Stephen D'Amato ~SUGAR~ ☀️

Rich Graham: Innovator, Creator, and Cultural Curator

Rich, your career spans so many disciplines - music, animation, DJing, media production. What drives your creativity?

For me, it’s all about becoming the best version of myself. Creativity fuels everything I do, and it’s what keeps me motivated day in and day out. Whether it’s producing music that resonates with people on a deeply emotional level, crafting animations that tell untold stories and amplify unheard voices, or curating electrifying DJ sets that bring crowds to life, I eat, sleep, and breathe creativity. It’s the driving force behind my every move. Beyond passion, it’s a lifestyle that pushes me to constantly innovate, learn new techniques, and deliver excellence in every project, no matter how big or small. My ultimate goal is to create work that not only inspires others but also leaves a lasting impact on the culture.

Legacy seems to be a recurring theme in your story. Why is it so important to you?
Legacy is everything. It’s not just about personal achievements - it’s about the impact and memories I leave behind for my family, my community, and the culture as a whole. I want people to remember that I took pride in everything I did, whether it was performing in front of thousands, creating groundbreaking animations, or simply being there for my kids. I approach every role with intention and excellence, whether as an MC, DJ, animator, father, or husband. My goal is to build something meaningful, something that lasts, and to set an example of hard work, integrity, and passion. I hustle for my last name, ensuring that everything I do reflects positively on my legacy and creates opportunities for my children to succeed in the future.

Let’s talk about Manchild Media Production. How did it come to be, and what’s the mission behind it?
I founded Manchild Media in 2016 with the vision of building a creative powerhouse that produces innovative and original content. Over the years, we’ve been fortunate to collaborate on animated projects for major platforms like MTV, Kevin Hart’s LOL Network, and the 85 South Show. At its heart, the company is dedicated to amplifying underrepresented voices and telling stories that truly matter. We’re not just creating content; we’re creating cultural moments. One of our standout projects is The Roach Motel, a labor of love that I personally created, write, animate, and fund. This project has been an incredible journey, blending humor, cultural commentary, and storytelling in a way that resonates deeply with audiences. Beyond that, Manchild Media has grown into a platform for nurturing creative talent and pushing boundaries in modern media.

The Roach Motel has gained a lot of attention. What inspired the concept?
The idea for The Roach Motel was born during my college days, sparked by a homework assignment to create a storyboard for an original cartoon. At the time, I shared a typical college apartment with three of my best friends on Atlanta’s west side. The environment was lively - snacks scattered around, a constant flow of visitors, and, no matter how diligently we cleaned, an ever-present population of roaches. One day, while observing this coexistence, I had a lightbulb moment: what if these roaches weren’t just pests, but characters with personalities, ambitions, and stories of their own? What if they drank, partied, rapped, and chased dreams like us? This humorous and relatable idea set the stage for something special.

Motivated by the spark of inspiration, I poured the idea into a storyboard and presented it to my teacher. The response was overwhelmingly positive, with my teacher praising the originality and potential of the concept. This feedback encouraged me to delve deeper into developing The Roach Motel into what it is today: a hilarious yet profound reflection of everyday struggles and humor, all told through the unique perspective of a group of roaches. What began as a college project has now evolved into a fully developed animated series and a thriving ecosystem. The series has grown to include an extensive merchandise line, featuring apparel, plush toys, custom ashtrays, and even limited-edition collectibles. My wife and I proudly operate The Roach Motel Merchandise Company, ensuring the project remains fully Black-owned, independent, and true to its authentic roots. This isn’t just a cartoon - it’s a cultural movement, creating multiple ways for fans to connect, support, and engage with the journey.

The Roach Motel is like a cartoon for our generation. It’s a comedic but relatable take on society, told through the eyes of a group of roaches living in a rundown Atlanta motel. The concept came from observing everyday struggles and turning them into something humorous and thought-provoking. It stars the 85 South Show crew - DC Young Fly, Karlous Miller, Chico Bean, and Clayton English - who bring their unique comedic flair to the characters. The show reflects the hood experience in a way that’s hilarious and relatable but also filled with subtle social commentary that resonates on a deeper level.

