Houston rapper Dice Soho first burst onto the national scene with music video “Just Watch,” a collaboration with longtime friend Trill Sammy. Although Dice was barely a 20-year-old, the video established several hallmarks of his future style: a cinematic sound, a dynamic voice, an outrageous sense of fashion—in other words, pure energy.

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The video became widely popular, with over 16 million views, but the young artist, born in June of 1995, had been active in Houston’s underground scene since 2004. His uncle, local Rapper SMOOV, had introduced Dice to the wild lifestyle that would become his calling. As a teenager, Dice (he added “Soho” later, as a homage to his birthplace in South Houston), founded Icey Life, a collection of artists and singers. His energy uniquely carries his live performances, and he has opened for many national and regional artists. In the footsteps of his city’s originators in Pimp C & Paul Wall—who combined music with distinct attitude and fashion—Dice Soho is defining what it means to be a Houston artist in rap’s new era.

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After releasing a well-received mixtape, 0 Degreez, Dice Soho’s career took a major step forward by becoming the first signee to superproducer Mike Dean’s record label, M.W.A. Dean is renowned for his work with Kanye West, Kid Cudi, Travis Scott, and Houston legends such as Scarface and Pimp C, and signing Dice was a natural fit. Dean worked with Dice on his debut album, You Could Have.

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More recently Dice has been tapping into his Spanish/Columbian roots releasing Latin-infused tracks like, "Mami Wuz Hannin'" and "Loco" as well as "Suleta", which is entirely in Spanish.

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While finishing up his upcoming project, tentatively titled, "The Soho House" which should be expected late 2022, Dice Soho continues to drop new tracks weekly. Anticipate features from Don Toliver, Tyla Yaweh, Wiz Khalifa and Jay Critch on "The Soho House".