From a Salsa DJ's Perspective

Celia Cruz and Margarita

Latin Lady DJ Margarita!
Published by Les Rivera

Latin Lady DJ Margarita, one of the most lovable, popular and driving forces of salsa in the San Francisco Bay Area and Hawaii, is sharing her thoughts:

On her own background:
I'll start by trying to briefly summarize how I came to be a Salsa DJ.  Born and raised in San Francisco, my Mom is from Barranquitas, Puerto Rico and my Dad is from Mexico, City Distrito Federal (D.F.).  Music is a part of who I am.  With regards to the musician in me, I wish I had applied myself to at least one of the many instruments I played as a youth. Today I feel that I would have made an excellent musician.

Being a Dj is as close as I can get to that.  At the urging of my youngest sibling I went on to purchase my sound system in 1996 and started promoting Salsa in Sonoma County, where I moved to in 1979.  Prior to that, I was always asked to bring my selection of Latin music to all our family functions. Never did the thought of becoming a Dj ever enter my mind until my sister said I would be great at it, and even then it took me quite some time to convince myself that I could do it.

Eventually, I moved to Honolulu Hawaii in 2000 and began promoting my services as the only female Latina, Salsa Club and Mobile Dj on the island.  I worked steadily in a number of venues and events and even created "SALSATHON".

I remained in Hawaii until Sept of 2002 and had returned to the mainland for personal reasons. Immediately I became involved in the Salsa scene here via the 1st SF Salsa Congress (Nov '02), and was invited to the 5th West Coast Salsa Congress (May '03) by Albert Torres. Since then I've been invited back to both Congresses SF (Nov 2003) and 6th West Coast Congress (May 2004). Currently looking forward to my 3rd year in SF (Nov '04).

I am currently hosting my own Salsa radio program "Alma Caribeña, which airs each Friday from 7-10pm on KBBF Radio 89.1 FM in Santa Rosa, CA (Bilingual Broadcasting, Public Radio).  I also hold the position of Executive Administrative Assistant for KBBF, and I promote a Salsa night in Santa Rosa, CA at Flamingo Hotel and Resort on Thursdays, called "Rhythm 'n Spice".

On keeping salsa alive and growing:

I never imagined that I would ever be such an active part of any “scene” let alone, “Salsa”. I’m committed to sharing Salsa wherever I may find myself.  Currently, I promote the music, musicians, dancers, instructors and the positive energy that Salsa creates in a variety of environments. Whether it’s a private party, a corporate function, a nightclub, a festival or any celebration, Salsa does indeed make a positive difference.  I’ve chosen to be an “Ambassador of Salsa” and I will continue to share it and keep the Salsa flames lit wherever life takes me.

On keeping dancers happy with the music she spins:

I believe that the saying went something like this… “You can please some of the people some of the time, but you can’t please them all”.  Well, perhaps it didn’t really go like that at all (smiles).

You have beginning dancers all the way up to the professionals.  Each has his/her preference as to what they like.  I try to cater to each one of them. Through Salsa, I’m building, forming relationships. If you’re not keeping your dancers happy, you’re not going to see them on the dance floor and you’re not going to have that job very long.  I have learned to watch my dancers, see who enjoys what.  It’s such a combination of listening skills and being sensitive to your dancers needs and not just playing what YOU want to hear because you like that song.  One word to describe it would be “Balance”.

On selecting the right music, in sync with today and the local audience:

I suppose that this is somewhat of a “two part” statement because it addresses two separate forms of selection.  There’s the selection of how I select music when I purchase it, and secondly, how I go about selecting a particular song.  

I would really have to say that it is primarily an “ear” thing.  I’ll explain that since I was very young, I always had an “ear” for music. I picked up rhythms and beats and by the ripe age of “1”, I was tapping out the beat to “This Old Man”.   It was the ear that pulled me into Salsa to begin with in 1972 when I heard two very wonderful musicians while visiting Puerto Rico:  Cheo Feliciano with his first release “Cheo”, and Willie Colon / Hector Lavoe and their release “El Juicio”. 

After the ear part, it’s all about finding out the what, who, the when and where can I get it my hands on it.  I am constantly online looking and reading about the latest hits, I subscribe to an industry magazine and belong to a record pool.  The audience will also feed you information, and if you’ve got your “ears” on you can learn quite a bit.  I listen to Salsa online as well with a variety of Dj’s local and around the world.  It’s a continual learning process with each new release and group that comes out.  At the clubs or on air, the selection process is spontaneous and it’s all about what I’m feeling from the music and that just leads me to my next selections.

