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L.A.’s answer to Tiny Desk is hiding inside Mercado La Paloma

BBG News

Since their mixed-status family was compelled to move around between Southern California, Las Vegas, and Baja California, Mexico, Yesi Ortiz has been persistently seeking a feeling of home.

Currently, the ex-DJ from Power 106-FM, L.A.’s popular hip-hop station and a cast member of “Love & Hip Hop: Hollywood” on VH1, is taking on a unique project. She’s turning a historic food hall in South-Central with a Michelin-star background into a do-it-yourself music venue that she manages herself. Here, she organizes events known as “The Rehearsal”.

(Because it must be said: No, it’s not related to Nathan Fielder’s HBO series of the same name.)

Every Friday evening, The Rehearsal – our latest event at Mercado La Paloma – showcases up-and-coming musical artists and experienced performers testing fresh tunes for public feedback. Plus, it’s broadcast live on Twitch and YouTube!

Ortiz and her team refer to it as a performance you attend “to discover the authentic talents, before they become famous.

Levi Downey, the co-founder of Rehearsal, shared his thoughts about Tiny Desk, stating that he initially admired it because it was a platform for uncovering new talent. However, as time has passed, he acknowledged that it’s no longer what it used to be, as NPR Music’s popular video series now tends to feature more established artists such as Marvin Sapp, Bad Bunny, Sabrina Carpenter, and Billie Eilish.

During Latinx Heritage Month, “El Tiny” successfully concluded its third year of hosting NPR’s Tiny Desk concert series. This event was organized by the Alt.Latino team and showcased a diverse range of eight talented acts from different parts of the Latino community.

For Ortiz, the Rehearsal signifies much more than just practice; it symbolizes the conclusion of several decades filled with overcoming survival challenges, making selfless sacrifices, and pursuing ambitions.

Ortiz reminisced about a large part of her life dedicated to seeking employment in order to support her family, having taken responsibility for seven nieces and nephews at a young age. With seven children, her mother, sister, brother, stepfather, father (in a nursing home), all reliant on her, she was determined. If work called for a glamorous event or even a move to Tijuana, she ensured she would make it happen.

After nearly two decades balancing family life, radio broadcasts, reality shows, talk shows, and red carpet events, I’ve finally found myself in the right place with The Rehearsal – a space where my passion truly shines. Music is my heartbeat, and I am honored to represent my community, my people through this project. That’s all I have ever wanted, and now, I get to make it happen with The Rehearsal.

Ortiz states that the concept for a safe space for genuine musicians was conceived during spring 2022, serving as an alternative to Los Angeles’ infamous “pay-to-play” live music environment. The pay-to-play system involves upcoming artists being allocated a specific number of tickets for pre-sale, which they must sell. Any unsold tickets result in financial loss for the musicians themselves.

In these kinds of deals, artists hardly get a share in any ticket sales.

Ortiz shared that he had a musician under his management who expressed a desire to perform on stage. However, he noted that for emerging artists in Los Angeles, it’s not just about performing; you essentially need to pay the venues to do so.

Ortiz collaborated with music producer David Tam to transform her backyard in Boyle Heights into a platform for unrecognized artists. Reflecting on that initial event, she said, “That first show was a debacle.” However, from this event, Ortiz and Tam met musicians who shared their vision, such as Downey and Shani Gaines-Bernard, the niece of disco icon Donna Summer, to establish The Rehearsal.

Gaines-Bernard described it as a place similar to a social gathering spot, like a watering hole. Artists visit here not just to enjoy, but also to exhibit their work. Talent scouts in the industry frequent this spot to discover new artists. People who appreciate the ambiance come here as well. Essentially, everyone is drawn to this space to feed off its energy and creativity.

During the summer season of 2023, Ortiz collaborated alongside her team with Mercado La Paloma for the debut of the updated production known as Rehearsal.

2024 saw Mercado La Paloma gain widespread recognition for its exceptional ceviche counter, Holbox, which indeed deserved the acclaim. Under the guidance of Chef Gilberto Cetina Jr., and his team of skilled line cooks, an exquisite uni-topped ceviche tostada is prepared that elevates even the finest caviar blinis to the level of cheap imitations like Cheese Whiz on Ritz crackers.

However, Ortiz emphasized that Mercado La Paloma has consistently served as a gathering spot for the community. Established around 30 years ago by Mexican immigrants yearning for the vibrant open-air markets of their hometowns, the marketplace now provides a fair stage for musicians, particularly on Friday evenings.

Ortiz has always been pursuing fame in the music industry, even while working as a full-time nurse. She started her journey hosting a Latin hip-hop show in Las Vegas and worked on various radio stations in Tijuana and San Diego. Eventually, she found significant success with a hit show on Power 106-FM, Los Angeles’ top hip-hop station. For several years, Ortiz dominated the midday airwaves with her “New at Two” segment, where she introduced fresh music from both well-known artists and those not yet mainstream.

Ortiz recounted his initial experience on Power, as the music director walked in and said, “Well, it’s your first day here. Congratulations! In ten minutes, you’ll be interviewing Sean Paul.” This took him by surprise, and he responded, “Hold up a minute! What?!

Music

Despite its focus on bar-tending, romantic intrigue, and personal dramas, VH1’s “Love & Hip Hop” has cemented itself as one of television’s most watched reality series. It transformed from a light, secret indulgence into a cultural mainstay and the springboard for stars like Cardi B.

She leveraged her popularity from radio broadcasts into fame on television. She made her debut in the first season of “Love & Hip Hop” and also hosted an entertainment segment on “The Talk”. Ortiz mentioned that she aimed to become a versatile figure similar to Ryan Seacrest, who held multiple positions.

Currently, she finds it easier collaborating with her team to cultivate upcoming talents through The Rehearsal. She aspires for its expansion across various locations such as cities, and even nations.

She mentioned, “Our intention is to expand this place, accommodating more talented artists. Yet, we don’t want to compromise its cozy, intimate atmosphere. We appreciate its compact yet powerful nature, and we aspire to grow it naturally.

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2025-06-03 20:01

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