Today we’d like to introduce you to Clifford Evans IV.
Clifford, we appreciate you taking the time to share your story with us today. Where does your story begin?
My name is Clifford Anthony George Evans IV, though most people know me professionally as Gwalla. I was born on June 18, 1980, in New Orleans, a city known for its rich culture, resilience, and deep musical roots.
My family initially lived in the St. Bernard Housing Development in the Seventh Ward, and I spent much of my early childhood there. I was raised primarily with my mother and father on St. Roch Street in the Eighth Ward. As a young child, I often traveled across the city by public bus with handwritten notes pinned to my shirt instructing bus drivers where to drop me off so I could make it safely to school. At the time, I didn’t fully understand how unusual and risky that was, but looking back, it taught me independence and survival at a very early age.
After my parents separated, my mother and I moved to Press Park in the Ninth Ward in 1992. Press Park was located between the Florida and Desire housing developments during one of the most violent periods in New Orleans history. Living in that environment exposed me to many challenges, but it also helped shape the determination and toughness that would define my life.
I began rapping at eight years old after being inspired by my older cousin and my uncle Gilbert, a local DJ who performed at neighborhood block parties. He would hand me the microphone and let me rap for the crowd. When I saw how positively people responded to my voice and delivery, I knew music was my calling.
I attended George Washington Carver High School before being expelled due to neighborhood conflicts. I later transferred to John McDonogh Senior High School, where I graduated in 1999. During my senior year, I competed in a talent show for a chance at a recording contract, further reinforcing my commitment to pursuing a music career.
In 2003, I officially launched Nsane Entertainment using my own money and began taking my music career seriously as both an artist and entrepreneur. After recording my first underground album at Goodfellas Records, the studio’s CEO, Spooney, offered me a record deal after recognizing my image, sound, and work ethic.
In 2005, while working on new music, Hurricane Katrina devastated New Orleans. My family and I were stranded in approximately 21 feet of floodwater for five days without electricity, food, or medical assistance. Like so many others, we lost everything.
After the storm, I relocated to Houston to rebuild my life and career from the ground up. While in Houston, I signed with Burtboy Entertainment, a label originally from Jackson, Mississippi. Although the opportunity was valuable, I realized that my vision extended beyond simply being an artist. I was thinking like an executive and entrepreneur, which ultimately led me to continue building independently.
In 2011, I returned to New Orleans and signed with Realla Entertainment. During that period, I worked alongside talented artists, including the late Young Greatness, and made important industry connections in Atlanta through Coach K, Pierre “P” Thomas, and early associations around Migos and Grand Hustle-affiliated executives.
Shortly after returning to New Orleans, my life changed forever. The day after my birthday, I was lured to what I believed was a routine transaction. Instead, I was ambushed, robbed, and shot in the head. Surviving that attack was nothing short of a miracle.
Not long afterward, I faced serious legal challenges that carried the possibility of life imprisonment or even the death penalty. During that period, I made the decision to completely change my life. While incarcerated, I began writing what would later become my memoir, Field of Blood, sharing my real-life journey in hopes of inspiring others to make better choices.
In 2015, I was released and determined to start over with a clean slate. That same year, I officially formed Gwalla Music Group, also known as GMG. I changed my artist name to Gwalla and restructured my business to reflect a larger vision.
I wanted to build more than a record label. I wanted to create a full-service entertainment company capable of delivering professional-grade music production, audio engineering, publishing, artist development, videography, television production, and film services. I later established GMG Publishing to manage publishing rights and intellectual property.
To sharpen my skills, I enrolled at Full Sail University, where I earned a Bachelor’s degree in Audio Production and a Master’s degree in Entertainment Business. That education gave me the technical and strategic knowledge to operate at a much higher level.
Today, I operate Gwalla Music Group from Houston, where I run a state-of-the-art recording studio valued at over $40,000. I am a hip-hop artist, audio engineer, producer, publisher, SAG actor, television host, videographer, graphic designer, and marketer.
My memoir, Field of Blood, has received 5-star reviews and continues to resonate with readers. My television show, Believe The Hype, airs on Afrocentrik TV. My music projects include 8 Piece, a collaboration with Cuttboy G Dinero of TRU Records that reached No. 13 on the iTunes Hip-Hop chart.
As an actor, I have appeared alongside Katt Williams and Reno Collier in Treasure N Da Hood, with the late Anthony Johnson in other productions, and with Tisha Campbell in the series Be Someone. I have also appeared in the film Road Rage, which is available on Tubi.
When I look back on my life, I see a journey defined by adversity, faith, education, and relentless determination. I went from growing up in some of the toughest neighborhoods in New Orleans to surviving Hurricane Katrina, a gunshot to the head, incarceration, and countless setbacks.
But every obstacle became fuel.
Today, my mission is to inspire others by proving that your past does not determine your future. With faith, discipline, and a clear vision, it is possible to rebuild your life and create a legacy that outlives you.
And I have no plans on stopping.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
My path has been filled with obstacles, setbacks, and life-changing challenges.
I grew up in some of the toughest neighborhoods in New Orleans during a time when violence and poverty were part of everyday life. From an early age, I was exposed to circumstances that could have easily led me down the wrong path permanently.
One of the biggest challenges I faced was losing everything during Hurricane Katrina. My family and I were stranded for five days without electricity, food, or medical assistance, and we watched our lives get washed away. Starting over from scratch in Houston was one of the hardest things I’ve ever had to do.
