BRUTAL THIN: HONOR Y HUMILDAD.

 

Me dijo una vez el Guachi (guitarra y fundador de los Brutal Thin): ¨Nosotros le cantamos hasta a un puchero de frijoles¨. Y me parece muy oportuna esta cita para resumir la esencia de los Brutal y arrancar con fuerza este post.

Este video de cabecera refleja la categoría de la banda como ¨seres humanos¨, más allá de la maquinaria demoníaca que la gente conoce sobre el escenario. Aquel día estábamos en su casa checando la demo de lo que será su próximo album ¨A Muerte¨ (primeros de año 2019, dicen que van a por todas  y ya van ocho, ni los ¨Police¨ pueden decir esto). El chiste es que estábamos escuchando algunos riffs de guitarra para dicho album, y ahí se aventó el Guachi que ya no había quien lo parase, incluso con la máquina que ya empezaba casi a sacar humo. En aquel momento me dije ¨verga esto lo tengo que filmar…¨, y fruto de aquello resultó este  video totalmente improvisado y en esencia pura.  ..Una vez leído esto, adivinarán en el entrelíneas de esas imágenes quiénes son verdaderamente estos cabrones; gente entregada al Rock hasta la médula.

LA BANDA DE LA CARRETERA.

Los Brutal llevan ya 28 años rockeando por España entera al estilo y semejanza de las leyendas clásicas del Rock de los 60´s-80´s: camioneta llena de cacharrería, y el Marcos (el otro guitarra) siempre al volante con sus millones de kilómetros en la espalda. A este cabrón le deberían dar algún premio de pilotajes de largo recorrido.

Allá donde le caen arman su trinchera para la batalla, casi no necesitan ni sonorizar porque la maquinaria está ya perfectamente engrasada después de tantos conciertos, se encienden las luces, descargan su adrenalina, revientan el evento, recogen su talache y desaparecen. Sin armar pedos, pura cirugía precisa. Ellos son así, saben que el desmadre es para su gente, no para ellos. Y al día siguiente ya no se sabe nada de la banda, hay que checar en la prensa para darse cuenta que ya están a 400km. de distancia, porque esa siguiente noche tocan allá, y en el lugar que dejaron atrás, no quedó ni el pasto como los terrenos por donde pasaba Atila con su ejército.

ROCKEROS Y PAPACITOS.

…Y decía que el desmadre no va con ellos, porque en 28 años desde allá en el año 1991 en que se armó la banda, pasaron muchas cosas en el camino. Ahora son weyes casados, padres de familias, con hijos que incluso varios ya hasta le entran en la Universidad. ..Qué pedo no mamen imagínense tener que estar rockeándole a la vida mientras las mamás están dándole el biberón a los chamakitos. A mí personalmente todo esto me trae a la mente los tiempos maravillosos del Woodstock, qué creen. Y sin duda ÉSTE! es el gran mérito de esta banda: el generar LEYENDA contra viento y marea, contra las leyes biológicas de la vida, y en pro de una única misión existencialista: hacer lo que a ellos más les apasiona, que es reventar escenarios en nombre del Rock y el Metal. Dominan el instrumento como pocos músicos puristas quedan ya en la industria, y el cantante Viktor es la viva reencarnación de los líderes clásicos que se les queda pequeño el escenario, porque los ritmos les poseen tipo las peliculitas de anticristos. Desde los tiempos de Zack de la Rocha (Rage Against the Machine) yo personalmente no había visto nada igual respecto a este wey hoy.

Viktor

Escuché hace poco una conversación que decía que el Rock estaba muerto atendiendo a la comparativa de visitas en videos de Youtube para el género respecto a otros como el Pop y el Reggaetón, ..bueno pues yo reto a quien quiera a checar cuántos músicos de ¨pelotazos industriales pop-reggaetoneros¨ quedan vivos en acción tras armar vidas familiares, y a la vez reto a ver a los Brutal en directo y me digan si ¨tal muerte¨ es cierta…

 

¨SOLFEO¨ DE SIGLO 21.

