Name: Santos Garcia
Profession: A&R Executive and Co-Founder of The 82 Group
Age: 27
One Word That Describes You: Loyal
New York City’s own Santos Garcia is a man determined to get the best out of those he works with as well as himself. Getting his start at the legendary house of Russell Simmons and Rick Rubin (Def Jam Records) as a marketing and street team promoter, Santos earned his keep by showcasing exemplifying his exceptional skills. Cultivating his clout with the label through hard work and effort, Santos eventually was introduced to Shaffer “Ne-Yo” Smith, who brought the then-early-20-year-old into his burgeoning label known as Compound Entertainment.
“My inspiration [to join the competitive world of the music industry] came from hearing and watching musicians like Michael Jackson, Tupac [Shakur] and Bon Jovi,” Mr. Garcia told BE Modern Man exclusively. “The impact that they created in the world through their music resonated with me seriously.” Having survived the obstacles such as convincing talent and executives of his capabilities, Santos Garcia used his chutzpah to stand out from the rest of the pack. Garcia, who has done everything from working with artists to supervising all aspects of touring and artist development, has become a major player in the music industry through making himself distinctive.
“Dreams definitely do come true in New York City, but not without hard work,” Mr. Garcia said. “Because of my hard work and determination it caught the eye of Tishawn Gayle; COO of Compound Entertainment. He felt like I could be very useful on the Ne-Yo team.” He grew his name and reputation with Ne-Yo’s company and then over the course of ten years went on to start his own imprint with business partner Renaldo Vines called the 82 Group. His debut artist DKING has had some success in the industry due to Mr. Garcia’s own deft management style.
Read more about what Santos’ tools of empowerment are …
It is this level of mentorship that Santos Garcia provides that helps to nourish and empower the careers of our black and brown men in the music industry. “To me, mentoring is very
important,” he tells us. “If you look at how many interns are used within certain industries like music, fashion, and technology — you can see how that’s a form of mentorship and very much needed and appreciated within the culture.” Back when Santos used to serve as a street team member for Def Jam, he would have to spend hours traversing New York City handing out fliers for upcoming events or putting up posters announcing the release dates for Def Jam artists. This method of work not only allowed him to touch the people and hear on the street level what they liked and disliked, but he was also able to learn the city at its core and ensure success through measured results for his employer.Through the mastering of his craft through refined dedication and staunch regiment of routine, Santos Garcia cites several different books that he offers to you, the reader, as advice as to how to work on self. “Being from the Brownsville Projects in Brooklyn, I read The Art of War, Rich Dad, Poor Dad, and The Luck Factor to name a few. These opened my mindset to think outside of the box using not only strategy to my favor, but also faith.”
As a man of strong character and an air of regality to himself, Mr. Garcia is confident in his ability to say that he has made a significant contribution to the betterment of African Americans in the community. “Not many people persevere from the neighborhood where I’m from,” he says. “To make the decision to make a difference; to make a positive impact on other’s lives is something that I want to be a part of. To be included alongside my brother Ne-Yo and the small percentage of people who give back to the community is very important to me.”
To be a BE Modern Man, in Santos Garcia’s opinion, is a worthy claim to add to his already storied career. “I believe that being a BE Modern Man means to be someone who has their finger on the pulse of the community and keeps up with the ever changing world,” he tells us. “By using that knowledge to educate others around them, a BE Modern Man sets others up to be future BE Modern Men within their own communities.”
Santos Garcia, a man who started from the bottom but always planned to be on top, earned his reputation through working smart, hitting the pavement, and forging relationships that enabled him to be great. From buoying Ne-Yo’s Compound Entertainment with talent and stability to being a great example of what it takes to turn a hard scrabble life into a crown jewel — Mr. Garcia represents the inventiveness that we as a people possess that proves our normal is extraordinary.
We here at Black Enterprise salute you, Santos Garcia, for contributing positive images of African American culture to the masses. Your mission of providing the next millennial sound and class to millions frames us in an enthusiastic light, and is meant to be celebrated and appreciated.
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