Raised in the music industry, Richards experience in the field started at the early age of fifteen, working with Ice Cube and Pat Charbonnet. A mixed fascination for music and technology propelled him to mastermind the first music internet portal, peeps.com. This achievement brought him to BMG where he developed the world’s largest online music portal in 2001, Getmusic.com. While successfully helping both Arista Records and Island Def Jam become leaders in new media, Richards executive produced over 30 DVDs with artists like Mariah Carey, Kanye West and Ludacris. It was first after winning the 2003 Billboard Digital Award (best use of technology by a music label, LL Nation) that he developed the idea of launching the ultimate media content factory, triggerhappy.