Cuando alguien nace por ejemplo en Polanco (CDMX-fresita), tiene la oportunidad de ir a un buen Conservatorio de Música y estudiar a Bach o Beethoven (..que está chido). Sin embargo estos cabrones nacidos en Algeciras se desarrollaron en una tierra tradicionalmente dominada por el narco, zona del Estrecho de Gibraltar fronteriza entre España y Marruecos. Ésa fue su ¨otra escuela de la vida¨, y en este contexto estaban llamados como cualquier joven de su generación, a menudear para simplemente ¨existir¨. Sin embargo y frente a esta barrera del destino, la música y la fe en lo que ellos creían les hizo generarse un mundo totalmente antagónico del que supieron sacar su máximo rendimiento. El arte en sus genes les sirvió para generar todo un movimiento de denuncia (ellos lo llaman ¨información¨), sobre todo lo que conocen pero que el mundo en general todavía desconoce. ..Sí señores: Rock al servicio de la Sociedad. Así le hablan a la droga, al tráfico ilegal de inmigrantes, a la prostitución o las mafias. De ¨tú a tú¨, sin miedo, con conocimiento de causa y argumentos bien fundados, profesionalismo que les ha llevado a no ser nunca censurados, porque es imposible callar a las letras cuando están cargadas de verdad (..salvo el pinche facebook por una portada con un dibujo de una teta, no mamen).

cultura del miedo

Nunca tampoco cancelaron en su pinche vida un sólo concierto (más de mil en todo este tiempo), salvo en una irreversible excepción, cuando al Guachi tuvieron que operarle de la garganta por un calcinoma afortundamente detectado a tiempo (..de ahí su voz satánica de la que ya casi está hasta orgulloso). Aquello fue un martes, y ese mismo sábado ya estaba de nuevo sobre el pinche escenario.

..De todo ello mi admiración ciega por ellos, y el título más que merecido de este post de hoy: ¨HONOR Y HUMILDAD¨. En Diciembre podremos verlos por primera vez en exclusiva en México-CDMX en su invitación para el ¨VATO ROCK¨ (todavía fecha por confirmar), y para Octubre del 2019 ya se está preparando una gira por la zona centro de la República donde presentarán el album con una sorpresa inédita para México: el cover versión ¨Brutal¨ del mítico ¨Que no te haga bobo Jacobo¨ de los todavía más míticos Molotov. Un homenaje que harán al disparo certero en las letras de la rola (..ellos dicen que en España la cosa está exactamente igual, a huevo que por lo visto también somos hermanos hasta en la miseria), aparte del sentido tributo de admiración y respeto que quieren rendir a los propios Molotov, los masters de la Revolución del Rock Social.

Jálense si pueden, porque la neta se arrepentirán después a toro pasado. Se lo avisa un carnal.

 

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VISIT CUBA NOW, OR DIE.

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The ¨El Pais¨ newspaper announces today the new project that is coming in Cuba for the Year 2022 (there´s not any info in english about this issue yet). A new 5* luxury tower hotel that totally breaks the traditional architecture in the Island. It seems as¨vanguard¨ finally reaches Cuba too.

This initiative is the first one announced by the new Cuban Government after the recent nomination of Mr. Miguel Diaz-Canel as President in Cuba, after Castro´s Regime. And a short while after as well, the Kempinski Resorts chain opened the first 5* luxury hotel in Cuba, just one year ago.

This new growing context will build a huge renovation in what is currently considered as ¨the last communist stronghold in Human History¨. In this sense, my personal opinion is that Cuba probably will try to rescue once the old and almost forgotten atmospheres of the casinos, the Cabaret Tropicana Club, the smoked atmospheres full of cigars and cocktails… the ¨famous Cuba¨ that we all have in mind.

 

BUT WHY WILL EVERYTHING BE ¨DIFFERENT¨ NOW??.

After 60 years of real ¨survival¨, the recent cuban generations are not prepared to not even guess what the concept of ¨real luxury¨ means. Just hardly the 5% of the population in the Island can speak fluent english for instance, and the teenagers love now wearing luxury clothing brands, without taking any consideration for the authentic or fake clothes. They are not used to take care of their traditions eather, and the Reggaeton music is killing today the old salsa and the guajira traditional tendencies.

In this way, the cuban ¨mystical soul¨ is in a current danger of extinction, and involving this context, I´m pretty sure the next luxury tourists that arrive the Island in the future, will get a total ¨shock¨ for what they were supposed to be expecting to find in the Island, versus what their eyes will really see in front of them. ..What I lived for three years there, definitely no ¨luxury visitor¨ will be able to experience it again.

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WHAT WILL THE FUTURE VISITORS ¨NOT SEE¨ IN CUBA??.

