This Is Your Freestyle Blast #43

She turned a song into a movement, while I turned a call into a whole new mindset.

Jul 15, 2025

Something interesting happens when a song becomes more than just a song… when it turns into a movement. This month in The Blast, we spotlight one artist who has done just that.

For the past eleven straight issues, one name has refused to budge from our Freestyle Blast Flash 3… Alexa! With her song “Letting You Go,” This Freestyle artist sparked debates, stirred inboxes, and even left some Freestyle fans wondering, “How is she still winning?” The answer? Well, besides a dope track, there’s Drive. Hustle. Heart. And a team that doesn’t understand the meaning of "Stop."

In an exclusive Lido Deck interview aboard Priscilla Laboricu’s Freestyle Latin Cruise, I finally got to meet the artist behind the movement. What I found wasn’t just a singer, but rather a story of timing, tenacity, and total authenticity. Trust me, you're going to wanna read this one.

Also in this issue, I talk about a lesson I learned years ago, that totally changed the way I handle my business. The power of patience and the importance of taking every call seriously. If you have a business, or thinking of starting one, I’m gonna share with you something that you’ll never learn in business school.

Now scroll down, because whether you’re here just to browse, discover what’s new in Freestyle, or pick up a few industry tips. this is an issue you don’t wanna miss.

Let’s do it!

Hey…You Never Know!

A Lesson in Patience, Passion, and the Payoff of Taking Every Call Seriously

I’ve had this conversation with countless agents over the years, about the calls we get from hopefuls suddenly inspired to put on a Freestyle event. But the truth is, though it’s what we do for a living, not every agent has the time, or the patience, to walk a new promoter through the ins and outs of this business…

And I get it. From a financial standpoint, the time invested rarely matches the return. Most agents aren’t being paid to educate, and many just can’t justify spending hours on a maybe.

But for me, that’s never really been an issue, simply because I genuinely love talking about what I do. Seriously.

I find myself all the time explaining the booking process in casual conversations with friends and family who’ll never put on a show, yet still find it interesting when I talk because of the passion I display for what I do. So if I’m already doing that with people who aren’t even in the game, why wouldn’t I give that same energy to someone who might possibly become a prospect?

Now don’t get me wrong, there’s been plenty of frustrating moments. I’ve taken calls from people who ask a ton of questions, many that I wouldn’t be sure of and needed to go search for the answer. “How much is this artist?” “How many travel?” “When was their last show here?” and one question in particular that would usually irk me, “How many people do you think they can draw?” This would go on for quite some time, only to have them totally vanish, never to be seen nor heard from again.

Back when I first started, the internet was still in its infancy, and all of my business was conducted over the phone. Most calls that came in resulted in a booking, so to have to suddenly slow down to answer a bunch of questions that lead to nowhere was a bit frustrating, especially when it was the same person calling over and over. “Are they just collecting prices?” because, after a few calls, they had quotes for most of my roster.

Now, you might wonder: why not just send them a price list? Well, it’s not that simple. First off, artists don’t usually want their fees floating around like that, and secondly, building a connection with promoters is key to my business, and usually begins over the phone.

There’s one guy I remember clearly. He used to call all the time. A huge Freestyle head. He’d tell me stories about meeting artists, what certain songs meant to him, and how he’d almost gotten into promotions, and was again revisiting the idea. This went on for years. I’m not exaggerating. Years.

Eventually, I started ignoring his calls. I’d see his name pop up and just wave him off. I know that sounds f*cked up, but I think anyone in my shoes would’ve done the same. It was the same questions over and over, just phrased differently. I was done with this dude.

Then one day, he called from a number I didn’t recognize, and I picked up. You should’ve seen my face. I paced around my office, frustrated but trying to stay polite. I hate being rude, and truth be told, he was a good guy… just not great at reading me.

But then something happened. Out of nowhere, he actually booked an artist! Totally caught me off guard. Even after the contract was signed and the deposit hit, I was still expecting it to fall through. But it didn’t!

