Los Angeles-born and Western New York-raised, Chris “Chui” Pineda is a rising force in hip-hop, known for his relentless hustle, bilingual versatility, and ability to transcend genres. From selling CDs in high school to sharing the stage with rap icons like Jadakiss, Fabolous, Lloyd Banks, and Onyx, Chui’s journey has been one of resilience, grit, and unwavering passion for his craft. Today, as the head of UTVMG, Chui is preparing to release his most dynamic and personal work yet.
Chui’s story is one of overcoming adversity. Born to a Salvadoran immigrant mother and raised near the Canadian border before being deported to Western New York, Chui turned to music as his outlet, using rap as a means of therapy and self-expression. His tenacity and commitment have made him a respected voice in both the hip-hop and Latin music scenes, effortlessly switching between English and Spanish to captivate diverse audiences.
His musical impact spans continents, from the Canadian underground scene with hits like “Hungry” and “Game Time” as part of Union Gang, to his solo reggaeton singles “Bellaco” and “Fumar Y Tomar”, which have resonated deeply within the Latin urban music world. Chui’s catalog of work blends street-smart lyricism with infectious energy, positioning him as one of the most versatile and driven artists of his generation.
Now, Chui is back with a fresh release that showcases his lyrical prowess and relentless grind. His latest visual, “Reload”, a high-energy collaboration with Reece, is directed by NovaVision and delivers a powerful anthem for anyone striving for success. The track is a reminder of Chui’s commitment to his craft and his ability to deliver hard-hitting music that inspires listeners to push through obstacles and stay focused on their goals.
With “Reload”, Chui shifts the spotlight back to his rap roots, offering up raw, unfiltered energy and clever wordplay. His chemistry with Reece on the track is undeniable, as they both weave their razor-sharp bars over a hypnotic beat, creating an anthem for hustlers and dreamers alike.
This release also serves as a prelude to Chui’s highly anticipated EP, ‘Therapy Session’, set to drop in mid-April. This project will dive deeper into his personal journey, highlighting his growth and artistic evolution. Following ‘Therapy Session’, Chui will shift gears again with the release of his Spanish-language project, ‘ICE’, further cementing his ability to move between worlds and captivate diverse audiences.
As Chui continues to build on the momentum of tracks like “Bellaco” and “Tomar Y Fumar”, featuring Mic D and produced by DonnyBeatmaker (Ecuador), he is not just an artist; he is a visionary with a deep commitment to his craft and a sound that transcends boundaries.
“Reload” is more than just a song—it’s a statement. A declaration of perseverance, hard work, and the pursuit of greatness. Chui’s journey has been defined by challenges, but with each release, he continues to prove that he is an unstoppable force in the music industry.
Watch the full “Reload” visual now and stay tuned for what’s next from Chui and the UTVMG collective. With ‘Therapy Session’ and ‘ICE’ on the horizon, this is just the beginning for an artist whose journey continues to inspire and captivate.
Follow Chui on Social Media:
- Instagram: @Chuiuniontv
- TikTok: @big_chui
- X (formerly Twitter): @chuiuniontv
