I am a pioneer in the promotion of the Latin Alternative Music in the US. and a industry veteran with more than 20 years of experience including hip hop & New World genres. For over two decades, I have been working with the most important and cutting edge new Latin alternative acts of Latin America, Spain and the United States. I started with the creation and production of the first Latin Alternative radio shows on the West Coast back in the 90’s and the first weekly columns about this topic in major newspapers. I also produced and promoted several US concerts for 'A' list bands such Maldita Vecindad, Héroes del Silencio, Tijuana NO, etc. and co-founded the first Indi label completely dedicated to sign Latin rock talent in the US: Aztlán Records. After Aztlan Records, I moved to L.A. to work for 8 years as the Senior Label Manager at Universal Music Latino where I lead the Latin Alternative Department and implemented successful marketing campaigns to develop new artist such as Molotov, Juanes, Café Tacvba, Control Machete and Mala Rodriguez among many others, with whom I worked strategically to achieve their development and recognition in the United States. Later, I was hired as Senior Label Manager in Capitol Latin Records and lead the marketing and release campaigns for artists such as Zoé, Juan Luis Guerra & Enrique Bunbury among others. After Capitol I opened my own agency ER:M+M, an event promotions and artist development agency with public relations and College/non-commercial/online radio promotion and consulting services. Enrique Bunbury, Enanitos Verdes, Panteón Rococó, Campo, Novalima, Mala Rodriguez, Sergent García, Bebe, Black Tide, Disturbed, White Stripes and Pxndx, are among the many artists that ER:M+M helped to develop or promote with marketing, college radio and/or P.R. strategy marketing and media campaigns. The agency also worked the marketing and media campaigns for Stadium sold-out concerts, such as the reunion of Spanish rock icon Héroes del Silencio and later the reunion of Argentinean rock legends Soda Stereo as well as the 40th Anniversary of Mexican rock/blues veteran and legendary El Tri, among other. in 2015, I joined forces with other agencies and co-founded The Music Joint Group, a multi-services Company that represents many artists, work with several music festivals and national tours around the U.S. & Mexico to continue expanding and promoting Latin music to a National level and to cross over the general market. for more information and a list of clients enter www.elenarodrigo.com or www.themusictjointgroup.com