Meet Alejandro Terra

We caught up with the brilliant and insightful Alejandro Terra a few weeks ago and have shared our conversation below.

Alejandro, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.

Growing up in Cuba, I was always drawn to the arts. As a child, I spent hours painting and shaping little figures out of clay. Then my grandmother’s neighbor began practicing the drums, and I would stand there mesmerized, watching him play for hours. Something in me woke up in those moments.

When I was around ten years old, I found an old, abandoned guitar. My dad picked it up and taught me the iconic Cuban song Guantanamera. From the moment I learned those first chords, I knew that playing guitar and singing were meant for me. By the time I turned fifteen, I was writing my own songs— and that’s when I truly began to take music seriously as my life’s work.

The day I wrote my first song, I felt something shift. I didn’t yet know where to go or who to talk to, but I knew, deep in my soul, that I had found my path. Ever since, I’ve been walking that path with intention. It hasn’t always been easy. There have been moments when I felt discouraged or even thought about giving up. But every time, something in the universe pulls me back—an opportunity, a person, a sign—reminding me why I started.

I know music is my purpose because I love it more than I can truly express. It’s the one thing that has remained constant, grounding me and inspiring me through every stage of my life. My greatest hope is that the universe continues to give me the chance to share my songs, my story, and my heart with the world.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

I am a Cuban-American singer-songwriter, guitarist, and creator dedicated to building spaces where Latin music and culture can be truly seen and heard. Musically, I perform a one-man show that blends the sounds I grew up with—salsa, bachata, cumbia, bolero, and trova—with American genres like jazz, blues, reggae, rock, and flamenco. My goal has always been to create music that feels intimate, honest, and rooted in both of my worlds.
One of the most exciting parts of my career is how deeply personal it is. Every song I write reflects a real moment, memory, or emotion from my life. My latest album, Íntimo, is a fully acoustic project with seven original songs that tell some of my most personal stories. It’s already out on all digital platforms, and it marks an important step in the kind of artist I’m becoming: someone who isn’t afraid to be vulnerable.
Beyond performing and recording, I’ve also built La Peña, a cultural space I created to support and highlight Latin artists in the Dallas–Fort Worth area. La Peña is a community-driven gathering where musicians, poets, dancers, and visual artists can share their work in an intimate, supportive environment. It’s a place meant to celebrate our culture, build connection, and give emerging artists a platform to be heard.
Through La Peña, I’ve been able to bring together audiences from different backgrounds and create a space where Latin creativity is front and center. If anyone would like to learn more, they can visit my website: alejandroterramusic.com

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

1. People skills, sales, and communication
Being able to communicate clearly—whether it’s sharing an idea, connecting with an audience, or building relationships—has been essential. In the music world, your ability to talk to people, understand them, and express yourself often opens more doors than talent alone.
My advice: practice communication every day. Talk to people, ask questions, listen intentionally, and don’t be afraid to pitch your ideas. The more you do it, the more natural it becomes.

2. Music knowledge and the craft of writing
I’ve spent years studying poetry and songwriting because I wanted to truly understand the art of telling a story through music. Learning structure, rhythm, imagery, and emotion has helped me deepen my songwriting and develop my sound.
My advice: study the artists you love. Read poetry. Break down songs line by line. Write even when it’s uncomfortable. Mastery comes from curiosity and repetition.

3. Understanding the business side of music and live events
Being an artist today means being an entrepreneur. Learning how to monetize music, market shows, and organize events has allowed me not only to create opportunities for myself but also to build spaces like La Peña for others.
My advice: don’t avoid the business side—embrace it. Take courses, watch videos, ask questions, and learn the basics of contracts, promotion, budgeting, and audience-building. The more you understand the business, the more control you gain over your career

How can folks who want to work with you connect?

Yes, I’m definitely open to collaboration. I would love to partner with a music publisher or an independent label that sees value in my work and wants to help me grow to the next level. My long-term goal is to become an international artist and tour throughout the world—especially in Spanish-speaking countries where my music already resonates.
I’ve built an organic audience in places like Colombia, Argentina, Spain, and Mexico, and I know that with the right support and team behind me, I can reach those listeners on a much larger scale. I’m looking for collaborators who believe in artist development, who understand the Latin and fusion markets, and who are excited about helping create meaningful, culturally rooted art.
Anyone interested in partnering or connecting can reach me through my website: alejandroterramusic.com

Contact Info:

• Website: https://www.alejandroterramusic.com/
• Instagram: @alejandroterramusic
• Facebook: Alejandro Terra
• Youtube: Alejandro Terra