Music. Stories. Connection.

Born and raised in Los Angeles, Obee Rosales grew up in a home where music and faith were inseparable.

His parents sang and played in church, and Obee began playing drums at an early age. One of his first musical memories is being so young that he fell asleep after playing and next remembers waking up in the car. Music was never simply something he heard—it was part of home, family, and identity.

In ninth grade, a friend handed him a Metallica cassette featuring “Enter Sandman.” The distortion and intensity opened a new musical world. As a pastor’s kid shaped by the life and message of Jesus, Obee saw an opportunity to pair the power of heavy music with a message of faith and hope. That vision became the foundation for Roca Firme.

While Obee and Jazmine were dating, her family moved to Russellville in 2005. After years of visiting—and later thinking seriously about quality of life and where they wanted to raise their three children—they made the unexpected choice to leave the big city for the River Valley. The journey has held both challenges and victories, but it has also given their family a life full of meaningful memories.

Creativity has followed Obee into every chapter: music, printing, a clothing brand, entrepreneurship, media, and community work. ELEVA began when his desire to return to production met an invitation from his friend Tal Swicegood, who encouraged him to start a Spanish-language podcast in Russellville. They partnered through Town Square Studios, where Level Up and ELEVA were produced. What started in the studio grew into a platform for entrepreneurs, professionals, and community leaders—and a way to give more people a voice across the River Valley.

“If I can do it, you can do it. Whatever you are going through, that day is not forever. Tomorrow is a new day.”