In Houston, where the bayou meets the barrio, Alex La Rotta moves between two worlds with the ease of a well-mixed set. By day, he lectures on history at the University of Houston and Houston Community College. By night—and often on weekends—he's behind the turntables, spinning Latin jazz, cumbia, and border rock for audiences across the city. His students might not expect it, but his dual life is exactly what makes his classes so memorable.
From lecture halls to vinyl crates
La Rotta's approach to teaching is anything but conventional. To promote his popular culture course, he designs retro-style posters featuring icons like Selena and Bad Bunny, turning hallways into a gallery of Latin music history. It's a visual hook that draws students in, but the substance goes much deeper. His classes explore the roots of Chicano identity, the evolution of border music, and the political weight of a corrido or a cumbia rhythm.
“I want students to see that history isn't just dates and documents,” La Rotta says. “It's the music they dance to, the art they share, the stories their abuelos tell.” That philosophy has made his courses some of the most sought-after on campus, blending academic rigor with cultural relevance.
His doctoral research focused on rescuing overlooked chapters of Mexican-American music history, particularly the San Antonio sound—a genre that blended R&B, rock, and conjunto in the 1960s. That work is now culminating in his first book, set to be published soon. For La Rotta, it's a passion project that connects his scholarship to his DJ sets.
Building community through music and film
Beyond the classroom, La Rotta is a cultural organizer. He hosts free community events, from film screenings that spark conversations about Chicano history to live Latin jazz performances at local venues. His goal is simple: make culture accessible. “The university is one space for learning, but the city is another,” he says. “I want to bring people together through the music and stories that define our community.”
His efforts have not gone unnoticed. Collaborations with writers, historians, and musicians enrich his lectures, bringing guest voices that resonate with students. He's also been part of a broader movement to legitimize Latin music studies in academia, a trend seen in courses like the one at the University of Northern Colorado on Mexican corridos. La Rotta's work is a testament to how popular music can be a serious subject of study.
For La Rotta, the connection between academia and the streets is vital. He often references the energy of Houston's live music scene, which has seen historic moments like Karol G and Drake's duet at a recent concert. That blend of mainstream and Latin sounds mirrors his own playlists, which move from Selena to Bad Bunny to local Tejano acts.
His students, many of whom are first-generation or bicultural, find a reflection of their own lives in his teaching. “He makes you feel like your culture matters,” says one student. “It's not just about grades; it's about understanding who you are.”
La Rotta's impact extends beyond the classroom. He's a bridge between generations, between the academic world and the vibrant Texas music community. His upcoming book on the San Antonio sound is just one more way he's preserving a legacy that might otherwise be forgotten.
In a time when Latino studies programs are under threat in some states, La Rotta's work is a reminder of the importance of cultural education. He's not just teaching history; he's making it. And he's doing it one record at a time.
