Today, we proudly introduce Leroy Holden, an Army Veteran, music executive, visionary leader, and the Founder & CEO of Dogface Entertainment, LLC, professionally known as Dogface Records.

Leroy Holden’s journey in music is one defined by resilience, faith, discipline, and an unwavering belief in the power of sound to inspire, heal, and unite people. His relationship with music began long before the business side ever entered the picture. What started as a deep love for creativity grew into a lifelong mission to build something meaningful, lasting, and authentic within an industry that is as challenging as it is rewarding.

In 1999, Leroy entered the music business with no formal roadmap—only passion, curiosity, and a willingness to learn. Deeply inspired by industry pioneers such as Berry Gordy and Russell Simmons, he immersed himself in studying how legendary companies were built. What resonated most with him was Berry Gordy’s philosophy: success isn’t determined by whether executives like a record, but whether everyday people connect with it, feel it, and are willing to spend their money on it. That people-first approach became foundational to Leroy’s own music philosophy and continues to guide how Dogface Records evaluates, develops, and releases music today.

In the late 1990s and early 2000s, Leroy began producing projects in Washington, D.C., including albums associated with Chocolate City Records through a Universal Music Group distribution situation. His very first project was released in 2000, marking the official start of a career that would span decades. Those early experiences provided invaluable lessons—not just about music production, but about business, audience engagement, and the realities of the industry.

As an Army Veteran, Leroy brings a unique level of discipline, structure, loyalty, and perseverance into every aspect of his work. Military service shaped his leadership style—teaching him accountability, focus, and the importance of standing firm in the face of adversity. These values are deeply embedded in the culture of Dogface Records.

In 2019, Leroy officially launched Dogface Records with a single artist, Dockko, and a clear vision. Dockko’s debut album was released in early 2020, at the height of the global pandemic—an incredibly difficult time for the music industry and the world at large. While many projects stalled, that season reinforced Leroy’s belief that faith, consistency, and perseverance can carry you through even the most uncertain moments.

Since then, Dogface Records has grown into a respected and diverse creative family, featuring artists such as Nitro R, Black Dawn, Lithuan Project, Jodie Jay, Jerrica White, J3X, Zay, Lidia, and most recently, a powerful collaboration with Royal Court Records on rising Houston artist Ny’Aira. In that partnership, Leroy serves as Co-Executive Producer, Writer, and Lead for Promotion and Marketing, helping shape strategy, positioning, and audience engagement.

Today, Dogface Records is distributed through Vydia Distribution, with multiple releases achieving iTunes chart success, Billboard recognition, and Grammy consideration, including:

• Chocolate Baby – Dockko
• Dream Party – Jodie Jay
• Outside – J3X
• Perdóname – Lithuan Project

While these milestones are meaningful, Leroy is clear that accolades are not the ultimate goal. What matters most to him are the people—helping artists discover their voice, develop their craft, understand the business, and believe in themselves. Dogface Records is not just a label; it is a movement built on resilience, creativity, and purpose.

The journey has not been smooth. Like many independent executives, Leroy has faced broken trust, disappointing partnerships, and situations where his work and vision were not respected. He has invested time, energy, and resources into artists who sometimes failed to recognize the sacrifices being made on their behalf. Those moments were painful, but they were also instructive. They sharpened his instincts, strengthened his boundaries, and reinforced the importance of protecting the vision while choosing partners wisely.

Despite the obstacles, Leroy remains deeply optimistic and forward-focused—especially about the new technology shaping today’s music industry. He is genuinely excited about how modern tools, data, AI-driven insights, and evolving distribution models are empowering independent artists and labels to compete on a global level. To him, technology represents opportunity—the ability to test records more effectively, reach audiences faster, and make smarter, more informed creative and business decisions without sacrificing authenticity.

At its core, Dogface Records is a full-service record label dedicated to artist development. From songwriting and record selection to production, branding, marketing, and release strategy, Leroy is known for being hands-on and deeply invested. When he believes in an artist, he gives them everything he has—heart, hustle, and honest guidance.

Risk-taking is central to Leroy’s philosophy. He believes life itself is a risk, and that true success belongs to those willing to bet on themselves. He often reflects on a saying from his football days: “It’s hard, but it’s fair.” That mindset carries into music and business alike. He would rather take a bold chance and learn from failure than live with regret or unanswered “what ifs.”

Leroy Holden’s dream has always been to become his own version of Berry Gordy and Russell Simmons—not by imitation, but by applying their discipline, vision, and fearlessness to today’s evolving music landscape. Like them, he believes in doing what others say cannot be done, trusting the process, listening to the audience, and staying committed to the long game.

Ultimately, Dogface Records exists to create timeless music, authentic experiences, and lasting legacies. It is a company built on faith, grit, innovation, and love for the craft—led by a veteran, a risk-taker, and a believer who knows that if you stay true to your vision and never quit, your dream will eventually find its way to you.