The Dragon is incredibly proud of ODs continuing to reach for the sun and who, in doing so, have become hugely successful in a wide range of fields. From making a piece of history like Francesca Wilcox (OD 2013) to developing life-saving apps like Michael Dent (OD 2002), capturing snow leopards on camera like Dan O’Neill (OD 2005) to playing for England like Maia Bouchier (OD 2012) … Read on for the next feature in our Diversity of Dragons series, where the Dragon hears from Alex Le Roux (OD 2000) CEO and Founder of ALR Music.
Go Where the Music Takes You
Alex Le Roux (OD 2000)
I often think back to my time at the Dragon and the way my experience at the School shaped me. I feel so lucky to have spent those years in such a nurturing and happy environment, and in one that still has an impact on my life and career to this day.
The Dragon’s incredible facilities and teachers fostered my love for music, but they also taught me to think innovatively and seize every opportunity – crucial qualities for an entrepreneur. In such a safe and supportive setting, I was able to freely explore my interests and realise that there’s learning in every mistake. Every setback, be it on the rugby field or on the stage when I lost my voice on the opening night of ‘Chess’, the musical, was an invaluable lesson steering me towards my aspirations.
“I set to work, doing non-stop work experience, and trying to put myself in front of anyone and everyone within the wider industry.”
After the Dragon, I went on to attend Rugby and then The Liverpool Institute for Performing Arts where I spent four incredible years studying music performance and artist management. At first, I still held my childhood dream to be the next big pop star, but I soon realised I needed to broaden my thinking and find a different way to find success. After graduating, I set to work, doing non-stop work experience, and trying to put myself in front of anyone and everyone within the wider industry.
This paid off, and my break came when I was offered the role of Director of Music at The Arts Club in Mayfair in 2010. This opportunity opened my eyes to the niche market of luxury event and venue entertainment, and I quickly became determined to forge my own path, setting up my own company ALR Music shortly after.
Today, ALR Music is the UK’s largest music company for luxury private events and weddings, employing over 350 freelance musicians and providing entertainment for over 650 incredible events each year. We also provide regular music programmes for 14 venues, including Annabel’s, Maison Estelle, and, of course, The Arts Club. We don’t just find existing bands and book them; we create and develop them – we audition everyone on the roster, we style them, we give the band a name, we create the set lists, and we market and manage them. When our performers aren’t playing for us, they’re on tour with musicians like Paul McCartney, Stormzy, Kylie Minogue, and Adele. While we’re based in the heart of Soho in London, we operate globally, performing in 17 countries this year so far, and have recently opened in the USA and the UAE. We’ve been fortunate enough to have performed at hundreds of events, and while the most recognisable might be the weddings of figures like Idris Elba, Beckham/Peltz, or the Royal Family, some of my favourites have been the parties and weddings of many Dragon friends.
“The Dragon’s incredible facilities and teachers fostered my love for music, but they also taught me to think innovatively, and seize every opportunity.”
There is an entrepreneurial spirit and attitude of determination that is embedded in the fabric of the Dragon and is reflected in so many of their alumni. The skills I was encouraged to foster and pursue, meant I was able to see the untapped potential in the luxury entertainment industry and pivot my career. In the last 12 months, I’ve personally acted as creative director all over the world, accompanying musicians in Phuket at the Aman’s New Year’s Eve party, in America at the Kansas City Chiefs NFL Ring Ceremony, and even here in the UK providing music at 10 Downing Street. It wasn’t the path I originally planned to follow, but sometimes you just need to go where the music takes you.
Let us know what you’ve been up to since your Dragon Days, we’d love to share your story.
Header Image: Alex Le Roux (OD 2000)