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Thanks, Guitar Hero III

Two weeks. Two weeks left until I finish a monumental chapter in my life that is 18 years worth of education. As all the feelings I have accumulate to May 18th, 2019, I look back on the thing that got me here: Guitar Hero III Legends of Rock.

I am only kidding. Of course, there are so many factors that led me to this moment in time, but the Activision video game was a primary influence in amplifying my interest, thus leading me to pursue a college degree in entertainment and a career in the music industry. You’re probably wondering what a video game has to do with my interest and journey to the industry. The answer is simple. Guitar Hero introduced me to music I wouldn’t have otherwise discovered. It opened a pathway into music I’ve never heard on the radio. It not only gave me a glimpse into my current music taste as well as the possibilities a career in music could offer.

I started playing Guitar Hero III in the 7th grade. Back then, I never really had the critical thought of what I wanted to do with my life. My routine simplistically consisted of going to school, listening to music on my iPod nano, and playing against my brother on this game. It wasn’t until junior year of high school, when I really decided that I wanted to pursue a career in music and go to college to achieve that. I remember talking on Oovoo, a video chat service with my friend about this new band Haim, what A&R meant, and dreaming of interning at the legendary Capitol records. I didn’t achieve that vision, but I came pretty close.

My college career started out with an internal struggle. After being rejected from NYU, I enrolled in my local community college and began taking the necessary GE’s required to transfer. My brain initially tried to tell me I wasn’t good enough. That while all my friends got accepted to the colleges they wanted, I was stuck in a junior college because I wasn’t as intelligent. I eventually knew that wasn’t the case, but the naivety in me concluded that “the name” was important. I kept my head down and began volunteering at film festivals and award shows, which ultimately landed me my first internship with stache media, a music marketing subsidiary under Sony Music. This was it: my foot in the door. This role gave me the opportunity to market bands in my local market, attend shows, and even attend the 2016 Coachella Valley Music and Arts Festival. By the time that was over, I would be getting my college admissions decisions email for transfer. The day after I got home from the festival, I received my second rejection letter from NYU. Why did I get rejected the second time? Why weren’t my achievements good enough? In my mind, New York was my only path of opportunity to music. I didn’t want to go to CSUF like my three other siblings. I wanted a different path, one that would give me something unique and new. I ended up transferring to CSUF as a business major, disappointed to be following in the same footsteps as my siblings and still living in Orange County.

When I joined the school radio station, I had no idea it was going to bring appreciation and gratitude towards being a part of the Titan community. At first I thought I was just going to study through college with my head down, focusing on graduating and leaving the commuter college. Titan radio gave me the chance to make new friends and cultivate a strong and encouraging community. They gave me the encouragement to apply for the third time to Warner Music Group, one of the big 3 record companies in the nation. After numerous interviews and a plethora of nerves, I was hired as an intern at the publishing leg of WMG, Warner/Chappell. This began a series of internships that I would take over the course of two years, which also included Atlantic Records, Glassnote Records, and Ninja Tune. My time interning gave me so much opportunity that I am forever grateful for, but it also put a strain on my body. Commuting from Orange County to LA on the train to the Metro in a tight schedule while running on almost no sleep put me in a high state of fatigue and depression. “If I can’t handle this, how am I going to survive the industry?” I thought. I decided to take my last semester off from internships. I wanted the last semester of college to myself, to enjoy school and appreciate the last moments I had with it. I enrolled in my last two required classes, and took a third class for fun.

Reflecting on what brought me here, I am able to recognize my dedicated work ethic, and am able to have pride in myself for my accomplishments, and not degrade myself for not getting into a school I was never meant to be in, or hate myself for taking my last semester off. As I look forward to life after college and my future in the music industry, I feel nervous but excited. I know that I am ready to dive in and trust myself. And it all started with a video game.

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Through the Lens of the Observatory

My first show at The Observatory in Santa Ana was Young the Giant, in December 2011. I went with my crush at the time, and I was completely nervous while trying to make an impression on him, and catching one of my favorite bands at the time. That would be the first of many concerts I would see at The Observatory.

