Meet Ahsaki & Dennis Chachere | Founders of LaChacher Music Group

We had the good fortune of connecting with Ahsaki & Dennis Chachere and we’ve shared our conversation below.

Hi Ahsaki & Dennis, how did you come up with the idea for your business?
About LaChachere Music Group. In the autumn of 2022, LaChachere was founded with a clear purpose in mind by Dennis and Ahsaki Chachere. Their goal was to bring about a positive transformation within the country music industry by infusing authenticity, respect, and cultural integrity. At the heart of their vision is nurturing artists who can share compelling stories, encourage creativity, and make positive contributions to their communities, the nation, and the global stage. LaChachere firmly believes in the transformative power of music to unite and heal communities, spreading joy and fostering connections among diverse populations. The music created by LaChachere today is laying the groundwork for future generations, shaping the landscape of the country music industry and paving the way for emerging leaders.

With a strong connection to the country lifestyle, Dennis and Ahsaki are dedicated to representing their community in an industry that has often overlooked them. As vocal advocates within the industry, the Chacheres aim to amplify the voices and presence of their people, ensuring that their culture and community remain central in country music. LaChachere serves as a beacon to correct the record and reclaim its rightful place in the country music narrative.

Balancing their entrepreneurial endeavors with a passion for rodeo, they noticed a lack of Black Country Artists in the rodeo circuit; Black Rodeo USA, Professional Rodeo Cowboy Association (PRCA), Indian National Finals Rodeo (INFR), and Native American Rodeos. This realization led to the establishment of the first LaChachree Music Group (LMG) stage in collaboration with Black Rodeo USA and Midwest Invitational Rodeo in Huntsville, Alabama. The consecutive sold-out shows drew 2500 attendees each, where LaChachere Management Artist C’ing Jerome delivered a 12-minute performance for rodeo enthusiasts. The next milestone was at the First National Black Cowboy Rodeo Awards and Gala in Oklahoma City, which was broadcast in partnership with the Wrangler Network and Cowboy Channel. Caleb James premiered “Rodeo Saved Me” to a capacity crowd of 3500. The success of their initial shows highlights the demand for diverse representation in the rodeo arena. Plans for the 2024 season include a series of events across multiple states to further promote inclusivity and showcase the talents of Black rodeo contestants and country artists. This marks the beginning of LaChachere Production’s expansion across states, with nine more Black Rodeo USA and Midwest Invitational Rodeo LMG “Rodeo Stage”, planned for the 2024 season.

The upcoming LaChachere Stages event will take place in Houston, Texas, as part of the “LaChachere Country Series” in partnership with 366 Sky Lounge. This series will present four special shows highlighting Caleb James, our gifted Houston Country Artist, on May 11, June 22, July 6, and August 10. Tickets are on sale now at https://www.366skylounge.com/event-details/lachachere-country-series Sponsorship opportunities email us ahsaki.chachere@lachachere.com.

Dennis Chachere, Co-Founder/CFO Response:
“We aimed to make a mark in the country music industry by authentically representing the western world.”

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Dennis:

Dennis Chachere, a third-generation cowboy, is the founder/CEO of Four Arrows Logistics and the Co-Founder/CFO of LaChachere Music Group. He is an alumnus of Sam Houston State, holding a Bachelor’s degree in Criminal Justice. Dennis Chachere is also a PRCA Calf Roper. Dennis, a Houston native, is dedicated to enhancing the horse community for young people and mentoring them in the rodeo sport. Dennis is a proud member of Iota Phi Theta Inc.

Ahsaki Chachere:
A trailblazer in her own right, Ahsaki LaFrance-Chachere, is the
Founder/CEO of LaChachere Music Group, Four Arrows Western Wear, Four Arrows Saddles, Four Arrows Logistics, LaChach Coffee, and Ah-Shi Beauty, the first Native American-owned and operated luxury skincare and cosmetics brand in the United States.

As a proud Dine (Navajo) tribal member and African American woman, Ahsaki has odds against her as she faces social and economic challenges as a dark-skinned Native American. These obstacles gave her the fuel she needed to pursue entrepreneurship and start 6 successful businesses. Chachere showcases that Native Americans/Indigenous people are diverse and that they are not the pervasive image the media continues to perpetuate.

Through LaChachere, she promotes diversity in country music representing artists Caleb James. Based in Houston, Texas and Nashville, TN, she is pushing the narrative to show the world that Native Americans/Indigenous and African Americans are here. LaChachere reaches communities the country industry hasn’t truly recognized and through management amplifies the untapped communities. Through the power of music, each LaChachere artist will unite the world. From Native Nations, Rodeo Arenas, Urban Country Communities, Rural Communities, and around the world, LaChachere Roster will make a positive impact.

Ahsaki was awarded, the Native Business Owner of the Year (2021), and Naat’aanii Leadership Award by Dine Pride (2020). In 2022, the 24th Navajo Nation Council Fall Session Recognition Award. She is a pivotal part of the movement that is resetting and reshaping music, beauty standards, and fashion. It is time, for the entertainment to include a tribal member at the table.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
The Chachere’s Favorite Spots:

Burger Spot: Trill Burger, is a must when you come to Houston.

Hangout: Bruno’s on Friday Night, they play country music. It is a good vibe to hang out with the local Houston cowboys and cowgirls.

Seafood: Krab Junkie, you can hang out. They bring out local artists and it is a vibe. They also have gumbo, fried fish, and burgers and the owners are down to earth. You feel like family when you go to Krab Junkie.

BBQ: Triple J’s and Burns BBQ. Both are award-winning BBQ restaurants in Houston. You will thank us later.

Lounge: 366 Sky Lounge, if you are looking for a venue for a special celebration call them. It is a beautiful venue!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Dennis Chachere Shoutout

I want to give a big shoutout to J Prince for laying the foundation for the music scene in Houston, Texas. The strategies we have employed to establish LMG are heavily inspired by his pioneering work at Rap-A-Lot. Known as a business genius and a legendary figure in Houston, he has built his enterprises on principles of family and loyalty. Just like him, I aim to emulate these values through LMG, whether it’s supporting the Houston community, creating a boxing center in 5th Ward, and Loyalty Wine. J Prince’s famous quote, “We get two things every day, a chance and a choice,” resonates deeply with me. When it comes to independent record labels, J Prince is considered the pioneer. His success has motivated others to establish their own labels and has inspired us to form a country record label. Following his example in Houston, my wife and I aim to replicate it in the country music industry. LMG.

Ahsaki Chachere Shoutout

I want to give a shoutout to Jay Z. It may seem like a far-fetched goal, but much like my husband, we have both learned from the blueprint he has set in the music industry, his partnerships with the NFL, and his success in various industries. Transitioning from humble beginnings to becoming one of the most influential businessmen worldwide. I take pride in coming from the Dine (Navajo) Nation, growing up on the reservation with limited resources and facing oppressive systems that affect my Native community. Despite these challenges, I hold onto a dream of building businesses to generate opportunities and eventually contribute to empowering Native nations’ economies. I now understand more than ever that the path forward is to develop LMG into the Country’s equivalent of RocNation. As I enter each boardroom, I carry the wisdom of my ancestors and my cultural heritage to bring positive change to every industry I venture into. My aspiration is to achieve a level of influence akin to Jay Z’s in the future.

Website: www.lachachere.com

Instagram: @lachachere

Youtube: @lachacheremuiscgroup

Other: Follow Dennis on IG @dennis_chachere and Ahsaki @mrslachach