Rojas: The Beat Architect Behind a Generation of Hits
From South Florida to Global Influence
Rojas, a South Florida native, has been a defining force in the music industry, particularly in the early SoundCloud era. From shaping underground movements to producing chart-topping hits, his journey has been one of passion, innovation, and relentless dedication. His work with artists such as XXXTentacion, Playboi Carti, and Lil Pump cemented his reputation as a producer with an ear for raw, unfiltered talent. Over the years, he has expanded his horizons, diving into Latin music and launching his own record label, proving that his influence transcends genres.
Breaking Into the Scene
Rojas’ career began in 2015 when he started DJing and hosting shows across South Florida. These events became a launching pad for rising artists like Pouya, Maxo Kream, and Playboi Carti, who would later gain widespread recognition. He quickly became a central figure in the underground rap scene, fostering an environment where raw talent could flourish.
His early work showcased his ability to craft beats that blended dark, heavy-hitting sounds with energetic, unpredictable rhythms—setting the stage for the emerging SoundCloud rap wave.
The Breakthrough: “Look At Me!”
The turning point in Rojas’ career came in 2016 when he produced the viral hit “Look At Me!” for XXXTentacion. The track, built on a distorted bassline and aggressive delivery, became an anthem for the new wave of rebellious, internet-driven rap. Its success catapulted XXXTentacion into the mainstream, while also bringing Rojas into the spotlight as a visionary producer.
Following the massive success of the song, Rojas continued to support the underground movement. That same year, he launched Rojas Fest, featuring a lineup stacked with future superstars such as Ski Mask the Slump God, Playboi Carti, Yung Bans, and Trill Sammy—long before they became household names.
Touring and Expanding His Influence
In 2017, Rojas hit the road as the DJ for XXXTentacion’s “Revenge Tour”—a chaotic and electrifying experience that embodied the raw energy of the underground scene. Simultaneously, he joined Lil Pump’s “No Jumper Tour” alongside Smokepurpp, further cementing his role in shaping the new era of rap music.
During this time, he continued producing and working closely with emerging talent, ensuring that his impact on the industry extended beyond his own personal success.
Building Inzei Records
Recognizing the need for a platform where young, unconventional artists could thrive, Rojas founded Inzei Records in 2017. The label was established through a partnership with TLG and Warner, providing a bridge between underground talent and the mainstream industry.
Inzei Records’ first major release was Lil Pump’s self-titled debut album, which skyrocketed to success, debuting at No. 3 on the Billboard 200. The album featured hit songs like “Gucci Gang”, further solidifying Rojas’ ability to create hits that resonated with a global audience.
As his label grew, Rojas continued to seek out new talent, launching Inzei Radio in 2018—a platform where he interviewed rising artists such as Dice Soho, Allan Kingdom, and Kreayshawn, giving them a voice and a space to connect with wider audiences.
Expanding Into Latin Music
By 2019, Rojas had shifted his focus towards exploring new sounds and developing artists from different musical backgrounds. He signed Isaiah to Inzei Records, marking a new chapter in his journey as a label executive.
His passion for music evolution led to the creation of Inzei Monumental in Peru in 2022, a collaboration between Rojas and Gil Shavit aimed at fostering Latin talent. This initiative expanded his reach into the Latin music scene, where he began working with emerging artists like Zuvi, Neiram, Los Del Joseo, Woody Kief, Daniel Cano, Jhanziel, Jey Army, Flako Dogg, Glizzy Opzz, Isaiah Sound, and Alien.ER.
A Legacy Still Unfolding
Rojas’ journey is a testament to his ability to adapt, innovate, and influence the music industry across multiple genres. From the gritty, rebellious energy of the SoundCloud era to the rhythmic and melodic world of Latin music, he continues to push boundaries and create opportunities for emerging talent.
As he remains active in producing, curating talent, and expanding his label, one thing is certain—Rojas is far from done leaving his mark on the industry. Whether in hip-hop, Latin music, or beyond, his impact will continue to shape the sound of the future.