            Settled into a business complex off the 405 freeway on Harbor Blvd, The Observatory became a hot spot for Orange County entertainment. The first show I heard about and was dying to go see was a sold out Foster the People concert. My friend from art class told me about it and by the time I knew, there was no getting in. This was when I knew the venue was going to book amazing shows, and I had to watch out for my favorite artists coming by. 2012 was a big year at the Santa Ana venue for me. I saw shows in the main room such as Grouplove, Walk the Moon, and Matt and Kim. The Observatory also has a smaller venue called the Constellation Room, where I saw Youngblood Hawke, White Arrows, and Breach the Summit. I was discovering that I had a real interest in music, and that music would be a career I would be interested in joining; The Observatory became a huge factor in that. The Observatory’s ability to book fresh and popular talent contributed to their boundary pushing and independent company culture. With no one to report to and a free mind to create anything they wanted, the Observatory influenced my passion for working in a small business. I became highly interested in the idea of working for an indie record label or music venue with big minds, as I loved and was excited about the company culture. That’s why I was surprised and saddened to hear the recent purchase of the Observatory venues in Orange Country and San Diego from Live Nation.

            Late last year, the owner of The Observatory announced the ending of booking with Goldenvoice, and hired Live Nation to book the venue. Now, Live Nation has full control over both venues, after a purchase in early April. Though I appreciate Live Nation as a company and enjoy their shows, purchasing the Observatory venues sparks a concern with a concert goer who appreciates and loves the independent scene. I might still catch a show at the venue, but am concerned for the culture to change into a corporate atmosphere. The venue will always hold a spot in my heart for providing the best shows I’ve been to-date. I am anxious to see the effects of the venue after the purchase, and I hope to continue going there to witness unforgettable shows.

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Music

The Right Song at the Right Time

What happens to that one song you listen to a couple days ago that you found somewhat nice but didn’t write down? Does it get lost in the other better songs that swallow it? Do you remember the title only to make a mental note to not play it? What about the song that you heard seven years ago on a radio station that sounded so disposable that you vowed never to listen to it and become a fan of the artist ever?

In the fall of 2012, I had the same lifestyle as other adolescent teenagers trying to make their way through the awkward and tumultuous times of high school. I had just started using Spotify and made tons of playlists for me and my friends, had long nights of cramming for the SAT’s, and spent my free time going on Tumblr to update myself on the latest news of One Direction. My friends and I had a love of going to concerts and sharing music in between classes. The Observatory was basically my second home, as I would be there at least once a month catching a show. That was when one of my friends suggested we go see this band called “The 1975”. He said he heard their song “Chocolate” off their newest EP, and mentioned that it might be something I’d like. At first listen, my main take was of one word: petticoat, as the pronunciation stood out due to the singer’s British accent. I heard another song called “Sex” and concluded that this band attracts fans due to their provocative lyrics coupled with upbeat and 80’s reminiscent sounds, something I quickly dismissed as an industry plant. I denied the invitation to see them, and that’s when I would begin to hear about the 1975 for years to come.

Soon after, while scrolling through Tumblr to dissect more of One Direction’s new album Take Me Home, I stumbled across a black and white image of a rectangle with the bands logo dressed in the center. I thought nothing of it. On the hunt app, scrolling through. I see hundreds of likes on a shirt with a black rectangle, signifying the band’s logo. Hundreds of people were looking for the shirt and where to buy it. I felt like something happened overnight which catapulted The 1975 into stardom. The pretentious side of me vowed to not listen to them in resistance towards being a band wagoner super fan.

Their second album came out at four years later, when my music tastes began to expand and I decided I wanted a career in music. I was fortunate enough to land an internship that gave me an opportunity to attend the Coachella Valley Music and Arts Festival in 2016. The 1975 performed on Sunday as me and my friend sat generously far from the stage. I heard their single “Somebody Else” and was impressed. It still had the same synth poppy vibe as their old material, but the sound was heavier and darker, the theme relatable with anyone. I went on to add the song to my Spotify playlists, and Somebody Else became a repeat track for the rest of 2016.

