Richard Serrell, better known as Richie Rich, is an influential West Coast rapper from Oakland, California. Rich kicked off his musical career in the late 1980s with Oakland’s 415 crew, alongside D-Loc, DJ Daryl, and JED, and released Bay Area hit album 41Fivin in 1989. In 1990, Rich launched his solo career with debut studio album Don’t Do It. That same year, just as 415 were on the verge of signing a record deal with Priority Records, things veered off course when Rich was arrested for cocaine possession and sentenced to two years in prison. He was released a year later and began rebuilding his career by guesting on tracks by Luniz and friend 2Pac Shakur, with whom he collaborated regularly in the mid-1990s. Snoop Dogg-approved hip-hop artist Rich was the first Bay Area rapper to sign to New York's iconic Def Jam Records and album Seasoned Veteran was released in November 1996. To date, it’s the only major-label album release for Richie Rich. He left Def Jam shortly after to go it alone, launching his Ten-Six Records label with Lev Berlak. Album The Game was released in 2000 featuring singles “I Ain't Gonna Do" and "If...". Rich released his most recent album, Fed Case, in 2017.