Motivational Monday’s Episode 29: Luis Alzuru – Founder of Coalition Records

Who are you and what is your background?

My name is Luis Alzuru. I’m 22 years old, born in Venezuela. I am the founder and owner of the label Coalition Records (formerly known as Coalition Network) founded in 2015. I’m also the CEO of the sub-label Latin Tech House Music, among other things. In addition to this, I recently became the manager of BigNSmall and ZEXTONE as well as Siobhan. I started music when I was about 12 years old and started as a music producer. 

What does your job consist of on a day to day basis?

I have a lot of daily tasks related to developing marketing strategies. I supervise my team, analyse sales etc. My tasks vary day to day … one day I’m doing sales and another other day I’ll be commenting on the demo my A&Rs accept and study how we can help as a label.

What do you enjoy most about it?

I love discovering new artists. Besides that, connecting with managers and label owners which allows me to learn more. Even though the work itself is really tiring and requires a lot of effort, I really love it.

What’s your biggest achievement to date?

My greatest achievement is to be able to show thousands of people my work and the work of the people I’m working with. 

Any tips and tricks that you wish you knew when you started?

I think this only comes with time. If you keep working and you set a goal, you can get what you want.

For the readers looking to pursue a career in your field, do you have any advice for them?

Just be patient and don’t listen to the naysayers!

Who are your favourite artists right now?

I really don’t have one favourite, although I’ve been really enjoying Half-ID’s new music.

What do you look for in a song/artist?

Does the artist have their project ready to go, a visual brand in place, a vision for their music etc. Are all their social accounts up and running, clean and a with a clear social voice. Does the artist produce quality tunes and network with other producers etc. People share their favourite artists in group chats all the time! Don’t Send an unmastered demo or an unfinished demo.

How do you overcome days when you have no motivation?

I research information on marketing, I see ideas, I learn them and then I try to apply them. I’m motivated by the idea of seeing something more fun like YouTubers’ content. Rather than absorbing the content, I look at the ideas they have and I think I can do much better!

What do you do when you are not working (for downtime)?

I spend a lot of time with my family, who are a very important part of life and my girlfriend.

 Are there any recent announcements and/or upcoming things you would like to announce to readers?

Firstly, we are mainly working on new material for Coalition Records. Secondly, we’re working towards publishing with FOX, BuzzFeed, Spotify, VEVO, MTV, iTunesCharts, Entrepreneur, Forbes, HUFFPOST, Billboard and RollingStone. Thirdly, from now on you’ll be able to hear our music in over 1000 chain stores; gyms, spas, and clothing stores. I also have much bigger things coming soon, which cannot be revealed yet. Just follow us on our social networks and you’ll see!

Your own personal tips for success (whether in music or in life in general)?

Do not be afraid to fail when following your goal. Also our biggest mistake was taking so long to realise that we can’t do absolutely everything on our own. I didn’t trust people early enough and it definitely slowed our growth.


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