In this episode of Loud & Unfiltered, we sit down with Alex Montoya - one of Spain’s most influential music executives, artist managers, booking agents and promoters - to explore the business of electronic music and his journey from Madrid to Ibiza.
Alex reflects on arriving in Ibiza as an established promoter in Madrid, only to quickly realise that the island was an entirely different world. At a time before social media, breaking into Ibiza meant getting out on the streets, building relationships and putting in the graft - with no shortcuts and no guarantee of success.
We explore Alex’s philosophy of working behind the scenes and putting the artist first. As he puts it, his role is to provide a service to the artist - not to be seen - with no ego and a focus on building long-term careers.
As CEO, Partner and Promoter of Analog Agency, Alex has built a career working with some of the biggest names in electronic music, while also playing a major role in artist management, bookings and the wider business of dance music.
We dive into his work with artists including Chelina Manuhutu and Joseph Capriati, the evolution of artist management, and what it takes to develop talent in an increasingly competitive industry.
Alex also shares his experience on the other side of the business, from co-owning Madrid’s Bassement Club and promoting major events to helping shape the next generation of music industry professionals through the Music Business Academy.
Along the way, we discuss the changing relationship between Madrid and Ibiza, how the music industry has evolved since the pre-social media era, the importance of relationships and reputation, and why sometimes the most influential people in the industry are the ones working behind the scenes.
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