Today we’d like to introduce you to Henry Alonzo.
Hi Henry, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start, maybe you can share some of your backstory with our readers?
I was born and raised in East LA (Boyle Heights). My parents immigrated from Guatemala. As a child, I lived in Boyle Heights very close to Mariachi Plaza. I was always fascinated by the Mariachi uniforms; they looked like civil war generals walking down the street. The community was pretty rough while I lived there. I remember my mom wouldn’t let my sister and I go out and play with the other kids on the street. We would watch from a second-story window; we didn’t understand back then that we couldn’t play outside because people were getting killed out there.
I was first exposed to music at the local church that my parents and I attended in Boyle Heights. With a combination of learning music in school, eventually playing at my church, and taking in the whole environment of the Mariachi Plaza, I believe something ignited in me: a passion. It became a passion and obsession of mine to somehow be a part of the music industry.
I didn’t really know where to start so after high school, I took a year off and enrolled in East LA college. I took every music class I could and eventually, I had more than enough credits to transfer. During that time, I also tried to start a record label and failed miserably. I was eventually accepted into Azusa Pacific University’s (APU) Commercial Music Program. One of the many requirements of a music major is a music industry internship. I interned for a small label that, at that time, was under Sony Discos. The label specialized in Regional Mexican Music. That was one of the most eye-opening experiences I ever had – to work alongside the promotions manager and learn the day-to-day grind of the music business.
After graduating APU, I got married and moved to Pasadena where my then-wife was in graduate school. It was at a kitchen table in a one-bedroom apartment in Pasadena that I started my company. I called it Adarga Entertainment Group. Adarga is an old Spanish word for shield, it just sounded sexy.
During that same time, I was in grad school myself pursuing an MBA at Concordia University in Irvine.
I started my company as primarily a consulting company. I just knew a little more than my clients and that’s all I needed at that time. Imagine if you will, that my knowledge was on a Wednesday and my client’s knowledge was on Monday… Eventually my knowledge was a week ahead of my client, and after that, a month, and now, years ahead with projections of where the music industry is going.
It’s been around 15 years since I started my company. Four years ago, I sold a piece of my company to two very capable partners who have helped grow the company. I don’t know how much you want me to share about my professional accomplishments.
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?
I should also mention that while I was at APU, I was tested and realized that I have dyslexia. This was thanks to a girlfriend (future ex-wife) who was a psychology major. She asked me to take a test for fun as part of one of her class assignments. Once she read the results to me, she looked worried and said “you should probably talk to a professional but it seems like you might have a learning disability”??? WTH?!?!?
So I did and the results came back as some sort of dyslexia. I really can’t remember much more, but I remember feeling a sense of relief because suddenly the world made sense to me. I had always struggled with learning and retaining information.
In grad school, with the knowledge that I had certain learning disabilities which would hinder my learning experience, I showed up early every day, I stayed after class, I joined every possible study group, and I read and reread. I slowly realized that I could still learn the subject matter, I just had to retain it and practice it differently. So, I started making up my own notes, using memory exercises, and researching more than I had to so I could be submerged in the subject. I thrived in graduate school because I was encouraged to research and question and pursue other avenues.
Till this day I tell myself, ‘I might not be the smartest person in the room but I will be the most determined.’
Alright, so let’s switch gears a bit and talk business. What should we know?
At Adarga Entertainment Group, we provide the services of artist development, publishing, marketing, event production, and consulting to independent artists and record labels.
Whether you are an independent artist or an established record label, our team possesses the necessary resources to provide an exceptional service. Founded in 2007, our team is based in Los Angeles, Washington D.C., Mexico City, Guatemala City, and Bogota.
Vision:
Create an artist-centered music industry.
Mission:
Represent artists through a productive, dedicated, honest, and equal partnership.
Some of our corporate clients and partners include Sony Music, Capitol CMG/Universal, Integrity Music, Curb Records, Essential Music Publishing, Provident Music Group, Reach Records, RCA Inspiration, Gotee Records, HarperCollins, Adrev, Downtown Music Services, and MultiTracks.
We have worked with a variety of artists including Grammy, Latin Grammy, Billboard Latin Music Award, MonitorLATINO Award, Premios Arpa and Dove Award winners and nominees. Some of these artists include Alex Campos, Christine D’Clario, for KING & COUNTRY, Fanny Lu, Ricardo Montaner, Lupillo Rivera, Fermin V (Control Machete), Tercer Cielo, Maharajah Flamenco Trio, Blanca, Maverick City Music, Lecrae, Elevation Worship, Hillsong Worship, Hillsong Young & Free, Jaci Velasquez, Miel San Marcos, among many others.
During our career, we have also co-produced music events at The Forum, The Microsoft Theater, Madison Square Garden, Coliseo de Puerto Rico, Arena Ciudad de México, The Arena at the Anaheim Convention Center, EagleBank Arena, and the Shrine Auditorium.
We are also working a sold out show for Miel San Marcos, the #1 Latin faith-based music band, at the Crypto.Com Arena (Staples Center) on July 23rd of this year.
Is there a quality that you most attribute to your success?
My professional success has come through a combination of the following: ethics, determination, follow-through, passion, and faith.
Contact Info:
- Website: www.henryalonzo.com
- Instagram: @henryalonzo
- Facebook: @adargagroup
- Twitter: @adargagroup
- Youtube: @adargagroup
Image Credits
ASCAP
