Today we’d like to introduce you to Héctor Castro.
Héctor, please share your story with us. How did you get to where you are today?
To give some backstory, I first got involved in the music scene at the start of 2015. I was starting my second semester of freshman year in high school and was at a crossroads with friendships in school. I was obsessed with 91X and their concerts and was ecstatic for any music that caught my Facebook feed. I remember finding out about Jake Bugg doing a in-store Meet & Greet at a record store and was psyched to go. After looking for any information directing me to it, I stumbled upon the record store that was hosting the event. M-Theory. Soon enough after following their Instagram they posted a flyer for a free local show happening the following Saturday night in January. A surf-punk band named Shady Francos we’re playing a free show for their cassette release. I checked out their bandcamp and soon enough, I was inside a rabbit hole full of local surf punk acts ranging around all over Orange County/San Diego. Around the time, Instagram was growing as a platform, so everyone was promoting their events and music through there. In the end, it came down to going to these shows. I was anxious as ever feeling out of place and not fitting prior but as soon as I attended I experienced some of the most fun, inclusive, safest, and memorable environments I’ve never seen. Scenes and imagery I’d only witness in movies or archive footage.
Being new to it all, I was ecstatic to involve myself with the environment. Coming from San Ysidro High School, south to the border, I wasn’t surrounded by people who quite exactly related much to me. So finding a community that mirrored my favorite music as well as my artistic tastes made me feel at home. This community welcomed me with open arms and introduced me to some of the sweetest most accepting people I’ve ever met who has since, become my closest friends.
I believe it was around a year later, around the last semester of sophomore year when my friend from Chula Vista High School had a birthday coming up where I began to plan to throw shows. Before that though, I have contemplated organizing shows, but I was discouraged old friends that now that I think about it, were very manipulative and traumatizing to my emotional being. Due to this discouragement, I refrained from involvement because I was afraid of attempting to make a fool of myself. But it was until after I’ve befriended people inside that environment where I realized that my ideas were valid and possible to do.
For my friend’s birthday, I wondered what would be a good birthday present to give to someone who has opened my eyes to new experiences. At the time she and some other people were close to some bands and other concert goers that were as passionate about the scene as we were. So I figured, as a perfect birthday gift, why not try my best to throw a backyard house show dedicated to her? So, I got together with her friends, asked around through Instagram messages, downloaded free editing apps, and repurposed my Instagram feed to announce the event. Through three weeks, I met with homeowners of a backyard in Chula Vista, contacted acts from Los Angeles and Imperial Beach, formulated set times, contacted a music collective, and equipment, and designed a flyer with the best of my ability to try to orchestrate the perfect birthday present. The show was a complete success! We made a total of $400 that night. Each band was so happy about the show they voluntarily gave their money to my friend as their gift to her, which was amazing to witness. If I recall well, the funniest part about it all was that someone made a rumor that Mac DeMarco was a surprise guest which a lot of people fell for lmao. But what caught me so off guard about all of this was that I was complimented left and right by new faces. People were encouraging me to continue. To keep throwing fun shows.
From 2017 to 2019, I’ve now thrown a total of around 25 events. 15 in the last year. Initially from throwing one every other month, to once every month, I’ve now pushed myself to an average of three to two events per month. I’ve now connected touring acts from as far as Utah, Arizona, and Texas, to local acts in South Bay. I’ve committed to inclusivity, representation, and safe spaces.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
With each upcoming year, I’ve dipped my feet farther down into understanding what the music industry is. I’ve realized how competitive and stressful promotions and booking is. At the start of it all, I was privileged enough to know the bands and artists as my friends, so asking them to play my shows was a simple message away. But as I hosted larger, expensive shows, I had to push myself to become more articulate and organized with emails and graphic design. Being a promoter is stressful. Some may qualify it as good stress, but stressful it remains. I’ve invested 90% of my energy, and free time, into my projects which have cost me some of my grades as well as some extracurricular activities in high school. (Which is funny now to consider since what I was doing with these events was essentially more challenging and effective in terms of networking and building good social skills) I made many sacrifices when hosting events.
