Alright – so today we’ve got the honor of introducing you to Alex Cordova. We think you’ll enjoy our conversation, we’ve shared it below.
Alex, appreciate you joining us today. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.
Hey!
Alex Cordova here!
One important aspect that often goes unrecognized is the various types of risks you can take while building your career. You can never predict where these risks will lead you.
I’d like to share my story to illustrate why taking risks is essential and how they shape your character.
This journey began years ago when I decided that electronic dance music (EDM), particularly Techno, would be a significant part of my life. It became a medium through which people know me, how they interact with me, and a way for me to express my true self. I was around 16 or 17 years old, living in my parents’ home state of Tlaxcala, Mexico, and still attending high school when I realized what I wanted for my future. It struck me that I didn’t want to be just another person chasing a degree or a job for the sake of making money. I wanted to pursue something that would embody my dreams, ambitions, and overall life trajectory.
Music, in general, wasn’t respected as a viable career by my classmates, the school system, or even within my community. I often faced discouraging comments like, “You’re going to starve,” “That’s not a real career,” “You’ll end up a loser,” “It won’t take you anywhere,” and “Just give up; you won’t make it.” Even some family members echoed these sentiments. It was at that moment I realized I was in a battle of me versus the world. Instead of allowing these negative remarks to bring me down, I decided to embrace the risk and declared, “I’m going to do this, and I don’t care about the challenges.”
Eventually, I moved out, became independent, and devoted myself to creating music. This path not only felt right, but it also brought me satisfaction. Techno, for me, reflects the complexity of my life’s background. Taking that initial leap was one of the biggest risks I embarked upon. I’m not seeking a college degree; I simply want to spread joy through my music while finding happiness in the process.
Another significant risk I took was when I decided to step away from producing Hard Techno/Neo Rave. I found that it had become too repetitive, lacking in soul and evolution. I transitioned into what I now refer to simply as Techno, focusing specifically on Hardgroove, Hypnotic, Raw, and incorporating some Trance elements. The community has been receptive, and they seem to understand that this music is about the journey.
To anyone aspiring to become an artist, my advice regarding taking risks is to prioritize your well-being, focus on your personal goals, and seek your satisfaction. We are here to create and share stories.
Alex, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I am more than glad to properly introduce myself! Thank you for the opportunity.
My name is Alex Cordova, and I was born in Jackson Hole, Wyoming. However, my roots are in Tlaxcala, Mexico (shout out to the friends and family there!). Currently, I am based in Salt Lake City, Utah—quite a change from living in the countryside or in a rural area.
I am a techno artist, DJ, producer, and promoter. My primary focus is on hardgroove, hypnotic, and raw techno, though I occasionally venture into trance. Those who attend my shows know that the experience becomes a whole journey when I blend these subgenres together.
My greatest inspiration has been and will continue to be Carl Cox, a pioneer in the evolution of raving and counterculture, renowned for his eclectic techno sets. His famous catchphrase, “Oh yes, oh yes,” signals that the dancefloor is about to hit hard! I borrowed my own catchphrase, “LFG!” from him, although I can’t use it here for explicit reasons. Without Carl, I wouldn’t have the drive to push my limits; his influence has shaped my understanding of the raving and techno scene. He’s also been my motivation to master the skill of playing four decks simultaneously and navigating life as an independent artist and DJ.
As for what sets me apart from others, I’ve never really thought about this before, as it’s a challenging question to answer. However, I believe I bring a refreshing change to the EDM scene by reviving the essence of raving counterculture. My goal is to let the music guide your journey and allow artists to express themselves authentically, without the constraints of “branding.” I want to encourage a movement in techno that emphasizes freedom and self-expression.
When it comes to what I’m most proud of, it makes me a bit nervous to talk about. I don’t often reflect on my goals, but I am proud of my efforts to create a platform for more techno artists to emerge from the shadows in Utah. I want to inspire them to express the music they love without limits or pressure from promoters dictating what they should play or create. I receive messages and DMs from friends, colleagues, and fans who tell me how much I’ve impacted the scene here and how my sets have opened up a new vision of techno. That’s my mission: to spread knowledge about this music and, more importantly, to showcase what Alex Cordova, both as a person and an artist, can do!
Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?
This is an interesting question, and I’m more than glad to answer it.
Many people assume that artists have everything they need and don’t suffer, but that couldn’t be further from the truth. There are numerous behind-the-scenes challenges that we often don’t talk about.
For instance, self-doubt is a common struggle for artists, particularly for those of us who are independent. Balancing a regular job while trying to build an artistic career can be incredibly difficult. Additionally, managing a social media presence is a challenge in itself. It requires a lot of careful planning and effort to make our art a reality.
Financial constraints are another issue we face—finding ways to cover costs for transportation, music production, photography, videography, and sometimes clothing can be taxing. As artists, we often don’t make much until we achieve significant recognition, which adds to our struggles.
Many artists also fight hard to secure the right opportunities to showcase their music, and sadly, not everyone gets booked for their work in a timely manner. People often don’t realize that it can take months or even years to produce a quality project. Achieving a “professional sound” isn’t something that comes easily. I’ve seen this happen with many friends and colleagues who are not given the fair opportunities they deserve, and I want to help those who struggle to open doors for themselves.
Being an artist is like living in a movie; you meet friends, colleagues, and even lovers along the way. These relationships can significantly influence you both emotionally and psychologically, and they often serve as inspiration for your music. Always view your journey as a story, because you never know what experiences might spark ideas for your next song or character.
How can we best help foster a strong, supportive environment for artists and creatives?
The best way society can support artists is to be there for them from the very beginning. You never know when an artist might change their life and make it big, and they will always remember those who believed in them. In turn, we will become your fans, just as you are fans of us.
Additionally, we need to be supportive of new music and step out of our comfort zones to give it a chance. Personally, I can say that this music has positively changed and impacted my life.
Contact Info:
- Website: https://iamalexcordova.com
- Instagram: @imalexcordova
- Facebook: Alex Cordova
- Youtube: https://www.youtube.com/@IAmAlexCordova
- Soundcloud: https://soundcloud.com/alex_cordova
Image Credits
Josue Mejicanos
Huy Tran
Austin Wake