Mexican American David Rolas, son of a Durango born mother and a father from Jalisco, worked his way into the upper echelons of the Los Angeles hip hop community. You can catch him on the weekends putting in work at one of the hottest radio station in Los Angeles, Latino 96.3FM. Hailing from South Central L.A., David Rolas is a Mexican American whose experience is similar to thousands of young Latinos with Mexican parents (mother from Durango, father from Jalisco), who grow up absorbing several cultures, the Mexican at home and the American in school.
While simultaneously absorbing a hybrid culture in the streets of the Angelino metropolis, in which the new urban sound of hip-hop was bred. While at home he listened to regional Mexican music and while on the streets he nodded his head to the rhythm of Hip Hop. David was a witness to the birth of the hip-hop culture in his surroundings, which influenced him to get involved in the scene.
After finishing high school, David focused his attention to his other interest of becoming a DJ. "For me, hip hop music was an inspiration to do something positive with my life, helping me avoid getting into trouble." David's visibility was such that he began to receive invitations to DJ at some of the hottest clubs in Los Angeles and Hollywood. His skills behind the turntables made him became one of the most important and sought after DJs in the L.A. & Hollywood Club scene. Known as Dave Jams, he displayed an ability to work the crowds and hip-hop fans, regardless of their racial origin.
As a Latino, he won over some hard to please African American crowds. “In my beginnings as a DJ, a promoter hired me for a club whose clientele was very selective of their taste in music, they wanted 100% hip-hop.” Thanks to his experience as a DJ, David has met many key people inside the world of hip-hop. He has befriended people like DJ Evil E (Ice T's DJ), Mellow Man Ace, Chino XL, Crooked I, Big Sloan of MoThugs, Layzie Bone and Sir Jinx, amongst others. Parallel to his DJ career, David belonged to various underground hip hop groups, like Brotherhood Movement, which had a single deal with Solar Records in the early nineties and a song called "Out of The Ashes" that was produced by world renowned producer Johnny "J" who at that time had already started working with artists such as 2PAC. "I liked belonging to a group, but I was very involved with my DJ gigs, so we would record mostly for fun, I didn’t have the time to commit to a group 100%," says David.
David Rolas musical quest lies in his pursuit for the purist incorporation of Latin and Urban music. His hooks are catchy, yet playful, creative, memorable and most importantly true to their respective roots. His flow is on point and his beats have enough energy and creativity to stand on their own. Throughout his career David Rolas has believed that music is “not only inspirational but triumphant in the sense that it can touch the hearts of millions of people.” On his third album titled “Mi Mundo” David Rolas set forth with one goal in mind, to showcase the cultural mosaic that lies within the West Coast Hip-Hop music scene by uniting some of the leading recording artists in the industry such as: Taboo of The Black Eyed Peas, Ozomatli, Akwid, Malverde, Tea Time Of Los Tetas, Sekreto of Caballeros De Plan G, and Leon of Mexiclan amongst others.
Now on his fourth album, David Rolas is digging deep into his DJ roots. He is now an Independent artist. Partnering up with a long time friend, Robert Gallardo, they have managed to start his own label and production company, El Produkto Records, LLC. With a new label, a new record, and a roll in the up and coming movie CRANK 2 from Lakeshore Entertainment, David seems to be a new man. The new album is entitled “A New Beginning (Un Nuevo Comienso).” David has sought the production skills of a roster of TOP up and coming producers such as the Latin Grammy winning duo Guary Y Cleyton. He is also working with Italian born producer GOLDHANDZ, as well as production from Mikhail "Blanquito El Phenomenal" Davies, production from David Salas and production from up and coming artist/producer Sean Brown. His first single “Mas Que Tu Amigo,” features Guary Y Cleyton and is already making it’s way up the charts on Latino 96.3FM in Los Angeles, being one of the most requested records of the summer. The new single is followed up with a HOT brand new video directed by long time friend and director Carlos Robles. The new album features a blend of Hip Hop, Tropical Music, Dance Music, and Reggae, as well as a group of collaboration like no other album he has done. He has collaborations from artists such as Cuban Link formerly of Terror Squad, chart-topping sensations Guary Y Cleyton, Rampage from the Infamous Flipmode Squad, Crooked Stilo, up and coming R&B sensations Harmony and Andre Mieux as well as collaboration with Latin Grammy nominated artist Dose of Fulanito. This album is definitely set to make a lot of noise this year in the Latin/urban music scene. It's a new beginning, Un nuevo comienzo for David Rolas