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Incredible conversation with Luis Medina

Good afternoon, everyone. We are here with broadcaster, DJ and event producer Luis Medina. Mr. Medina, how are you today?  

I am well and ready to talk to you right now.

Mr. Medina, you have a very long career as a radio presenter. You got started in this business in 1974. What led you to spend so much time in your career on the radio? 

In 1971 I was studying architecture at San Francisco State University, but in 1974 I changed my major to broadcasting and communications in the Department of Radio and Television. When I was a kid, I was always fascinated by broadcasters on TV with their microphones. My parents gave me a toy microphone, and I always imagined I was broadcasting. At the time I was accepted in the broadcasting program, I already loved salsa because my cousin  Stella played popular music for me since I was about 8 years old. I loved all kinds of music. At home, we always had the radio on, and my parents always listened to tropical music, which was very common at that time.

In 1974 my cousin Eduardo invited me to go to a radio station called KBRG to visit some friends who had a program called Venezuela Suya. In another studio in the station, there was a radio producer named Arturito Santiago, who was the master of ceremonies for the Gran Combo de Puerto Rico when they did dances in San Francisco hotels. When I saw him doing his job, I was intrigued. Two months later, my cousin called to tell me that he’d gotten involved in a community radio station called KPOO San Francisco and asked me if I wanted to help him with the show. I brought a stack of LPs, and we did the show from midnight until 6 am. I went a few times to help, but I could not maintain that pace because I was still in college.

A few months later, he called me to tell me that he had a show from 3pm to 6pm on Sundays. He told me he was talking to other people I knew in order to do the show together. I got a segment of 45 minutes to an hour to do whatever I wanted, so I decided to start programming salsa. I helped produce several programs until I had my own show. In 1979, while I had a four-hour show on Saturdays on KPOO, KBRG’s program director, Al Carlos Hernandez, called me. KBRG was a powerful FM station at that time. That gave me the opportunity to do a commercial show.

I am part Venezuelan and part Mexican, but I grew up in the United States. I spoke Spanish perfectly until I was five years old, but when I started school, I just wanted to speak English in school and at home. When I turned 18, I decided to get my culture back and relearn to speak Spanish again. However, I’m wasn’t completely fluent in Spanish because I have to translate mentally from English. I explained the situation to Al Carlos, and he told me that he did not care. That’s how I became the first radio announcer to do salsa programming in English on a Spanish-speaking station. The program was called Sabor Caliente and it lasted about a year and a half, until they let me go due to philosophical differences. After that, I did specials in KPFA, until Víctor Castro, who produced the program Ahora, invited me to alternate weeks with him. I produced salsa shows on KPFA from 1983 to 1995.

What Medina has to say about all his combined activities

How do you balance your radio activities and event production and your job as a DJ?  

When I was a student at San Francisco State University, I became co-director of the university’s productions to present musical acts. From 1974 to 1976 I presented acts from various genres such as rock, R&B, and jazz, among others. I also presented some salsa and Latin jazz shows, including Pete and Sheila Escovedo, who were part of Roger Glenn’s band, Benny Velarde and others. I became friends with Pete and Sheila before Sheila became Sheila E and I also worked with Pete’s brother, Coke Escovedo in the 70s.

Then I met Roberto Hernandez, who had an organization that helped produced the first major street fairs in the San Francisco Mission district together with a coalition of community agencies. I got involved with the fairs, which presented the famous singer Joe Bataan among others. It was the era of Latin rock, but salsa was also booming. I was part of the renaissance of salsa music that occurred on the radio, but I also had the opportunity to play an influential role in the community in the Mission. In 1977, the Mission Cultural Center opened in a furniture store ran by artists that were organizing it. I became part of the music committee and we presented performances and salsa groups that were growing in fame at that time. I was involved on the activities of the center until the 1980s, when some of us created a production group called CMP (Cultural Music Productions). During the 80s we did a series of dances, in which I worked as master of ceremonies. I already had experience as master of ceremonies because when I was at KBRG, they gave me the opportunity to introduce some great shows with Celia Cruz, La Sonora Matancera, Oscar D’ León, Cal Tjader and La Orquesta Broadway. I was also master of ceremonies for Brazilian carnivals for about five years. With CMP I was involved in dances with Willie Colón, Bobby Valentín, Oscar D’ León, and boxing champion Roberto Durán (who at the time wanted to be a salsa singer).

