We’re excited to introduce you to the always interesting and insightful Rodrigo Tolentino. We hope you’ll enjoy our conversation with Rodrigo below.
Alright, Rodrigo thanks for taking the time to share your stories and insights with us today. Can you talk to us about a project that’s meant a lot to you?
My most meaningful project is The CRXSSXVER (07-19-25), a genre-blending event Yung Curry (Ash) and I are producing alongside a small team of creatives here in San Diego. At its core, it’s a cultural bridge. We’re bringing together EDM, reggaeton, and hip-hop under one roof, with one 360 stage, and live vocal performances.
The idea came from a simple but powerful feeling: that different scenes in our city don’t always mix, even though there’s so much talent and energy across all of them. As a DJ, I’ve always found myself somewhere in between these spaces. As a marketer, I knew there was a way to build a platform that could be both high-production and community-driven.
We’re not just throwing a show, we’re designing a movement. My role spans from operations planning and management to curating the vibe, to running the entire marketing campaign, building sponsorship decks, designing the content calendar, and overseeing our rollout strategy. We’re creating short-form content that introduces the team, highlights the artists, and tells a story around the event, not just promoting a flyer. Everything is being done in-house, from renting gear to branding to securing vendors.
What makes The CRXSSXVER meaningful to me is that it’s personal. It’s the first project that fully reflects who I am: a DJ, a marketer, a connector, and a fan of culture in all its forms. It’s also a way to give back, by putting emerging artists in a spotlight they deserve and giving people a reason to come together in new ways.
It’s a challenge, no doubt, we’re juggling budgets, timelines, and a million moving parts. But for me, that’s the dream: building something from the ground up that connects people, celebrates music, and leaves a lasting impression.
Rodrigo, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
One thing I think non-creatives sometimes struggle to understand is the value of relationship capital. In the early stages of my journey, whether it was DJing a local show, playing an afterparty, or opening for someone bigger, I often did gigs for little or no pay. And to someone on the outside, that might look like I was being taken advantage of or not valuing my time. But what they didn’t see were the connections being made in those rooms, the relationships I was building, and the opportunities that would come later as a result of showing up with intention.
Some of the biggest opportunities in my career so far have come from people I met at those free shows. Whether it was another artist, a promoter, a photographer, or someone in the crowd who later became a collaborator, it always started with showing up and giving my best, even if the check didn’t match the effort at the time.
That doesn’t mean money isn’t important. I believe creatives deserve to be paid fairly. But I also believe in creating from the heart and moving with long-term vision. Sometimes you invest time or energy into a project because your gut tells you it matters, even if the payoff isn’t immediate. That’s something not everyone gets, especially in a world that prioritizes instant returns.
The creative path is nonlinear. It’s built on moments, trust, presence, and purpose. And in this industry, who you build with is just as important as what you build. I’m playing the long game, and for me, that means honoring relationships, staying aligned with my vision, and knowing that not every win comes with a price tag.
Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.
“One thing I think non-creatives sometimes struggle to understand is the value of relationship capital. In the early stages of my journey, whether it was DJing a local show, playing an afterparty, or opening for someone bigger, I often did gigs for little or no pay. And to someone on the outside, that might look like I was being taken advantage of or not valuing my time. But what they didn’t see were the connections being made in those rooms, the relationships I was building, and the opportunities that would come later as a result of showing up with intention.
Some of the biggest opportunities in my career so far have come from people I met at those free shows. Whether it was another artist, a promoter, a photographer, or someone in the crowd who later became a collaborator, it always started with showing up and giving my best, even if the check didn’t match the effort at the time.
That doesn’t mean money isn’t important. I believe creatives deserve to be paid fairly. But I also believe in creating from the heart and moving with long-term vision. Sometimes you invest time or energy into a project because your gut tells you it matters, even if the payoff isn’t immediate. That’s something not everyone gets, especially in a world that prioritizes instant returns.
The creative path is nonlinear. It’s built on moments, trust, presence, and purpose. And in this industry, who you build with is just as important as what you build. I’m playing the long game, and for me, that means honoring relationships, staying aligned with my vision, and knowing that not every win comes with a price tag.”
For you, what’s the most rewarding aspect of being a creative?
For me, the most rewarding part of being a creative is being able to give my friends and family opportunities through the work I do. Whether it’s putting a homie on a lineup, hiring a relative for photo or video, or collaborating with people I believe in, nothing beats that feeling. I want to win so the people I love can win too.
Every time I take on a project, I’m thinking about who I can bring with me. It’s not just about building my brand or my name, it’s about building a platform that creates momentum for others. That’s the part that fills me up. Seeing someone I care about grow their confidence, their craft, or their career because they got a shot through something we built together… that’s everything.
I know a lot of creatives feel the same way. We create from love, and that love extends to our community. It’s not always glamorous or easy, but when you look around and realize you’re doing life with the people you started with, making things that matter, it makes all the struggle worth it.
At the end of the day, I just want to make sure the people around me feel seen, supported, and celebrated. That’s the real dub.
Contact Info:
- Website: https://www.rollintino.com
- Instagram: https://www.instagram.com/rollintino
- Facebook: https://www.facebook.com/rollintino/
- Linkedin: https://www.linkedin.com/in/rodrigo-tolentino316
- Twitter: https://x.com/rollintino
- Youtube: https://www.youtube.com/@rollintino
- Soundcloud: https://www.soundcloud.com/rollintino
- Other: THE CRXSSXVER – HIP HOP, EDM, & REGGAETON FESTIVAL (Saturday, July 19th, 2025)Tickets: https://www.tickeri.com/events/vw3fqeux9rng/the-crxssxver-hip-hop-edm-reggaeton-festival
