Interview with Lucas Gomez, South America Avenue's Labelmanager

Navigating the Waves of the Music Industry with Lucas.

Hello Lucas! How are you today, and what have you been up to lately?
Hi buddy, everything is very good here. Today was actually a very busy day; in the morning, I answered some pending emails from the weekend, then worked on tracks from the label and listened to some demos that some guys sent.

Nearly a year back, you took on the role of label manager for Sound Avenue Label Group's newest sublabel, South America Avenue, focusing exclusively on tracks from South American producers. How do you feel about the work you've done so far, almost a year in?
I honestly feel like I'm living a dream. From a very young age, I wanted to get involved with music. I started as a DJ, and a few years ago, I began producing my music. From my role as a label manager, the truth is that I feel very comfortable, and it is a learning experience every day. It makes me very happy to be able to open the doors to this beautiful world to young people who may be signing a contract with a label for the first time, as well as it makes me very happy to receive demos from artists who have years in this industry and extensive experience.

What's your favorite part about leading South America Avenue?
Without a doubt, listening to the demos they send to the label. There are many emerging artists who are really good. Rovi (AR) comes to mind, who released his first track last year and will soon release an EP with us. Berdu, a very fine Colombian boy when it comes to producing. But I have my weakness for three Argentine producers: Javier Laporte, Mattias Herrera, and Gerardo Moro. I think that the three of them, in the not too distant future, will go very far in the world of music.

What aspects of working with a label do you find less enjoyable?
I don't find anything that is less pleasant, perhaps what I don't tolerate is the lack of professionalism. As in any job, you also encounter good and bad people; in this environment, the ego plays an important role. I have found people with a lot of ego feeling that they are superstars when only 3 people know them, but there are also humble people who always try to collaborate in everything they can with the label without even charging a cent.

When it comes to selecting tracks for release, what's your process?
In this case, the artists send their demo to southamerica(at)soundavenue.be with a private SoundCloud link. I try to listen to them at the moment or, at most, the next day if I'm very busy. But returning to the process of selecting the tracks, I listen to them, and if they fit the sound I am looking for for SAA, I reply to the email offering to edit their track either in EP format if they have more than one track, or if it is a single, we also offer to make an EP of remixes, that is, the original track and between 3 or 4 remixes with artists who have already released on the label.

Could you highlight a few artists you believe are the future stars of the Argentine progressive/house music scene?
Good question... I have several in mind. An emerging artist who could be a future star here is POLI SIUFI. He has played in places with a capacity between 10 and 15 people, and without a doubt, he is a great producer and has released on several labels as well. Another person who is playing in the big leagues is Rocio Portillo, an impeccable DJ with very fine mixes, an exquisite selection of music in her sets, and as a producer, she is undoubtedly very talented and has had support from great DJs like Guy J, Nick Warren, Hernán Cattáneo.

Beyond your role with SAA, you're heavily involved with Sound Avenue's other labels. Could you share more about your work there and how you balance your schedule, especially considering you have another job?
I am lucky to work independently, meaning that I can manage my schedule without problems, and I don't have a boss behind me telling me to hurry up to do X tasks. So, I can organize my agenda to my liking and dedicate as much time as I want to the other labels. My task at the other labels is basically to upload everything to the different digital platforms; it is a task that at first seems time-consuming, but once you learn it, you do it quickly.

As someone active in producing and DJing, do you lean more towards one than the other?
I think they are two totally different things; I can't lean more towards one or the other. Producing allows me to express myself in a very particular way. I try to connect my spirit with the universe and capture the ideas I have in mind in Ableton. Sometimes beautiful things come out, and other times not so much, haha. On the other hand, when it comes to being a DJ, the energy is different because the public has a lot to do with it. Although it is something reciprocal, the energy that the public gives back to you makes you make a very dynamic set. Even though I go with a list of already assembled songs, the energy that people give you makes a set very dynamic and completely beautiful when that happens.

With Argentina facing significant economic challenges and high inflation, how has this affected your personal life and the broader music scene? Have you noticed a decrease in parties or a change in nightlife?
Well, at this point, we must make history; basically, since it was born, Argentina lives in a loop of economic instability. We have gone through several crises since 1989, 2001, and now we live in the present, there comes a point in which human beings somehow become accustomed to living like this in constant uncertainty. Personally, I am lucky to have a job and somehow start to make a living from music. Regarding nightlife, I speak with guys who are dedicated to organizing events. The flow of people has decreased a little but perhaps not as much as other times.

