It is a sign of sophistication in the Urban Latin music world when one thinks out of the box. When two friends do this, it becomes a plan and the idea grows to its natural fruition. Such was the case with two producers, Alcover and Xtassy (A&X), who have made a name for themselves producing for large names like Don Omar, Pitbull, Enrique Iglesias, and Romeo Santos, among others.
The occasion was the grand opening of “We are Loud” studios in the Bronx. This studio serves multiple purposes and was created as a way to give back to the community that supports the music they help create. For the Latin Billboard producers of the year in 2013, it is all about the plan. “It’s not only about the music. You have to have a team and a marketing plan.” Xtassy explained.
Both are from humble beginnings so they used their work ethic and ideas to gain the trust of local artists as they built a reputation in the Dominican Republic and by extension New York City. It was from their limited means earlier in the game that allows them to emphasize with the needs others have in the business. “If our friends wanted to hear us, they had to come to our house to hear it.”
A chance meeting with Don Omar took two tries to secure but once they did magic was created with two of Don Omar’s most successful efforts. The signature moment was probably the most played song in 2013, “Dutty Love” with Don Omar and protégé Natti Natasha, who appeared this evening. “It’s the people’s song.” Alcover refers to the lack of promotion of that particular song. The names that came to support this opening are examples of style over substance. You had director Jessy Terrero, Henry Santos, as well as “Orange is the New Black” actress, Jackie Cruz.
But the space that A&X created was as diverse as their music. Starting from the main space at the end of a long foyer as you entered, we had a large open space with white concrete floors running from wall to wall and intersecting it. This will be used for live performances, photo shoots, and parties.
In the adjoining rooms we viewed a DJ classroom with equipment laid out on separate desks. The DJ Booth contained a handmade set with several Latin Mixx Awards decorating the walls. But the centerpiece was A&X Studio space. The walls decked out in red, white, and blue, with clouds depicted as well. The studio was well equipped and if you close your eyes, you can almost hear Don Omar at work on his new project.
This is what can be done when two young men with a dream, ideas, and a plan work hard and think out of the box. As they move into 2014 they have the secret to their success imbedded mentally. Alcover shared why, “We’re not the only producers around but we work hard and those that do stay relevant.”.
Check out A&X at their studio in an interview with BoncheVIP:
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