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King Duce is a music, film and apparel company founded by Chris Rockwell, a musician, entrepreneur and former college football player from northern California. Rockwell named his venture "King Duce" in honor of his best friend and early supporter, Kevin "Duce" Kimble, who was tragically gunned down.

Duce and Rockwell grew up in a small northern California town playing football; partying; and introducing each other to a mix of experiences and music like the Beastie Boys, Dr. Dre, Ozzy, Bob Marley, Sublime and Pantera. They shared a love for music, football and living life to its fullest.

Years later, Rockwell decided to start his record label. So he called on his friend who was well versed in the underground rap game. Through family ties, Duce introduced Rockwell to famous Oakland rapper, Keak Da Sneak. They became friends and Sneak agreed to help launch Rockwell's record label as his first artist. Not long after that memorable night, Duce was killed. He was known as an excellent father and community activist, especially among the youth. As a football and basketball coach, Kevin positively impacted hundreds of kids.

Devasted and driven by the loss, Rockwell marched on and signed a record deal with Keak da Sneak; assembled a crew of promising young artists, like Yaberation, Lace Leno and Duce's little cousin G Wil; and named the venture, King Duce. Rockwell continued branching out and building the starting music line-up by recruiting Reggae royalty, Jamaica's "Crown of Fire" (Jr Toots, son of Toots & the Maytals). And he's currently developing heavy rock bands with platinum artist and producer, Brian Wheat, founder and bass player for 80's rock band "Tesla" and Tom Zutaut, known for discovering, signing and managing Motley Crue and Guns & Roses.

Word about King Duce and the music started to spread, eventually making its way into the action sports world, eventually reaching pro snowboarding sensation, Travis "The Kid" Kennedy. "The Kid" joined the King Duce family and became the lead sponsor for the King Duce clothing line. TK has become one of the most electric personalities on the pro snowboarding tour and is quickly earning industry respect as a commanding rap artist. He is releasing an album on King Duce Records with Keak da Sneak and the King Duce Boys.

King Duce Records is currently finishing up production on a host of albums, music videos and kicking off concerts in the U.S.. The King Duce Clothing line has struck a nerve with fans and is now represented by pro athletes in Snowboarding, BMX, Motocross, Wakeboarding and Skate. King Duce is quickly building a passionate and loyal following of people who share the love of our music, independent attitude and way of life. We honor the memory of our fallen family and friends by living today like it might be our last; Grateful, Fearless and Free!

Duce Up!!