Can you briefly share when you started producing music, your first piece of equipment or software, and reflect on your debut release?
I started producing three years ago; we were in a pandemic, a lot of free time at home, and I decided to take a production course in Ableton. Once I finished it, I bought a sound card and a MIDI keyboard (which I still use today). I had a laptop, installed Ableton, and that's how I started; this was in 2021. A year later, I sent my first demo to Future Avenue, which was my track "Karma," and they accepted it. When I received the email saying that they liked my track, I was overjoyed. That's how it all started, then came some remixes, my first EP together with a Brazilian colleague, Quantzka, until I got to where I am now.

Did you have a mentor or take any lessons, either offline or online, to enhance your skills?
Yes, I had several. One is Lautaro, who was my teacher in Ableton, and I took classes with him for several months until I perfected myself with the software. Then Madloch, I am lucky to work with him and learn new things every day regarding the music industry, music, and life in general. He has a very similar vision of life to the one I have, and we quite agree on some thoughts.

What do you consider the highlight of your career so far, both as a DJ and a producer?
As a DJ, I've played in beautiful places that I never thought I would, surrounded by good things and sharing a booth with many emerging DJs within the scene, and with some of them, I established a friendship. As a producer, I think the most notable thing is having released my tracks on 3rd Avenue and one on Sound Avenue. As a DJ, I was always looking for music from those labels, and having gotten there, I think, is and will be one of my great goals as a producer. They are labels in which I always admired the producers who published, and of which there are many Argentines who today are figures within the national and international scene, such as Mariano Mellino, Sebastian Busto, Antrim, among others.

How did you first learn about Sound Avenue / 3rd Avenue, and could you mention some of your favorite releases on the labels?
Well, as I mentioned before, being a DJ, I always looked for music from both labels because I liked the style and sound that both have, without naming the star artists that they have within them. They have a fine progressive sound that is not found in all labels, which is something very characteristic of both labels, both 3rd Avenue and Sound Avenue.
A track that made my head explode was "Madloch, Subnode & Pedro Capelossi - Turmeric Latte (Nhar Remix)" which was played by Hernan Cattaneo in one of the shows in Cordoba in 2022. It seems like a very fine track to me with an exquisite remix by NHAR.
From 3rd Avenue, I really like an EP by OMB, Haruo Chikada, LUNASUN called Underground Exploration and a track by Subnode "Earth" – the remix by Rocio Portillo is very good.

Many artists have a signature sound or style. How do you balance staying true to your artistic identity while also experimenting and evolving as an artist?
I once heard Hernan Cattaneo in an interview say that for example there is one Nick Warren or there is only one Guy J. I think it is not about copying someone because as he says they are unique... We are all unique in reality. I think the idea is to progress within music by training yourself, acquiring new knowledge but always putting the distinctive touch that each of us has. In my particular case, I try not to copy anyone and rather make my music my way. Sometimes it turns out well and other times not, haha, maybe when it comes to creating music, I focus more on what is mine than on listening to how some artist did this or that.

The music industry has undergone significant changes in recent years, with streaming platforms and digital distribution reshaping the landscape. What are your thoughts on the current state of the industry, and how have these changes affected your career?
I have two views regarding this question. The first is on a personal level as a DJ, and it was something positive; the streaming platforms opened the range more to show us emerging artists who perhaps are not known worldwide or do not have a superstar career. For example, a few years ago, I participated in two SoundCloud podcasts that are from England with my mixes that at another time I might not have been able to or would never have participated in. Also, as a producer, I have had more access through Spotify to the tracks I make, and YouTube does the same regarding the diffusion of emerging music.

Now, the second view I have is that of a Label Manager and a vision more focused on the business, and that is that the streaming platforms do not pay absolutely anything for the work we do, without thinking about everything that creating a track entails. And I am not talking about electronic music only but I'm talking about general music. The vast majority think that just because you have hundreds or thousands of views you are already a millionaire, and the truth is that this is far from reality, to be honest.

