Top South American label: El Salvador’s Istmo Music

Top South American label: El Salvador’s Istmo Music

10 March, 2008 | 8.04AM

• Section: Music News Topics: South American Music Conference
• Written by: Terry Church

Beatportal caught up with Fernando Kriete from El Salvador to find out all about his record label group Istmo Music, which is home to three of Central America’s biggest labels for trance and progressive house - Dub Tech Recordings, Itzamna and Istmo.

“We launched Istmo Music to create a platform to support and expose South American talent especially Central American talent, on an local and international level,” says Fernando.

Istmo Music launched in 2005, and since then Fernando has been involved in helping the Salvadorean electronic music scene grow on two fronts - by promoting local artists via his three labels, and by organising small club nights and high profile concerts with big international artists.

“‘Istmo’ is a geographical term for a piece of land that connects two land masses together,” explains Fernando.

“Central America is an Istmo, but we also felt what we do as a business is like an Istmo - we connect the outside electronic music world with South American artists.”

Top artists on Istmo include Santiago Nino who’s had releases on Vandit, Armada and Lost Language.

Then there’s the Buenos Aires-based duo Heatbeat, who too, have gone from local heroes to international stars via Istmo.

“We love electronic music, and we originally set up the label as a way to expand the scene in our region,” comments Fernando.

“The best way to do this seemed to be through a record label, as supporting artists is the most important thing you can do to help electronic music grow.”

Fernando is quick to point out that Istmo is a platform to help artists grow, and that they’re not concerned with ‘owning’ artists, or tying them down to Istmo as many record labels are.

“If they get the attention of big artists or big international labels then we’ve done our job right,” he says, “We’re a spring board to a higher level.”

High profile club events and small underground parties is another big part of Istmo.

Under the banner of Istmo Nights, Fernando’s crew have brought over top DJs like PvD and Chris Fortier, as well as underground stars like French techno producer Paul Ritch.

“In December 2006 we had 5000 people show up for a Paul Van Dyk concert and that was a big promotion with TV adverts, newspaper ads and billboard spots,” says Fernando.

“But then we also do really small parties - just recently we had Paul Ritch over to do an after party for a Carl Cox concert for about 100 people, it was sick.”

TV ads for a club night?

“Yeah in El Salvador we have a relationship with a big media company and can get access to multiple advertising platforms including television.”

Another interesting development of Fernando’s network is his relationships with promoters from other countries in the region.

By working with local promoters, Fernando and his regional partners are able to negotiate better deals with DJ agencies for international DJs.

Like coffee producers in the third world, who collectively have a much more powerful voice together, than as individuals when dealing with large sophisticated corporations in the West, South American promoters have a much better chance of negotiating deals with DJ agencies in the UK, Germany or USA when they represent a wider net.

“International DJ agencies charge almost the same fees for their artists when coming to El Salvador, as they do when playing in the US or Europe, despite the fact El Salvador is a third world country,” reveals Fernando.

“For promoters it makes it very difficult - already the DJ’s fee is about 50% of the cost of putting on an event.

“In the end that cost has to be passed onto consumers, which of course, directly impacts the number of attendees.

“If the DJ fee is too high, the event isn’t commercially viable.

“By teaming up with other promoters to organise a regional tour for an artist, the agencies are more likely to give a reasonable rate.”

Fernando has grown Istmo Music in a few short years from a small record label with a big heart, to a commercially successful business representing the very best South American artists.

The success of Istmo is proof that the South American electronic music scene can have an international impact and support local talent at the same time.

• (0) Comments
• (854) Views
• Check out Istmo Music on Beatport