Meet Kira Fernandez | Creative, Event Architect/Producer, A&R, DJ
We had the good fortune of connecting with Kira Fernandez and we’ve shared our conversation below.
Hi Kira, we’d love to hear about how you approach risk and risk-taking.
I look at risk being something necessary in order to move boundaries and change narratives that are no longer relevant. For me, there is no fear in taking a risk even if it doesn’t pay off, at least I tried. However, there is a difference in a calculated risk and a gamble. I always try to weigh out the potential loss vs gain carefully and be prepared to accept the consequence of the outcome. Regardless of the outcome there is reward in both.
We have to be willing to do the work that no one else will do and always give back.
If I hadn’t built Tha Jumpoff brand and hadn’t stayed consistent, investing my time, and resources, I wouldn’t be doing this interview right now, and I wouldn’t have gotten the many opportunities I’ve been given to continue doing what I love.
Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
My focus is in A&R projects, producing Events, Concepts, design, and building my brands. I dabble in other business consulting and contract work, such as Production (PA work) and Home staging.
I am also a contracted DJ and book corporate and special events.
I’m going to start with “Tha Jumpoff, which started as an outdoor, all elements hip hop event.
It’s a space where artists converge to share and showcase their art.
It is held on vacation isle, mission bay.
One Saturday per month 3-10pm during the summertime. No cover, all ages. It is a live performance, DJ sets, live graffiti and break cypher (break cypher) Event.
We typically have food and art vendors as well.
It is now going into its 5th season, June 7th, 2025.
My initial intention was to have a much needed outdoor music event coming out of Covid in April 2021.
Then I began adding elements as went along and by the season 1 finale we added the element of graffiti. It was a collaborative effort that started with SD Writerz, SEEKS, DREKS, IZZE. They helped get the word out to the artists and helped with building of stands for the 4×8 panels we started using in season 2.
Midway through season 2, the element of breaking was added. I built a Dancefloor that was good enough to do the job but by the finale we had a proper Dancefloor donated by SD Best DJ’s.
Tha Jumpoff started getting attention from artists in LA, the Bay Area, Chicago, Miami. It also started to evolve into a vessel for artists to grow within their medium, it became obvious that it was a platform for education and mentorship through exhibition. So organically it became a non profit and Tha Jumpoff Foundation was established.
Each season is commemorated with a tee shirt design and all the artists names that performed on the back.
I plan to make a compilation album of all the artists that have graced our mic and i am currently executive producing Tha Jumpoff anthem. The beat was donated by Mr Walt of da beatminerz. It is about 75% complete and will be officially released later this year.
My plans for Tha Jumpoff Foundation are to create grant fund that will help artists invest in themselves and provide education, career guidance and management. My future plans also include a multi functional space that will serve as not only an event space but also, retail shop for Jumpoff merch, artist merch, workshops, A&R services. It will be a creative hub where you can learn all hip hop elements, and make your own merch, print your own promotional media, record your music and network.
The road here has not been easy. But nothing really great comes easy.
Every loss is a lesson so in essence there is never real loss, only the knowledge gained from it. I’m proud of the consistency I’ve sacrificed much for. I have no regrets.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If you’re in the jewel of America’s finest city, under no circumstances must you not spend at least one day at one of our many gorgeous beaches. My favorites are pacific beach, wind n sea, La Jolla, Point Loma Cliffs has pocket beaches on the state park area closest to Point Loma Nazarene university.
Definitely catch a sunset at sunset cliffs in Point Loma no matter what, visit beautiful balboa park, the spruce street bridge on spruce and first ave.
Have a steak and martini at Born And Raised on India Street.
Have some surf n turf tacos or ceviche at Oscar’s on turquoise street in pacific beach, brunch at Morning Glory and see a show at the music box.
Paradise point resort is a favorite stay cation spot for me.
And if you’re in town during the summer look out for season 5 of Tha Jumpoff!
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Shout out to all the supporters, believers, nay sayers and antagonists alike. They have all served as inspiration and the fuel to my fire in pursuing the dream of doing what I love. It has allowed me to exemplify & instill a new normal of helping one another to achieve greater results and a tangible certainty that there is more than enough room and resources to go around.
I do have a few mentors I’d like to thank specifically for their friendship, support and advice. Mr Walt of The Beatminerz, Ernie “Ern Dogg” Medina, Soul Assassins Radio.
I’d also like to shout out some of my favorite/biggest supporters/peers and community for their collaboration, loyalty & inspiration.
Izze, Wild Style Technicians, Glock & DQUE, GStyle Clothing, Dyno Rock & Piggy, Cypherst8, RJ, Highland Supply Co/Vision Culture Foundation, DJ Artistic, San Diego Best DJ’s, Keryn Walter, SD Hip Hop Events, DJ ReK & Royal, Sound Lounge, Katzgroove,
Pres One, niomiesoulfly, DJ RSON, Bunny the Selecta, MixxCompany, Kahlee, SD State of Mind, Ric Scales, Slappin’ Hands, SD Writerz, SEEKS, DREKS, Ryan Taylor, RT Music, Sham Black, Banish Habitual, Savage the 3rd
Last but not least I’d like to shout out my partner & PNC, “FIX”
We joined paths on the premise of preserving the integrity of the culture and leading by example. It turned into a friendship, partnership and sharing life together. He is my biggest critic, supporter and tough lover. He is a prolific Graffiti Writer of 30+ years, fellow Hip Hop Head and has my back even we don’t see eye to eye.
I admire our differences and styles of teaching, we complement each other in that way and together we have a much bigger reach.
Instagram: https://www.instagram.com/kira419?igsh=NTc4MTIwNjQ2YQ%3D%3D&utm_source=qr
Facebook: https://www.facebook.com/thajumpoff619?mibextid=wwXIfr&mibextid=wwXIfr
Youtube: https://youtube.com/@thajumpoff619?si=zaOquMmgvZYzMUzp
Image Credits
Chuck Prada
Nominate Someone: ShoutoutSoCal is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.
