Gabby Arzola // Contributing Writer
Former FIU business student celebrated the two-year anniversary of his Miami-based booking and talent agency, Rockwell Talent Management, at the newest Miami Beach restaurant called “ITO Mojitos y Cafecitos,” on Tuesday, Oct. 20.
Bryan Herrera, founder of Rockwell Talent, knew there was something wrong with Miami’s music scene.
“Nightlife has lost professionalism and has turned into greed,” said Herrera.
Herrera noticed that the quality of promotional brands and talent had decreased, and as a result, he envisioned a company that would reignite the Miami nightlife and make it honest once again.
With the help of his friends and colleagues, they created Rockwell Talent Management.
Former FIU graduate and Artist and Talent Manager, Chris Esteban, says that without Rockwell Talent Management, he would have been miserable.
“I really didn’t like my old job in hedge funds,” said Esteban. “I was going down a dark path, and Rockwell saved me.”
Juan Fonseca, the director of talent and tour manager, recently joined Rockwell and says that this agency is unlike any other he’s seen before.
“I like it small,” said Fonseca. “We are truly close friends.”
DJ veterans, Giovanni Silva, whose stage name is Vinni Soul, and Rodrigo Arana, known as DJ KILLAKA5, have been with Rockwell since the beginning.
“I do what I love, and it doesn’t feel like a job,” said Arana.
Arana, 31, said that he started promoting at 17 years of age in Nicaragua. After serving time in the military, he dedicated his time to honing his musical craft. Known to occasionally incorporate NSYNC in his mixes, he likes the crowd to feel nostalgic with his music.
“People feed off the DJ, and everyday it’s something new,” said Arana.
Although seemingly effortless, Rockwell DJs emphasize the exorbitant amount of work that many fail to recognize. Highlighting that, everything they do is done strategically, from song transitions, to “playing the bar.”
“When everyone is on the dance floor, no one is at the bar purchasing drinks. So we often ‘play the bar’ by playing random song that people don’t dance to. When we do this, people go back to the bar and buy drinks,” said DJ Andy Quinta, known as DJ Royale.
Many of their peers often underestimate the amount of work that goes into being a DJ. Often not understanding the amount of time and effort they need to make music, and market themselves simultaneously.
“It’s harder than it seems,” said Matthew Muñiz, who perform under the stage name DJ Zilla.
Rockwell also specializes in an underground music team called the Noir Gang.
Noir Gang is a collaboration project with Miami International University of Art and Design audio engineering students, Austin Frank, Ennio Skoto and Bryan Estefani.
Creating “Sounds Of The Underground,” the Noir Gang incorporates each of their unique styles to music that many people haven’t heard of yet.
“Mainstream all sounds the same,” said Estefani.
The Noir Gang experiments with a variety of musical techniques to keep their audience dancing without using popular songs.
“Underground definitely makes you more creative,” said Frank.
At Rockwell, everyone has found their passion in music differently. Some entered the industry by promoting in high school, but others, like DJ PaulE, used music as a way to bring life back into his family.
At the age of five, PaulE would watch his uncle play music at parties with excitement.
However, when his uncle passed away, the music did too.
“My family stopped listening to music,” said PaulE. “So I took the role of bringing music back to my family.”
Currently, PaulE is one of the most seasoned artists at Rockwell.
The DJ crew of approximately 14 members is now welcoming their first female DJ artist, Tricia Dade, known as DJ Trish, to the Rockwell family.
“When I first started DJing, I had no idea what I was doing,” said the 22 year old.
Dade, primarily a house and deep house artist, graduated from Florida State University in marketing but found her passion in music.
“I’m honored to be the first female in Rockwell,” said Dade.
Because female DJ’s are still relatively new in the industry, Dade receives harsh criticisms that are sometimes hard to ignore.
“People question if I’m really DJing the songs,” said Dade. “Then, when people realize that I am really doing it, they love it.”
All the Rockwell members who attended the 2-year anniversary expressed a common theme. It was to share their tremendous passion for music and for their colleagues.
“Music took over my life,” said Quinta.
Rockwell is full of unique and diverse individuals from all walks of life. Together, they share their love and passion of music with South Florida. Their two-year anniversary is certainly a milestone according to Herrera, and definitely not the last.
“I’ve been so blessed with Rockwell,” said Herrera. “We are the underdogs who want to make the nightlife business right—but not underdogs for long.“
Photo Courtesy of: Miranda Nathanson
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