They will not be able to pay in a double national-foreign currency, and you can´t imagine how BIG! this change is. The Cuban soul has traditionally emerged from a complex ¨deal¨, where the locals developed their intelligence to survive buying in the local markets, to later resell everything in the foreign environments. This was the strategic beginning of a human interaction between cubans and foreigners, to obtain for instance real exclusive cigars from the Partagas Company, or amazing white rum bottles from the Havana Club Factory. Both of each parts were earning their owns interests in these kind of relations, and all this originated later a beautiful relation of real ¨friendship¨ among them. In the end, and according to their hospitality (cubans are very thankful and they really appreciate your interest for them), you finished visiting their homes, attending their private familiar parties, knowing the real cuban ¨idiosyncrasy¨, and in that moment you began to become a ¨one more cuban¨.

This is how I met Mr. Alberto Granados ( the man who rode with Che Guevara on an idealistic motorcycle odyssey through South America in the early 1950s), or such local famous artists as Tania from ¨Bamboleo¨ and Pablo Menendez from ¨Mezcla¨, the Otero family from the ¨Cojo Otero¨ personal helicopter pilot of Fidel Castro in the Cuban Revolution, relevant politics in their private parties at the Hemingway Marina as Isidro Leal, the Havana City Historian, or recognized pioneer celebrities in the Island as Mongo P, the founder of the mythical ¨Bodeguita del Medio¨. You can even find in the way, shocking surprises never imagined as a german motorbike from the World War II.

All these amazing people and unforgettable anecdotes, all these real human friends gained in the life path, appeared in my life thanks to a first beer with whoever any unknown local person found in any cuban street, and from a necessary humble predisposition from the tourist to reach the principles of other cultures such different to theirs as cuban culture is. In this sense, it is obligatory to leave the arrogance at home first. This is a good advice trust me.

jorgemedinaazcarate cuba

 

IN CONCLUSION:

I´m afraid we are currently living the last moments of a real ¨golden era¨ of Humanity, for a place where you can still find real ¨human beings¨ even today. If you are considering the idea of visiting Cuba in a ¨real luxury way¨, that goes beyond the just 5* caves and prioritizes other ¨5* experiences¨, then please don´t hesitate to contact me. Together we will explore all the facilities that the Island already offers as luxury villas, yachts, classic sedans and amazing restaurants according to a luxury concept, but going deeper as well in the field of emotions through the ¨unique experiences¨, that just a few privileged people can reach worldwide.

You will not regret, this is a last call for demanding travellers. History lives.

For further info visit   www.jmaspain.com/cubaincentivetravel

jmaspain cuba

 

Luxury is the opposite of vulgarity.

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Well, I think it is time to speak clearly about some things.

What exactly should be the concept of ¨Luxury¨?. The extraordinaire founder of all these things Ms. Coco Chanel used to say: ¨Luxury is the opposite of vulgarity¨.

According to this, I guess we should all thoroughly review this concept that is worryingly beginning to get ¨diluted¨ (into I do not ¨what¨), step by step in this 21st. Century. You just have to check in Instagram for the hashtag ¨#Luxury¨, and I guess you will realize what I am trying to mean now.

 

THE GOOSE THAT LAYS THE GOLDEN EGGS.

I mean we should necessary begin to make a stop and think about all these things carefully, before we kill ¨that goose¨. Specially now when the Luxury Industry presents its best global perspectives ever for the near future, with a 9%/year growth up to the year 2025, driven by a growing Chinese middle class and a recovery in more mature worldwide markets, such as the new Millenials era; that ¨tech-savy¨ generation that will represent 45 percent of overall luxury consumption, with Asian consumers accounting for more than half.

The biggest reference worldwide in the Luxury Market, the Jumeirah Group, is about to expand its hotel offer with at least five new resorts and the launch of a new lifestyle brand. The other ¨giant¨ in this context, the Marriot Group, is planning to open 40 Luxury Hotels in 2018, which demonstrates we are already IN a new golden era of Luxury.

Luxury2

 

THE MOMENT TO LAY THE FOUNDATIONS.

However, I guess we are doing something wrong when experts need to incise the concepts of ¨real Luxury¨, or ¨true Luxury¨, as if they were forced to make a difference for what might be currently happening.

..Can we conceive as ¨Luxury¨ the first tourist trip around the Moon planned for the end of 2018??.

..Is ¨that¨ what Ms. Coco Chanel was referring as ¨Luxury¨ in the 20th. Century??.

..Or on the other hand, are we changing the rules now??. Are we considering ¨Luxury¨ as for instance the beach club parties where attendants spray 1,000eu. bottles of champagne??.