Eventually I left CMP, and I was contacted by Roberto Hernandez, who offered me the position of entertainment director of his new organization, MECA. I accepted and started to help him program the schedule for events such as the San Francisco Carnival, and the 24 Street Fair. I worked with Roberto until 1994 and we presented Santana, Los Lobos, Eddie Palmieri, Luis Henrique, Willie Colón, Yomo Toro, Mighty Sparrow, The Neville Brothers, Shaggy, and many more. When Roberto Hernandez left the organization, I stayed for four more years and worked with Manny Oquendo and Libre, John Santos, Pete Escovedo and Pancho Quinto. In 1998, the president of the organization Patricia Aguayo and I had some problems, so we stopped working together.

A radio DJ and a party DJ are two completely different things. It took me a little while to adjust to being a live DJ. In the early 1990’s, the producers at the Alta Vista club hired me from time to time. Then, they moved to a ship called Alta Vista del Mar in Pier 3, and occasionally hired me as their DJ.

In 1994 I met a very ambitious young Venezuelan by the name of Adrian Goddard and started working with him at his club, 330 Ritch. It was a winning combination of Adrian’s talent as an event producer and my talent as a DJ and MC. I worked there for about nine very successful months, but then I had an opportunity with KPFA and I was forced to leave the club because the schedule conflicted. My priority was to produce my own salsa show (ironically, this program didn’t last long, but in 1997 they offered me the same slot, which would become the program Con Sabor, which I still produced today, 25 years later, at KPFA, on Saturdays from 9-11pm.)

A little later, Kimballs Carnaval hired me as a Latin House DJ, as this rhythm was very popular at that time. I wanted to please them, but it wasn’t a good fit. Eventually I was hired as a salsa DJ by the club Kimballs West. This opened other opportunities and I became the DJ in residence at the most prominent salsa clubs in San Francisco at the time, the legendary Jelly’s Cafe, where I DJ’d until it closed in 2010 and the popular Café Cócomo, which closed in 2014. I now DJ and MC primarily for special events and private parties.

Something very important in my story is that in 1997 I worked with Bill Martinez and Arturo Riera  and they both gave me the opportunity to be master of ceremonies for a very important series of concerts featuring Cuban musicians who were allowed into the States for the first time. I was the first master of ceremonies for a Los Van Van concert in San Francisco and I also represented my show and KPFA for their concert at Stern Grove in 2019. That was one of many times that I worked with that group.  I also was the MC   for Orquesta Aragon, Cubanismo, NG La Banda and other Cuban acts.

During the pandemic, I was offered a show with an online radio station called World Salsa Radio. I started the show Sabiduría con Tumbao on Wednesdays from 5 to 7 pm. What makes this show different from Con Sabor is that Sabiduría Con Tumbao is a conceptual program that focuses on certain musicians, musical themes and movements within salsa and Afro-Latin music. On the other hand, Con Sabor offers a broader perspective of salsa, Latin Jazz and música cubana from the classics to the latest.

Since the pandemic started, I produce all my radio shows at home. I managed to master the technology and built my own home studio. I am not afraid of technology or modern things. I go with the flow because I’ve learned that I should be at the forefront of technology and music. If I do not know something, I am going to research it right away. I keep an open mind and ears and I appreciate and listen to all kinds of music, something that was key when I was music director at KPFA from 2001 through 2014. In terms of my own programs, I really love salsa from the 70s, but I’m not stuck in any time period.

In 1994, he participated for the first time in a group called “Sentir Caribeño”, from Mariara, Carabobo State.

Greetings my salsa people, here again with you, wishing you the best. First of all, lots of health, prosperity and optimism from your friend professor MSc. Carlos Colmenárez, who, through International Salsa Magazine and www.SalsaGoogle.com, presents you in this opportunity to: Freddy Sanchez bastion of this genre that we are so passionate about, for your delight Enjoy them.

“You must always remember that to be a good musician you have to maintain three fundamental elements, such as: discipline, responsibility and respect … Many do not understand that.”

These recommendations come from perhaps one of the musicians with the greatest trajectory and hierarchy in Venezuela, such as: Freddy Alí Sánchez Carvallo, born on November 9, with his musical beginnings at 15 years of age.

In 1994, he participated for the first time in a group called “Sentir Caribeño”, from Mariara, Carabobo state, playing bass; He continued his musical career with the “Mangüe” orchestra of Maracay, Aragua state and from there he went to the “Alteración” orchestra, then to the Sonostars de Mañito Junior, having the privilege of accompanying Yolandita Rivera and Luigi Texidor.

In 1999, he was called by the “Latin Dimension”, remaining in it for about 6 years.

