NHM - Distributing Unbelievable Hispanic Tunes That Break All Clichés
Hello Eduardo! Can you tell us about your love affair with music? When did it start?
I don’t have a precise moment on my mind, I think I was born with this love for music. I remember my grandpa listening to tango and bolero songs on his radio everyday. Musicians like Carlos Gardel or Antonio Machín were his favorite artists. In a different way - with cassette tapes - my dad listened to flamenco music every weekend morning: Camarón de La Isla, Manolo Caracol, Paco de Lucía… So I was absorbed - and literally abducted from my childhood to teenage years - into that environment full of strong musical roots. I don’t know when my love affair started (I really think a person is born with this feeling and sensibility) but I feel that my passion for Hispanic music was born during these years.
New Hispanic Music goes back to 2008, or the stone age of the web. What was different back then in covering new music? Is it better or worse today in your opinion?
Much better. Now you don’t need an influencer, guru, or someone like that to discover music. And this time your knowledge can be as good as theirs. It’s the New Fans Era. The control of the industry is at their palms.
Music media and the rest of the industry’s agents need to change, understanding that they don’t have control over the choices of listeners. Marketing changed. Now curators are the owners of music, and their control over the market will be bigger in the next five years. It is because of this that I love companies like Whyd. You understand the world where we live, and you guys know that this knowledge is essential to put music on the motorways that users are creating. That’s the way to find and engage listeners.
What is the main goal of NHM, and are you reviewing music?
To give you a good answer, maybe we could take the question from the opposite point of view to note the reason why we are different: What is not our goal?
Well, we won’t work in marketing procedures to get noticed, we have our own way, we only trust in sounds, knowledge, and good stories. The schedule of product releases isn’t our business. We are not musical critics, we are sound makers and music hunters on the Hispanic sphere. This project - and all it involves - is a distribution platform for unbelievable tunes. We support communities badly affected by different clichés such as the underground Hispanic projects a.k.a. Alternative Latin or Iberoamerican music.
We create a future where audiences see hispanic music like a new wave of sounds as gorgeous as any music from top artists in the US or UK. Our musicians are doing it terrifically. I am talking about people who are composing and playing their own music, who are working with Kanye West, Bjork, The Strokes or MIA at the same time as well.
Who are some of the groups that you are most excited about right now?
The best way to show you that is via Whyd: http://whyd.com/u/531da2407e91c862b2b643a3/playlist/8