We will continue to fight so that everything is well remunerated in the future and that artists can collect the royalties they deserve.

What are some of your favorite record labels, and do you have a specific goal or aspiration to release your music on a particular label in the near future?
I must have between 4 or 5 favorite labels: The Soundgarden, Mango Alley, Sudbeat, 3rd Avenue, and Sound Avenue. Without a doubt, one of the labels for which I have a great weakness is 3rd Avenue. It is a label that identifies me a lot with the music it releases because it is a sound and a style that I really like, and I greatly admire the great artists who have released there.

As a great aspiration, I had a goal that was to release a track this year on Sound Avenue, and when I signed the contract, I couldn't believe where I had arrived because it is a label where great producers were present, like Soundexile, Sebastian Busto, Paul Deep among many others. Maybe in the future, I would like to release a track of mine on The Soundgarden.

What advice would you offer to your younger self, considering all the knowledge and experience you've gained in your career so far? Additionally, what advice would you give to aspiring artists who may be reading this interview?
The advice I would give to my past self is to never give up, that frustration is part of learning and to be patient because everything comes in time.

To those who are just starting out, I would say a little the same thing that I would say to my past self, haha, but above all things, don't give up for anything or anyone. If you are happy doing what you like, keep at it because sooner or later, the door opens, and when it does, you enter a magical world which is infinite in possibilities. I would also advise them to always stay grounded, never to think of themselves as more or less than anyone else, and to never lose their essence. Additionally, I would encourage them to never stop learning, to always study or take a course related to music because it's a very dynamic and constantly changing industry.

Besides music, do you have any other passions or hobbies?
I am quite a family person, meaning I enjoy spending time with my family, my mother, my son, and my partner, Sabrina. I really like taking family trips. Sabrina has a daughter, Sara, and I have a 10-year-old son named Mateo. I enjoy going on outings with the four of us, exploring places in the country that we may not know. I also like to share moments with my closest friends, get together to eat, reminisce about our childhoods, and I also really enjoy playing football.

Could you share some of your top spots in Buenos Aires for dining, enjoying a drink, partying, or unwinding?
Of course. Pylae in Palermo is a very nice place where you can enjoy delicious food, drink delightful drinks, and also listen to excellent music. If you're looking for a place to snack, one of the best places is "La Panera Rosa" in Palermo, where you'll find the best waffles in the world, drenched in dulce de leche and chocolate sauce.

Are there any books, documentaries, podcasts, or TV shows that you'd like to recommend to your fans and fellow artists?
For books, I'm a big fan of an Argentine psychologist named Gabriel Rolon. One of his books that I recommend is "Los Padecientes." For a music podcast, I recommend "il modo (on SoundCloud)" where you'll find excellent DJs to listen to. As for TV, the last thing I watched was a documentary about "Alexander the Great," but if you can, watch "Live 100 Years: The Secrets of the Blue Zones" – both documentaries are available on Netflix.

Could you share some of your all-time favorite tracks or songs that have had a significant impact on your musical journey?
It's hard to pinpoint specific songs that have left a mark on me, but there are rock bands that have greatly influenced me. At the Argentine rock level, bands like Seru Giran, Los Redondos, Sumo, Divididos, and Soda Stereo were significant during my adolescence. Internationally, bands like Pink Floyd, Queen, and Led Zeppelin have also had a big impact on me. Choosing a favorite song from each band is difficult, but from Seru Giran, I'd pick "Las grasas de las capitales"; from Los Redondos, "Juguetes Perdidos"; from Sumo, "Crua Chan"; from Divididos, "El 38"; and from Soda Stereo, "De Música Ligera". From Pink Floyd, "Comfortably Numb"; from Queen, "Bohemian Rhapsody"; and from Led Zeppelin, "Immigrant Song".

What can we look forward to from you in the near future?
I hope much more than now, haha... seriously, I hope to be able to continue to advance and help South America Avenue grow in the coming months. Maybe some surprises will come in 2024 with SAA, but I can't say anything more because otherwise, it wouldn't be a surprise.

Check out this free download compilation on South America Avenue’s Bandcamp page:

Follow Lucas Gomez (AR):
Instagram | Soundcloud