Courtesy photo of Mariluz Gonzalez
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Mariluz Gonzalez — a Latina enterprise all by herself
By Mariana Llamas-Cendon / Amigos805.com
Alternative music lover, current PR entrepreneur, former successful PR executive for the music industry, passionate radio DJ, “punk” at heart and funky shoes collector — Mariluz Gonzalez is an ascending professional Latina worth keeping an eye on.
If you ever tune into on 98.7 FM Santa Barbara on a Saturday night between 10 p.m. and midnight, you already know who Gonzalez is and you have already enjoyed the music she plays during the show “Travel Tips for Aztlan.”
Born in the Mexican state of Jalisco, and of Mexican parents, Gonzalez and her family settled in the San Fernando Valley when she was only three years old on what she recalls as “the typical immigration story.”
“I, basically, have lived all my life in the San Fernando Valley,” Gonzalez said. “Most of my dad’s family was already here.”
At an early age, Gonzalez showed tendency and talent towards the arts, particularly, music.
“I played instruments. While in elementary school I played the violin,” she said. “Then at San Fernando High, I played the clarinet… I was part of the band.
During her high school years, she participated in the Advanced Placement program, which she considers as a big part of her decision regarding pursuing an undergraduate degree.
“Those kind of classes motivated students to pursue admission into university. They helped me a lot in achieving it so right after I graduated from high school I went directly to UCLA,” Gonzalez recalled.
Gonzalez financed her way to college, where she enrolled in Latin American Studies major, through scholarships and grants.
“At that time, there was an initiative named Affirmative Action, and I was a part of that. Even though it was highly criticized (the initiative) it was the best it could had happened to me because I was helped to attend university,” she said.
Affirmative Action was an existing program in California that according to www.definitions.uslegal.com “is the process of a business or governmental agency in which it gives special rights of hiring or advancement to ethnic minorities to make up for past discrimination against that minority.” Due to what was considered “preferential treatment” Affirmative Action was banned by Proposition 209 in 1996.
Despite her major, it was a surprise to Gonzalez to find herself working for the music industry.
“I thought I was going to work in international relations, politics or something like that,” she said.
Perhaps the music industry was her destiny or as she mentions “she just fell into it.”
“While at the university I was working at Cultural Affairs and they were in charge of booking bands, so I started a series on Rock in Spanish (Rock en espanol); in fact I booked Los fabulosos Cadillacs when they were just starting,” she said. “In fact I remember that a day earlier they had performed at the Sports Arena and were booed since they open to the Tri or Alejandra Guzman.”
That was her gateway to the industry.
“Since then, I started knowing a lot of people from the music world, and ever since I had started the Rock in Spanish series, plenty of bands reached for me, so that’s how I penetrated into the music scene, and then I started to like it and said to myself: ‘Maybe I can make a living, no?’”
Her next step was enrolling in internships while still studying.
“I was an intern in many places: one was with a rock band, and then I moved to A&M and ended up in Capitol Latino at the time that Jose Bejar was the chairman. It was there where my career really started, because while I was an intern they promised me a position after my graduation, and so they did,” she pointed out. “I remained there for four years.”
Gonzalez has always promoted every single genre, but is particular fond of the alternative one.
“While at EMI I worked with Selena and Barrio Boyzz,” she said, recalling that she had just turned to the age of majority and was already working.
The “punk” years
Gonzalez’s family was supportive although they didn’t quite understand what her career was about.
“They had a good response but I had to travel a lot and I was still quite young, so they looked at me like: ‘what kind of weird job you have’ or said: “why aren’t you a teacher or something like that?’ and I told them: ‘because I don’t like it.’ Later they’ve got to understand what I was doing and that it wasn’t easy.”
After Capitol, Gonzalez worked in a plethora of public relations agencies such as Reyes Entertainment, RLPR and Epitaph Records, a punk music label.
“A friend recommended me… I don’t remember quite well, but it was a friend who had just started his own label named ‘Grita,’” Gonzalez emphasized. “I was recommended to work with Voodoo Glow Dolls, and afterwards I became the label publicist and remained there for a little over a year.”
At Epitaph Gonzalez strictly promoted punk music.
“I traveled to Mexico quite often because the bands were starting to visit the capital and I accompanied them for the press conferences and all that,” she said. “I got to know Mexico’s rock world.”