It’s never been a successful steady way up. I’ve made some mistakes, I’ve lost money, but I’ve learned from these hiccups and I can confidently say that I’ve gained experience and am well versed with the formula to orchestrate a good well planned show. All my life I’ve been called organized, so event-planning has been easy for me to manage. It comes down to preparedness. Life is unexpected and it hits you by the sidelines. You need time, awareness, and communication. I am appreciative of the patience and support I’ve gained from my friends & peers. Most of my work has involved collaborations and volunteering. Though I plan and direct my events, I have a lot helping hands on my back. Those who’d be from music engineering to helpful connections. All are a creative effort to help me execute well organized events.
Please tell us about your business.
My business is named SRIOSLY. I am an independent freelance promoter, director, artist, journalist, photographer, curator, community activist, and sometimes, an actor. I specialize in organizing, event-planning, and management, and art directing. I’m honestly proud of my age. Not many people can call themselves these titles at the age of 19. I’ve experienced a lot from 15 all the way to today, and feel very well aware of my surroundings. I’m known for the events I’ve thrown. Throwing over 20+ shows in three years has led to many opportunities and achievements in my life. I’ve organized benefit events for Border Angels, Planned Parenthood, and music venues threatened by privileged Anglo Saxons hungry for capitalist greed. All which have been successful in generating over thousands of dollars.
I’ve met with California Governor, Gavin Newsom, to disprove xenophobic, racist rhetoric brought by current administrations and raise awareness of emergencies that have stained my community. I’ve been invited to meet with the Democratic Presidential Candidate Bernie Sanders, as an advocate for Madres Unidas, an activist group calling for the recuperation of bus routes that were cut by the local High School District. And just to add as some quick highlights, I’ve also been invited to present as a guest speaker in High Schools, as-well as getting transported out to Los Angeles to speak at a panel in a conference for UnidosUS.
I feel what sets me apart from other promoters in my community is that I’ve committed to inclusivity, representation, and always including all ages to my events. Concerts are safe spaces. It is critical to ensure all attendants are comfortable, welcomed, and appreciated. Sadly, the music scene has been tainted by toxicity and egotism, which has divided music fanatics and bands over a seeming popularity contest over who’s more popular other than including fresh new acts that have not been allowed to perform at bigger events. San Diego is a city between to large metropolitan centers of the world. You’ve got Los Angeles on top, and Tijuana on the bottom. It holds so much talent and identity, but yet it is very limiting in terms of accessibility for new artists and younger music fans. The city is overrun by bar venues with inflexible policies over age limits, and controlling promoters, that limit small venues to flourish and book bigger touring acts into their spaces. Ultimately limiting the cultivation of A Music Scene. Though there’s no question that there are separate scenes in San Diego, there are multiple that are inaccessible through these 21+ venues. I’ve now worked with bands as-well-as agents to ensure bringing these acts to new spaces. And have committed to continue doing so, even if the emails are time consuming. Nonetheless, I’m proud of my passion. Working as a promoter has taken most of my time between working at an art gallery, and attending college. I aspire for my city to flourish and support itself, as opposed to using itself for its greedy monetary benefit.
Is there a characteristic or quality that you feel is essential to success?
There are several characteristics I’d consider important for success. Honest communication is extremely important. You must be honest when you communicate and never B.S. anyone over anything. The only way to maintain partners and connections is by allowing them to entrust you for you to continue your endeavors and plans as dependable. With communication, comes transparency over current situations and their conditions. Communication assures that all members, volunteers, and performers are on the same page.
Be kind, considerate, and flexible. Never take yourself seriously. Don’t refrain from asking for help, there are great connections out there that would be more than willing to lend you a hand. As selfish as it seems, it never depends on anyone. Only yourself. Validate yourself, you deserve it. And lastly, I believe in staying true to yourself, and not listen to what others have to say about your work. After involving myself with live music and promotion, I’ve caught myself changing to different personalities. At times I’ve even molded myself in attempts to become likable, but it has never worked for me. I’ve been criticized even before the time I even contemplated throwing a show. You need to ignore it. The best you, is what you create, what inspires YOU. You are the only person in this world who can create anything by YOU. Do It Yourself.
Contact Info:
- Address: 3743 Via Del Bardo, San Diego, CA 92173
- Website: http://sriosly9.wordpress.com/
- Phone: 619-616-9511
- Email: srioslytv@gmail.com
- Instagram: https://www.instagram.com/sriosly/
Image Credit:
Jorge Andrade
Miguel Espinoza
India Ruckle
Rene Guzman
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