Luis Alberto Cortes Reyes Jr (born April 29, 1997), better known by his self-given stage name The Chief, is a Mexican-American music recording artist, rapper, audio engineer, video producer, and songwriter. Born in Cuernavaca Morelos, Mexico, Reyes immigrated to the United States with his family just a year after he was born. After moving from city-to-city throughout his early childhood, Reyes and his family ultimately settled in one of the Gold Coast's oldest towns-Antioch, California.

Growing up, the music Reyes’s parents played was consistent to the '70s, '80s, '90s and classical music genres in both the Spanish, British and American realms. In elementary school, he fell in love with the sounds, beats, and instrumentations of Hip-Hop music. In middle school, he recognized the beauty, depth, and the intricacy of the lyricism that can be implemented in rap lyrics. By the time high school came around, Reyes began to take the pen in his hands and write his own rhymes. In High school his fellow peers became aware of his musical ambitions and intentions, thus creating an interest and demand for his music which sparked his ambition to succeed. He would frequently market his CDs and show tickets to them further cementing Reyes’s desire to succeed in the music industry. 

The beginning of Reyes’s career consisted mostly of party music, but The Chief has steadily evolved into a prolific writer and recording artist moving into the prime of his career. He is now well known for his equally profound and conscious lyrics with the occasional upbeat party anthems. "I feel like music really saved my life, kept me sane, and kept me off the streets. It has both inspired and empowered me. I just want to do the same for someone else and create something from nothing..." says Reyes. This is just one of the many profound and awe-inspiring quotes from Reyes which only begin to provide an insight into his intricate style of music.

The official start of his career was December 24, 2011, when Reyes (he) released his first freestyle song which he made with his cousin Cloudy and uploaded via cell phone. Four years later, he has grown in relevancy in the Bay Area Hip-Hop scene. The Chief’s fan base is primarily in the cities around Antioch, he has also been able to establish a much larger fan base spanning from various states and countries around the world through YouTube and SoundCloud. This has been done in part to Reyes’s ability to network, utilize modern promotion and social media platforms such as Facebook, Twitter, Instagram, and others.

In 2014, Reyes was recognized and awarded the highly prestigious 9Quota Award for Best Underage Artist (17 and Under.) In 2015, Reyes successfully acquired a Physical Music Distribution Deal with the historically reputable Rasputin Music, the largest independent chain of record stores in the San Francisco Bay Area (12 stores). In 2016, his joint mixtape with his long time childhood friend Croatoan was featured on the Bay Area’s Largest Music Blog Thizzler on The Roof. In 2017, The Chief acquired a Digital Music Distribution Deal via various online streaming platforms for his Freshman Independent Album titled “Lost in My Ways” exclusively produced bt. (30 Cos)

As for his plans for the future, Reyes envisions a multi-layered music career within this year as well as the expansion into media production and eventually his own clothing line. As you can see The Chief’s achievements thus far have been nothing short of inconceivable, these achievements have been accomplished in just a few years. Making The Chief’s future extremely bright and prosperous. He is indeed a rapper to keep an eye on.