That first show did pretty good, enough at least for him to wanna try it again, and so he did, and kept going as each show got bigger and better than the last. I remember, during one of our calls, he thanked me. He said he appreciated the time I spent walking him through everything. And yeah, I felt a little shitty, but as we got closer, I felt comfortable enough to confess about how much he used to drive me nuts. He just laughed and said, “Thanks for not giving up on me.”

After a successful run for about three years, he eventually stepped away from the scene, but I’ve met plenty like him since. Some have gone on to do amazing things in this business. Others disappeared without a trace, and that’s okay too, because what I learned is this: I never know. That person asking me a hundred questions might just become my next big client, and so until then… I got them!

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"AlEXA ON DECK

The Artist Behind 11 Straight Wins

It was Hippie Night aboard Priscilla’s Freestyle Latin Cruise when I finally crossed paths with the one and only Alexa. I’d been hoping to interview her for months, but the timing had never lined up, until finally there she was.

The Spotlight Lounge aboard the Carnival Magic was packed, and as always, DJ Lucho had the dance floor jumping. It was loud, a bit crazy, but all in all, electric, just the way Priscilla plans them!

I looked at my wife, then gestured toward Alexa. Angel smiled and nudged me toward her direction.

I leaned in and asked Alexa if she wouldn't mind stepping out for a bit. She nodded, and we slipped away and headed up to the deck, looking like a couple of Hippies who had just traveled in from the 70’s.

The night was perfect, starry skies, a cool breeze, and that relaxing sound of the ship cutting through the ocean. After nearly a year of living in my monthly newsletter, it was finally time to have a real conversation.

Latif: Alright, Alexa, let’s kick this off with the big one. You’ve been holding your spot in the Blast Flash 3 since issue #33, August of last year. Did you ever imagine “Letting You Go” would hold on this long?

Alexa: Never. Not in a million years. I mean, just being in the Freestyle poll was huge for me. But to stay in for 11 straight months? That’s wild. I’m genuinely humbled. It means a lot knowing people were able to connect, and I was hoping it would become more than just song, I wanted it to become their story too.

Latif: You’ve been up against some real heavy hitters! What do you think makes “Letting You Go” so sticky?

Alexa: Honestly? It’s raw. It doesn’t sugarcoat anything. It’s about reclaiming your power after giving too much of yourself away. I think that message hits home for a lot of people, especially in this genre. Freestyle’s always been about love and emotion, and this one came straight from the heart.

Latif: Let’s talk team. Who’s been in the trenches with you, keeping this Alexa train moving forward?

Alexa: Team Alexa runs deep! The one who's been there from jump is DJ Smooth Joe, aka Jose Aponte / Aponte Productions. He believed in me before anyone else did. Alongside him, we’ve got Carmen Aponte, Vince Reyes, ChrisRodz, Mee Espada, and Erica. Each of them truly brings something special. I call them my dream team, but really, they’re family.

Latif: Love that. Has being featured in The Blast Flash 3 changed anything for you? New doors opening?

Alexa: Absolutely. People are finally starting to say, “Wait, who’s this ALEXA girl?” I’ve been getting booked more, asked to collab, and people are starting to not just hear my voice, they’re feeling it. That’s the goal.

Latif: Now I’ve gotta ask… Are you secretly bribing fans to keep voting? (laughs) What’s the promo strategy here?

Alexa: (laughs) No bribes, I swear! But I do have a great setup thanks to Jose. All my platforms are locked and loaded, music, videos, merch, upcoming events, it’s all easily accessible, and we keep fans in the loop constantly. Consistency is everything.

Latif: Sooo… what would it take for you to step aside and give someone else a shot? Or are you playing for keeps?

Alexa: (grins) Look, I’m grateful. Eleven months? That’s insane. But am I stepping aside? Nope. Not happening. I’m playing for keeps! When God says it’s time to pass the torch, I’ll listen. But until then? I’m going all in. It’s my time.

Alexa and Latif aboard Priscilla Laboricua’s Freestyle / Latin Cruise (Hippie Night)

Latif: When did you first catch the Freestyle bug?

Alexa: Sixteen years old. That’s when I first heard it, and it was like something lit up inside me. Since then, it’s been the soundtrack of my life.

