The Story Behind A. Samuels, the 55 Year Old Rapping Atlantic City Casino Executive Who Is ‘Livin De Life’

At first glance, Atlantic City, New Jersey casino executive Allen Samuels’ much talked about rap music video for his song “Livin De Life” might suggest that his high-rolling, lucrative career is the reason why his existence is so great, and decidedly better than yours. After all, parading around in custom suits in luxury cars and private jets while chanting “I’m living the life,” can certainly give that impression.

The problem is, says Samuels in an interview with Birthplace Magazine, you’d be missing the point, insisting that he’s not “living the life” because of his big balling lifestyle, but that “living the life,” i.e., working hard, playing hard and being an overall good guy, is what got him to that life, and that you can get there too.

Samuels, 55, who rhymes under the moniker A. Samuels, is the latest in a string of overnight musical sensations catapulted into the public consciousness by the internet, the centerpiece of his “Livin De Life,” music video, a widely circulated, much talked about viral production. He assures us that he is indeed a real life casino executive, a VP in fact, who personally ensures that high end patrons, celebrities, athletes, big-time gamblers, are well taken care of during their stay.

But despite his occupation and the perks that come along with it, “Livin De Life” wasn’t intended to be a rub-it-in-your-face flaunting. When asked what possessed him to craft this song in the first place, Samuels references the concept he uses to introduce his video, that even people with lots of money don’t necessarily “live the life.”

“It became my mantra,” Samuels says of the words he attributes to French boxing promoter Michel Acaries.

And so Samuels, the self-proclaimed “R&B head” with “no musical experience” who had been introduced to hip hop by his son and enjoyed listening to artists like Tupac and Game, would find inspiration in Acaries’ words and his newfound love and appreciation for hip hop, which he states led to his penning “Livin De Life.”

Written several years ago, the track was initially produced by Kevin Rockhill of RocOnCommand Productions, a New Jersey-based producer that has worked with the likes of Maino and Wale. A chance meeting with DJ A.P., featured in the video among several of Samuels’ friends, and himself an accomplished DJ, producer and remixer, reinvigorated the project.

Almost immediately upon their meeting, DJ A.P. recalls, Samuels launched into an impromptu acapella rendition of his song.

“His energy was incredible,” DJ A.P. reminisces, “It was in the middle of the casino, with no regard to anything around him. I could tell he had potential.” That encounter convinced DJ A.P. that Samuels was not only talented, but enjoyable as a person, and he offered to rework the music and production on “Livin De Life” to help solidify Samuels’ vision.

It wasn’t long before the idea to film a video followed. The trio enlisted an up-and-comer, Frank Weiss (Wild Rhino Productions) to assist. Despite his inexperience, Weiss’ work showed promise, and as DJ A.P. explained, “we wanted to give him a chance.”

That “chance” racked up 500,000 combined views in less than two days, in part due to early notice by oracles of internet memes such as Reddit.com and Gawker.com.