We caught up with the brilliant and insightful Daniel Cantrell a few weeks ago and have shared our conversation below.

Daniel , looking forward to hearing all of your stories today. Did you always know you wanted to pursue a creative or artistic career? When did you first know?

The first time I knew I wanted to pursue a creative path professionally was in 2022, right in the heart of Las Vegas, New Mexico. That year was heavy. We had just come out of the worst of COVID, and people in my community were still feeling the weight of it—loss, isolation, uncertainty. On top of that, the Calf Canyon fire hit hard. It burned dangerously close to home, and for a while, it felt like everything familiar was either at risk or already gone.

In the middle of all that chaos and pressure, I turned to music—not just as an outlet, but as a necessity. I made my first real beat during that time, and something clicked. I didn’t have a full setup or the cleanest sound, but when I played it back, it felt like I had captured a piece of what I was going through. It was raw and imperfect, but it was real.

That moment changed everything. I realized this wasn’t just something I enjoyed—it was something I needed, and something I knew others could connect with, too. Creating gave me a sense of purpose in a time when the world felt unstable. From that point forward, I made the decision to chase that feeling professionally—to create art that not only helped me heal but could help others feel seen and understood.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

For those who may not have heard of me before, my name is Daniel Cantrell. I’m a music producer, mentor, and founder of a creative movement rooted in Las Vegas, New Mexico. I got into this industry not by chasing trends, but by necessity—through life’s pressure, struggle, and a deep need to express something real. Music became my therapy, my language, and eventually, my mission.

I started producing music seriously in 2022, during a turbulent time for my hometown. COVID had just shaken our community, and the Calf Canyon fire scorched land way too close to home. In that chaos, I found clarity through sound. I taught myself production, built from scratch, and over time, developed a signature style that blends cinematic energy, hard-hitting drums, and emotion you can feel. That moment of finding purpose through creation sparked everything that followed.

Now, I produce beat albums, collaborate with emerging artists, and create high-quality soundscapes that tell stories—whether through instrumentals, full songs, or collaborative projects. One of my proudest achievements is Unrivaled Music Vol. 5, a beat album that marks five years of growth, sound, and dedication. I’m also building something much bigger than myself: a record label and creative hub that not only supports local artists but provides mentorship and real opportunity for at-risk youth. We’re building more than music—we’re building community.

What sets me apart isn’t just the music—it’s the mission. I don’t just make beats. I cultivate vision, identity, and resilience. My focus is on authenticity, storytelling, and developing artists who want to say something that matters. Whether you’re a fan looking for something real, an artist looking for partnership, or someone young and hungry who needs guidance—I’m here to create, connect, and lift people up through this art form.

I want people to know that everything I do is rooted in truth and love for the craft. My brand stands for elevation, excellence, and never folding under pressure. This isn’t just music—it’s legacy work. And we’re just getting started. A saying that I hold near and dear to my heart and say all the time is this. We may not have it all together, but, together, we have it all.

We’d love to hear a story of resilience from your journey.

One story that really illustrates my resilience happened in the spring of 2022. My hometown of Las Vegas, New Mexico was facing some of its darkest days—recovering from the emotional weight of the pandemic, and at the same time, the Calf Canyon fire was burning dangerously close to home. It was a time of deep uncertainty and loss, but it’s also the moment I chose to go all in on my purpose.

Everything I’ve built—my studio, my catalog, my creative vision—was done without shortcuts. Every piece of equipment, every bit of software, every tool I use has been legally purchased and paid for in full. That’s always been important to me: to invest in myself the right way, from day one. Because if I’m going to build a legacy, it has to be built with integrity.

Back in 2019, I signed my first artist, Qjeztic. At the time, it felt like the start of something powerful. We created together, pushed each other, and started seeing real momentum. For a while, we were locked in—we believed in what we were building. But over time, creative differences started to grow. By 2022, things had reached a breaking point, and we had a falling out. That was tough—not just professionally, but personally. I had put a lot of energy and belief into that relationship.

But I didn’t let it break me. I let it build me. I took the lessons, kept the vision, and stayed focused. That same year, I connected with three incredibly talented artists—Son, JayOoH, and Chief—who would go on to form the hip-hop/rap group Gr00pchat. Each one of them is remarkable in their own right:

Son isn’t just a skilled rapper—he’s also a producer with that secret sauce. His flow is smooth and effortless, and he brings a vibe to tracks that just feels right.

JayOoH is truly a jack-of-all-trades. He can produce, switch his flow to match any track, and in my opinion, he’s a hook master. He has the ability to take a hard rap record and elevate it into a real song with a memorable chorus. He’s also a sharp writer who understands structure and storytelling.

Chief is someone I genuinely believe other artists will look up to. He’s real about his growth, his journey, and the knowledge he’s gained along the way. I really respect his flow and delivery. There’s a track the group did called Ignorant, and the way Chief comes in on that song—it hits me every time. It’s raw, real, and grounded in truth.

Around that same time, I also began mentoring The Grape Street Collective, a folk band made up of Cole and Gennivieve. It was a completely different sound from what I was used to, but the experience was amazing. I was able to tune my ear from hip-hop to folk and help guide them in their own creative process. Cole and Gennivieve are both incredibly gifted artists—genuine storytellers with powerful voices and strong songwriting instincts. Working with them reminded me that great music transcends genre when it comes from the heart.

What I’ve learned is that resilience isn’t just surviving the storm—it’s adapting, growing, and staying true to your path even when things don’t go as planned. Through the wins and the losses, I’ve remained committed to building something that lasts. Not just for me, but for every artist I work with.

I’m still here. Still evolving. Still pushing forward. Because this work isn’t just about music—it’s about meaning, impact, and creating a space where artists can be seen, heard, and empowered to grow into the best version of themselves.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

A big influence on me has been Nipsey Hussle. Not just through his music, but through how he carried himself as an independent artist and entrepreneur. His interviews, business strategy, and dedication to owning his masters and building his community showed me what it means to move with purpose and long-term vision. That mindset of ownership and impact has become a cornerstone of how I operate. But beyond mindset and philosophy, one of the most important steps in my journey was legitimizing my label professionally. I didn’t want to just “call it” a label—I wanted to structure it legally, professionally, and strategically. That’s when I partnered with Ditto Music and used their Record Label In A Box service. That decision was a turning point. It helped me set things up the right way—from registering the business, to understanding royalties, contracts, distribution, and more. It gave me the foundation to not only support my own career, but to give my artists something real they could stand on.

That level of structure also helped me expand into mentoring and artist development—whether that was working with Gr00pchat, a hip-hop group with three extremely talented and diverse artists, or The Grape Street Collective, a folk band that challenged me to step outside of my usual genre and still guide them in a way that respected their sound and vision.

Books and resources gave me the framework—but the real growth came from taking those lessons and applying them to real relationships, real challenges, and real opportunities. I’ve learned to lead with vision, but also with integrity. And I’m proud to say that everything I’m building—down to the business structure—is rooted in doing it the right way from day one.

Contact Info:

• Website: https://Unrivaledrecords.com
• Instagram: unrivaledrecordz
• Facebook: Unrivaledrecords
• Other: https://facebook.com/daniel.cantrell.921