Born and raised in San Diego, California, Jesse Perez studied Comparative Literature at UC Berkeley and then went on to work as a Producer and A&R Rep. for the Canadian label Skyline Records.
Professionally known as Shysti, Perez has been in the music industry for over 10 years. As an artist, producer, songwriter and music publisher, Shysti has established himself and his companies, Riverbottom Entertainment, Sicko Records, Be The Pulse and Shysti Music as real players in the industry. As founder of the Marketing company Be The Pulse, Shysti has worked as a consultant and promoter for companies such as Def Jam Recordings, Bad Boy, Interscope, Shady Records, Calvin Klein and many other notable organizations.
While working as the on-air host of the morning radio show on Blazin’ 98.9 (XMOR- San Diego), Jesse Perez founded the Latin Rap Conference (LRC; a very successful series of music industry events and conventions). Perez began this legacy with his business partners and industry friends who eventually became the Latin Rap Coalition. In 2005, The LRC was honored with a proclamation from Mayor Michael Bloomberg of New York for it’s outstanding efforts and accomplishments within the Latino community.
Having produced records for artists such as Frost, Baby Bash, Don Cisco, Shadow, and most recently, the legendary Lil Uno (aka Mr. Lil One) Shysti has made a name for himself as a producer. He has made a tremendous impact in this industry. He has produced tracks for pop superstars Christina Aguilera and Ricky Martin, platinum rock group POD, rappers Brotha Lynch Hung and C-Bo, WWE stars, and even had placements in popular TV shows, such as Hogan Knows Best, Adventures in Hollyhood, Miami Ink and major motion pictures like the Sony Pictures release, Something's Gotta Give, starring Jack Nicholson and Diane Keaton.
Shysti currently sits as Chairman of The Board for the Latin Rap Conference and as COO of Be The Pulse Marketing. At Be The Pulse, he heads the day-to-day business with a strong emphasis on Marketing and Promotions for the Latino and Urban Latino audience.
