These streets were ours before those bitches from the Row showed up. And when they stepped, what did we do? They fucked up our race and we just took it. They fucked up our deliveries and we just took it. And now they've killed my uncle and who knows what the fuck they did to Donnie. Now I'm only gonna say this once! We're not gonna sit here and fuckin' take it! [...] Light 'em up, boys. We're burning Saint's Row to the ground.
Price runs the Westside Rollerz alongside his uncle, William Sharp. Price serves is the brawn, while Sharp is the brains of the operation, who makes the plans. After his uncle's death, Price takes full control of the Rollerz.
He is a skilled driver and commands the respect of all of his subordinates. The only people Price shows any semblance of respect for are his uncle, William Sharp, and Donnie, the Rollerz chief mechanic.
After The Protagonist kills his uncle in retaliation for Lin's murder, Price takes over the Rollerz and immediately seeks revenge for his uncle's death. He commands most of the Rollerz's forces to attack Saints Row, trying to burn it to the ground. However, the Saints resist the invasion and wipe out Price's thugs, with Price only barely being able to escape.
Soon after, the Saints attack Price's mansion and take control of it, prompting a furious Price to call the Protagonist and challenge him to a one-on-one duel outside Foreign Power. However, when the Protagonist shows up to the meeting, Price ambushes him by trying to run him over with a Goliath truck and by having the few remaining Rollerz attack the Protagonist. After killing the Rollerz, the Playa chases after Price and attacks his truck, eventually causing Price to lose control of it. Price's truck explodes after he crashes, killing him in the process.
Joseph Price's eyes are never seen due to the fact that he is always seen wearing black sunglasses even at night.
Joseph Price is seen in the official Saints Row trailer wearing a purple shirt and sunglasses.
This is because he was originally meant to be a lieutenant in the Saints, but was later made into a Roller 
At the end of Semi-Charmed Life, after the Goliath explodes, Price will jump out of the truck and start shooting, a split second before the cutscene is shown.
Joseph Price drives a unique blue Attrazione with two white stripes running down the center.
Spying on a meeting between the leaders of the Rollerz, William Sharp and his nephew Joseph Price, you overheard that they were planning to hijack several delivery trucks loaded with car parts. Seeing a good opportunity to mess up their plans, you intercepted the Westside Rollerz and stopped them from hijacking the trucks, getting the 3rd Street Saints some notoriety in the process. You've made things harder for the Rollerz, but they don't give up that easily...