Greg “Olskool Ice-Grē” Lewis: Expanding the Rap/HipHop category to include a genre he calls Adult Contemporary Hip Hop

Greg "Olskool Ice-Gre" Lewis has spent decades leaving his mark on the Hip Hop industry, but his latest mission is his most ambitious yet. As a multi-talented artist, businessman, and entrepreneur, Greg is redefining the Rap/Hip-Hop genre with a new category he calls Adult Contemporary Hip Hop. This innovative concept addresses a growing need for traditional, lyrically rich content that resonates with younger and older audiences alike, while staying true to the genre's roots.

Adult Contemporary Hip Hop is about more than just a movement. It recognizes the need for growth in an area controlled by powers who either don't respect or understand the foundation and importance of preserving that good ole boom bap. Hip Hop has grown up, along with its fans. Lewis believes that as Hip Hop evolves, it should reflect the experiences and wisdom gained by artists and fans over the years. His vision is to create space within a category that has become antiquated and very mainstream. Hip Hop artists who are under, as well as over 35, who continue producing balanced content reflective of their current lives—personal growth, responsibility, and authenticity—without the need to conform to trends, should be recognized and rewarded for their work as well.

For Lewis, the goal is not just to create this music but to reshape how the industry recognizes it. He’s working to expand award categories at major music events, advocating for the inclusion of Adult Contemporary Hip Hop as a distinct genre. This category would highlight thoughtful works that speak to the long-term journey of traditional Hip Hop artists and their evolving fan base. By doing so, Lewis aims to ensure that new artists, pioneers, and long-term contributors to the culture are honored for their growth, sustained impact, and preservation of the music's foundational sound.

Greg "Olskool Ice-Gre" Lewis' vision stems from a career built on both artistic and business successes. An alumnus of Jackson State University, Lewis first made his mark as a key player in the Mississippi Hip Hop scene, co-founding the Midwest/Southern collective The Stewpot Stowaways. Later, his group, Abstract Mindstate, became one of the most talked-about acts in the Midwest, and they earned national attention as first-place winners of the Salem Orb-e National Talent Competition. Their work in the 90s and early 2000s laid the groundwork for the artist Lewis is today—a creative force who has seen every side of the music industry.

After building a strong foundation in music, Lewis went on to work behind the scenes, taking on roles in publicity, promotion, and artist development. His work with Kanye West’s Konman Productions and his position as the first A&R at G.O.O.D. Music demonstrated his talent for nurturing artists and creating hits. As A&R, Lewis was instrumental in selecting Big Sean’s breakthrough single "My Last," which went on to top the charts and solidified his role as a tastemaker in the Hip Hop community.

Despite his success behind the scenes, Lewis never lost sight of his own artistry. His 2021 release, Dreams Still Inspire, produced entirely by Kanye West, marked his triumphant return to music. The album received critical praise for its lyrical depth, mature themes, and soulful production, embodying the very essence of Adult Contemporary Hip Hop. The project affirmed that Lewis' music could resonate with both longtime fans and newer listeners who appreciate authenticity and experience.

In addition to his contributions to music, Lewis is an accomplished author, speaker, and motivational dream influencer. His autobiography, I Refuse to Quit! The Autobiography of a Dreamer, outlines his journey from aspiring artist to successful businessman. Through his book and public speaking engagements, he inspires others to pursue their dreams, regardless of the obstacles they may face. His story of resilience and determination is a testament to the power of hard work and unwavering belief in one's own vision.

Currently, Lewis is focused on expanding the reach of Adult Contemporary Hip Hop. With a couple of new singles from Abstract Mindstate in 2024, followed by a new album set to release in 2025, he’s working to promote the genre on a broader scale. He also aims to secure industry recognition for Adult Contemporary Hip Hop at award shows, radio, and other music platforms. As an artist and businessman, he’s using every tool at his disposal to advocate for this new genre, ensuring that Hip Hop continues to evolve alongside its most dedicated artists and fans.

Greg "Olskool Ice-Gre" Lewis is not just building a new genre; he’s expanding what’s possible for artists in Hip Hop. By creating space for Adult Contemporary Hip Hop, Lewis is pushing the boundaries of the genre, making sure that it grows with the people who built it. His work has already left a lasting impact on the culture, and with this new endeavor, he’s ensuring that Hip Hop’s future is as bright as its past.