At the same time, at the beginning of 2000, he participated in the orchestras of: Hildemaro, Erick Franchesky, Magia Caribeña, Puerto Rico es Salsa, Pasión Juvenil, Porfi Jiménez and Francisco Pacheco y la Pueblo de el.

Freddy, have you accompanied international artists?

Of course, Professor Carlos, thank God I have had the honor of playing for: Andy Montañez, Henry Fiol, Junior González, Domingo Quiñónez, José Alberto “El Canario”, Ismael Miranda, Adalberto Santiago, Wichy Camacho, Tony Vega, Willie González , Tito Gómez, Cano Estremera, Pedro Arroyo, Gabino Pampini, among others.

And I understand that you directed the career of Venezuelan musicians?

That’s right, my friend, I was the manager of Jimmy “El León” until 2005, when I joined the Oscar D’León orchestra “El Sonero del Mundo”, until 2013, visiting more than 32 countries.

And “Son Colón”?

Professor Carlos, in 2010, I founded “La Orquesta Son Colón”, with which I have accompanied figures such as: Joseph Amado, Rodrigo Mendoza, Hildemaro, Erick Franchesky, Paquito Barón, Néstor Rivero, Oscar Arriaga, Wílmer Lozano, Frederick El Coco, Wílmer Cano, Éukaris, Wiwi Buznego and Mariana “La Sonera de Venezuela”.

It should be noted that Freddy Sánchez is currently the musical director of the “Orquesta de Porfi Jiménez” and also tells us that in 2019, he participated with the orchestras “Los Melódicos” and “Billos Caracas Boys Internacional” of Amable Frómeta.

–Master Freddy, honestly, let me congratulate you for this trajectory that you have.

Apart from being a bass player, do you stand out with other instruments?

In addition to being a performing bassist, both for the baby and the chest, I am also a trombonist, arranger, director and music producer.

In Colombia I directed “La Sonora Matancera Internacional Siglo XXI” and I had the great experience, being very young, of accompanying, when I was only 21 years old, the legend of the Venezuelan salsa, Orlando José Castillo “Watussi”.

Likewise, I formed the staff of “Albóndiga y la Pandilla de él, being the arranger of some of his songs together with David González and where Gustavo Gerardo and Rodrigo Mendoza vocalized.

-Freddy, from what you have told us, your career is quite broad, what can you add to us? Ok teacher, I’m remembering that I was also in the ranks of “Osuna Banda Show” and “La Bigband de San Agustín”.

Now, Freddy, where did you acquire your musical knowledge and of course your studies?

My friend, I practically studied alone. My uncle Elías Sánchez taught me the figures and I went that way, my story is very particular, my father showed me the bass notes and how it was played, since he is a guitarist, also my relatives, most of them are musicians and being next to of the braves of the time, I was learning and trying to get a sound out of the bass, but I never had a teacher, or anything ”.

Freddy told us that at 17 years of age he had already made his first musical arrangement and by asking Mañito Junior, he learned what harmony was; with the musician Pastor Rodríguez (Q.E.P.D.), regarding the reading of sheet music and with the teacher Gilberto Riera, also deceased, he explained to her how he should maintain the swing when there were percussion solos.

Oh and another musician, known as “Lopecito”, recommended that it is necessary to listen to music, because everything is not reading, but you had to read. Regarding the future projects of today’s guest in “Salsa Escrita”, through International Salsa Magazine, he told us that the second production of the “Orquesta Son Colón” is well advanced and the promotional “El Monstruo de la Calle ”, ”, Is already playing on radio stations and additionally on this album, national artists will be recording as special guests.

Likewise, “La Orquesta Son Colón” will be accompanying vocalist Joseph Amado again in 2020, in his second symphonic concert at the Teresa Carreño Theater in Caracas, in the middle of the year.

Finally, we asked Freddy Sánchez for some recommendations, as well as those made at the beginning of this review, for the new generations and he literally told us: “I would like to tell the musicians who are starting in these times, never forget where they came from and what that they were, and keep humility above all else, always thanking the opportunities given and do not forget that music is not a competition, because there is always someone who can be beyond you today and here tomorrow ”.

Finally, we would also like to add the following: “music must be learned daily, as it is an infinite world much adored and which is part of our lives.”

Humility and perseverance will make us great in every way. Congratulations Freddy Sánchez and we hope you continue to achieve success, inside and outside our country with your master’s degree.

Facebook: Freddy Sánchez 

By: Carlos Colmenárez Correspondent in Venezuela

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