We were lucky to catch up with Alfred Torregano recently and have shared our conversation below.

Alright, Alfred thanks for taking the time to share your stories and insights with us today. Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?

Yes, I’ve been able to earn a full-time living from my creative work—and I consider that a blessing and a responsibility. I’ve accomplished many of the dreams I originally set out to achieve as a DJ, but I never stopped dreaming or setting new goals. In fact, reaching those early milestones only made me realize I wasn’t dreaming big enough.

What hit me over time is this: for creatives like myself—especially as a DJ—there is no final destination. There’s no singular moment where you feel like you’ve “made it.” You’re only as good as your last set. Each gig is its own world, and while one can open the door to another, they each demand their own presence, energy, and execution.

I anchored my journey to a vision—a constantly evolving one—that keeps me climbing the ladder of my own desires. And somewhere along the way, I came to understand that true success isn’t just about money or fame—it’s about buying back your time. It’s about earning time freedom and location freedom so you can live life on your own terms.

From day one, I was a DJ through and through—hip-hop not just by genre, but by essence, by the way I approached the craft. My early days were a grind. I hustled every kind of gig you could imagine: funeral repasts, baby showers, photo shoots, weddings, backyard boogies, lounges, clubs, corporate events—you name it, I did it. I was hungry to be booked every night and every day. I even threw my own parties just to stay on the decks.

Back then, success meant having as many gigs lined up as possible. But over time, I matured into seeking quality over quantity. I wanted higher-caliber opportunities and clientele. And those doors opened—from Dr. Dre and Jimmy Iovine to Chaka Khan, George Clinton, Snoop, and Lalah Hathaway. I toured with Nas and Damian Marley as a guest DJ and production manager on the Distant Relatives tour. I was also the tour DJ for Omarion and Lloyd for a stretch.

Eventually, I expanded into producing festivals. I set out to build the biggest cultural stages possible—and we did. We created what became the largest Juneteenth festival in America, hosting over 75,000 people in a single day, with more than 800,000 viewers watching the Amazon Music livestream in 2023.

Yet through all of that, the hunger never left. I’m still just as driven to innovate, elevate, and execute at the highest level. I never chased the crowd—I followed my instincts. That’s what’s guided me through every transition, every evolution in my career.

Looking back, could I have sped up the process? Maybe. But I believe the timing shaped the character. And the character is what sustains the career.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

For those who may not have heard of me before—my name is DJ QwessCoast Aka Fred Cool. I’m a DJ, entrepreneur, producer, creative technologist, and cultural architect. I’ve spent the last few decades building bridges between music, business, technology, and community—curating experiences that not only entertain but elevate.

I got into this world through hip-hop—not just the music, but the mindset. I was drawn to the turntables as a form of expression, a tool of storytelling, and a weapon of culture. From my earliest gigs, I treated DJing like a sacred craft. I wasn’t just playing songs—I was sculpting moments. Over time, that love for mixing evolved into a deeper passion for production, sound design, events, and entrepreneurship.

My work lives at the intersection of culture and commerce. I’ve worn many hats—tour DJ, sound engineer, production manager, creative director, and now founder of a media company, a cannabis dispensary, and a nonprofit organization. I’ve had the honor of working with legends like Dr. Dre, Snoop Dogg, Chaka Khan, George Clinton, Nas, Damian Marley, and more. I’ve toured globally, curated major experiences, and helped shape movements from behind the scenes.

What I provide isn’t just a service—it’s a standard. Whether I’m DJing an intimate party, engineering a live set, building a youth program, or producing one of the largest Juneteenth festivals in America (which drew over 75,000 people and 800,000+ livestream viewers on Amazon Music), I’m always focused on impact.

The problems I solve are both creative and structural. I help brands, artists, and organizations tell their stories through experiences. I design ecosystems—whether it’s a live event, an educational program, or a content platform—that allow ideas to flourish and audiences to connect deeply. I also help bring clarity and execution to chaos—whether that’s launching a festival, building a new business, or producing a show from scratch.

