ROSECRANS VIC
Written by Adilene Gomez Santiago, Andrew Mason & Michael Pofsky
Photos by Noah Cudal
ADDING ANOTHER ALBUM TO THE ARSENAL
Rosecrans Vic, a popular Latino radio/media personality and journalist, is currently working on his second compilation album as an executive producer. His first project, "A Ride On Rosecrans" (2019), featured Los Angeles rap stars like Shoreline Mafia, Kalan.FrFr, Big $wift, and many others.
Reflecting on the experience, Rosecrans Vic (born Victor Ulloa) shared, “It was a lot of fun making it, but that shit was miserable. Being an artist is no joke."
Facing the pressure of a one-album-deal with EMPIRE, Vic needed to deliver an entire album within a strict 60-day timeline, with a limited marketing budget. Despite the challenges, Vic utilized his relationships within the LA rap network to successfully fulfill his contract, crafting a 14-track album with hits like "Down For Me" (feat. Shoreline Mafia & T Swish), and "Player Shit" (feat. Bravo the Bagchaser).
“I didn't realize what we were doing and that my whole summer was about to be gone,” Vic said about “A Ride Down Rosecrans.” “In the end I was pretty happy with the product and it’s a dope learning experience. I had to deliver an album, put together music videos, and execute a vision for the entire project.”
Like Vic’s nickname, the debut album’s title — “A Ride Down Rosecrans” — is an homage to the 27.5 mile Rosecrans Avenue that runs from Fullerton in Orange County, all the way to Los Angeles’ Manhattan Beach. The street was named “L.A. hip-hop’s Main Street” by the Los Angeles Times in 2018, due to the avenue’s historic relationship to hip-hop icons like Dr. Dre, Kendrick Lamar, YG, and more.
Because Vic bounced around neighborhoods growing up, he doesn’t consider himself to be from one specific part of LA. However, like LA hip-hop’s past, Rosecrans Avenue remained close by, no matter where he moved.
“I always knew that street that ran across — that was home to me,” he said.
Vic has been steadily making his mark in the LA hip-hop industry for over a decade. Originally popping onto the scene in the mid-2010’s as a student journalist & radio host. In 2014 he founded Rosecrans Media, a LA hip-hop focused media platform that continues to grow and reach nearly 50k Instagram followers.
“I feel like a lot of stuff finds me,” Vic said. “It finds me at the right time and I’m paying attention at the right time.”
Through the rest of the 2010s and into the new decade, Vic continued to grow himself as a journalist, manager, A&R, and radio host. In June 2021, he began his most notable hosting venture to date — cohost of the Brown Bag podcast with LA comedian DoKnow and Power 106’s Letty Peniche.
The three have connected to the Latino community in a way that is impactful to their audience, proven by their ability to sell out The Novo DTLA on multiple occasions and other notable venues for live shows.
The Brown Bag podcast trio even signed on to host “Brown Bag Mornings” on Power 106 Los Angeles, making them three of the city’s hottest morning radio show voices.
In 2024, Vic got his hands on another host project as he partnered with Hat Club in a new video series, “Crowned.” The series consists of hat shopping with celebrities — a concept that both Vic and the Hat Club ownership brought to life together.
“It’s weird the way God works,” Vic said. “I had the idea, I literally had written it down and told my assistant, ‘this is what I want to do.’ Then I just happened to meet the entire staff of Hat Club one day on Melrose and told them my idea. [The creative director] was like, ‘we’re working on that already but we don’t have a host,’ and I’m like, ‘let’s fucking do it together.’”
With “Crowned” episodes now officially releasing, Vic focuses his attention on his many other responsibilities. He continues to independently manage buzzing talent like San Diego’s 22gfay and Downey’s Big $wift. He also gears up to roll out his sequel album, which is completed on the music production side and includes hot features like OhGeesy, 310babii, Big Hit, and others.
While the title of the album has not been shared, Vic tells UNDRGRND we can expect the album this year. Stay up to date with all things Rosecrans Vic on Instagram at @rosecransvic and catch ‘Brown Bag Mornings’ on Power 106 Los Angeles Mondays-Fridays 5am-11am.