Sari: Trap Capos was groundbreaking. Describe for me what it was like being part of that movement and tell me more about your ideas that helped shape what came to be.
Ganda: The idea was always to reach No. 1 on Billboard Charts. Aside from showcasing our new talent, Noriel, it was also the idea to place all the upcoming trap artists on the album; to continue creating this wave of Latin trap that was starting to grow in all of Latin America.
The strategy that we planned out was to place the album on all digital platforms, create a concert with all the new trap artists of that time, and sell physical albums (CDs), in order to reach a selling goal and reach the Billboard Charts.
To say the least, having Noriel on all the songs was one of the best strategies for his development as an artist, and for the album as well. On top of that, “Cuatro Babys” was created together with Maluma, Juhn, Bryant Myers, and Noriel. We were able to place the song under Maluma’s YouTube channel in order to have greater exposure, which worked out tremendously.
Sari: You just signed Juliito to The Golden Army roster. Tell me about working with him. Why is he such a good fit for your label, and how do you see him driving the Latin music movement forward?
Ganda: Juliito is a completely brand-new artist on the block, and we’re barely getting to know each other. We’re at the stage, or how we say it “training in the studio,” so we can get the best out of him and learn his best techniques. He’s a very deep urban artist. His “freestyles” are about the street life. A lot of people identify closely to him for where he comes from and what he’s gone through in life. I think that’s what connects with people the most, his lyrics and unique style. He’s definitely a great talent, and we’re working hard to develop everything he can do. I have no doubt that he’ll do well in the urban music world.
Sari: Your GandaVlogs are so cool for people to see and get some insight into what goes on behind the scenes. Why are those so important to get out to the world?
Ganda: It’s something that I’ve wanted to do for a few years now. In this digital world that we live in today, I think there’s a lot of misinformation spread around social media platforms. Anything and anyone can go viral, anyone can post news, even if it’s false, and what I want to do is show people from my own point of view what really happens while we are on the road working. I want to show how the music industry works, but also, I want to share some fun content that can attract any type of audience. It is extremely important for me to teach other people how things in the music industry work and for those who are aspiring to be talent managers, to make them understand the type of work that we do, which is complicated but not impossible. That’s what I want to show with my vlogs.
Sari: What are you most INLOVE with when it comes to what you do?
Ganda: I’m in love with creating marketing strategies; those types of crazy ideas that come to my mind, and I make them a reality. It’s great to hear people say that “I’m crazy,” but the results turn out to be incredible. I think I’m in love with anything that’s music-related and with what’s going on in my life right now.
Production: INLOVE Media & Production