Gustavo Rocque is a music producer and the founder of Rocque Records. He first found success in the 1990s, creating boy bands such as Boyquake and Boys In The Attic, but later fell off in the early 2000s, not charting a hit single in over nine years. Years later, Gustavo held auditions and found Kendall Knight, who along with his friends James Diamond, Carlos Garcia, and Logan Mitchell, founded Big Time Rush whom Gustavo signed to Rocque Records. He has anger issues and an assistant named Kelly.