Because this is really happening today, and I guess these numbers are also included in all the ¨analysis¨ related to the future of the Luxury Industry. In this sense, I am afraid we might be unconsciously creating a new market bubble where the concept of ¨Luxury¨ is just becoming a powerful tool for the client attraction.

luxury3

 

WE NEED TO RESCUE THE ¨HIGH CLASS¨ CONCEPT.

In the current moment when plenty of ¨outsiders¨ are entering the market of Luxury, I guess ¨exclusivity¨ is something that begins to lose its essence. Now, everybody with ¨simply money¨ can afford what before was just reserved for the privileged. This is a process with no apparent limit, that probably began with the gestation of the new generation of rich sportsmen who raised from non-privileged environments. People that began to behave like most of the current ¨Millenials¨ do today.

In this way, it would be really opportune to make an exhaustive balance for what the National Basketball Association (NBA) was in the USA thirty years ago, and what it has really become these days. Make a proper comparison for what players like Julius Erving, Magic Johnson or Michael Jordan behaved in their golden days, and the current celebrities that surpass this sport today. I do not just mean tattoos or mega cars (probably everything began through the forward Dennis Rodman). I mean getting out of jail to play the games.

..And I guess this is sadly and worryingly detrimental for the current concept of ¨Luxury¨. In the end, we all have to be aware of how Millenials behave today as their heroes do. The ¨monster¨ is already being fed.

luxury4

 

EXCLUSIVE SOLUTIONS FOR VULGAR CHALLENGES.

The ¨real¨ luxury traveler already knows about all these things, and the industry must now adjust its strategies to the new ¨tsunami¨ that it will face in the next few years. I think it is time for the ¨unique experiences¨ conceived as ¨high class actions¨, not based in tangible resources but inapproachable and educated live enjoyments.

In this sense, CREATIVITY will be the next powerful tool to satisfy the high expectations for ¨exclusivity¨, that Luxury consumers will demand from now on. Luxury providers will be forced to create authentic ¨lifestyles¨, more than just fleeting moments.

According to this, 1. influence at the time of attending events will gain prominence to the detriment of the affluence. 2. Wellness will beat the eccentricity. 3. Authenticity will end up with vulgarity. 4. Education will delimit the class.  5. Segmentation will prevail over the crowds. 6. Limited editions will become the real trend. 7. Ethical offers will be a must. 8. Long term exclusive  attention will make the difference. 9. Engagement will build customer fidelity. 10. Higher prices will make ¨Luxury¨ just affordable for the real luxury consumers. These are my personal trends for the next years.

Definitely, ¨once in a lifetime experiences¨ will give rise to the next ¨Real Luxury¨ providers. In this way, I would say the Luxury Market will get into a new era of ¨Status¨. We are in the moment of determining the differences for the ¨High Class Luxury¨ versus the ¨Low Class Luxury¨.

The first ones leading this challenge, will place their brands in the new coming market. The same one that probably will rescue the essence of what Ms. Coco Chanel spoke about once.

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Merry Christmas to you all (the making-of).

JMASPAINChristmas

In this current World where everything is getting ¨globalized¨, it is wonderful to see there are still cultural differences that make us ¨authentic¨. This is something that we always need to take in consideration, specially in the events management market.

In my case for the context of Spain, it is really different handling groups of people coming from England, Germany, India, Mexico or the USA. Jews, Christians or Muslims, they all have their own ¨specifications¨; habits, tastes, concepts and social rules that make all of them different one to each other. For instance, in China brides dress in red, but in the other hand this color is used for funerals in South Africa. In Europe the black color is associated to elegance and power (even still mourning), but in India this color represents the concept of the devil. I was once in a Jewish wedding where no waiter was able to touch the food or serve the wine; just the ¨kohen¨ was allowed to. That would be an ¨offence¨ in Spain, and this fortunately makes me think we are still ¨culturally rich¨. This is wonderful.

Something similar happened to me in these days, at the moment of designing my Christmas card that I sent to my people. I initially made two different ¨drafts¨, that finally both work as different messages according to their different targets. The ¨SANTA¨ option is for the Anglo market, and the ¨THREE WISE MEN¨ option is for the Latin world.

jmaspainjan6th

 

To be honest I like both, but before taking the final decision, I made the opportune market research checking the impressions from my friends abroad. I asked people from England, the USA, Germany and New Zealand. You know in the Anglo world they do not celebrate the ¨Three Wise Men Day¨, and they saw this option as an invitation for a cool travel to Saudi Arabia or Morocco. ..LOL that was hilarious, I could not believe it when I noticed about it.

