“Lowrider oldies” are not the rock n’ roll classics of yesteryear America; they are the underground soul classics of the Chicano community. These sentimental ballads continue to be widely popular amongst numerous Chicano generations, from baby boomers to millennials alike. East Side Story, an oldies compilation released in the late 1970’s, quickly set itself apart from the rest, by using photos of Chicanos and lowriders for their album covers, a rarity in popular music. Although the albums have since become synonymous with Chicano cultural nostalgia, the people involved in the series remain shrouded in mystery until recently.

Mike Noriega, invited the elusive Mr. B, the East Side Story creator, onto dublab to discuss the formation of the influential series. The show was co-hosted by Lowrider Oldies radio hosts, Melissa “Lil Smiley” Dueñas and Monica “Moniloca” Robles. Dueñas is the founder of the East Side Story Project, for which she has been locating the people and places on the covers of the 12 East Side Story albums. The project has primarily been realized through social media and she is in the process of creating a documentary web series about her findings.

Originally, I couldn’t find Mr. B, creator of the EAST SIDE STORY series…He was nowhere to be located.

I looked for 3 years or longer. Melissa Dueñas from LOWRIDER SUNDAYS RADIO was searching too. Finally, by luck, I strolled up to Richard Sneeds’ shop NORWALK RECORDS and he said he might know how to locate him as he had recently licensed an East Side Story box set from MR. B. Days later I received a call from him!

He was not really interested in being interviewed at first, but I explained to him the need and desire that people had for THE EAST SIDE STORY’S “REAL STORY”!!! He agreed to do some radio shows after months of conversations and pleading! This SHOW AT DUBLAB was truly HISTORY in the making! Now MR B is like a celebrity amongst the CHICANO COMMUNITY and all the collector fans around the globe!! Melissa of LOWRIDER Sundays is doing a full on East Side Story Documentary project. Check it out here.

I’m very proud to have brought him out of the shadows to share his story. Hopefully everyone enjoys listening to the show for years to come at dublab. Thanks!

– Mike Noriega