Steven Roybal, born in Los Angeles in 1970, is the son of a musician who has toured the United States with his father since birth. He began producing at the age of 13 as part of Denver’s Inner City Youth Production in 1983. Steve learned at an early age how to work with large groups of people and handle budgets by producing concerts with artists such as Afrika Bambaataa, Grandmaster Flash, and Earth, Wind, & Fire; special events such as “The Beat Street Tour”; and competitions for all the elements of the Hip Hop culture.
Throughout the 90s, aside from producing events and music, Steve worked as a street promoter for major record labels: RCA, Tommy Boy, Island, Polygram, and Warner Elektra Atlantic. In 1991, Steve signed as an artist to Virgin Records. He also choreographed pop artists like Timmy T, Mellow Man Ace, and Kid Frost. He was part of the first Hip Hop Broadway Show entitled “Jam On The Groove” presented by Giorgio Armani, which toured not only the United States, but internationally as well. In 1997 Steve created the infamous B-Boy Masters Pro-Am Urban Conference and has gone on not only to produce the Pro-Am World Tours, he has also been contracted to produce conferences and events for other large companies.
Steve has produced artists on major labels and has teamed up with the likes of McDonald’s, Lipton, Red Bull, Universal Records, Rocawear, Pepsi, Sony, Def Jam, EA Sports, Verizon Wireless, MTV, BET, and many other companies to bring the US urban market abroad. He has become the “go-to” man for labels and marketing firms trying to brand themselves with the urban market.
Steve has been active in the Hip Hop community since the early Eighties. In 1984 he began teaching Hip Hop dance (at the age of 14) to college students at the University of Southern Colorado, while also giving private breakdancing lessons at the same time. His students also included the children of the Congresswoman at the time, Patricia Schroeder. Since he began teaching dance, his students have ranged in age from three years old to over fifty years old.
Steve has contributed pieces currently shown in the Smithsonian Institute’s American Cultural Arts Building. Other articles of Steve’s personal archive – his sneakers, specifically – are currently on exhibit at the Rock and Roll Hall of Fame. He also performed in the first celebration and induction of the Hip Hop culture into the Rock and Roll Hall of Fame in 1999.
In 2006, Steve became the Creative Director for Red Bull Beat Riders program and in 2008 became the Director of The International Dance Academy, Hollywood and The Hollywood Pop Academy located in the world famous Kodak Center.
Some of Steve’s noteworthy nationwide televised performances include “The Damon Wayans Show” and ABC’s “Dancing With The Stars.” Steve participated and was featured in theatrical feature releases “Step Up 2” and the “Freshest Kids,” and choreographed a scene for “Step Up 3D” released in 2010.
Steve has choreographed and performed in pop sensation Justin Bieber’s music video, “Somebody to Love.” Wayne Brady performances in Atlanta at Ascap White Party, at the Gala in Los Angeles for Nathan Lithegow and is now currently a World Battle coordinator and Head Judge for Hip-Hop International World Championships.