Today we’d like to introduce you to Luis Guillen.
Hi Luis, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
My name is Louie Guillen, and music has been part of my life since I was just 13 years old. Long before the lights, stages, and sold-out crowds, I was already learning the business from the ground up. I grew up under the wing of my father, working alongside him through Lucky Entertainment, where I was introduced to the real world of live entertainment, production, artist management, and touring.
At a very young age, I had the opportunity to travel and work around major artists such as Intocable, Alicia Villarreal, and Solido. Watching major productions come together and seeing the impact music had on people inspired me deeply. While most kids my age were still figuring out what they wanted to do in life, I already knew this industry was where I belonged.
By the age of 16, I decided to take a leap and start building something of my own. Alongside my friend Julio Tovar from La Feria, we created a small promotions company called South Core Promotions. We started small, learning every lesson the hard way, but it gave me the hunger and determination to continue growing in the entertainment world.
As time passed, bigger opportunities started coming my way. One of the biggest turning points in my career came when Tony Pecina from Mission walked into my office with an idea that would change everything. He wanted to bring Travis Scott to South Padre Island for a performance at the legendary Clayton’s Beach Bar. It was a huge risk, but I believed in the vision. I said, “Let’s do it.”
That event became one of the biggest moments of my career. The show sold out and created major buzz across South Texas. More importantly, it proved to me that I could build something much bigger than I had ever imagined. That event launched my career to another level and opened doors throughout the entertainment industry.
From that point on, I never stopped pushing forward. I wanted more. More shows, more opportunities, more growth, and bigger stages. What started as a young kid learning production under his father’s guidance eventually became LG3 Promotions, Booking & Management — a company built on passion, sacrifice, hard work, and vision.
Today, I continue building one of the fastest-growing entertainment and promotions brands in Texas, producing major events and festivals, including Frontera Fest. My journey has never been easy, but every challenge, every risk, and every late night helped shape who I am today.
This is more than just concerts and promotions to me — it’s my life story, my passion, and my legacy.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
What people don’t see behind the lights, stages, and sold-out crowds is the struggle that comes with building events and trying to make everything work. Every event becomes a challenge — figuring out what is going to sell, where we need to push marketing, how we need to push it, and what we may be lacking to become the best. There are sleepless nights, constant pressure, and moments where you question every decision because so much money, time, and sacrifice is invested into every show. One of the hardest parts of this business is figuring out why something may not be working and finding a way to fix it before it’s too late. But losing has never been an option for me. I continue to push, push, and push harder no matter the obstacles, because I know where I want to be. I believe success comes from persistence, vision, and never giving up when things get difficult.
Can you tell our readers more about what you do and what you think sets you apart from others?
My work comes with a lot of thinking, challenges, and the right mindset. Putting together a festival or major event is never easy, especially when you’re dealing with large investments, major productions, and thousands of moving parts. It takes more than one person to make it happen — it takes a strong team that believes in the vision and works together to create something unforgettable.
At LG3 Promotions, Booking & Management, we specialize in artist bookings, talent buying, festival production, and live entertainment experiences. Our focus is always on the fans and consumers. We try to put ourselves in their shoes and ask: “What do people want to see? What kind of experience will make them happy and keep them coming back?” That mindset is what drives every event we create.
What I’m most proud of is the success and support that people have given me throughout my journey. The trust from fans, artists, investors, sponsors, and the community means everything to me. I’ve learned that this industry comes with pressure, risk, and difficult decisions, but giving up has never been an option for me. Losing is not something I accept easily. I continue to push myself and my team to make sure every event comes together smoothly and leaves a lasting impact.
What sets me apart from others is my passion, persistence, and hands-on dedication. I’ve been in the music and entertainment industry since I was young, and I understand both the business side and the emotional side of creating live experiences. I don’t just book events — I build moments people remember.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
My mentor has to be my dad. Watching him go through the challenges of the music business taught me so much at a very young age. Working side-by-side with him gave me real experience, knowledge, and understanding of what this industry truly takes. I learned not only the business side, but also the hard work, sacrifices, and dedication that come with it.
As time went on, I decided to take everything I learned and build something of my own. Stepping out on my own was one of the best decisions I ever made. It allowed me to grow, gain real-life experience, and prove to myself that I could create my own path while still carrying the lessons my father taught me. Today, those experiences continue to shape who I am and how I approach every event, artist, and opportunity in the music industry.
Contact Info:
- Website: https://Lg3promotions.com
