I fell in love with music at a very early age —I was a scriptwriter for Mexico City's legendary radio station, WFM, led at the time by the Oscar-winning film director Alejandro González Iñárritu. When Martín Hernández replaced him, I got the opportunity to produce and present my own radio show—Smart Dance—which aired every Friday from 10pm until midnight playing house, techno and everything in between.
My next spot was equally inspiring: I became marketing director for Tower Records México, which gave me a unique perspective on the music industry and how to promote both the Top 10 as well as emerging talent. I orchestrated campaigns for all the major labels to promote their releases and also invited bands including Poncho Kingz and La Lupita and DJs such as Ellen Alien and Heiko Laux to perform at my weekly in-store shows. I was also responsible for the marketing and PR aspects of the opening of the largest record shop in Latam, Tower Mundo E, which included the creative direction of all marketing elements, artists relations and media requests.
To continue developing the acts I discovered and love, I moved to Canada and from my loft in Old Montreal, launched a boutique PR agency to work with an international roster of cutting-edge acts, labels and music festivals. I worked with Nortec Collective (Mexico), M.A.N.D.Y and Booka Shade (Get Physical, Berlin), Karl Bartos, Ian Pooley (Germany), Uffie & the Ed Banger crew (Paris), FC/Kahuna (UK), Mateo Murphy, Stereo and SAT - Societé of Arts and Technology (Montreal), Release (San Francisco), B-Parade (Barcelona), Street Parade (Zürich), among others.
After seven years on the international sphere, I moved back to Mexico City and started promoting my own shows at Pasaje America, Hotel Habita and Leonor where I invited Tim Sweeney, Damian Lazarus, Optimo, ATOC, Mike Simonetti, Lee Douglas, Paul Devro, Lo-Fi-Fnk, Japanther, Brodinski, Yuksek and many others as guest performers. During this time, I started to DJ. First, playing records at my events and soon the offers came from M.N. Roy, Fashion Week, Contempo Models, Maco (the contemporary art fair), Apple, Nokia, Louis Vuitton, Salvatore Ferragamo and Vogue's FNO in Mexico City, among others.
As a DJ, I have shared decks with some of my favourite names on the planet, including Erol Alkan, Tim Sweeney and Mani (Primal Scream). I have been part of two DJ duos, 'JUST BCAUSE' along with Grammy-award recipient JM Salinas (Human Fader), and 'WHY NOT' with writer and film director Juan Patricio Riveroll.
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