North Carolina has a way of shaping truth-tellers. The cadence of its streets—the corner-store sermons, the dirt-road discipline, the blue-collar grind—turns hunger into poetry. Rich Royalty is one of those translators. An independent recording artist and entrepreneur, Rich Royalty stitches together the raw edges of real life with a forward vision that speaks to Gen Z’s hustle and heart. With his 2025 single “VICES,” he delivers a classic street-dream anthem that doubles as a blueprint: confront the shadows, harness the cravings, and turn pressure into purpose. You can run from what tempts you—or you can outwork it until it becomes fuel.
“VICES” arrives fully formed—lean, vivid, and cinematic. The record is out now across major platforms, including Apple Music, Spotify, Amazon Music, and Audiomack. The energy behind the single has been building through visual moments that put his voice and pen out front—most notably a stripped-down mic performance on YouTube where the camera becomes a confession booth and every bar lands with intent.
What makes “VICES” hit is the tension between fantasy and accountability. Rich Royalty doesn’t just string together fly talk; he frames temptation as a test. His writing folds in aspirational images—the designer cravings, late-night risks, and the distractions that chase a rising artist—then flips them into a work ethic. He elongates syllables just enough to make the punchlines land, then snaps back into pocket on the next downbeat. The internal rhymes stack like bricks; the flows reroute without losing momentum. You hear the discipline of a writer sharpening the sword and the instincts of a performer who knows when to leave air in the bar so the story breathes.
“VICES” rides a moody, late-night canvas—bassline stalking the kick, drums clipping with confidence, and a noir-tinted melody that feels like headlights sliding across wet asphalt. It’s the kind of beat that dares a rapper to tell the truth. Rich Royalty obliges, letting the songwriting do the heavy lifting: no filler, no wasted space, just lived-in detail and quotables that feel earned rather than engineered.
Production Credit: Produced by Derek Anthony.
The Lab-style mic performance strips away the extras—no gimmicks, no noise—just voice, pen, and presence. Rich Royalty delivers the record like he wrote it on the way to the session and recorded it before the ink dried: crisp pockets, calm eyes, lines that cut. Those moments explain why he’s carving space as one of the emerging voices in Gen Z hip-hop—not because an algorithm crowned him, but because he refuses to lie on the mic.
Roots matter. North Carolina is all over his palette—the hospitality and the hazard, the pride and the patience. Rich Royalty turns the everyday North Carolina grind into manifestation, reworking neighborhood folklore into forward motion. He doesn’t chase virality; he chases validation that lasts—the kind you earn show by show, fan by fan, bar by bar. When he raps about choices under streetlights and goals on vision boards, you feel the geography—North Carolina nights, North Carolina stakes—refracted through a global lens.
That organic build is exactly why Rich Royalty sees a steadily growing female fan base. “VICES” isn’t a one-lane flex; it’s emotionally literate. He speaks to ambition without erasing vulnerability, to desire without collapsing into cliché. The hook is sticky, but the undertone is care: what you pursue can heal you or haunt you—so pursue wisely. In a Gen Z landscape that rewards instant content cycles, “VICES” offers replay value because it sounds lived-in. It’s aspirational without pretending the climb is clean.
Strategically, Rich Royalty is putting the right logos next to his name. As a brand ambassador with RADIOPUSHERS, he’s aligned with a platform engineered for independent growth—storytelling, editorial coverage, playlist strategy, and gritty, boots-on-the-ground branding that turns listeners into communities. That partnership threads directly into 99.7 DA HEAT MIAMI—an iHeartRadio-powered station and Gen Z touchpoint—giving Rich Royalty a broadcast runway that matches his ambition. When the right record hits at the right time, infrastructure matters; the RADIOPUSHERS × 99.7 pipeline turns moments into momentum.
Tap into Rich Royalty on Spotify to trace the evolution. Slide through a clean blend of behind-the-scenes, artwork reveals, and fan-facing moments that make it clear the music isn’t the only product; the story is—start with culture receipts like this Facebook community post and targeted roll-out clips such as this IG snippet. Each post is a scene, each scene leads to the record, and each record points back to the brand Rich Royalty is building out of North Carolina.
Beyond the music, Rich Royalty treats his career like a startup: clear value proposition, measurable outcomes, and community as moat. The brand ambassadorship shows he understands modern distribution isn’t just about where the song lives; it’s about who carries it—from editorial to broadcast to fan micro-communities. North Carolina hustle, enterprise mindset.
Why It Matters: Three Pillars of “VICES”
If you’re just tapping in, start with the single on Apple Music, Spotify, Amazon Music, or Audiomack—then lock in with the YouTube performance to see why Rich Royalty reads like a promise kept on the mic. Circle back to the catalog, run through the highlights, and keep up with Rich Royalty as the next phase unfolds in real time. North Carolina roots, global aim, a record that sounds like the moment—and a brand machine behind him that knows what to do when the city starts to sing along.
