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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.

 

Who is Bill Martínez?

For many reasons, the music business is closely linked to the world of law, because there are many details that artists and their respective teams must take into consideration when carrying out their activities, especially when they travel outside their countries of origin or residence. That is when they should contact attorney William Martinez, who would be happy to help them to complete all required paperwork for this purpose. 

William Martinez, better known in the music scene as Bill Martinez, is an immigration attorney who is also known for organizing musical events in the San Francisco Bay Area since the 1970s, which reveals that the relationship between the legal professional and the arts has been very close for several decades now. He is a degree from the University of San Francisco, the same city where he was born, has exercised his profession, and has made his living since then. 

This man has played a very important role in obtaining visas for a fairly large number of artists and their orchestras for a few years, including Juanes, Christian Castro, Mercedes Sosa, Pablo Milanes, Isaac Delgado, Chucho Valdes, and many more. The list of groups that have managed to perform in the United States thanks to Martínez includes Los Van Van, Los Muñequitos de Matanzas, The Buena Vista Social Club, Cubanismo, and so on.   

All this without mentioning that the attorney has done a commendable job in helping artists interested in traveling from the United States to Cuba, which is really difficult because of the political, legal, and migratory friction that this implies. Bill demonstrated that it is possible thanks to his efficient efforts with the Office of Foreign Assets Control (OFAC) of the Department of the Treasury. There are many groups that have managed to travel to the island thanks to licenses obtained by the lawyer, as was the case of AudiosLave, a famous Californian alternative rock band whose emergence goes back to the year 2001. In 2005, the group gave a historic concert in which it performed in front of a crowd of more than 70,000 spectators, becoming the first rock band to play live in the Caribbean country. All thanks to the excellent work done by this great professional man of law.   

Another facet of this great American is his role as a producer and manager. As his official website states, he is one of the co-founders of Latino Entertainment Partners together with cultural activist Arturo Riera, with whom he sought to create an organization capable of producing around 50 concerts whose main talents will be Cuban music legends such as N.G. La Banda, Los Van Van, Orquesta Aragón, Los Muñequitos de Aragón, among others. 

This group created by Martinez has also been responsible for producing other musical events that have had the presence of The Spanish Harlem Orchestra, Eddie Palmieri, Giovanni Hidalgo, and many others. 

Enlightening talk

Nowadays, he has an extremely busy schedule due to the ravages caused by COVID-19 in terms of immigration with the closing of embassies, flight ban, among other things. Today, he will tell us more in detail about his work and how much it has been complicated by the pandemic. 

Do you only work in the issue of immigration specializing in artists?  

Yes, I only work with artists. Although from time to time I talk to clients about other issues, but I mostly work only with artist visas.  

What is the first thing you check in one of your cases? 

Well, I work with visas as you can imagine. All this depends on two things: luck and credibility. By luck I mean officials, events, and factors for the application. Credibility is also key to all this. We are talking about two visa categories: an O1 visa for a distinguished artist in the field of music or the arts and the P1 visa or P3 visa which can be issued for a maximum of one year, while the O1 visa can last up to three years. The P3 visa is for groups that have performances that serve as a reflection of their own country. Many artists may qualify for this. For example, if we are talking about an artist who has a bachata, vallenato or hip hop repertoire. As long as they are reflections of their own country, they can apply for the P3 visa. The P1 visa and O1 visa require evidence and documentation that proves that the singer is of a high standard and recognized worldwide such as foundations, press articles, among other things. That is what we have to see. You have to prove that the itinerary is credible and this can be done with contracts or invitation letters. If an applicant, cultural center, promoter or agent wants to invite an artist without any shows or contracts, it will not matter if he is well known, because he will not have credibility. On the list of things I need, the first thing I look for is the invitation letter with an itinerary, the story of the artist, documentation, his repertoire, among other things. 

The process also depends a lot on the officer who analyzes the case, am I right? 

The case can be approved at first, and then, when it goes to the consulate, you have to get lucky with the official who does the interview. You have to be lucky with the USIS (United States Citizenship and Immigration Services) and with the second step which is the interview at the consulate. You also have to get lucky with people who do the interview, as it can be someone flexible who understands the situation very well or, in the opposite case, someone who had a bad day and will always say no.   

Is it sufficient for one of those steps to fail for the visa not to be approved? 

That is right, I have the same experience as any applicant and we use all our tools for this situation. It is like a puzzle where we have to see what works. Sometimes, we have even to ask for help from congressmen for this. This has happened to me both as a lawyer and as a producer.  

What was the most complex case in your career? 

It was my first case in 1993 with the Cuban group Mezcla. We did a festival in San Francisco called El Encuentro del Canto Popular in which we had a representation from each country in Latin America and the Caribbean. Then, we took the risk of inviting a group from Cuba, which was the group Mezcla, a rock band that used elements of Santeria. Like I said, there are two steps to obtain a visa: the application with USIS and the interview with the consulate after approval. In the case of Grupo Mezcla, the application was approved in the Immigration Service and then the members did their interviews in Havana. Subsequently, the case began to collapse until the head of the State Department for Cuban Affairs called me and told me that he had the file in his hands and that the group could not enter the country. When I asked him why, he said they were Cubans and that is all I needed to know. We made a claim in federal court, but we lost the case. Two years later, the state department’s attorney basically said they could do whatever they wanted without justifying anything. However, some time later, the Bill Clinton administration accepted that there is value in having exchanges with Cuba and, little by little, they opened the doors to allow entry to other Cubans like Changuito El Timbalero, Irakere with Chucho Valdes and Los Van Van. COVID-19 complicated everything and has had a great impact in each case, but things calmed down a bit and now artists are allowed to enter if they provide proof of their vaccination or PCR test.  

Which are the nationalities The United States denies visas most often? 

It is definitely Cuba because every Cuban has to ask for his or her interview in a third country and sometimes we are in contact with the consulates in advance to request permission to doing the interview there. Mexico is usually plan B, but sometimes we ask the consulate to allow a Cuban citizen to do an interview in their facilities. It may happen that they say that they do not accept applications from a third country. It also happens that two weeks later another consulate accept the interview without any problem. Each consulate has its own answer as to the availability and access to their system. Now we are asking for visas for Cubans in Mexico DF. I can say that Middle Eastern countries, Korea and Cuba are the most complicated places to apply for visas. 

You have also taken U.S. artists to Cuba and other complicated countries, could you tell me a little bit about that? 

Well, I participated in several exchanges with Cuba. The best known was Puentes Musicales in 1999 in which we presented 45 well-known rock artists. In 2005, we presented the rock group AudiosLave. I also worked as a lawyer in the production of the group Broadway and that was historic. It was a very important album in the history of rock and it was all done in Havana. I had a documentary on HBO about this event in Havana. We have plans to do other recordings with Broadway in Havana in the future. It is almost impossible to do exchanges of this magnitude these days owing to restrictions related to COVID-19. 

How much has COVID-19 complicated things? 

It is easier now. COVID-19 had a big impact at all levels. An application at USIS (the first step in the process) was impossible because their officials were not in offices as in the past. They were at home, so we could not do anything like as the past when we could go to an office. It was much easier to resolve situations, issues with identity and documentation. When officers are not in offices, they cannot go to the other buildings. They have to call from home to ask about applications and communication is not as effective. It is easier to resolve situations like that by being in the same building and coming face to face. COVID also has an impact on the number of people who are working in the consulates. The less people who work, the less it is possible to change dates when needed. However, the situation improved in contrast to the last year, so there is hope that some things will get back to normal.

Link to its official website: https://www.billmartinez.com/