I also experienced major setbacks in the music industry. I signed deals that didn’t work out, invested money into projects that didn’t generate the results I expected, and learned that not everyone who appears to support your vision truly has your best interests at heart.
Another life-altering challenge was surviving a gunshot to the head after being set up and robbed by people I trusted. That experience forced me to reevaluate everything and made me realize how precious life is.
After that, I faced serious legal troubles that could have resulted in life imprisonment or even the death penalty. During that period, I made the decision to completely change my life. While incarcerated, I began writing my memoir, *Field of Blood*, and started developing a new vision for my future.
Even after rebuilding my life, there were still challenges. Building Gwalla Music Group required years of sacrifice, self-investment, and education. I earned both a Bachelor’s degree in Audio Production and a Master’s degree in Entertainment Business from [Full Sail University](https://www.fullsail.edu?utm_source=chatgpt.com) so I could master both the creative and business sides of the entertainment industry.
The road has definitely not been easy, but every obstacle taught me valuable lessons about resilience, faith, discipline, and perseverance. Looking back, I believe those struggles were necessary because they shaped me into the man and entrepreneur I am today.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I’m a multidisciplinary creative entrepreneur and the founder and president of Gwalla Music Group (GMG), a full-service entertainment company based in Houston.
At my core, I’m a hip-hop artist and storyteller, but my work extends far beyond music. I specialize in audio production, mixing, mastering, sound design, music publishing, videography, video editing, graphic design, artist development, and entertainment business consulting. I’ve built Gwalla Music Group to serve as a one-stop shop for artists, authors, filmmakers, and entrepreneurs who want high-quality, professional content and branding.
As an artist, I’m known for creating authentic music rooted in real-life experiences. My lyrics reflect everything I’ve lived through—growing up in New Orleans, surviving Hurricane Katrina, overcoming violence and incarceration, and rebuilding my life through faith, education, and entrepreneurship. My music is honest, cinematic, and deeply personal.
I’m also the author of my memoir, Field of Blood, which has earned 5-star reviews for its raw and inspirational message. In television, I host and produce Believe The Hype, which airs on Afrocentrik TV. As an actor, I’ve appeared in films and television projects alongside respected names such as Katt Williams, Anthony Johnson, and Tisha Campbell.
One accomplishment I’m especially proud of is earning both a Bachelor’s degree in Audio Production and a Master’s degree in Entertainment Business from Full Sail University. Those degrees gave me the technical and business foundation to build my company the right way and to deliver professional results at a high level.
In 2019, I was honored to receive a Certificate of Congressional Recognition from the late Sheila Jackson Lee during the Men & Women of Empowerment Day celebration held on July 20, 2019. I have also received a Certificate of Supporters Award and several additional trophies and honors recognizing my contributions to music, entrepreneurship, and community empowerment.
I’m also proud of my album 8 Piece, a collaboration with Cuttboy G Dinero of TRU Records, which reached No. 13 on the iTunes Hip-Hop chart. That project demonstrated what independent artists can achieve with the right strategy, quality, and consistency.
What sets me apart is that I truly understand every side of the entertainment industry. I’m not just an artist—I’m the engineer, producer, publisher, videographer, marketer, and business strategist behind the brand. Because I’ve experienced both the creative and business sides firsthand, I can help others avoid costly mistakes and turn their ideas into professional, revenue-generating assets.
Most importantly, my work is driven by purpose. Everything I create is designed to inspire people and prove that no matter where you come from or what you’ve been through, it’s possible to rewrite your story and build a lasting legacy.
How do you define success?
I define success as turning your pain into purpose and using your gifts to build something that creates a lasting impact.
For me, success is not just about money, awards, or public recognition—although I’m grateful for the accomplishments I’ve achieved. True success is being able to look in the mirror and know that I overcame the circumstances that were designed to destroy me.
I grew up in some of the toughest neighborhoods in New Orleans. I survived Hurricane Katrina, a gunshot to the head, incarceration, and countless setbacks. Statistics suggested I should have become another tragic story, but by the grace of God, I was given an opportunity to rewrite my life.
As Clifford Evans IV, success means becoming a better man, leading with integrity, and creating a legacy that my family and community can be proud of.
As Gwalla, success means using my voice, my music, my book, my television platform, and Gwalla Music Group to inspire others to believe that their past does not define their future.
Success also means ownership. It means controlling my intellectual property, building a real business, and creating opportunities not only for myself, but for other talented people who deserve a chance to be seen and heard.
If my story helps one person choose faith over fear, education over excuses, and purpose over self-destruction, then I consider that a success.
At the end of the day, success is waking up every morning knowing that I turned adversity into achievement and that I’m leaving behind a legacy that will outlive me.
Pricing:
- Recording Studio Sessions: Starting at $75 per hour
- Mixing: Starting at $200 per song
- Full Song Production (Recording, Mixing, and Mastering): Starting at $500 per song
- Videography and Video Editing: Starting at $500 per project
- Book Editing and Publishing Consultation: Custom quote
Contact Info:
- Website: https://www.gwallamusic.com
- Instagram: https://www.instagram.com/gwalla_music_group
- Facebook: https://www.facebook.com/gwallamusic9
- LinkedIn: https://www.linkedin.com/in/gwallamusicgroup
- Twitter: https://x.com/GwallaMusic9
- Youtube: https://www.youtube.com/@gwallamusicgroup496
- Other: https://album.link/i/1842947024
