Sito Rocks
Sito Rocks | |||
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| Birth name | Benhur Barrero II | ||
| Born | 16 November 1977 Miami, Florida, United States | ||
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| Years active | 2005–present | ||
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| Website | sitorocks.com | ||
Benhur “Sito” Barrero II (born November 16, 1977) known professionally as Sito Rocks, is a Cuban-American singer (YouTube, Spotify, Apple Music), songwriter, actor, creative designer, photographer, and record producer. Benhur began his career in 2004 after graduating with an Master of Fine Arts to the professional world, and as a bilingual Cuban-American 17th Annual Latin Grammy Awards Nominated international recording-star and actor Sito Rocks to the rest of the world. While honing his craft as a recording artist, he designed ads and photographed giants in both the entertainment and corporate industries. His artistry is intoxicating. Full of enthusiasm, his performances pull you in and excites you to move and party. Sito Rocks is the true meaning of a renaissance man.
Early Life and Education
Born in Miami, the melting pot of music, ethnicities and culture. Growing up in a musical Cuban-American household sparked his fascination for music and the arts. Childhood photos of Sito Rocks playing the tambores, congas and singing alongside his dad's band Salsa music Merengue music "Sangre Latina" adorn his mother's walls at home. In fifth grade, Benhur entered a state poster contest, drawing a billboard about recycling glass and paper. He won the competition, received an award, and was interviewed. As a winner, he was recruited to attend a magnet middle school program at Parkway School of Performing arts followed by Dillard High School.
Throughout his teen years he would DJ parties and sell mixtapes. His interests in art and design also grew through his education, as he entered into a dual Bachelors-Masters program at Miami International University of Art & Design (Miami International University of Art & Design), majoring in Graphic Design, minoring in Photography. The program taught him how to use photography – developing film in dark rooms and painting fine arts, using light and effects to create the right mood. This skill would only flourish and support all his talents when it came to marketing and promoting his work. He learned video editing, magazine layout, on all the Adobe programs.
Career
1998-2003: Art College and Perry Ellis International
Once he graduated with a masters of fine arts (Master of Fine Arts) degree, he landed a corporate role with fashion-brand Perry Ellis International, giving him experience in a structured environment where he would work with designers and models on photo shoots and promotional materials for brands such as Perry Ellis (brand), Perry Ellis America, Cubavera, Original Penguin. Hired as a web designer he evolved into a creative art director, delegating a team and working with top professionals with large budgets. Assignments included managing the websites, photo shoots for major ad campaigns, lookbook catalogs, promotional materials for brand awareness events, branding and imaging (Magic Show - Las Vegas), booth design, digital/outdoor, and working with modeling agencies on casting and partnering with major department retailers to throw events with Tito Puente, Jr.
2004-2005: Sony BMG and Sabado Gigante
Sito’s personal ambition to develop his many talents would come over the course of his career, while working with Perry Elllis, he did some personal passion projects. In 2004, Sito Rocks had the opportunity to produce and write a bilingual rap jingle for a national Toyota / Scion campaign commercial. With the National television exposure it caught Sony BMG attention. Sito Rocks formally a.k.a. "Sito Oner Rock”' was part of Sony BMG 2005 release "Syndicato" (Syndicate) a Latin hip hop compilation which was not too successful. Shortly after the "Syndicato compilation release Sito Rocks started a huge buzz in the Latin Urban industry with the release of his first solo mixtape/album entitled "Sito Oner Rock: True HollyHOOD Story Mixtape".
The release led to a write-up on The Latin Source magazine as an unsigned-hype artist and generated more attention. With the mixtape buzzing in the streets, It caught the eyes of the producers of Univision's Internationally broadcast show "Sabado Gigante" (Gigantic Saturday). They offered Sito Rocks an opportunity to be the DJ and co-host for the worldwide infamous competition "Estrellas del Futuro del Reggaetón" (Future Stars of Reggaeton) a one hour segment during "Sabado Gigante's" two and half hour live broadcast every Saturday. This International television exposure launched appearances and performances across the United States independently.
2006-2007: Latin Crunk Crunkiao
New Times (weekly) magazine called Sito Rocks formally a.k.a. Sito Oner Rock "Latin Crunk's New Tastemaker" in 2007. With his Spanglish remix of Lil Jon "Snap Yo Fingers" (called "Snapéalo") on steady rotation on IHeartMedia Miami's La Mega 94.9 FM (now TU 94.9), and his Latin R&B remake of Akon "I Want to Love You," featuring Tego Calderón, picked up steam as well. Sito Rocks trademarked "Crunkiao" as the new Latin Crunk movement in 2006/2007. Sito Rocks was highlighted in 2009 Duke University Press Publication "Reggaeton" under "The Roots and Routes of Crunkiao".
2008-2009: Un Beijo and Category 6
By 2008, after 9 years at Perry Ellis, he felt confident with his skillset and network that he would break start his own photography business, giving him flexibility to also work on music and acting.
In October of 2008, Sito Rocks broke internationally with his release of the song and video "Un Beijo". He performed and amazed audiences around the World, including Honduras where he was interviewed by Diario La Prensa. Later in 2008 Sito Rocks collaborated with Miami bass Legend and radio personality DJ Laz, which whom he felt much respect and admiration; Dj Laz offered to work with him as songwriter and a feature for his 2008 album "Category 6" (charted on Billboard's top 100) as well as his official opener and hype-man during his United States shows.
