Interview with Andrew Cardenas | Edition XIX.6
Name: Andrew Cardenas
Hometown: New Jersey
Location: New Jersey
Please explain exactly what it is you do or known for?
I’m the type of person that is always searching for that new creative spark within talent — musical talent. I always question everything and try to go beyond the obvious. I want to understand why people like to listen to the music they are listening to while also realizing the trends behind them. With that curiosity I further developed TheNext2Shine.com — a community that focuses on showcasing emerging musical talent that is sometimes overlooked in the industry. We joke around that “we listen to artists that don’t even exist yet”.
So what is the motivation behind your whole movement?
I started to realize that music on the radio was repeatedly recycled. It doesn’t give people the opportunity to discover new music. The sad part about it all is that these artists on the radio have created millions of fans that, in some capacity, support their “music”. I get it, these music platforms have to make money by advertisement, and in order to do that they need listeners/viewers/followers. At the end of the day TheNext2Shine.com is all about turning that whole industry upside down. It’s about appreciating real music and trying to promote natural talent rather than trying to promote “manufactured talent”.
Who are some people you would like to work with?
I would love to be able to work with brands that share the same mentality in their respected fields. (RED) is a company I’ve had an eye on since they are very strategic about their partnerships and their campaigns. We actaully recently partnered up with Wallmart for a program called “Risers” that highlights emerging talent throughout their in-store TV monitors. Grooveshark, & Coca Cola both reached out when they needed a customized playlist for their user experience. After all, it’s no secret that co-branded partnerships are the most effective when it comes to reach/views, and engaging content.
How is the Internet changing what you do?
The internet is ever evolving — and that’s the tricky part. It’s allowed us to discover talent before anyone else ever had a chance to hear them, it has allowed us to find the trends within a heartbeat. But most importantly it kept us on our toes since I knew I had to separate the brand from other media outlets.
Are you down with the whole twitter thing? How is this an important outlet for you and others?
Twitter has been a tool that we use extensively for messaging out contests, giveaways, and up-to-the-minute news. If used properly I believe it’s a very unobtrusive way of connecting with fans. At the moment, it’s our number one method of connecting with fans at a moments notice.
Absolutely! There’s a handful amount of people that I know that truly appreciate music. It’s great to see artists that we feature on the website receive their first booking gig because we placed their content on our website. We want to make dreams happen because we believe in them. That’s the whole reason why the website is still alive.. it was all a dream, that turned into reality.
How do you separate yourself from others?
I strongly believe that being proactive about your career and believing in your own vision can take you to anywhere you want to go. I try to surround myself with people that have a vision for themselves. You need a vision.
Who were some people you interacted with this year?
Austin Brown, Alex Wilhelm, Bryan-Michael Cox, Luke James, Daley, Timothy Bloom, Kirby Lauryen, Jennah Bell, Roslynn Cobarrubias, Jhene Aiko, Allen Stone, Nils Gums.. a wide range of people and professions. It’s not about who you know though.. it’s about “who knows you” that really makes a difference.