when she left Destiny’s Child, we had Whitney Houston back in the day, we had Usher, but it had become sort of quiet.” He sees a fashion partnership as a huge opportunity for a celebrity, one that needs dedicated navigation.“Fashion is such a world within itself — it’s very specific,” Wackermann said. “We specialize with the celebrity in the fashion and beauty space, and that’s all we represent them for. If it’s a car commercial, that’s not us, But if it has to do with fashion or beauty, that’s where we represent them.” Existing Wilhelmina musicians include Nicki Minaj, Shawn Mendes and Niall Horan.“We look for people who have a creative eye and outlook, and that they love fashion,” Wackermann said. “If you’re going to play in the space today, it’s got to feel authentic and it’s got to come from a real place.”
Born in Queens, New York on July 13, 1992, a young Rich, though always interested in music, found his place as a gregarious jokester who was often the center of attention. A fluent Haitian Creole speaker, his parents separated at age 13, resulting in his mother moving the family to Atlanta’s College Park neighborhood where Rich discovered a passion for skating and its culture. In between religiously listening to rap luminaries like Nas, Jay-Z and Notorious B.I.G., he also devoured the music of bands from other genres such as Sublime, Green Day, The Clash and System of a Down, whom he still cites as influences today. Never one to play by the rules, the rapper left boarding school but decided not to return home either. Instead, he opted to couch surf with friends while “trapping” to secure the finances he needed to continue recording under his original stage name Black Boy The Kid.
With the release of his debut solo mixtape Been About The Benjamins in 2013, Rich has been instrumental in recontextualizing Atlanta’s vibrant hip-hop landscape with his charismatic lyrics and riotously upbeat delivery making early believers of platinum-selling acts like Migos and Young Thug, both of whom appeared on his second solo mixtape, Feels Good 2 Be Rich. By March 2016, Rich had single-handedly transformed himself into a wholly self-guided force. Not only had he secured features from Kodak Black, 21 Savage and PartyNextDoor for his Trap Talk mixtape (released April 2016), he launched his own record label, Rich Forever Music. Soon after, he signed his first artist: Chicago-based rapper Famous Dex and later signing Brooklyn rapper Jay Critch. As fate would have it, the next year everything finally came full circle for the hardest working “kid” in the game. On June 9, 2017, he signed with Interscope Records and Maverick Management. March 30, 2018 marked the release of his first major label debut album The World Is Yours. With production by DJ Mustard and others as well as features from Kendrick Lamar, Lil Wayne, Khalid, Chris Brown and more, the album quickly reached Gold status and debuted at #2 on the US Billboard 200. “The album is about my life but there will be a lot of songs you’ll want to dance to,” said Rich of the project. With the roller coaster course life has already laid out for him the rapper certainly has much to share.
I recently had the privilege of interviewing Rich The Kid about his latest projects, his favorite song and what his biggest risk has been thus far!
Joseph DeAcetis: In your words, talk to Forbes about your latest music project and what we can expect in 2019.
Rich The Kid: I just dropped my single “Splashing” and my album should be coming sometime in February 2019
JD:What is your favorite song and why?
RTK: I really like Strawberry Fields by the Beatles. As far as my latest album, I like them all. I put a lot of time into this whole project so they all are my favorites!
JD: How has your Haitian background and creole language contributed to your unique music, writing and performing style?
RTK: I grew up in Queens, NY, but my family always made sure I knew about my Haitian background and where I came from. It gives me my own style just by the way I was raised. My music and fashion style is way different from others. My style is expensive, my style is me. It is a way of life that I have created coming from the bottom struggles to the luxurious top.
JD: What has been the biggest risk that you have taken in your career?
RTK: The greatest risk I've taken is investing everything into myself. When you are an artist, you can never lose that way! That has been my greatest risk and something that I am proud about.
JD: Where would you like to see yourself as far as modeling?
RTK: I’d like to see myself at the top of the fashion industry. I would like to be one of the most fashionable men in the game. I would like to be killing all the biggest menswear fashion campaigns and luxury campaigns. I just do not want to work on campaigns in the USA, I prefer to work on campaigns in Europe and around the globe!
JD: Which menswear brands do you like?
RTK: I like Off White by Virgil Abloh because it's cool and he's a good friend of mine. I like Louis Vuitton also because of the new things Virgil Abloh has brought since he signed on as the menswear creative director of the brand. The Louis Vuitton menswear line that's launching next year in 2019. I also like Mike Amiri. I think he is killing it. He is also a good friend of mine and I love what he's doing and creating.
JD: Where would you like to see yourself in the next 5 years?
RTK: In 5 years I see myself at the top of the game with all the artists on my label going platinum. In fact, actually, I think that's this coming year for sure!
