Los Angeles is where I call home, born and raised, in 1977. My heritage comes from a mixture of Cuban and Mexican, where my parents came to the US in pursuit of better living and new found freedoms. Being the oldest of 4 came with alot of responsibility and interesting encounters.

Since the late 90’s, music production, emceeing, and engineering fascinated me, especially hip hop. I remember it beginning to hatch when I had gotten my first cassette walkman in the late 80’s. Music was always a part of me. From 1991-95 you could find me and my label partner, Sundy Macalinao exchanging mixtapes and funny metaphors on the Santa Monica bus after school, before we reached our stops.

After graduating from a small high school, I attended UCLA for a couple of years and then transferred to Cal State University at Fullerton, to pursue my business degree, with a concentration in Finance. I graduated in 2004 with a Bachelors degree in Business Administration. The after college experience provided some interesting sales jobs and gut checks. Sales began to teach me a crucial thing, if you have a product that you created and are passionate about, then you don’t have to sell. Fried Roots is the product of that imagery.

In 2007, I partnered with Sundy Macalinao in creating Fried Roots and developing our multimedia label. Explore some pages to your right and learn more about our music and movement. Another passion of mine is music marketing and our experience as an indie label led us to create Hip Hop Distribution, a blog about techniques for promoting online. We wanted to reach out to other indie musicians like us and network our way to the top. The music industry is morphing and we want to be there when it reaps dividends for those who make good music for the quality of the art.

Connect with us here on Fried Roots, drop comments and introduce yourself. Share your knowledge and let us know what you think of our music.

© 2009 friedroots.com.