AXEL ”LOLA” ROSA LEVELS THE PLAYING FIELD FOR LATINX PERFORMERS
By Jann Darsie
Notes From Ella is presented with support from the New Orleans Jazz & Heritage Foundation!
At an early age, Axel José “Lola” Rosa had two revelations: One, he was fascinated by performers. And two, he realized how people who spoke only Spanish are limited in the context of life and opportunities in the U.S. These two realities would shape Rosa’s future goals and his career.
Photo by Israel Torres
Rosa is the founder and CEO of an artists’ management company, South25 Entertainment, that specializes in giving access to performers who otherwise would be left to their own devices. Born and raised in New Orleans by parents who emigrated from Honduras, Rosa grew up bilingual in Spanish and English.
When he was young, he played the clarinet as part of his fascination with music and musicians. However, he laughed and said, “Don’t ask me to play it now!” But that limited exposure gave Rosa a sense of what it means to perform and be a musician.
In his junior year at Grace King High School, he helped organize a talent show for the entire student body. This experience opened his eyes to a potential career in entertainment.
Between high school and college, Rosa did promotions for local Latinx performers and helped arrange a number of “Latin Nights” at local venues while working in the hospitality industry. Then he decided he had to get serious about the career he wanted to pursue.
At 24 he resolved to go back to college. He found a program in Orlando, Florida, that seemed tailor-made for him. Full Sail University offers degrees in entertainment business, so Rosa went all the way. He earned not only a bachelor’s degree but a master’s as well.
Armed with these credentials, he returned to his native city determined to act on his early realization. Rosa knew that local Spanish-speaking musicians do not have the same access to performing and recording opportunities. This inequality is an ongoing motivation for Rosa.
“I realized that I could provide access to marketing and book performing gigs — and I even have a record label,” said Rosa. “I’ve worked with the likes of Fermín Ceballos and E.D.G. El Agresivo.”
More than a year ago, he met a workshop instructor at a networking event for the music industry who told him about the Ella Project. “I was just amazed that this service even existed, and that it was available to musicians!” Rosa said. “One of the most expensive things for a small business, or especially a solo musician, is legal services. So soon thereafter, I attended an Ella Project workshop.”
As it turned out, Rosa later had a negative experience with a client, and the Ella Project was there for him with legal advice. “They helped me understand the power of a cease-and-desist letter, a breach of contract and similar legal issues,” he said. The situation had gotten nasty, and Rosa feared his reputation was on the line.
“So the Ella Project was very helpful in going over what my options were,” he said. “And the Ella Project legal team let me know they would be there for me for anything else that came up, and beyond.”
Rosa is now managing singer and composer Anibal Martínez, known by his stage name Jamcee. His music is what is known as “Latin Urban” or “Tropical Latin.” Rosa is currently in the process of finalizing the business arrangements with Jamcee, and said that he’s going to have the Ella Project team go over this contract — and all other contracts and legal matters going forward.
“I also attend their [Ella Project’s] workshops because, believe me, they cover things they do not teach you in school,” Rosa added.
Rosa has recently been recognized for his work. He was invited to be a voting member of the Grammy Awards, making him a part of the Recording Academy, the leading society of music professionals.
Locally, he serves as one of the Hispanic Chamber of Commerce of Louisiana’s Young Professionals. One of their biggest events happened recently: a festival commemorating the Day of the Dead (Día de los Muertos) on Nov. 4 in Lafayette Square. The festivities featured local food, kids’ activities, an altar for offerings (ofrenda), local vendors, a costume contest and, of course, music. “We definitely have plans to expand this festival in the future,” Rosa said.
As a vital part of the Latinx community of greater New Orleans, Axel “Lola” Rosa serves a specialized need and performs a valuable service to the musicians he manages. He can be found on his website, South 25 Entertainment, and on Facebook and Instagram @lolarosaa.