At the same time, some of them thought it was weird to them seeing Santa Claus flying close to the sun, when they always believed he was traveling in the night. Even some of them automatically thought that that ¨sphere¨ originally was the moon. I had to explain the concept to them, about the ¨hook metaphor¨ of this Christmas card: I am supposed to be in SPAIN, the country where the sun never sets, and ¨winter¨ is just an empty word. This is why Spain can never be associated to the ¨moon¨, and the reason for ¨Santa¨ to finally decide to fly close to the Paradise. He enjoys life too..

(Anyway!),.. I wish you all a MERRY CHRISTMAS and a PRODUCTIVE NEW YEAR. May all your dreams and wishes come true, and I will be really happy if that happens.

You are all invited to enjoy a ¨magical craving¨ experience here.

Event trends for 2018. The Year for the ¨exclusive interaction¨.

2018 1

This is the moment when you can read lots of ¨Year 2017´s annual balances¨ and ¨2018´s trends¨. Among all these last ones, I found a 22 trend selection article from Eventbrite which I think ¨rocks¨. Everything what you can read there is really opportune (..well, I do not agree with trend #14 but the rest is wicked, you can draw plenty of conclusions. Congrats Ms. Bel Booker, the author).

According to all this, I decided to brief what I consider the ¨tendencies¨ for the Year 2018 in the industry of events as following now.

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I need to warn the reader first:

Everything contained in this post is written under an estimation of ¨normal market conditions¨ for the Year 2018. This means: Mr. Donald Trump´s assertion of Jerusalem will not affect the global market of events, neither a possible war with North Korea, or a hypothetical global recession according to whichever convulsing news.

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THE YEAR FOR THE SELECTIVE AND INTERACTING EVENTS.

I think 2018 will be the year for ¨live interactive events¨. From now on, nothing will be useful unless you do not make your real target interact with your product, with your network or with your environment. In this way, this will be the year of ¨Family Events¨, understood as people with deep affinities meeting and joining all together, like a kind of ¨family¨ around your objectives pursued. Now massive business concentrations will get more and more selective at the precise moment of making their calls, in order to find the ¨affinity and reciprocity¨ between the attendants.  It will be not more valid just generating ¨irrelevant cold leads¨ for a huge database, just because you missed the opportunity of making people live ¨AUTHENTIC EXPERIENCES¨ with you first.

From now on, big trade fairs will be forced to make ¨selective atmospheres¨ for their real potential targets. This thing called the ¨professional days¨ is currently becoming a joke (..I guess I am not the only one saying this). And now the real professional targets demand ¨real professional workshops¨, in order to obtain the ¨real professional interaction ¨ for their network interests. This is what commonly is known as ¨separate the chaff from the wheat¨.

There will be smaller incentives, smaller presentations, smaller conventions and even smaller weddings too. Everything will get more ¨exclusive¨ from now on, and this will mean everything will get more ¨accurate¨ too. In this sense, the proposals from all of us the event planners,  will must offer the professional level as expected by the clients, according to their real potential targets; the direct ¨shot¨ towards the affinity of their key audiences. Everything conceived as a search for the ¨excellence¨ and the budget optimization, delivering end to end selective live experiences, according to the objectives previously marked.

A kind of ¨delicacy events¨ gathering ¨key people¨. I guess that will be great for everybody.

2018 3

 

HUMAN INTERACTIVITY WILL BE THE REVOLUTION.

We will see new methods of real human interaction (beyond technology interaction) among the attendants. Probably many of the new experiences will be based on the traditional team building techniques, applied now to this new kind of ¨Family events¨.

I guess we will see as well an advance for new technologies specifically generated for the ¨live emplacement interaction¨, more effective than the ¨distant social networks¨, via mobile apps or video games working at the place. This will make the attendants of an event, real ¨influencers¨ in their social networks later, when they share their experiences as ¨leading agents¨ of an action. From now on, the corporate brands will get ¨desirable¨ by the human role evidenced by their audiences at their experiences offered.

This will be as well the year for the internet big influencers and masters of ceremonies with REAL PR SKILLS, such as all the secondary participating agents of an event as hostesses, chefs, assistants, coaches and entertainers, who will have necessarily to play a new more ¨human¨ role on behalf of the ¨interaction¨. They will become an strategic active part of the new events generation.

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The cyborg anthropologist Amber Case (USA, 1987) said it clearly just four days ago in Madrid: ¨Technology is not bad, but its use is disconnecting us. We will solve it giving space to think and live real experiences¨.