On dealing with musicians and artists:

For me personally, this has been an area of complete and utter joy.  Not one, but “all” of my experiences with musicians and artists has been nothing less than perfection.  All positive! My first experience with an “Artist” was with our beloved and now passed, Celia Cruz in Honolulu, Hawaii July of 2002.  She literally touched my life. Although the moment was brief, it will indeed last a lifetime.

I believe that I don’t “deal” with musicians and artists as much as I co-operate with them.  After all it is a working relationship.  They have a job to do and so do I.  I treat them with respect and I’ve been fortunate to get the same and then some.  I haven’t come across any musician or artist that thought he/she was too important to talk to me.  I suppose that’s also because as Dj’s we play an important part in the unfolding and promotion of their music.  I’ve used this quote before and I’m going to use it now, “The Artist Creates the Music, The Dj Delivers the Message”, Jorge Laureano of ClaraSalsa.

Whether it’s a local group from the Bay Area, Orq.Borinquen, Conjunto Alegre, Orq. La Verdad, or local from Canada, Con Cache, or Havana NRG, Spanish Harlem Orquestra, Son Boricua, Jose Mangual, Jr., let’s add to that list, Jimmy Bosch, Ray De La Paz, Frankie Vazquez, Oscar Hernandez, right down to my good friend Don Jibaro, who contributes so much to so many, I've found each orquestra and each member/musician to be unique and quite special.  I'm honored to know each and every one of them and call them "friend".

You ultimately get back what you give in life. For me, I believe I’ve received way more than I’ve given so I’ve got some catching up to do.

On dealing with promoters and presenters:

I’ve had experiences on both sides in this area.  There are organized promoters, and there are those that need to work on several, to many areas in their events.  We as humans can always find things to criticize. Or, we can find ways to help make things better.  For me personally, I'd rather be in the ring, trying to make things better, than to be out of the ring, on the sidelines, telling someone else how they can do it better.

Promoting an annual event myself in Hawaii allows me the ability to say that putting on a promotion/event is not an easy task.  Even the best laid out and planned events, cannot foresee everything, although the promoters do try to think of every possibly scenario and a what's needed, sometimes things get left unattended to and will eventually rear up and bite you when you least expect it to.

Promoters and event producers have an intense and stressful job.  Unless you've been in their shoes I feel it's almost unfair to criticize, since we're not the ones dealing with all the financial burdens and logistics that encompass this type of job.

As a Dj working for a Promoter and Presenter I've have had an almost perfect record of positive events.  However, there's always one out there that didn't take care of their talent.  We live, we learn and we take that forward to help us along the promotional path to creating better and more successful events.

On dealing with dancers:

I love to see people dance. You simply cannot be "un-moved" by the genuine smiles that radiate from those who are enjoying via dancing, what you are playing for them.  Being a Dj for me allows me to be part of something that I feel we need in this world and that is simply an environment where hate does not exist. Dancers simply love to dance. They are there to dance, not check out what who is wearing or that this person is Russian, or Japanese etc. 

I truly am there for them and whether it's a club or a private event, I know that I'm either going to make that evening a success or not via what I play. I permit any and all to come check out what I have and make requests.  Dancers are always coming up and asking for this song or another.  I will honor their requests as long as I have it and then I will fit it in appropriately into the evening's line up, wherever I feel that it would be just the right time for that particular selection.   If I've just played two merengues and their request is another merengue, I would probably play it in the next set of merengues.  I want to always take care of my dancers. 

On dealing with the non-dancer listening audience:

I treat my non-dancing / listening audience with exactly the same respect as I do my dancers. After all, not every feels that they can dance and the music will still do what it's supposed to and that's touched them, somehow and someplace. I do my utmost best in giving the non-dancing listener the same consideration, while ensuring that what I'm presenting maintains the level of quality that I like to give in each and every one of my presentations. That goes for both clubs and radio.

On making the sound appear as good as it can where she spins:

Sound is such an important issue.  There are so many facets to consider here.  When promoting an event with live entertainment such as with a Salsa Orchestra, I hire a local sound engineer, one who has more experience in ensuring that the sound is at its best. When I'm setting up my own equipment, I get there early and do a sound check. I walk around the entire length of the room where I'm going to play and try to envision it filled to capacity with people talking and noise, I listen to hear if I can hear the music over the chatting and background sounds. I take into consideration the fact that I want my sound to be "non-obtrusive" meaning that people can indeed hear themselves talk over the music. 

