Alex's journey began in Los Angeles, where he first drew breath, before relocating to Bakersfield, California at the tender age of eight, a move that would ultimately shape his future endeavors. As a young entrepreneur, he embarked on a nationwide quest to sell records at various record swaps, his passion for music and commerce igniting a fire that would fuel his future pursuits.
It was during one of these record swaps that Alex crossed paths with the owner of the prestigious Glass House Concert Hall in Pomona, California. The owner, impressed by Alex's vast knowledge of records, approached him with an opportunity to buy records for the store next to the venue. This chance encounter marked the beginning of a new chapter in Alex's life, as he went on to become the general manager of the Glass House, overseeing the daily operations of the esteemed music venue.
Not content to rest on his laurels, Alex's next move was to collaborate with Goldenvoice and Coachella, two of the most prominent players in the music festival scene. They approached him with a unique opportunity to establish a record store at the Coachella festival, a venture that would require Alex to embark on his first of many cross-country purchasing trips. This marked the beginning of a long and fruitful partnership, one that would see Alex become an integral part of the Coachella experience, and cement his reputation as a leading figure in the music industry.
