Da’mon Gross, artistically known as GUICE VÁLORE, is a music artist, entrepreneur, creative director, actor, and public speaker from the East Side of Buffalo. Growing up in a marginalized community, Da’mon witnessed how systemic issues, lack of access, misplacement, and limited opportunity affected the people around him. Still, he always carried a deep belief that he was meant for more — understanding what it feels like to have confidence before results, belief before evidence, and a dream bigger than the environment you come from.

Through music, fashion, cinematic visuals, live experiences, and storytelling, GUICE VÁLORE turns lived experiences into creative lessons rooted in authenticity, self-discovery, leadership, and cultural impact. His music and brand speak to the misunderstood, the black sheep, the visionary, and those who refuse to let their situation or circumstances define their destiny.

Through the creative universe known as the World of Guice, Da’mon is building a music-led brand under D Gross Enterprises LLC where sound, image, fashion, performance, and community presence work together to create more than entertainment. His work reflects the revelation of self-discovery — the ongoing process of becoming, growing, and walking boldly in the identity you were created to carry.

His upcoming project, F.I.M.V — Fire in My Veins, introduces a bold new era centered on purpose, pressure, transformation, and the fire required to build beyond limitation. As GUICE VÁLORE, Da’mon is a living example of what it means to reject labels, take control of your destiny, and redefine your legacy.