Community Highlights: Meet Julie Vasquez of Joyas Musicales

Today we’d like to introduce you to Julie Vasquez.

Hi Julie, thanks for joining us today. We’d love for you to start by introducing yourself.
My journey began at Venice High School, where I was first exposed to television production. During my freshman year, I was invited to join the pilot program for the New Media Academy, which focused on television production and media-related studies. I remained in the program throughout high school, and that experience solidified my desire to pursue producing as a career.

After graduating, I was accepted into California State University, Northridge, where I joined the Cinema and Television Arts program. I divided my studies between CTVA and Chicano Studies, which allowed me to develop my production skills while also deepening my understanding of culture, identity and representation. I graduated with a bachelor’s degree in Cinema and Television Arts.

While attending CSUN, I interned at Higher Ground Entertainment, led by Ernesto Quintero and Danny Haro. I began as their office intern and was later hired as an employee while finishing college. Through Higher Ground, I had the opportunity to work on the set of an episode of *The mun2 Hook Up* featuring Jenni Rivera. It was there that I met Jenni and her makeup artist, Gigi. I became friends with them, initially began helping Gigi and was eventually hired full-time as Jenni Rivera’s executive assistant.

Before joining Jenni full-time, I also worked as a production assistant on commercials for brands including Downy, McDonald’s and Bowflex, among other projects. Once I became Jenni’s executive assistant, the position required my complete attention, so there was little room to take on outside production work. I remained by her side as her executive assistant until her passing in 2012.

After Jenni’s passing, I continued working with the Rivera family for a short time before transitioning back into television and digital production. I went on to work on projects including Gerardo Mejía’s reality series *Suave Says*, *Welcome to Los Vargas*, which followed boxing champion Fernando Vargas and his family, and TuYo, a digital network founded by Pete Salgado. I later became part of the team that helped launch Sofía Vergara’s production company, RAZE.

Around 2018, Edward “E-Dub” Rios called me with a proposition: he wanted us to create a record label together as a joint venture. We named it Joyas Musicales, drawing inspiration from my nickname, Jules. It felt like a natural next chapter because music and television have always been my two greatest passions.

Today, I help develop artists and bring creative projects to life through Joyas Musicales and Silent Giant Entertainment. I take great pride in supporting emerging artists, helping them shape their careers and being part of their journeys. We currently own and operate studios in Woodland Hills, which serve as our home base for our label and production work, as well as a studio business that we run.

I often describe myself as a “studio rat” because I genuinely love being in that environment—creating, producing, problem-solving and helping an idea grow into something real. I feel incredibly blessed that the path that began in a high school television production program has allowed me to build a career around the work I am most passionate about every day.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It has definitely not been a smooth road, but I believe so much of life’s beauty is found in the journey.

Losing Jenni was the second time my world was abruptly turned upside down. In 2007, I unexpectedly lost my sister, Noelia. I sometimes say that I live in a certain amount of denial when it comes to both losses. I do not allow myself to fully acknowledge that they are physically gone because, in my heart, I still carry them with me. Both women continue to inspire me, and their strength, love and influence have helped shape the woman I am today.

Divorce and heartbreak added another layer to that journey. I have learned how to put on a brave face, remain positive, help build our companies and continue contributing to other people’s dreams while privately working through my own pain. It is a skill I have definitely mastered, not because things do not affect me, but because I understand that others rely on me and that my purpose does not disappear during difficult seasons.

Anxiety has also been a significant obstacle for me. I normally avoid interviews, and when I create videos for social media, I usually rehearse or write out what I want to say beforehand. Between my anxiety and my very Libra tendency to overthink everything, I can accept an invitation to an event with the best intentions and then pull out at the last minute. I do not do particularly well in large, crowded social settings. This interview itself is an example of me stepping outside my comfort zone.

To the people who continue to invite me, gently insist that I attend and actually manage to get me out of the house: thank you. Your patience and kindness do not go unnoticed.

