Elena Rodrigo

Tell us a bit about the career path that led to where you are now.

I started volunteering and later worked in a college radio station in Morelia, Mexico. Later I moved to a non-profit Radio & TV channel that was viewed across the Mexican state of Michoacán; that was the beginning for me to get involved in producing rock shows. I am a music lover but not a musician and my passion grew to become an avid promoter of rock music.

When I moved to San Francisco, California and started working in radio, my focus was to promote Latin alternative music. It was a time when there were not a lot of media outlets to promote that type of music and a lack of knowledge on where to find it in the record stores. That was a turning point for me, because I started promoting live shows and managing artists until I co-founded Aztlan Records, with the vision of signing latin rock bands in the U.S.. That got the attention of major labels, and I was offered to move to Los Angeles to work for Universal Music Latin and open the latin rock department with artists under the Surco Label, a record label by Gustavo Santaolalla, who recommended me for the job.

After 7-8 years at Universal and another 2 years in Capitol Latin Music, I decided to open my own agency and fill the void of promoting Latin alternative music and other underserved genres, tours or marketing and promoting new albums. That is in a nutshell how The Music Joint Group was created.

What is your favorite experience you’ve had in your career? Perhaps a musical idol you got to meet or work with?  A project you were involved with promoting?

That is a hard question for me because I have lived a lot of memorable moments. But I would say getting to work with artists I was so influenced by growing up and who were my heroes. Unfortunately, some of them disappointed me on a personal level (laugh). Another great moment for me was working during the first 2 years (the best 2 editions) of a festival in Chicago (Ruido Fest). For someone that has worked so much for the promotion of Latin Alternative music, that was a pivotal moment because I saw the genre coming of age. I lived those moments fully. I would also say Los Dells Fest in Wisconsin, the first multi-genre major festival in the Midwest that set the ground for a lot of artists performing under the same event. It’s the first Latin festival that provides camping facilities within a pristine forest and took place three years before the pandemic.

What aspect of your job gives you the most satisfaction?

I get true satisfaction if I’m involved in something, whether it’s a festival, a tour, a good record release campaign, curating an event or seeing my artists nominated for an important award. I love to organize and be part of big events.

What band/artist or style of music outside the realm of your college/community radio promotion would people be most intrigued to hear you love?

I’d say a lot of unknown [to non-Hispanic media] artists that college radio ignores because of the language barrier. Latin alternative music is so broad and constantly evolving, and very few DJs that are not of latin descendant or speak Spanish, consider it in their rock or indie-music shows. They would be surprised of the great music that is out there that fits very well in their show format, but because of the language, they just don’t bother to listen to. Of course there are few exceptions, and I can’t complain. College radio stations are still the only stations that are actually playing some of this music.

What job do you think you would have if you weren’t in this industry?

I don’t know. I think I discovered that I loved music a lot when I was very young, but with no talent to play an instrument, I wanted to be part of it somehow. I never considered anything else before, but I’d say it would be nice to own a small resort somewhere I really like.

Summer is here!  Do you have any fun plans, or a vacation scheduled (or did you do something already)?  Speaking of time off, what is your dream vacation?

My Dream vacation for me is to go out camping or visit a new country and only use my phone to take pictures and share it with friends and family. If I’m on vacation and still working somehow and/or worrying about work, it’s only a trip for me but not a vacation.

You just won 10 million dollars. What are you going to do with it?

Secure my retirement somewhere I love and invest in artists I like and I believe in to help finance their careers.

Entertainment Time: What is/are your current favorite TV obsession(s)?

Ted Lasso… I finally got to see that series from season one and I love it! Another one I accidentally found and loved was “Drops of God.”

What’s a great movie (new or old) you’ve watched recently?

There Will Be Blood… I watch that movie occasionally. I just saw it again and still love it. Daniel Day Lewis is just amazing in that movie.

What is your current favorite album?

Currently… I’d say Prismarama by Leon Larregui.

Do you have a favorite restaurant in town for take-out or to take out-of-town guests to?

Angelini’s… that is my all-time favorite.

You’re stranded on a desert island.  What five well known people (dead or alive) would you like to have there with you?

My direct family, couple of my best friends and if I have to choose a musician, perhaps Bob Marley.