Joseph Price was the leader of the Westside Rollez and street racer.
Price and his Westside Rollerz had been fighting with The Carnales and Vice Kings for years, but that changed when Pierce Washington the current leader of the Vice Kings offered Price and Los Carnales leader Hector Lopez a deal. Price and Hector accepted and their gangs became united under the Vice Kings flag. During Devil's Night the Ministry of Gluttony invaded, but Price along with Pierce, Tanya and Hector stood against them together effectively defeating the Ministry.
- Kingpin mentions that Price taught him all about street racing when he converses with Quartermile during his second Agent Mission.