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The Truth About RiceGum

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YouTube turned outrage into a business model, and nobody worked that formula harder in 2018 than Bryan Le.

Better known to his more than 10 million subscribers as RiceGum, the Las Vegas-born, L.A.-based creator built his channel on reaction videos, vlogs, and diss tracks engineered for maximum clicks and maximum backlash. He turned that formula into a platinum record, a Super Bowl commercial, and a running list of feuds with some of the biggest names on the platform. Here’s what the numbers and the receipts actually show about how he got there.

• RiceGum’s 2017 diss track “It’s Every Night Sis,” featuring Jake Paul’s ex-girlfriend Alissa Violet, was certified platinum by the RIAA and landed on the Billboard Hot 100.
• In February 2018, he appeared in a Monster Products commercial alongside Iggy Azalea during Super Bowl LII.
• His October 2017 feud with iDubbbz — sparked by iDubbbz’s “Content Cop” and “Asian Jake Paul” diss track — produced RiceGum’s response “Frick da Police,” which was widely panned.

The Platinum Record That Made Him Mainstream

RiceGum had already built an audience mocking other creators’ videos, but “It’s Every Night Sis” changed his profile entirely. The 2017 diss track took aim at Jake Paul and featured Paul’s ex-girlfriend Alissa Violet, turning a YouTube beef into a commercial product. The RIAA certified it platinum, and it cracked the Billboard Hot 100 — a rare crossover for a track built almost entirely out of influencer drama rather than radio play.

That single record did more to legitimize RiceGum outside the platform than anything else in his catalog. It gave him something most YouTube-native musicians never get: a chart credential that traditional media could point to when booking him for bigger stages.

From YouTube Beef to Super Bowl Airtime

The clearest sign of that crossover came in February 2018, when RiceGum appeared alongside rapper Iggy Azalea in a Monster Products commercial that aired during Super Bowl LII. For a creator whose entire brand was built on clickbait titles and manufactured outrage, landing a spot during the single biggest advertising event in American television marked a genuine leap into mainstream visibility.

The iDubbbz Feud and “Frick da Police”

Not every chapter of RiceGum’s rise went his way. In October 2017, fellow YouTuber iDubbbz released a “Content Cop” episode dissecting RiceGum’s persona, followed by a diss track nicknaming him the “Asian Jake Paul.” RiceGum’s retaliation, “Frick da Police,” landed with a thud — critics and fans alike considered it one of his weaker efforts, and the exchange became one of the more one-sided beefs in his career.

“Asian Jake Paul” stuck to RiceGum long after iDubbbz’s diss track dropped — and “Frick da Police” did little to shake it off.

Clout Gang and the Ongoing Feuds

RiceGum co-founded Clout Gang, a collective of creators who lived together in the so-called Clout House, pooling audiences and content the same way traditional pop groups once pooled fanbases. His career off-camera generated just as many headlines as his music, including a widely covered stunt centered on Kim Kardashian and public feuds with Gabbie Hanna and Bhad Bhabie — disputes that, much like the pranks documented in viral celebrity confrontations elsewhere online, kept generating clicks long after the initial controversy faded.

Those feuds followed a pattern familiar to anyone who’s watched creators torch relationships over a single post or stunt: provoke, get dragged, double down, repeat. RiceGum rarely walked away from a fight, and that refusal to de-escalate became as central to his brand as any song on the charts.

By the time “It’s Every Night Sis” hit platinum and the Monster Products spot aired during Super Bowl LII, RiceGum had proven he could turn manufactured drama into real commercial numbers — even as “Frick da Police” sat there as proof the formula could just as easily backfire.