Cuban Soul Rock. Singer-songwriter Alex*Cuba hails from Artemisa, Cuba (1 hour west of Havana) and resides in Smithers, B.C. (14 hours north of Vancouver). Musically, he lives everywhere in between. His trademark sugarcane-sweet melodies, pop-soul hooks and rock chords subtly subvert commonly held notions of what Cuban music is. Alex is on the vanguard, crafting a cross-cultural sound that mirrors his geographical journey. Not tied to tradition, this Cuban-Canadian prefers his vintage Gibson over el sencerro (cowbell) anytime. Forgoing conventional stereotypes that typify much of the Latin music landscape, Alex is instead defining his own “Latin Soul” genre. Like the handful of unique, genre-defying artists before him, Alex’ uncompromising “go your own road” approach was difficult and lonely at first, but is now beginning to pay dividends.