By: Todd “DG” Davis
Rapindustry.com

Living West Coast Legend, Richard “Richie Rich” Serrell, returns to the limelight after a nearly five long years musical sabbatical. On his just released aptly titled body of work, “Richard,” Dubble R continues to bless the masses with his reality fueled street narratives, delivered in that all-too-familiar raspy vocal tone. On the ten track opus, Rich enlists the help of a few of his homies and colleagues; Larry June, Young JR, Jane Handcock, E-40 and V. White of The Delinquents, in the game but in true actuality this audio affair is strictly about the man, the myth, himself.

 

 

Along side the album, Richie Rich delivers his latest video, “We Different,” featuring E-40 and V White — a laid-back track that reflects on growth and evolution, moving from the streets to a more elevated lifestyle. Produced by JPZ with a smooth 83 BPM beat, it’s perfect for cruising while listening to seasoned bars from three Bay Area legends.

Richie Rich starts the song with a declaration of change—leaving the old hustle behind for a healthier, more refined way of life: “Heavy on the veggies, only Za’s never Reggie’s.” He keeps it grounded with lines like, “I slid the corner in my seven deuce, these niggas think that thing a 442,” blending Oakland pride with a love for the finer things.

 

 

V White follows with his signature smooth delivery, mixing street talk with moments of luxury. From Pappadeaux’s to boat shows, his verses keep things light yet remind listeners of the constant hustle.

E-40 brings his unmistakable style and wordplay, reflecting on his journey from the streets in 1986 to a life of success and lessons learned: “Stay ready, ain’t got to get ready, that’s what legends say.” His verse ties the themes of grind and rewards together seamlessly.

“We Different” is more than a success story—it’s about growth, loyalty, and the mindset that separates real hustlers from the rest. The beat by JPZ keeps the vibe smooth, letting each artist shine while reinforcing the track’s powerful message.

This song is a testament to the longevity and influence of these Bay Area icons, celebrating their evolution while staying true to their roots.

Richie Rich first rose to prominence as the founding member of the popular Oakland, California, quintet, 415, back in the late eighties. The underground collective’s heralded debut, 41Fivin, which spawned a succession of popular singles; “415,” “Groupie Ass Bitch,” and “Side Show,” is still considered, to this day, a Bay Area classic. It also sparked enough interest and fanfare to enable Rich with the opportunity of recording his first solo LP.

That project, “Don’t Do It,” with its brilliant title track, followed in 1990, and was an instantaneous success. Unfortunately, with triumph often comes tragedy, and while 415 were in the midst of signing with, then, indie giant, Priority Records, Rich was arrested for drug possession. For him, everything came to a complete standstill.

Upon his release from incarceration, Richie Rich quickly began building up his name again by appearing on high profile records from the likes of Tupac Shakur, who was one of his best friends till the very end, and the Luniz. Soon thereafter, he found himself in the midst of a vicious bidding war, with Def Jam Records eventually coming out the victor. Rich’s, then, highly anticipated Seasoned Veteran bowed in November ’96, and was met with favorable reviews. The set’s second offering, “Do G’s Get To Go To Heaven?,” was dedicated to the memory of his fallen comrade, 2Pac. A follow-up release was recorded for the label, but due to problems with the company’s infrastructure at the time, it was ultimately shelved.

Enter 2024: With a semi-recently forged working friendship with proudly independent – still on the rise – Vallejo, CA, rap star, LaRussell, who hosted Dubble on the super energetic, “What We Doin!?,” also featuring P-Lo & MALACHI, which dropped back in June, has been at the forefront of this much needed, not to mention, long overdue Richie Rich re-introduction. 35 years removed since “Don’t Do It”, and “Richard” sounds just as fresh, new and reinvigorated as ever before.