The most important thing I think a Dj needs to do is to watch carefully how people are reacting.  Sometimes the music itself will change in range of intensity and for a moment it gets really loud, I'm always looking to see if people have their fingers in their ears and we generally know if we're blasting someone's eardrums out. For those that dance closest to the speakers. I recommend ear protection. Paying attention to sound quality is a must; you always want to get the best sound out of each song played.

On dealing with sound technicians controlling the sound equipment she uses for spinning:

I think I just answered this one above in that I control my own sound for my personal equipment and I hire out a sound professional for all my live entertainment presentations. I've been fortunate that I've only had to use one sound engineer and he's as much a professional as I am in that we want only the best sound possible.  I'm happy to say that this is exactly what I get.

On the rewards and idiosyncrasies of being a DJ:

The rewards are many, meeting new people all the time, making new friends, getting to meet great musicians and recording artists, traveling to spin Salsa, continually finding "gems" of music and just being in such a great environment week after week.  The respect you get is also rewarding.  People look up to you and truly value your friendship, not because of a "what in it for them" attitude, but because you've already given to them by virtue of what you share with them in the form of music and self.  It's a great feeling to know that you're respected for what you do and that you know you're doing a good job while making a positive difference in the lives of those you touch.  It is a mirroring effect because I too have been blessed with the same gift from them.  

I think that on the flip side of being a DJ, I have to say that I find myself at times becoming critical of other DJ's.  Not that I want to mind you, but every now and then, for a moment I think, "what the heck is that?" or "that sucks".  I catch myself because it's not where I want to come from. I actually had a Dj come up to me and ask me, "does my dj'ing suck?" There was a way I was going to hurt them, if I came out and said that it did. What I did do was suggest that they listen to the music and if it didn't move them to get on the dance floor and dance, that it probably wouldn't do that for anyone else.

Not that this is completely true because some people just want to dance. I go as far as sharing information about what's good and who's hot in the industry, "have you heard this yet" or "you should get this". I had help along the way and when I find myself being "critical" of others I try to change that by finding the way to help. I just don't want to be negative and when I find myself being so, I look for the way to change that behavior.  After all, being in a place where you're respected and looked up to comes with its own set of responsibilities. For me, I just need to act in a manner that doesn't hurt anyone including myself.

On DJ talk between playing CD's:

On radio this works. Personally, unless there are announcements to be made, acknowledgements or invitations to upcoming events, at a club I don't generally talk between playing CD's.  I don't think people come out to hear me talk.  Having gone to other clubs where they mix banda music and throw in some salsa, and on top of that the Dj not only talks between the music, but over it, under it and through it, cutting off the music to hear himself talk, leaves me frustrated and I end up leaving. So, it's safe to say that I you won't catch me doing that. On the air with radio, it's completely a different story.  I talk in between to share about the music I've just played, what's coming up and of course to let people know that they can call and request their favorites as well.

On being a female DJ in a typically male dominated DJ enviroment:

Is it a male dominated DJ environment? (Smiling) It is what it is and yes, there are more male Dj's than women.  So what does that mean to me?  Am I competing with them?

The truth is that it indeed is a "Boy's Club" out there (as some of us have come to call it).  Hey, there are more male car mechanics than women, there are more male soldiers than female and there are more male DJ's than women. Ok, and? All I can do is be the best that I can be, give the best that I can give and hope that the best will come back to me.

In Hawaii, at a DJ meeting held at one of the clubs that I DJ'd at, I remember someone actually saying out loudly,

"Margarita, you're competing with the rest of us".  I politely said, "No, I'm not.  The only person I'm competing with is myself to best the best I can be.  Now if in doing that you feel that I've raised the bar of quality of music being played and you feel like I'm competing, then it's all good because you'll all be putting your best out there too, so follow me boys". 

They laughed. They listened.  I've never experienced much in the way of "Boy's Club" vs. Lady Dj. I knew that if I was going to make it, I would have to put my whole heart and soul into becoming a very good DJ. I continue to strive to be that very good DJ, at each gig and each time I open mic on the radio. I compete with none, save myself to be the best that I can be. I've been accepted for who I am and what I bring to the table. Guess I can't really ask for more than that.   If I could ask for something it would merely be that every Lady Dj be treated with the same respect that I have experienced.  It all boils down to the Golden Rule, "Do unto others what you would want others to do unto you." Show basic common courtesy and respect. I know what the situation is and all I can do is giving it my best. 

