Combine brown sugar, cumin, garlic powder, onion powder, paprika, chili powder, onion powder, kosher salt, black pepper, cayenne pepper, ginger, and celery seed in a large bowl; mix with your hands to break up and chunks of brown sugar.
After prepping ribs (removing membrane on back of ribs and washing) pat your rack of ribs dry with napkins. Spread the rub all over the ribs, front and back. Let sit a couple hours (optional) in fridge or just wrap in aluminum foil and set in the bbq pit. Smoke for about 5 to 6 hours. The ribs will come out tender and juicy.