Latif: What artists have inspired you?

Alexa: So many! But top of the list: La India, George LaMond, SaFire, and Coro. Each of them inspired me with something unique and powerful.

Latif: Alright, dream collab time. You only get one Freestyle artist to duet with. Who is it?

Alexa: Of course that would be George LaMond. That voice? That presence? He’s iconic. It would be such an honor.

Latif: He’s also a reader of The Blast! Now tell me the truth, do you ever feel like you showed up late to the party?

Alexa: Not at all. I used to think that, but now? I know I arrived right on time. God’s timing is never off. Everything I’ve experienced led me to this exact moment.

Latif: So what took you so long to get here?

Alexa: Life. That’s it. Life was “lifing", as they say. But I never gave up the dream. I was just waiting for it to finally become real.

Latif: And what finally gave you the push?

Alexa: To be honest, JayQuan from the Nas-T Boyz. He was the one who really saw something in me. He said, “You have to sing.” If it weren’t for him, I might still be sitting on the sidelines.

Latif: Jaquan’s a good dude. Thank you, Jay! So… Let’s get personal for a second. Off-stage, off-mic… who is Alexa?

Alexa: I’m a proud mom of two amazing boys. I’m fiercely loyal, super determined, and always busy creating. I’m a singer, songwriter, mixed media artist, and a businesswoman. But most importantly? I’m someone who loves deeply and always shows up.

Latif: You mentioned your creative side, what else are you into besides music?

Alexa: Where do I start? I draw, paint, make jewelry, run a body care line, I’m a gourmet pastry chef, certified esthetician, nail tech, Realtor, and I own a small business. I’m basically allergic to sitting still. (laughs)

Latif: Alexa Does It All, huh? Sounds like a TV show to me.

Alexa: It does (laughs)

Latif: So what’s next for Alexa? What can fans look forward to?

Alexa: So much is brewing! More music, videos, collabs, and yes, a few surprises I can’t reveal just yet. But stay close, ‘cause it’s all coming soon.

Latif: Last question. If you could speak directly to the people who’ve been showing up month after month to vote for you, what would you say?

Alexa: Thank you. Truly. From the deepest part of my heart, thank you. This journey hasn’t been easy, but every vote, every comment, every stream… it’s reminded me that I’m on the right path. I love you all.

Latif: Where can folks follow you?

Alexa: I’m everywhere, just search AlexaOfficialMusic. TikTok, Instagram, YouTube, Spotify, Amazon, you name it. I’m there.

Latif: Well, this was great, Alexa, thank you so much, and sorry for pulling you from the party.

Alexa: Thank you, Latif… and of course all The Freestyle Blast readers.

We laughed a little more, then headed back down to the party. Alexa isn’t just making music, she’s building something big, one song at a time, and something tells me… she’s just getting started.

—

If you would like to have your new Freestyle release featured in an issue of The Freestyle Blast Newsletter, contact Ryan Estrada, aka DJ Wonder Rican.

⚠️ Poll is currently under review. Final result will be announced in Issue #44 ⚠️

To all our Subscribers, Readers, Subjects, and of course our Sponsors, for being a part of this month’s issue of the Freestyle Blast Newsletter, Thank you all so much!
and until next time…
This was your Freestyle Blast!

Latif Mercado has been a part of the Freestyle Music scene for well over 30 years, as well as an integral player behind the genre’s continued success.

As a Booking Agent with a who's who roster of Freestyle Greats, as well as his managerial involvement with such industry icons as Lil' Suzy, Angel OCG, and The Cover Girls, rarely would you find a Freestyle event happening without Latif somewhere in the mix.

Latif loves hearing from his readers, answering questions, and sharing whatever advice he possibly can, whether it be on writing, or maybe something Freestyle-related, so be sure to reach out, even if it’s just to say hi.

So please Follow Him Everywhere @LatifMercado

What did you pick up from this month’s issue? What would you add to the conversation? Whether you’re a seasoned pro or just soaking it all in, hit the comment button below and share your thoughts and opinions. Can’t wait to read it!