On how a DJ compiles a "Top Ten List" for her area:

Listen. read, more listening, rate.  As a radio host for public radio, I play a variety of music.  I try to stay on top of what's being newly released and belonging to a record pool helps as well. I do have several labels that send music also. I know that we play that role in helping to promote the music and compiling a "Top Ten List" means what ten songs do I feel are what are "Hot" right now! 

It continues to be what moves me the most, what music reached me deep inside and why.  What was it about that particularly sound that perked your inner ear up and stirred you inside.  From there I take about 30 songs and start the process of elimination to what I feel is my top ten. I get calls in from the audience and I always log their requests. However, in my area the number one requested song is still "Una Aventura" by Grupo Niche. I smile and most graciously play their request at some point in the program. Keep them happy!

On how a DJ reacts to positive and negative criticism:

Positive criticism is always a good thing and I think we grow from it. Or, we can believe our own press, have our egos inflated and feel like we can do no wrong.  It's all a matter of perspective and relative to each individual.  I can't speak for other DJ's, but I'm human. No one likes negative criticism. But we can always learn from negative criticism if we're open to doing so. 

Or, we can be indifferent and think we know it all and people don't know what they're talking about.  Bottom line is that each person, DJ or not, will respond to both positive and negative criticism differently than the next.  Knowing that it's easier to tear down someone than to build them up, I try to see where the criticism is coming from and then I do my own reality check to see if what they're saying is true or fits me.   We are never too old to keep learning and I know I've still got a lot of learning to do.

On why some DJ's are more popular than others:

Knowledge, skills, personality, friendliness and a willingness to make yourself available to those who come out and support you week after week would be key points to note. It's all the above and add to that the personal touch.  We do make a difference. I smile at the people, I give my personal time to each person who wants it, and I make time to listen to what they want. 

I don't think I'm the best, and I won't profess to be that either.  I just know I give my best.  You've got to be out there working it if you expect to be seen and heard.  In Hawaii I made it a point to support almost each and every Salsa event that took place on the island. I was there for the DJ!  I seldom left the DJ's side, listening, watching, learning and supporting.   It goes without saying that this helped my visibility and people began to know who I was and friendships were formed, etc., etc.  Ultimately it's who we are that attract people to us. You add to that a great delivery of Salsa and you're on your way to becoming popular. If you do a bad job, you'll be popular too, just not in a positive way.

On the difference between being on the air (radio) versus spinning in front of a live audience:

I believe they are both live audiences (smiles). Ok, for the sake of differentiating the two. When I'm at the club, I'm working towards creating that perfect dance mood while playing quality music. I want to leave them wanting more when the club closes its doors. I love it when someone comes up and says good-night because they have an early work day the next morning and we bid one another farewell, and about 45 minutes later I look up from my music or system and notice that they're still on the dance floor working up a sweat. 

I'll say something like, "hey, didn't you say goodbye almost an hour ago?" and I'm smiling when they respond, "yeah but every time I started out the door, you'd play something so good I couldn't leave".  Now that's a great feeling! On radio, I get a similar reaction and actually get to play a wider variety of music, which has been so well received. Some nights there are so many callers that I find myself juggling with answering the phones, selecting the music and talking to the listeners and inserting the discs remembering, "now what was I going to play?"  It gets that busy and the three hours fly.  The only difference is that in radio I'm talking to my live audience via a microphone and they can't see me.  But I guarantee that they do indeed "feel" me, and what I share with them week after week after week.  I truly love both.

On keeping up with a very busy schedule:

I'm happy to have such a busy schedule. Keeping up with it can at times be challenging at best. However, I wouldn't change a thing about my life, what I do and the blessings that I've received from being a Radio Host, Salsa DJ, Event Promoter and Executive Administrative Assistant for KBBF Radio.  Believe me, they are all full time jobs and just because my three hours of on air finish at 10pm on Friday, that doesn't mean that I'm not working throughout the week getting ready for next week's program.  I am.  I'm a full time DJ / Radio Host / Event Promoter in my mind, heart and soul.  I've juggled all three and the full time job at the station in addition to traveling more this year than every before.  How do I do it?   I just do.  I just keep a positive chin up and when I'm tired I sleep and when I'm hungry I eat. 

"If you think you can, you can.  If you think you can't, you're right about that too".

Thank you for this opportunity to come into the homes of your readers and share my views about my life as a Lady Dj, Les. It's been a privilege to have you as my friend and I want to extend an invitation to any woman that feels like she'd like to be a Lady Dj or Radio Host to contact me and I'll see what I can to help.

God Bless,
Latin Lady Dj Margarita!
www.latinladydj.com
www.salsathon.com
(707) 318-4299