Alright – so today we’ve got the honor of introducing you to Luis Villegas. We think you’ll enjoy our conversation, we’ve shared it below.

Luis, looking forward to hearing all of your stories today. Did you always know you wanted to pursue a creative or artistic career? When did you first know?

There was always music in my home whether it be on Spanish radio stations playing boleros or my dad playing his classical music records on the home stereo. As a teenager, I got into rock music and rock guitarists like Eddie Van Halen, Jimmy Page and Angus Young. Listening to them inspired me to pick up the guitar. I fell in love with their playing, and it got me practicing a lot. In a couple of years friends started praising my skills, so I formed a band for fun, playing gigs at school and parties.

During my UCLA days, I continued playing at iconic spots like The Troubadour and The Whisky A Go Go, but music was still a side thing. I landed a job at the City of Los Angeles’ Public Library, which was pretty cool because it gave me access to tons of music and books on theory.

But it was when I stumbled upon flamenco guitar CDs at the library that things started to shift. I took a break from my rock band and dove into new musical territories. The real turning point came when I began writing my own instrumental guitar pieces inspired by Spanish and Flamenco guitar and fusing them with the rock, jazz and blues influences that I had acquired over the years. Recording them on a 4-track cassette recorder was a game-changer. It felt like I was onto something; something beyond just playing for fun.

A friend, upon hearing my compositions, suggested forming a band to perform this unique music. That suggestion triggered something in me, and I decided to take the plunge. Shifting from playing for fun to pursuing a full-on career in Spanish guitar and flamenco was a significant step. It’s been a journey of discovery, turning a passionate hobby into a profession.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

After composing enough original music to fill three nightclub sets per night, I self-funded my debut album, “Cafe Ole,” in 1996. My band and I tirelessly performed throughout Southern California, building a substantial mailing list to promote our shows. In the absence of social media, this grassroots approach was essential for unsigned artists to attract audiences. Our consistent sell-out performances caught the attention of two indie record labels with global reach, both offering recording contracts. Opting for an EMI-distributed label, my album received nationwide exposure on smooth jazz radio and secured bookings at prestigious festivals like the Catalina Jazz Festival, Playboy Jazz Festival, and Sedona Red Rocks Festival. With worldwide release, extensive airplay, and high-profile performances, my music reached an even broader audience than ever before.

After a few years of festival performances and two additional album releases, and earning a spot on the Grammy ballot for Best New Age Album, the music industry underwent a seismic shift. With the advent of digital copying, fans could effortlessly duplicate albums and share them online for free. This led to massive revenue losses for record labels, resulting in survival only for the largest corporations. The independent label I was signed to had to downsize operations and trim its roster of artists in response to these challenges.

With the rise of the internet, it became clear, if not essential, for independent artists like myself to adapt our approach to managing our careers. Gone were the days when record labels would invest resources in artists; it was now on us to make those investments independently.

Fortunately, the internet brought tools that empowered me to take control of various aspects of my career like never before. Social media, digital audio workstations, online music distribution services among other tools contributed to more efficient and more affordable workflows. However, transitioning from the old business model to the new posed a challenge, as it was a gradual process rather than an overnight change. The landscape continues to evolve to this day.

I’ve been composing and performing instrumental music for over 25 years now. In this time, I’ve recorded five full-length albums of my original compositions and also performed with and contributed to albums by other notable Latin music and classical music artists such as legendary Mexican artist and composer Joan Sebastian and award-winning classical guitarist Liona Boyd. I’ve had the privilege of performing alongside some of the most talented musicians in Los Angeles. Today, I continue to enjoy success performing all over the country and recording music for myself and others in my professional home recording studio. I’m always ready to perform, record, or compose music, continuing to share the passionate sound of the Spanish guitar and Latin music with more people.

Is there something you think non-creatives will struggle to understand about your journey as a creative?

I believe one of the hardest things for non-creatives to understand is that in order to be able to make a living in the arts you have to treat the arts as a business. This is a business after all.

Treating your art like a business means understanding your market, setting prices that reflect the value of your work while also covering your costs and allowing for growth. investing in top-notch equipment to deliver a professional product that stands out amongst the competition and keeping an eye on trends and evolving with the times is crucial. Whether it’s embracing new technologies or tapping into shifting cultural currents, staying relevant is key to staying afloat.

Many folks have a romanticized notion that artists create for the love of it and while that’s true to an extent, sustaining yourself solely on passion isn’t always practical. Art, at its core, is a business, whether it’s music, painting, writing, or any other form. If you want to thrive as an artist, you’ve got to wear multiple hats—creator, marketer, accountant, and more.

Some might call this “selling out”, but by treating your art as a business, you’re ensuring that your creativity can sustain you in the long run. It’s about finding the balance between passion and pragmatism, and it’s a journey that many successful artists have navigated before.

What’s the most rewarding aspect of being a creative in your experience?

The most rewarding aspect of being an artist to me lies in the communication that music allows. Whether writing, collaborating, or performing, music serves as a conduit for connection—with oneself, fellow musicians, and the audience. Firstly, the creative process allows me to explore sounds, chords, and melodies, freely expressing myself and gaining insight into my inner thoughts. Secondly, performing alongside talented musicians fosters a silent exchange, where our instruments convey our emotions and ideas, creating a connection between our hearts, minds, and souls. Thirdly, the gratification of connecting with a live audience on a personal level is unparalleled. When the audience reciprocates our energy, the exchange becomes palpable, amplifying the emotion of the performance. I find that these experiences underscore how music bridges gaps, fostering connections and enriching everyone involved in the process.

Contact Info:

• Website: www.luisvillegas.com
• Instagram: https://www.instagram.com/luisguitar/
• Youtube: https://www.youtube.com/channel/UCb1pNtnTF_o8YVSSj6KLJ2Q

Image Credits
Gloria Villegas MVP Photography Jovan Nenadic liveconcertphotography.ca