Lester Pace: The New Senior VP of Radio Promotions at Roc Nation

Lester Pace Senior VP of Radio Promotions at Roc Nation
Photo Courtesy: Lester Pace

By: Lennard James  

Houston, Texas-native Lester Pace has been appointed the new Senior Vice President of Radio Promotions at Roc Nation, marking a significant milestone in an illustrious career that spans over three decades. Lester’s journey from an intern at a local radio station to a key player in the music industry is a testament to his dedication, talent, and unwavering passion for music. 

Lester began his career at the tender age of 19, working as an intern at KTSU 90.9 in Houston. His big break came in 1991 when he joined KBXX 97.9 The Box in Houston as an on-air disk jockey. During his tenure at KBXX, Lester made a name for himself by being the first DJ to introduce Hip Hop to the Houston market, thereby becoming a household name and a local legend. While he enjoyed the thrill of disk jockeying and party promotions, Lester harbored ambitions of making a more significant impact in the entertainment industry. 

Lester’s journey took a pivotal turn when he met James “J Prince” Smith, the founder of Rap-A-Lot Records. Recognizing Lester’s potential, J Prince hired him, and Lester quickly rose through the ranks to become the Southwest Promotions Manager for Rap-A-Lot Records. In this role, Lester worked with notable acts such as Geto Boys, Big Mike, Hawk, and Scarface, contributing significantly to the label’s success. 

In 1996, Lester transitioned to Interscope Records as the Midsouth Regional Manager before being promoted to National Director of Promotions. His tenure at Interscope further fueled his drive for success, leading him to establish his own company, Setting the Pace Promotions, in 1998. This venture aimed to provide independent artists and labels with the same level of attention and promotion as major artists and labels. Under Lester’s leadership, Setting the Pace propelled the careers of artists such as D4L, Mr. Magic, Yo Gotti, Dem Franchize Boyz, and Young Jeezy. The company’s reputation for hard work and rapid results soon attracted the attention of major labels, which began utilizing its services. 

Despite parting ways with Interscope in 2010, Lester had already solidified Setting the Pace as a formidable entity in the music industry. He devoted himself full-time to the company, working as an independent rep and playing a crucial role in the success of many major artists. Lester was instrumental in helping artists like Drake and Monica top the charts, and he earned his first billion streams plaque for the Lil’ Dicky featuring Chris Brown song, “Freaky Friday.” In addition to his work as a record rep, Lester also manages artists, including the up-and-coming R&B artist J. Howell. 

Lester Pace Senior VP of Radio Promotions at Roc Nation_2
Photo Courtesy: Lester Pace

Lester’s success can be attributed to his relentless drive, his ability to stay ahead of industry trends, and his unwavering positive attitude. He believes in the importance of maintaining a positive outlook and a selfless heart, principles that have helped him build and sustain a stellar reputation in the music industry. His ongoing motto, “Pace—Positive Attitude Changes Everything,” encapsulates his approach to both his personal and professional life. 

As the new Senior Vice President of Radio Promotions at Roc Nation, Lester plans to bring his wealth of experience and his positive ethos to the Roc Nation family. He is committed to applying his mantra and continuing to foster a positive and dynamic environment that will drive success for the artists and the company alike. 

Lester’s journey from an intern at a local radio station to a senior executive at one of the most prestigious music companies in the world is an inspiring story of perseverance, innovation, and unwavering dedication. His appointment at Roc Nation not only marks a new chapter in his career but also signals a bright future for the company’s radio promotion efforts. With Lester Pace at the helm, Roc Nation is poised to achieve even greater heights in the music industry.

Published by: Martin De Juan

(Ambassador)

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