Today we’d like to introduce you to Felix Sierra.
Hi Felix, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I was always into music as a youth. I played in middle school band as a trumpet player and kept going until high school, when I started to pick up other instruments that were “cooler” like guitar, drums and started making my little punk rock bands. As I continued my side gigs and perusing my love for learning instruments and music, I had been working in the aftermarket truck accessories industry and continued for about 14 years.
As I grew older, my musical performance format had changed a lot. I went from punk bands, to creating Soul Malady. This is was soul, jazz band fronted by female vocalist Aurora Malady. This went on for a few years, we released an album and separated soon after. So moving forward, I made lots of changes in what I played, and had major growth in my musical skills and talents. By 25, I had already toured with a couple bands on bass and I had brought back trumpet in my life again, which landed me a great gig with South Bay’s Soul Reggae Greats, Stranger Band. Forwarding through the years, it wasn’t until about 3-4 years ago when SM Familia really started to gain major traction.
We started becoming one of SoCals most sought out reggae backing bands for artist out of California. Legends like Sister Nancy, Eek a Mouse, and many others would come to San Diego and call SM Familia to be their band for their Southern California shows.
In 2019, I had already been in the casino circuit and had our band at a few different places a few times a month for a full consistent year. Then decided to quit my day job and go full time with music. This had to be the worst time to start a business, at the beginning of what came to be the worst worldwide pandemic that we have ever experienced. It was a tough going, but with the help of fans consuming and streaming our music and content, and with the help of San Diego musician reliefs and grants out there, we were able to keep afloat all while still allowing us to continue to release music as it was something our fans used and needed from us to use as therapeutic tools to help their mentalities during such a strenuous time on our minds, body’s, and souls.
I am now going on my second year of being a full time musician, and couldn’t be any happier. I am playing solo gigs at restaurants and breweries by myself in a one man band style of performance, and our band is still gong strong at casinos, and the big festivals and stages are still calling and asking for more of this band, this business, this entity built by my bare hands which is La Familia Enterprises.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
This has been a road just like any other entrepreneur has had. I listen to a lot of podcasts and speeches from motivational speakers and entrepreneurs as it helps put my grind into perspective and that this life is not unique to me, but to many other “crazy” people. This business is a cold calling, 99 no’s and 1 yes type of gig. I have to think about a million things at once, which makes it hard as this empire is not a one man operation, but yet I have to be the guy with many hats, as this is still just a small start up.
Especially in the music industry, money and coordination are some of the hardest things to communicate and that has to be the most hardest part of my job. Lots of pieces to an event, a show, even to setup our merch to vend at festival, has so many moving aspects to make it go right, that there is lots of focus and concentration to what we do. As far as the music, the biggest hurdle is getting my message across to the world. I’m a Mexican American artist, too American for the Mexicans, and too Mexican for the Americans. Story of my life. But as I continue to release my true art, culture and creativity into the music and our presentation, our fans and potential fans are understanding my message that I am proud of where I am, where I come from, and that love and passion I have for artistry and culture will always prevail in my music as I write music not just for my voice, but to be the voice of my people as well.
Can you tell our readers more about what you do and what you think sets you apart from others?
My company, La Familia Entertainment, is the umbrella of what I do for a living. Along with being a performer, I am also a manager, booking agent, PR firm, Graphic artist, videographer, producer, recording artist, singer, merchandise supervisor… I do everything that entails the entertainment industry. As I have college certifications in Recording Arts/ Live Sound Engineering, I own a sound system and run sound for any outside event that is not involved with SM familia. I also do all the booking for my own 8 piece band as lately have been doing this work myself.
This requires lots of research time to find venues, contacts, and phone numbers for the best fitting venues for our band all around the world. We say world as we do alot of traveling to Mexico and South America. The band SM Familia is what we’re known for and is what drives this whole empire. We released our first EP in 2014, and have continued to be a prevalent reggae icon in Southern California, allowing us to expand this business by taking the show on the road, and starting a big demand for our branded merchandise.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
My biggest advise or information regarding finding someone to follow or be your audible or visual guide, is go out and be in the mix of what it is you want to do. If you want to be a little league baseball coach, you don’t just sit at home and ask someone to bring you that opportunity. All my career has been about is showing up. Even if it’s showing up to a booking agent’s niece’s birthday party if you’re invited. You never know where there are hidden opportunities that you cant miss. Look at the guys that are not just in the place you want to be, but live and breathe that spot.
A lot of what you might see, is a façade. They show you what you want to see, but don’t live what they preach. Be humble on where you want to go, and work hard for what you want as no one will hand you anything. And if there is someone out there that you can “shadow” from a far, then find that person and stick to them! You will learn a lot about how hard it is to be certain positions and maintain those levels. But if you see the moves, you will know what to do. You will still make mistakes, but the point is that you know that all of that is part of the process and you have been observing from your mentor.
Pricing:
- Merch – Tees – $20-30
- Merch – Hoodies – $50+
Contact Info:
- Email: smfamiliamusic@gmail.com
- Website: www.smfamilia.com
- Instagram: https://www.instagram.com/smfamilia/?hl=en
- Facebook: https://www.facebook.com/SMfamilia/
- Twitter: https://twitter.com/smfamiliamusic?lang=en
- Youtube: https://www.youtube.com/channel/UCwcij5qHcXVApewUWLya9sQ
- SoundCloud: https://soundcloud.com/sm-familia
- Other: https://open.spotify.com/artist/63y2uqgJ3VgmTBmIrfwDwQ
Image Credits:
@Sun Drenched Vibes
@ShootVibrant
