The businessman, model, DJ, Public Relations and event producer was born on November 22, 1986 in Lisbon.

The son of a Portuguese mother and an Angolan father, he grew up in an environment where music and dance were a constant – and soon became his two great passions.

He spent his childhood on Costa da Caparica surfing and listening to Bob Marley for days; admiring Michael Jackson and imitating his dance moves.

In 2010 he launched his production company, Black Diamond, and started working in Lisbon. The success was huge: he hired dozens of DJs and renowned artists, Portuguese and international, organized parties and events.

While leading the company, other doors opened: among them, the fashion world. He met people from the sector and received invitations to parade alongside the biggest names in Portugal and Africa, participating in various fashion shows such as Moda Lisboa, Portugal Fashion and Angola Fashion Week.

As a producer, Reuben da Cruz began to take an interest in Djing and try it out at his events. He asked the artists to play and quickly began receiving invitations to perform on his own behalf.

In 2013, she decided to take this new passion seriously and took a DJ course at i4Dj in Lisbon. From then on he started working regularly as a DJ, along with the event production area.

Between 2014 and 2018, he worked from north to south of Portugal, in the islands (Azores and Madeira), Spain, Switzerland, Mozambique and Angola.

On set, he considers himself a World Music DJ, because he plays a little of everything: afro house – the style of choice – hip hop, r & b, pop and dance hall.

Nowadays it is said an entertainer, more than a DJ; because in the sets there is a side of MC, host, artist and a dance side.

In 2018, he decided to start producing his own themes. With renowned Portuguese and African musicians as friends, the jump was easy.

In their first single, they bring together several artists and different musical styles, bringing them together, creating their own musicality: “Tudo Bem”, featuring Virgul, Paul G and C4 Pedro, in March 2019. The theme, sung in Portuguese , French and English, already have a video available. The next single, all in Portuguese, will be released until summer and is a bet on afro house mixed with Brazilian funk.

The businessman also has a concept store with vintage clothing and barber shop, the Barbearia Tradicional da Cruz in Lisbon.