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.
Lance Rivera Facts