What sets me apart is that I never settled for a lane—I built a highway. I understand the music. I understand the business. And I know how to execute at a high level while staying grounded in authenticity and purpose.

I’m most proud of the lives I’ve impacted and the systems I’ve helped create. Whether it’s helping young creatives find their voice, building platforms for social equity, or showing others that it’s possible to live off your art and values—I do this for something bigger than applause. I do this for legacy.

If there’s one thing I want people to know about me and my work, it’s this:
I’m not here to follow trends—I’m here to set them. I don’t just entertain, I build. I don’t just create, I connect. And I don’t just dream—I execute.

Whether you’re a client, collaborator, fan, or future partner—you can count on me to bring vision, value, and velocity to everything I touch.

Let’s talk about resilience next – do you have a story you can share with us?

One story that truly illustrates my resilience is the journey of producing the Leimert Park Juneteenth Festival, which has now become the largest Juneteenth celebration in America.

It didn’t start that way.

This wasn’t a festival backed by corporate machines or endless funding. It was built brick by brick—through vision, sweat equity, and a commitment to cultural preservation. We launched it with a deep desire to celebrate freedom, community, and creativity in a way that was by us, for us. And while the outcome has been monumental—75,000+ attendees in a single day and over 800,000 livestream viewers on Amazon Music in 2023—the road to get there was anything but easy.

Behind the scenes, we faced an enormous amount of challenges: financial shortfalls, shifting city policies, internal disagreements, structural inefficiencies, and moments where things felt like they could fall apart at any minute. There were times when we had to pour our own money into the production just to make sure artists got paid, stages got built, and the community didn’t suffer. I’ve worked through sleepless nights, moved mountains last-minute, and navigated layers of politics and personalities—some helpful, some harmful.

But I never folded. I never wavered.

And I never threw anyone under the bus—because to me, leadership is not about blaming, it’s about bearing. Even when things went sideways, I chose to handle it with grace. That doesn’t mean I ignored the problems—it means I focused on solutions over scapegoats. I protected the culture, the mission, and the people.

That’s what resilience looks like to me.
It’s doing the work even when no one’s clapping.
It’s taking the hits and still showing up with love.
It’s turning pressure into diamonds, not drama.

The Leimert Park Juneteenth Festival taught me that sometimes the greatest strength is restraint. The real test isn’t whether you can build something big—it’s whether you can build something meaningful and lasting without compromising who you are in the process.

And to this day, I’m proud of, not just the festival we’ve created—but of how we got there. The Elevate Culture Presents Motto has always been “leadership without fingerprints” one of the hardest tasks known to man.

What do you find most rewarding about being a creative?

For me, the most rewarding aspect of being an artist and creative is the power to transform invisible ideas into tangible impact.

There’s something sacred about taking a vision that lived only in your mind or spirit and watching it manifest into a moment that moves people—whether that’s a DJ set that shifts the energy in a room, a festival that unites a city, or a piece of content that opens someone’s eyes to a new perspective. That’s the alchemy of the creative process.

But beyond the accolades and applause, it’s the quiet confirmations that mean the most—when someone tells me, “Your set was special,” or “Thank you for what you do we need that event,” or “Watching my teenage daughter traveling around the world DJing at 15 that’s my biggest flex.”

That’s how I know the art is doing its job.
That’s when I feel most accomplished.
That’s when purpose and passion meet for me.

Being a creative isn’t just what I do—it’s how I move through the world. It’s my form of service, my form of rebellion, and my form of healing all at once. The reward isn’t just the product. It’s the process. It’s the people it touches. And it’s the legacy it leaves.

That’s what keeps me going. That’s what makes it all worth it.

Contact Info:

• Website: https://www.elevateculture.today
• Instagram: @djqwesscoast
• Facebook: https://www.facebook.com/alfred.torregano?mibextid=wwXIfr&mibextid=wwXIfr
• Linkedin: https://www.linkedin.com/in/alfredtorregano/
• Twitter: @adjcalledqwess
• Youtube: https://www.youtube.com/@Mr.FredCool