Sergio George has revolutionized Latin music, although the Grammy winning record producer wasn't always a musical legend, he began his life as just another bilingual kid in New York City. George started his musical career at the tender age of 9, but as he clarifies professionally he began at 15. In an intimate sit down with Latin Times, the producer, pianist, and record label head, spoke candidly about his upbringing, his musical inspirations, his past success, and even teased us with some inspiring new ideas in the battle to save Salsa music.
George was pushed into music by the rhythm and sounds he heard on the streets of NYC, specifically, George reminisces "James Brown inspired me to get into music, his sound was the very first thing I can remember, and then watching him on the Ed Sullivan Show, I was in awe." But at 9, his storied career was still in its early stages, George began to professionally play instruments at age 15, "I fell in with the piano, before that I had played other instruments, but the piano was the instrument for me." And while the piano was his first love, he explains that without NYC in the 60's, his desire to make Salsa relevant again may not have existed.
Born to Puerto Rican parents, George was born and raised in NYC, in Manhattan's famous Barrio Latino, and while his young mind didn't know it yet, this diversified area would serve as the muse for his future musical development. My neighborhood was a melting pot of cultures and sounds," explains Sergio. "Especially in Spanish Harlem, it was a true bilingual generation, my parents didn't speak English, but the kids I hung out with in streets did. It was a true bilingual movement."
"In NYC it was the Puerto Ricans who had moved there, mixed in with black kids, and we didn't have any one else like us." The fusion of these two rhythmic and rich cultures created a unique, and "close knit family type of atmosphere" in George's neighborhood, this dynamic he explains molded him into what he is today musically. "Because of this true bilingual and bicultural neighborhood, I can now bounce between, American music like R&B, and hip-hop, and Spanish music like Salsa, because that is how I grew up, I listened to it all and I loved it all."
Sergio put his roots to good use, and at 18-years-old he began his career as a professional musician, touring with Tito Puente, Ray Barretto and Willie Colon. So how exactly did George go from piano player to Grammy winning record producer? Well, luck, he explains and of course his signature sound. George was working with Tito Nieves as his keyboard player, when Nieves' producer dropped out of the project unexpectedly. Realizing the young pianist talents, Nieves suggested that the project be turned over to George. From there, he explains, the young gun took the project and ran with it, George went on to produce Tito's #1 smash single, "Sonambulo," which seemed to only pave his path to success, because he still had much left to give the music world. Due to the success of Tito Nieves's first album "The Classic," George became the main visionary behind the New York-based Latin label, RMM Records. Here Sergio worked with the top tier of Latin artists including, Marc Anthony, India, Víctor Manuelle, Paulina Rubio, Christina Aguilera, Jenni Rivera, Frankie Negrón, Ricardo Arjona, Jennifer Lopez, and the Queen of Salsa herself, Celia Cruz.
After such commercial and critical success, Sergio can still pin point the most gratifying moment of his career. "Working with Celia has been one of my proudest moments as a producer and as a human being," he shares. Not only working with her, but winning with her, in life and in Latin music. George co-wrote the title track to the most acclaimed, studio album that Cruz recorded before her death in 2003, "La Negra Tiene Tumbao." The song became an international smash hit, and was adorned with critical acclaim, earning both George and Cruz the 2003 Grammy for Best Salsa Album. "The Celia Cruz Grammy means the most, her last record before she passed away was being made while we all knew she was dying, she knew, but she had the will to want to win, finish that recording, and leave her legacy." George learned that the album was being nominated for Best Salsa Album of the year on his way to Cruz's funeral Mass and burial. "This was the most important Grammy for me, because of what it meant, and Celia's willpower to want to finish before she died, she wanted to leave that legacy behind."
George's career and name really took off after "La Negra Tiene Tumbao," he explains that Celia's last record "opened all the doors for me." Since then, George has only continued to add to his impressive resume, working with Latin music royalty, such as Olga Tañón, Chayanne, Gloria Trevi, and Xtreme. In addition, in 2008, he won a Latin Grammy for Producer of the Year and Best Salsa Album for "El Cantante." So what does Sergio see in the future? More music, and definitely more Salsa! "What we are trying to do with Salsa music, is to expose young kids to their roots. If it wasn't for Salsa music back in the 60's there wouldn't be any bachata or reggaeton, these young kids need to see this."
As the innovator in the Latin music scene, Sergio still draws inspiration from the same place he did when he was 9- the streets. "In music, you keep your focus on the streets, on everyday people, because you literally are creating the soundtrack to which they live their lives. It's an awesome responsibility, but one that ultimately begins and ends with the streets." So with a deep rooted connection to his bilingual cultural and an understanding of the rhythm of NYC, Sergio's next step is to create the next wave of "Salsa Giants". "Salsa needs young blood, and new artists, we need make sure they appeal to young kids." The evolution of salsa has not yet arrived explains Sergio, "we have not seen a young salsa star since Marc Anthony, but it is in dire need of new talent."
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