You’ve been a DJ for over 16 years. What has that journey been like?
It’s been incredible. I currently DJ three nights a week at Club Wax, bringing energy and unique vibes to one of Atlanta’s most iconic venues. On tour with the 85 South Show, I get to perform in arenas across the country, connecting with massive audiences and contributing to unforgettable live experiences. Beyond performing, I’m a core member of Coalition DJs, where we’ve built a legacy of breaking new records and nurturing emerging talent. Co-hosting New Music Monday for the past eight years has allowed me to provide a consistent platform for artists to showcase their work and get real-time feedback. It’s about more than just spinning records - it’s about being part of the process that helps shape careers and elevate the culture.

You’re also involved with RockLan One Radio. Can you tell us about your role there?
I’m a partner and Music Curator for RockLan One Radio. My goal is to help artists avoid the traps I fell into and give them the tools to build their own paths. I teach them how to establish business credit, set up labels, and finance their careers independently. This involves walking them through the intricacies of registering their businesses, understanding tax advantages, and building financial literacy so they can scale sustainably. The future of the industry is independence. Artists need to understand the value of owning their masters, negotiating fair deals, and leveraging technology to reach their audience directly. Bet on yourself, own your path, and take control of your career.

Your project New Rhyme Cinema is gaining traction. What’s the vision behind it?
New Rhyme Cinema is about reviving the spirit of lyricism in hip-hop and reintroducing the art of storytelling to the forefront of the culture. The industry has become so focused on hits and viral trends that true artistry and the craft of impactful lyricism often get overlooked. I wanted to create a platform where artists can showcase their lyrical abilities without feeling the pressure to conform to industry standards. Inspired by the mixtape era, New Rhyme Cinema combines curated playlists, live performances, and promotional tools to elevate emerging talent. We’re providing an authentic space for rap enthusiasts who crave depth, creativity, and the kind of raw energy that defined hip-hop’s golden era. Beyond the platform, we also plan to develop workshops and mentorship opportunities for artists who want to refine their skills and connect with like-minded creatives. It’s about fostering a community that values substance over superficiality.

What’s one of the hardest lessons you’ve learned in the industry?
Talent alone doesn’t guarantee success, and that’s one of the hardest realities of this industry. The industry often prioritizes clout and gimmicks over genuine artistry, which can be frustrating for those who truly care about their craft. I tell artists to focus on their craft first and foremost - hone your skills, invest time into mastering your art, and always strive to bring fresh ideas to the table. At the same time, be mindful of the pitfalls, like self-snitching in lyrics or chasing trends that don’t align with your identity. Build a loyal following by being authentic, own your story unapologetically, and never compromise your integrity for temporary gains. Success rooted in authenticity will always last longer.

You’re a big advocate for independence in the music industry. Why is that?
Too many artists rely on labels for loans disguised as deals, and it’s a cycle that can leave them financially and creatively stifled. Real power comes from betting on yourself and understanding the mechanics of the business. Through consultations, I help artists establish business credit, teaching them how to navigate systems that can set them up for long-term financial success. This includes setting up LLCs, building relationships with financial institutions, and understanding how to reinvest in their careers. Independence is the future. It’s about owning your path, retaining your intellectual property, and taking full control of your career trajectory. With the right tools and knowledge, artists can create sustainable careers on their own terms.

What’s next for you?
My goals are expansive. I’m developing The Roach Motel into an animated independent film, with plans to incorporate an interactive element through virtual reality to further immerse audiences in its world. I envision creating an experience that not only entertains but also engages viewers in a meaningful way by blending cutting-edge technology with relatable storytelling. My hands are in everything, from animation to DJing to consulting, but my heart is in storytelling - that’s what ties it all together.

I want to create narratives that resonate deeply across different mediums and demographics. Beyond the film, we’re also exploring potential collaborations with gaming platforms and augmented reality experiences to expand the world of The Roach Motel. At the same time, I’m using my platform to empower creators through mentorship programs, workshops, and providing access to resources that are often out of reach for independent artists.

My mission is to support emerging talent, open doors for underrepresented voices, and leave a legacy that reflects authenticity, innovation, and cultural impact. I want to build something that inspires the next generation to dream bigger and create without limits.

Any final thoughts?
My career is a testament to the power of creativity, resilience, and vision. Each challenge I’ve faced has been an opportunity to grow and refine my craft, and I’m constantly inspired by the stories that need to be told and the cultures that deserve representation. The scary part is, I’m just getting started. With projects like The Roach Motel and New Rhyme Cinema, I’m not just shaping the culture - I’m laying the foundation for future creators to push boundaries and redefine what’s possible. There’s so much more to come, and I’m excited to continue building, collaborating, and leaving a legacy that empowers others to dream big and create fearlessly.