Photo by Mike Manewitz
Today we’d like to introduce you to Omar Lozano.
Hi Omar, we’d love for you to start by introducing yourself
My name is Omar Lozano. I am a DJ, film photographer, music label owner, producer, and music brand events/marketing professional. I was born and raised in El Paso, TX. I was raised in Section 8 projects, the youngest of four. Growing up on the border was a beautiful experience, despite being around during some of the most violent and tumultuous years in Juarez during the Cartel Wars and Femicides.
I started collecting vinyl records when I was 13, as used records at that time were affordable and my mom would take me to thrift stores around the city weekly. In 2008 I began producing DIY electronic music events during college featuring talent from Juarez and El Paso. I started DJing during this time as well, even used leftover financial aid to buy turntables and equipment instead of getting a car. In 2012 graduated from UT El Paso with a focus on Multimedia Journalism. I went from throwing house shows and warehouse parties to iconic music venues and eventually producing large-scale music events, festivals, and as well as producing special music and brand activations at events such as SXSW, Bonnaroo and Art Basel. Around this time, I also found my love for film photography, and have been shooting street photography, music moments, and subcultural communities for the last 12 years.
My current role is the Director of Music Marketing for Visit Austin. In this role, I am responsible for promoting Austin music internationally to visitors and business travelers. This involves creating campaigns which promote Austin music scene, festivals, and offerings, as well as producing and booking events around the globe to promote Austin as the Live Music Capital of the World®.
We all face challenges, but looking back would you describe it as a relatively smooth road?
I feel super blessed to be able to live a life truly embedded in music and art. Being able to create unique music moments for people and uplifting creatives and musicians has always been what has kept me going. The background to that of course, which people don’t get to see is high levels of stress, intense deadlines, creative blocks, imposter syndrome (especially during early professional years), and bouts of severe depression.
Over the past year, I think we have all had some intense mental health struggles, especially getting through the extended pandemic. Feeling isolation, fear, loss, relationship issues, and overall adapting to new expectations during this time has been beyond taxing. It’s unrealistic to believe you can show up 100% to your work when the world is literally on fire. I’ve learned to balance passions, work/life, prioritize rest, and the health of me and loved ones.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
My professional career has been built around highlighting brands in the music and culture space. I’ve worked producing festivals and have managed music and culture marketing for brands such as Red Bull and Visit Austin.
In my current role as Director of Music Marketing for Visit Austin, I’ve been able to take Austin musicians around the world to represent our city and have created experiential events and tours to bring Austin’s live music brand to life for fans and visitors of all walks.
I’ve always been passionate about creating bigger platforms for music subcultures and marginalized communities to be represented and perform. I’m also passionate about creating safe event spaces and experiences for these communities to express themselves, as well as documenting these communities through film photography.
At the start of the pandemic, I decided to start a Latino-music-focused vinyl label called: Trucha Soul Records.
The label focuses on Latin and cumbia vinyl releases and also serves as a research project and live cumbia DJ experience. As one of Austin’s only standing Latino-run and Latin music-focused imprints, the label features specialty artist collaborations and will feature music releases from Texas, Mexico, and beyond.
The label was started with a love of digging for dusty Latin, cumbia, and Tejano records with a high appreciation and reverence for vinyl record format. The label name comes as a homage to my father and the Chicano / Mexican street slang which he imparted on me. “¡Trucha!” translates to being street smart, staying firm and aware in dangerous neighborhoods.
Through vinyl digging trips to Mexico City and around Texas the label’s direction of shining light on forgotten stories, music and musicians, came to be. Our live DJ sets are inspired by Mexico City “sonidero” style, emcee DJs who are a historic pillar of their communities often bringing barrios together to dance cumbia in the streets with big productions, vintage sound systems, and vinyl. Our goal is to contribute this experience in Austin, making space for Latinx expression in an ever-changing city.
Our current roster and recent releases can be found here: https://truchasoul.bandcamp.com/artists
Can you share something surprising about yourself?
I’ve been into skateboarding since I was 14, this came to influence everything for me from my photography work, passion in music and art. It was one of the first cultures that truly embraced me and that I was able to witness transcend into many other subcultures, in which I became a participant in DIY, punk, hip-hop, graffiti art, cholo culture, etc.
Contact Info:
- Website: https://truchasoul.bandcamp.com
- Instagram: https://www.instagram.com/truchasoul/
- Other: Personal IG: https://www.instagram.com/kidmonks/
