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Lance Rivera
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Lance Rivera

With a career in hip-hop that spans well over a decade, Lance Rivera has managed to leave an indelible mark on the entertainment industry.

Born and raised in Brooklyn, New York, Lance began his music career when he met an extremely talented neighborhood rapper named Christopher Wallace, who rhymed under the moniker Biggie Smalls. Lance heard this gifted artist perform and instantly offered to finance his musical career, thus beginning Lance's meteoric rise in the music industry. In 1994, Undeas Recordings was created in partnership with Atlantic Records. Lance had total creative control of the artist roster, which included Notorious B.I.G.'s fledgling rappers Lil Kim and Junior Mafia.

With no formal background or training, Lance directed Notorious B.I.G.'s breakout video

Juicy, alongside Sean P. Diddy Combs. Lance went on to direct memorable music videos for Junior Mafia's Player's Anthem, Lil Kim's Crush on You, the late Aaliyah's Hot Like Fire, and Ladies Night, featuring Lil Kim, the late Lisa Left Eye Lopes, Missy Elliott and Angie Martinez. Lance has also continued to nurture the musical careers of many performers.

Recent years have found Rivera pursuing new ventures in television and Hollywood. He has teamed up with Queen Latifah and her manager, Shakim Compere, to establish Crossover Media, a marketing advertising company. Latifah's lucrative spokesperson contracts and other advertising activities have all been a direct result of their company's business savvy. An advertising deal with Adidas, directing and producing feature films, and perhaps even a chain of sporting good stores will soon be added to Lance's vast list of endeavors.

Note: This profile was written in or before 2004.

Lance Rivera Facts


Selected Filmography

Not available.