A fun fact about Sito Rocks: He's never had any management and/or a personal public relations department. Just pure ambition, drive and passion for the love of the performing arts. His dedication and creativity fuels his growth and lets the work speak for itself.
2010-2011: Sito Rocks Starring in RPM Miami
A few months later Sito Rocks booked an acting role on the hit TV series "Burn Notice" as a hitman. In December of 2010 Sito Rocks co-produced and featured on a remix for Enrique Iglesias dance single “Tonight”, also featuring Ludacris which topped the charts. In 2011, he landed a lead role starring as "Jonas" on NBCUniversal (Universo (TV network)) “RPM Miami” TV series (ranked the 7th most watched program among ages 18-34; during its time and day slot). He also placed 4 of his songs throughout the TV Series as part of the score. Later in 2011 he also produced and placed the theme song for the International TV Show, “Andaaz” (Rotation in 150 Countries). By the end of 2011, Sito Rocks released his first english single "Let Go". Not only did he produce the single he also shot and directed the music video as well.
2012-2013: TV, Zumba and Party On My Level
Going into the 2012 year, Sito Rocks landed a cameo as "Benny" on the comedic hit Louie Season 3 which aired on the Fox Networks Group/FX Network. In the beginning of 2013 Sito Rocks released his second mixtape/DVD titled "Vice City". In the mixtape Sito Rocks remixed and released the song "Paso" (The Nini Anthem) by Spain's International DJ Sak Noel without legal permission, but this didn't stop Sito Rocks at all. He also shot a music video for the remix even though he did not have the rights to the song. This grabbed Sak Noel's attention so much that when he came into Miami for a show, he requested to meet Sito Rocks and invited him to his appearance. "To be honest I didn't know what to expect, I thought Sak Noel was going to be upset that I took his song and video and flipped it'' Sito said. Sak Noel loved it and the result led to a future collaboration.
In the Spring of 2013, the release of his first global single and video, “Party on My Level,” featuring DJ Sak Noel hit the top 10 charts in Spain, Poland, Russia, Mexico & Costa Rica, story here. With over 6-million views on YouTube this led to an international licensee deal with global dance fitness sensation, Zumba. Sito Rocks became an instant favorite in the Zumba community with songs such as "Solo Tu", "Dime Tu Nombre" and "Party Rock Mambo Remix".
2014-2015: Bloodline Netflix and Pinga
In 2015 Sito Rocks was a featured actor in the Netflix Original Series Bloodline (TV series) Season 1. By September, Sito Rock released his second global single "Pinga" featuring Sak Noel which has over 47-million views on YouTube and went viral on Instagram.
2016-2017: Latin Grammy Nomination and Rude Boy
In November of 2016, Sito Rocks was nominated for a Latin Grammy Award for "Best Urban Song of The Year" for the song "12 Rosas" featuring David Rolas and Fulanito. Also nominated in the same category was Daddy Yankee, Farruko, Yandel, De La Ghetto and Cosculluela.
His first Latin solo album entitled “Rude boy” recorded at the legendary Studio Center Miami was released in 2017 with amazing features by Reggae legend and genius world record holder Snow (musician) (original informer), also featuring Jamaican recording-artist Busy Signal (Bumaye), Latin Grammy Award winner Papayo, and popular Cuban artist El Micha just to mention a few. The lead single and video “Ella Se Pego” ft. Snow started a buzz throughout all streaming outlets and Sirius XM, which was featured on a peru.com article. The song "No Fui Yo" featuring 2Nyce and Papayo has been on rotation on multiple digital outlet as well as Pitbull's "Globalization" station on Sirius Radio.
2018-2019: 5 Alive and America's Got Talent
In 2018 Sito Rocks hit the stage of America's Got Talent (season 12) as "Benny" (The Badboy) one of the five members of the epic "5 Alive" Boy Band that kept Mel B on her feet during their performance. Also, getting a kiss from the "AGT" host and former Victoria's Secret model Tyra Banks wasn't bad either. Entertainment Tonight featured "5 Alive" as a top contender. "5 Alive" started as a comedy web series and gaining million of fans over night, and won fans over through the brash humor on YouTube and Amazon Prime. Sito Rocks is not only an actor in "5 Alive" he also is a producer for the TV Series. The "5 Alive" project is currently in production on a featured documentary about how they pranked the world.
In August of 2019 Sito Rock's was featured on the song "Shake That Bottle" by Deorro released by Ultra Music. This led to a synchronization license deal with Warner Brothers for the song to be used in the smash Netflix series Lucifer (TV series).
2020: Jive Talkin'
In 2020, Sito continued with the reggae sound by collaborating with New York native Matt UJohnson on his latest single “Gwan Get It”, [https://www.prdistribution.com/news/matt-u-johnson-gwangetit-ft-choclair-sito-rocks.html release here. The song is also joined by multi-platinum Juno winner Choclair.
At the moment, Sito Rocks is putting the final touches on his first self produced english EP "Jive Talkin'" to be independently released mid-2021. On- or off-stage his electrifying energy will make you want to be a part of it all.
AWARDS & CREDITS
Nominations
- Latin Grammy Nomination for "Best Urban Song of The Year" page 20 - 2016
- Winner of Best Short Film at Key West Film Festival starring as "Will" in "Avaricious" - 2014
- FIAP Grand Sol Award for "Cine De Las Americas" radio campaign - 2014
Production Credits
- Tonight remix for Enrique Iglesias ft. Ludacris, 2011
- Andaaz theme song, 2011
References
External links
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