Meet David Rolas of Los Angeles

Today we’d like to introduce you to David Rolas.

Hi David, 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?
Man, where should I start… I was 13 trying to learn how to DJ . Thankful for my man Dj Ace that helped me build and get to where I’m actually at today. Went from Drive by’s to Night clubs to Radio and even up to Latin Grammy Nomination vibes. Made music for movies so people can trip off of as well as music for a video game call Cyberpunk 2077 so you can play it on your Cyberpunk radio station. Ironically, I started doing radio in 1990. Right out of High school. Mind you this story isn’t in any specific chronological order. I just wanted to be on the air waves, whether DeeJaying or Singing or being an On Air Personality. It really didn’t matter at the time. I just knew.

I was listening to KDAY 1580 on a small transister radio on my door steps when i was a kid thinking…
“Damn… I wanna be part of that!”

And mind you, this is 1986. I didn’t realize I really wanted to do radio till 1990 when i was about to graduate High School. First time I was close to rocking real turntables and really picking up a microphone.

Graduated in 1990 and started interning at Power 106. I interned for about 6 months then they hired me to come on full time. I started working with Jay Thomas as a News writer for him then I transitioned to doing overnights on the weekends. A dream come true just being able to be on air. On my off time I was going to the studio and recording music. In 1992 I got the opportunity to sign a deal with Solar Records. I recorded my First Single. It was called “Out Of The Ashes.” A record that was produced by the late great Johnny J. After that I recorded my first album, it was called “Ground Zero.” All this while still working at Power 106.
I worked there for about 4 years then took on DJing full time. I was DJing all the major clubs in LA at the time. I think at one point I was DJing every night except for Mondays.

Then a few years later an opportunity opened up to work for UNivision radio. I started doing Promotions for them then went on to produce a show for Rocio “La Peligrosa” Sandoval. At the same time I was working with Piolin Sotelo on his morning show doing all of his street hits. While working at Univision an opportunity opened up to sign a record deal with Fonovisa Records. I signed a 3 album deal with them. I started a Production company with 2 of my best friends, Jimi Barrz and Lester “Trakshun” Mendoza called BEAT MACHINES.

I recorded 3 albums with them, the first being “Nuestra Vida.” The second one was titled “Tatuajes.” And the third album was tittled “Mi Mundo.” While signed to Fonovisa and recording my albums I had the opportunity to work with a bunch of amazing Regional Mexican and Hip Hop Artists such as Akwid, Rogelio Martinez, Homero Vela, Ozomatli, Taboo of The Black Eyed Peas, Ernesto Solano, lead singer for Banda Maguey and so. many more. Went on to tour all the US and some parts of Mexico.

While promoting my third album, “Mi Mundo,” I got an unexpected phone call from Pio Ferro and Jerry Pulles. Met with them and then started my next radio journey. We kicked off Latino 96.3fm and broke reggaeton and Urban Latin music in LA when nobody was doing it. It was special being part of that. I stayed at Latino for about 8 years, Then I felt it was time to move on. Continued DJing all over the city and working on new music. I recorded my fifth album entitled “A New Begining.” My first independent production whitch helped me start my independent record label, El Produkto Music.

A couple years later an opportunity came to do radio in Salt Lake City for their Latin Pop station Latino 106.3fm. i moved from LA to Salt Lake to try something new. Then in 2016 I put a single out called “12 Rosas.” A few months later I got amazing news that “12 Rosas” got Nominated for a Latin Grammy. I was the only independent artist to be nominated for Best Song of the year with other Major Label acts such as Cosculluela, De La Ghetto, Ariana Puello and Yandel, I felt it was a dream. But it also made me feel as if I had just kicked open a door for Independent Artists. It was an amazing experience.

To date I’m still woking as an On Air Personality and DJ for Latino 106.3fm in the Drive Time slot and it’s been 12 years. Covid happened and I’ve been doing my show remotely from LA where I have recording studio here in Downtown. As well as dropping a ton of music and signing artists to my label.

In between all this, I’ve been doing placements for Lakeshore Entertainment. I did 5 placements in the movie CRANK with Jason Stathom, I dis one placement and got the opportunity to act aside of Jason Stathom on CRANK 2 : High Voltage. I did placements for the movie “Walk Of Shame” with Elizabeth Banks,
“Peppermint” with Jennifer Garner and recently did a placement in the video game “Cyberpunk 2077.” I did 2 tours of Australia with Nicky Jam and Julio Voltio and that was really fun.

That’s kinda my life in a nutshell…lol

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It hasn’t been. It’s been tough all the way along the lines from dealing with managers that only wanted to take my money and mis-manage me to having to teach myself the radio business and the music business. All while trying to keep myself focused on the big picture which has always been to take care of my family. It’s hard having to wear all these hats. Running a label isn’t easy. I guess nothing comes easy in this game but I’ve stayed focused and just tried to make everything work. I have alot of faith in GOD and that’s always helped me pull through and pull myself up even though there has been a few occasions where I’ve just wanted to throw in the towel. But I’ve just never given up.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I am an Artist first and foremost. I am a self taught engineer. I love to produce music and songwrite. But I really love learning the business of it all. There so much I still have to learn and even teach other independent artists.

I specialize in all sorts of Latin Music from latin Pop to Reggaeton and Latin Hip Hop as well as RAP. I also do Latin EDM music. I just have fun doing what I do.

I’m more known as an artist. i’ve put out some amazing records. I have a Latin Grammy Nomination for Best Urban Song of the year fo my song “12 Rosas.” I think that’s probably what I’m most proud of because it’s hard to compete in the market against big labels.

And I feel what sets me apart from others is the diversity that I have when creating music.

Is there any advice you’d like to share with our readers who might just be starting out?
I think some of the best advice I can give is just follow your heart and never take no for an asnwer. If you fall get back up. Never give in. Keep going and push yourself to the limits. But educate yourself in the business so you know what to do when you get to that bridge and you need to cross it. Read your contracts thoroughly. And if you can afford to hire an attorney, do so.

Pricing:

• El Produkto Music Studio: $75/Hour. Blocks available for discounted rate
• Features $1500
• Production costs can vary just depending on what you need.
• DJ cost is $250 per hour

Contact Info:

• Instagram: https://www.instagram.com/officialdavidrolas/
• Facebook: https://www.facebook.com/davejams/
• LinkedIn: https://www.linkedin.com/in/davidrolas/
• Twitter: https://x.com/DAVIDROLAS
• Youtube: https://www.youtube.com/@DavidRolas
• Soundcloud: https://soundcloud.com/david-rolas

Image Credits
Pictures by Daniel Dueñas