Young Professionals Series: Music Producer, Ruiz “Richie Rich” Young

Dec 25, 2022 News

The Creators’ Coven

By: Zena Henry

Kaieteur News – Ruiz ‘Richie Rich’ Young may be fairly new to the local entertainment arena, but already he is making a name for himself with creative, high-quality content in the areas of music and video production- two of the many services the 33-year-old offers at his Norton Street based recording studio.

It is one of the newest multi-media outlets looking to add its genuine flavour to the local entertainment market. Having recently partnered with local artiste, Zena Lashley last year, the two undertook a number of exciting and jaw-dropping projects in music and video productions, with a number of new and existing talents from Guyana and abroad.

Young is involved in the business of music production, from writing, to recording, mastering, the production of music videos and content creation. He provides services in filming, photography, content creation, lighting effects, cartoonizations, beat making, and documentaries. Public Relations and other communication services such as writing services, managing social media platforms, and marketing are also available.

A scene from the IzWi Rich Entertainment project with Artiste, ‘Ghost Psycho’

A section of the Norton Street recording studio

His drive, Young said, lies in his passion for music production. Popularly known as ‘Richie Rich’, Young said his company’s aim is to produce quality, creative content that would encourage further support for Guyanese music and other creative presentations. The 33-year-old who has been producing music for almost nine years had been living in Venezuela with his family but returned during the economic fallout in that country. The Producer said he saw it necessary to use his skills to add his piece of creativity to the local mix. “Guyana has so much to offer, and I am happy to see that more people are pursuing their dreams in music and other creative areas. I love music so I am here for it.”

Ruiz ‘Richie Rich’ Young with Zena Lashley during one of their productions

Young explained that he partnered with a number of local persons when he returned to Guyana to get a feel of what was happening here. He said that together with Lashley, they are both passionate about music, and so the partners had pooled their resources and opened a small establishment, equipped with a recording room, office, and videography room, to conduct projects that sought to display the new flare added to the local scene. To make it even more convincing, Young said investments were made in various pieces of equipment while partnering with big names like Seon Barrington of Seonbfilms in ensuring the high -quality content that has been causing a stir since the productions were released.

Young said he is ecstatic about joining the numerous local outlets providing a space for Musicians and other Creators here. “I have always been passionate about music, but I recognize the market for the product is not so enthusiastic. I believe that at this point, Artistes have to produce a product that is so good and in keeping with current trends, that consumers can’t help but pay attention.” He said that for some time Guyana has not been recognized for its musical talents, something that he has no problem helping to change.

From left: Minister of Culture, Youth and Sport, Charles Ramson, (next to Minister), Sauid Depaul, Rakesh Gobardan (centre) of Jaggy Records, Willie Gault and Richie Rich

“Because Guyana has good Artistes, matter of fact, we have great artistes, and a lot of them are undiscovered. So, I am happy to expose and exploit these talents so our people can reach their greatest potential.” Young believes that the local music industry could be a lucrative one especially with the oil sector that continues to place Guyana on the world map. He said this is the time that Guyana should rally its talents and show the world what the country could offer. He said the world’s eyes are not only on the country for its oil, but they will also be looking at our culture, our style, our music, food and all that we offer.

He said that in selling Guyana as a business product and especially where tourism and entertainment is concerned, music that is uniquely Guyanese, regardless of external influences, will make up the package that is being offered. He used Trinidad and Jamaica, as an example where the two use their unique reggae and soca sounds to market their countries globally. Young believes that even if the country isn’t recognized like the reggae and soca isles, “it is time that we take our music seriously and seek to create a modern sound that is marketable.” He believes that all stakeholders including the Government could contribute positively to strengthening the local music and entertainment sector.

Young is adamant however, that young Artiste must develop certain qualities if they are serious about music and intend to go far, and by far, he said that means beyond Guyana. He said that Artistes must exercise patience, discipline and focus. Many young people he said are ‘speedy’ and fail to recognize that their road to success is one they would have to groom. The Producer highlighted his own journey where he spent hours at a time, many late nights perfecting his craft in recording, mixing and mastering, all of which he learnt on his own. “No one taught me to do what I do, I watched YouTube videos, I bought the equipment and I taught myself. I love doing this so I am passionate and committed to it.”

He said this is the same energy Artistes need to have; that they should learn to keep themselves motivated doing what they love, especially when the path is not as clear as they would like it to be. The Producer added that the online medium is currently doing wonders for independent musicians who are able to market and distribute their music online and reach a wider audience.

“They just have to stay committed,” Young told the Coven. “I believe if you want something badly enough, you will find a way to make it happen. You just have to stay focused and true to what you are doing and avoid the distractions.”

Some of the Producer’s recent work includes local Artistes such as ‘Russian’, ‘yellow marshall’, ‘dennis king’ ,’9boss’ ,’Mesheo’ ,’gringoman’, ‘jomo primo’, ‘Seeko Hype’ ,’Mineset’, as well as Venezuelan singer, ‘Issibaby’ among many others.