13 Degrees Media Group has officially launched, led by Dex Lauper, Rich Lanski, and Peter Risko, with longtime Roc Nation Sports affiliate Gordo closely involved. With backgrounds in music, sports, finance, and real estate, the team is combining creative and business expertise to bring new opportunities to artists and athletes. In this exclusive conversation, the founders break down how the company came together, what 13 Degrees stands for, and what is next.
Q: So, how did you all come together to form 13 Degrees Media Group?
Rich Lanski: Me and Dex have been friends for over ten years. We kind of grew up together in the entertainment industry and went through similar stories in life. With Peter, I met him through Gordo, who is a Roc Nation Sports affiliate and a family friend of mine. Gordo basically told Pete, ‘I have my little cousin, I want you to mentor him, school him on business.’ That is how we connected.
Peter Risko: Me and Gordo have been close for twenty five years. He introduced me to Orvick, and through him I got close with Dex too. I have known Dex for about five years now. We began discussing ways to add more value to artists. These guys live this industry, they know the headaches artists deal with when it comes to major labels. They told me, ‘Pete, you have business sense. If we join forces, we can help talent level up.’ That is really how this started.
The name 13 Degrees Media Group, how did that come about?
Peter Risko: Dex actually came up with it. We were all sitting together brainstorming, and he just said, ’13 Degrees.’ It rang a bell immediately. I told him, ‘That is it. That sounds like a serious company.’ To cover our bases, we added ‘Media Group’ because we wanted to expand beyond music and help
clients across entertainment, media, and business.
Dex Lauper: For me, the name represents giving talent a chance. We want to create a place where artists have creative control and freedom, whether it is distribution, funding, management, or even getting a video paid for. Too often, artists feel handcuffed by big companies. 13 Degrees is about giving them their power back.
You each come from different backgrounds: music, real estate, finance, and sports. How does that give you an edge over other boutique or hybrid companies?
Rich Lanski: Honestly, it is the relationships. We have supported a lot of people and built real connections in this business over the years. When you start something new, that genuine support comes back around.
Dex Lauper: When you do a lot for people without asking for anything in return, eventually they want to support you. It is not even about favors, it is about people recognizing that you are building something real and wanting to be part of it.
Dex, as both an artist and founder, what problems have you personally experienced in the industry that you want to help others avoid?
Dex Lauper: As an artist, you are often forced to please too many people, boards, silent partners, A&Rs. You lose creative control. With us, it is different. We want artists to feel free to create, while also being aware of the business side. If I can help guide them step by step, from understanding their contracts to shaping their careers, we can save a lot of artists from being trapped in those systems.
Sampling is such a huge part of music today. One of your records, which has been sampled countless times, is coming back around again. How do you feel about that? Do you think they will do it justice?
Dex Lauper: Honestly, I was excited, and so was my mom. A lot of younger people consider NBA YoungBoy to be like the Michael Jackson of his decade, so for her to see one of her records connected to someone already so respected in the business, it meant a lot. My mom does not really clear her songs often, she has told plenty of people no. She cleared it for Nicki Minaj, but turned others down. So I had to personally go to her and show her what was happening. When she saw it, she was like, ‘Oh my God, this is awesome.’ Once I got her blessing, I got even more excited.
Peter Risko: For us, as a brand new company, to already have Dex pull a rabbit out of a hat like this, it is incredible. It shows what 13 Degrees can do right out the gate.
Dex Lauper: At first the record was taken down, I believe by Sony, because the clearance was not fully sorted out. But we reached out, got everything handled. Sony is on board, Universal is excited, Pop House is excited, and my mom is excited. There is really nothing negative to say. I am just grateful.
Peter, many creatives struggle with business infrastructure because they are so focused on the art. What lessons from real estate and private equity are you bringing into this venture, and what advice would you give to artists?
Peter Risko: This is really where I feel I can bring the most value. A lot of artists do not get properly educated when it comes to saving and investing money, protecting their assets, or even running a company the right way. People hear, ‘I want to be a boss,’ or ‘I will set up an LLC,’ but there is so much more that goes into it from A to Z. If things are not structured properly, you can open yourself up to lawsuits, overspending, and long term problems.
My partners are the experts when it comes to talent, that is their gift. My strength is showing an artist how to think long term. If an act is going to receive a big payout or endorsement, let us show them how to set up real estate, diversify their portfolio, and protect themselves so they do not end up broke in five to ten years. Unfortunately, that happens too often. When you are hot, everyone wants to be around you, and you spend way more than you should. When the money runs out, those same people disappear.
I want to help younger artists change their lives, take advantage of opportunities, and keep moving in a positive direction, even after the music stops. I want them to be able to say, ‘My music career may have ended, but now I have businesses, investments, and stability.’ Look at someone like Nas or Jay Z, they have taken things far beyond music. I want to help our clients start thinking that way from the beginning.
Gordo, you are right in the thick of things with Roc Nation Sports. How do you see the intersection of media, sports, and music evolving in the next five years? Who do you think will be at the forefront of it?
Gordo: Historically, rappers want to be athletes, and athletes want to be rappers. That crossover has always been there. You see it when players walk into the arena with headphones on, music and sports have gone hand in hand since Michael Jordan’s time. So mixing the two is natural, and I think in the future it is only going to grow stronger. It is a positive way to expand culture and reach people.
Right now, I see athletes coming into the studio more. At Roc Nation Sports, we have four players that actually rap and record music. It is trending. Athletes retire and want to make music, while rappers want to play ball. With Instagram and other platforms, anyone can get a hit record now. The challenge is longevity. Too many focus on singles instead of albums and full
careers. That is where someone like Pete comes in, making sure if you get a hit, you invest, save, and build for the long term. Otherwise, you end up back where you started. We want to educate artists and athletes, so they can build something sustainable, not just flashy moments.
Rich, you have worked with NFL talent and major artists. How do you see branding shaping 13 Degrees?
Rich Lanski: Branding has to be worldwide. We want recognition on a global scale, so I want to be very selective and strategic about the direction we take. When we present ourselves, it has to be at the highest level possible. We are shooting for the moon, the goal is to make this company one that people recognize everywhere.
What can fans look forward to in terms of projects?
Dex Lauper: We have a big one, a new single for Mellow Rackz featuring NBA YoungBoy. They sampled my mom’s record, and we are putting it out under a label. My mom usually does not clear her music, so this was special.
Rich Lanski: We also just partnered with Reliance Sports and signed twenty-three athletes. That was a huge move for us. Beyond that, we have a couple of acts in development. I do not want to say too much yet, I would rather let the work speak for itself.
Before we wrap up, if you could describe 13 Degrees Media Group in three words, and name three athletes, artists, or creatives you would want to sign or work with, what would they be?
Rich Lanski: Loyal, determined, ambitious. And three acts would be NBA YoungBoy, Lil Uzi, and Jay Z.
Peter Risko: Discipline, motivation, optimism. As far as artists, that is more my partners’ thing, but I will say Jay Z.
Gordo: Futuristic, ambitious, hungry. For acts, I would say Uzi, Jay Z, and maybe an upcoming artist who has not even been discovered yet.
Dex Lauper: Rich, humble, loyal. For acts, I would say Aaron Judge, Justin Bieber, and Bryson Tiller.
And finally, where can people follow you and keep up with 13 Degrees Media Group?
Peter Risko: Our company Instagram is @13DegreesMediaGroup, and the website is 13degreesmediagroup.com.
Rich Lanski: My Instagram is @RichLanski.
Gordo: Mine is @GordoRoc.
Dex Lauper: @DexLauper.
Peter Risko: And mine is @MCABrokerBootcamp.