Professionally, I have also worked with many different personalities and learned to navigate situations where people have different ideas, communication styles and expectations. Through it all, I try to remain focused on the purpose behind the work rather than becoming distracted by individual differences.

My daughter, Angel Noelia, is my greatest driving force. Being her mother, being a provider and being an entrepreneur are the roles I take the most pride in. She gives me a reason to continue growing, creating and pushing through the moments when life feels overwhelming. The road has not always been easy, but every experience, both joyful and painful, has contributed to the woman, mother and business owner I am today.

We’ve been impressed with Joyas Musicales, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Joyas Musicales is a boutique independent record label and sister company to Silent Giant Entertainment. We are not limited to one genre. Our philosophy is simple: if we listen to it, believe in it and feel genuinely excited about it, we are willing to invest in it.

What sets us apart is how hands-on we are. We build projects from the ground up and handle nearly every part of an artist’s journey in-house, including music production, music videos, content creation, distribution, marketing, sync opportunities, artist development and everything in between. Because we are a boutique label, we are able to work closely with our artists, understand their vision and help them develop both creatively and professionally. They are not simply another release on a calendar.

We also take chances on talented artists whom major labels or others in the industry might overlook because they do not fit into an existing formula. We are interested in talent, authenticity, work ethic and potential. Sometimes an artist just needs someone to recognize what is already there and give them the resources, guidance and opportunity to grow. There is something fitting about the name Joyas Musicales. Beyond being inspired by my nickname, Jules, “joyas” means jewels, and we often see value in artists who may still be hidden gems to the rest of the industry.

Personally, I am still mostly recognized as Jenni Rivera’s former executive assistant and for appearing on I Love Jenni. That will always be an important and very meaningful part of my story, but I have also come a long way since then. As I have grown, I have gained a deeper understanding of what Jenni was teaching me and how she was helping shape me into the woman and business leader I am today. I hope she would be proud of what I have built and of the way I continue to carry those lessons forward.

Today, I am the CEO, Creative Director and Executive Producer of Joyas Musicales and, as I like to say, the CEO of my own life. I oversee the creative direction of our artists and projects while also helping make the business, production and strategic decisions that move the company forward.

What I am most proud of is that we have created an environment where artists can be seen, supported and developed. We operate from our studios in Woodland Hills, where ideas can move from a conversation to a recording session, a visual, a campaign and ultimately a finished release. For us, it is not only about putting music into the world. It is about helping artists build lasting careers, creating opportunities that may not have otherwise existed and being genuinely invested in the people behind the music.

What were you like growing up?
I lived in Venice until I was around seven years old, when my family moved to Inglewood. Although Inglewood became home, I continued attending school in Venice throughout elementary school, middle school and high school. In many ways, both communities helped shape me, but The Wood has seen me grow… it is where I became who I am, and it will always be home.

Growing up, I was the same nerdy, shy girl I am today! I was introverted, observant and happiest with a small, close-knit circle. I have always been very family-oriented and a huge animal lover.

I spent a lot of time at home after school, so it felt natural for me to become drawn to film and television. They were more than entertainment. They kept me company, opened my imagination and gave me a window into worlds outside my own. I became fascinated not only by the stories on screen but also by how everything came together behind the scenes. Looking back, that early connection planted the seed for the career I would eventually pursue.

As a first-generation Mexican American, translating for my parents was probably my first real job. From an early age, I learned how to listen carefully, communicate clearly and help my family navigate unfamiliar situations. It gave me a strong sense of responsibility and taught me how to advocate for others. Skills that have followed me into motherhood, business and artist development.

I was never the loudest person in the room, but I was dependable. I have always been the type to step up to the plate when called to bat. I may be shy, quiet and prone to overthinking beforehand, but when push comes to shove, I show up and deliver. That combination of being a quiet observer and someone people can count on has remained a big part of who I am throughout my life and career.

Contact Info:

• Website: https://www.joyasmusic.com/
• Instagram: https://www.instagram.com/lovelycheekbones
• Other: https://www.instagram.com/joyasmusic