It wasn’t until A Brief Inquiry Into Online Relationships did I ever listen to a 1975 album in full. Although Somebody Else was a banger to me, I didn’t bother to listen to the rest of their second album after hearing some other singles and not being too interested in them. I heard their singles leading up to the release of the new album and was intrigued. It sounded similar but also different to the rest of their music. There was a refreshing element to it, like the lead singer Matty Healy being enlightened. The songs sounded like he experienced something and learned from it, and is doing better. My assumptions were confirmed when I saw interviews that he had struggled with substance abuse, and wrote the new album while at a rehab center in Barbados. Fast forward to 3 nights ago, when my sister and I spontaneously went to Coachella for one day, I saw the 1975 for the second time on the same stage, performing material from ABIIOR. And it just clicked. I was impressed with their performance, I was interested in what they had to say. I was empathetic about what the lead singer went through, I wanted to listen.

As I am listening to the new album more and more, I am reminded of the times where I used to protest The 1975 and hate on their music. I realize that I was at a different stage in my life that was filled with immaturity and closedmindedness, or I simply had different taste. I can safely say that ABIIOR is their best album in my opinion, and I find myself looking at their Coachella performance on my phone at least once a day. Though I might not listen to their first two albums just yet, I am proud to have altered my opinion on the band and develop a broader appreciation in music that includes a band I never thought I would listen to.

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Music

The Phenomenon of Coachella

Hot desert heat, loud music coming from different directions, giant art installations throughout the field, and the sight of influencers wearing outrageous outfits everywhere. Alas, another Coachella festival season has arrived. Coachella today has more or less become a worldwide phenomenon instead of pure enjoyment of music. Individuals from across the globe gather at the Empire Polo Club for three days of music while sporting their best outfits and taking excessive amounts of drugs and alcohol, all while posting on social media for their followers to see. But when did Coachella start becoming more about the experience rather than the music?

Coachella began in 1999 as a two-day event, with Beck, Rage Against the Machine, and Tool headlining. The festival was a success among attendees and critics, but promoter Goldenvoice lost $850,000, leading to years of struggle as a company. It wasn’t until 2004 did Coachella saw its first sellout and began to breakeven and make profit off the festival. Coachella began attracting the worldwide attention for its booking of notable acts and concert in the desert experience. At this time, most of the musicians booked were of the rock genre, and reunion shows became an anticipation each year.

As the festival reached the new decade, three day tickets became the standard, and the event expanded to a second separately ticketed weekend with an identical lineup to allow for more attendance. By then, Coachella became the top music festival in the world, with goers flying from across the nation and the globe for this three-day event. Social media use skyrocketed, with Instagram launching in 2010, allowing users to share their lives through pictures with others, and Facebook’s users rapidly increasing each year. The growing popularity in social media helped spread Coachella to even more people and created a “I have to be there” mentality. Brand deals were created and Instagram influencer contracts were developed to generate a perfect marketing strategy, showing the world that Coachella has the best products and the hottest people at their event, further feeding into its own brand of the best festival in the world. Ticket prices were at an all-time high of $399 per three days with Goldenvoice booking its biggest talent at the time, Beyonce, before she cancelled due to pregnancy. She came back the next year to deliver a performance festival goers deemed historical.

Flash forward to today, ahead of Childish Gambino’s set of Coachella 2019, where making a fashion statement is more important than seeing an artist of whom you’ve only heard one song, rolling molly is integral to enjoying Diplo at the Sahara Tent, and taking a photo with a member of the Vlog Squad is your number one priority, all while music takes a step back as secondary. Will Coachella ever revert back to its roots of music at the forefront, or will it continue to capitalize off its popularity and place focus on the experience? As a die-hard fan of the 2013 lineup, I can only hope for the former.

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