During that time, Gonzalez’s coworkers and friends used to say that she lived in L.A. but work in Mexico City.
“I became quite common in Mexico’s rock scene,” she recalled.
A new beginning
After her punk years, she got a position in Fonovisa, promoting Mexican regional genre for about six years.
“I think one grows and evolves as a human being, and punk life isn’t for everyone. My time on it had passed even though I love the genre, the artists are nice, but the load was overwhelming for me and I needed a step back,” Gonzalez said. “I was told by people: ‘what’s up with that?’ but I replied by saying: ‘you know it is the same, it just sounds different but they both follow a same work ethics, are hard workers and most have come from virtually nothing”.
Fonovisa was the longest adventure in Gonzalez’s career.
“Usually, I didn’t last long… three years was the maximum time either because I‘ve got tiredd or they’ve got tiredd of me,” she explained. “I also grew up on a political level, I mean to better deal with companies and work politics, and to handle situations. I grew up, it (Fonovisa) was like my graduate school.”
Going “solo”
“You see yourself in an unemployed situation and what would you do? But bands and artist ask for your services… ‘Work for me, work on my project’ and I said to myself that it can be done, and so you start working,” Gonzalez said. “But due to the years I have worked I have created a positive reputation so the people or organizations I worked with looked for me. You start working on your own, and even though it is hard, you get to value other stuff.”
Vesper PR, Gonzalez’s own enterprise, was created on that foundation. After three years of operation, Vesper already has a name, and a client list that includes Telemundo, Mun2, and artists such as Moenia and Maria Jose.
“I have worked with Pepe Aguilar, one of Mexican music finest artists, and to succeed as independent agent is incredible as is working events such as last years’ Mexico’s Bicentennial Parade, and that yours is the company that they chose to hire,” said quite enthusiastically.
Vesper PR operations are conducted from Gonzalez’s garage.
“That’s where I create the hits,” she said. “It is really amusing to look at your achievements and say: ‘look I made all that from here’. I don’t need a pretty office space, in my career I have had the beautiful offices with large windows, during my six years in Fonovisa I had an spectacular office, and I have worked in precious buildings such as the Capitol Records one, but now I’m not interested, it doesn’t impress me anymore.”
Falling into things
Gonzalez considers that life has taken her into mysterious paths.
“I fall into it but I think is all good,” she said referring to how she started out as a radio DJ. “Mark Torres is the producer and he has like 15 years with the show. One day he invited me as a guest to talk about rock music, I wasn’t working at Fonovisa so there wasn’t any conflict, and I went.”
Once there, Gonzalez realized that Torres lacked a co-host, and he invited Gonzalez to collaborate as a DJ.
“I started and I just loved the connection and the opportunity you are giving to music, to play the new music, and the opportunity you are giving to those independent artists from all over the world, and I love the space… I enjoy and value it way too much.”
Even though she’s a volunteer DJ, who doesn’t receive a salary, Gonzalez said that she’s completely okay with it and doesn’t expect to get paid because instead of monetary compensation she gets satisfaction.
“You do know about the power a person could have, and the feedback. When I’m speaking and people post on FB: ‘I loved that song’ or ‘I loved the show’… it’s like wow!!”
Her radio show is planned on emotions, and the latest musical proposals launched in Mexico and Latin America.
“I’m well connected with people who do the same in Chile, Acapulco, Chicago… we exchange music,” Gonzalez explained, while remembering that her show was the first one to premiere a tribute to Richie Valens.
Between worlds
For Gonzalez being bilingual has been very important.
“It had definitely opened doors,” she said. “It is great to be bilingual but you also have to know your culture, and I have had the privilege of being immerse in both cultures.”
As a child, Gonzalez spent her summer breaks visiting her grandparents back in Mexico, and experienced the ranch life.
“My grandparents had cows, chickens… and a real ranch with no power, no bathroom, but there I had great experiences, and you learn to value things such as a bathroom, and hot running water,” she said. “It helps you to adapt to every situation.”
Gonzalez recommends youngsters to learn at least two languages, to love their culture regardless where they’re from.
“Don’t forget your culture, learn from it, value its traditions, and travel, but mostly keep an open mind and be adaptable,” she emphasized.
Photo courtesy of Mariluz Gonzalez
Courtesy photo of Mariluz Gonzalez, right.