About
Damon 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, Damon 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, and live experiences, Damon 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, and those who refuse to let their situation define their destiny. Through the creative universe known as the World of Guice, he 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 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.
