Meet a Unique Hybrid: Educator and DJ Alex La Rotta
In a captivating intersection of academia and nightlife, Alex La Rotta stands out as a music historian by day and a club DJ by night. La Rotta, who teaches history and Latino studies at both the University of Houston and Houston City College, has a penchant for bridging his scholarly pursuits with the vibrant world of music. Recently, he took to the streets—via flyers—to promote his latest academic endeavor: a course on Latino American Popular Music. This approach is more than just an advertisement; it's a reflection of his belief in the power of music as a teaching tool.
Spreading the Word With Style
Going beyond traditional marketing, La Rotta engages a creative network of designer friends to tailor eye-catching promotional materials. Collaborating with Right on Time Design, the latest flyer showcases prominent Latino artists like Ritchie Valens, Bad Bunny, and Selena, emphasizing a cultural tribute. "I literally post those up on campus, and the university shares it on social media," he explains, noting his success in filling his classroom. This inventive spirit dates back to his time at Columbia University, where he utilized similar techniques to draw students into his BIPOC rock-and-roll history classes.
A Celebration of Hispanic Culture
Although Hispanic Heritage Month concludes on October 15, La Rotta's schedule is far from quiet. He has curated an array of free public events aimed at celebrating Latin culture, including a 50th anniversary screening of "Chulas Fronteras," Les Blank’s seminal documentary that highlights the rich tapestry of norteño music. Following the film, he will moderate a panel discussion, further illuminating the significance of cultural representation.
A Musical Mentor
On October 18, La Rotta is set to perform a Latin jazz set during the Menil Collection’s “Sounds to Live By” outdoor event, further exemplifying his commitment to education through music. Additionally, he will host Chicano soul historian Ruben Molina at Cactus Music for a discussion of Molina’s latest book, facilitating a conversation that intertwines scholarly discourse with vibrant musicality. This is a testament to La Rotta's dedication not only to his students but to the larger community of music historians and fans.
A Vision for Chicano Music
With an eye on the future, La Rotta is currently preparing for the release of his first book, "The West Side Sound: San Antonio and the Birth of Chicano Rock & Roll," set for release through University of Texas Press in April. This ambitious project seeks to shine a light on the often-overlooked Chicano rock scene, contributing vital narratives to music history. He humorously shares how this oral history project, which he began in 2012, has evolved as he balances his academic commitments and personal life.
Bridging the Divide
La Rotta's work represents a crucial intersection of education, culture, and art. His dual role as educator and DJ exemplifies how passion can seamlessly integrate into professional life. He approaches music not just as entertainment, but as an educational tool capable of engaging students and fostering a greater understanding of Latino history and identity. As he prepares to take on the challenges ahead, it is clear that his contributions will continue to resonate within the spheres of both academia and the vibrant music culture of Houston.
Conclusion
Whether through teaching, pamphlets, or club performances, La Rotta is an exemplar of how the past and present can harmoniously coexist. His dedication to Latino music history not only enriches his students’ understanding of their cultural roots but also enhances Houston's evolving musical landscape. As he gears up for a busy schedule ahead, including community events and his forthcoming publication, it’s a golden opportunity for locals and students alike to delve into the rich heritage of Latino music.
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