USC Sings: Voz Latina
Concert Production | Talent Scouting | Operations & Budgeting
I believe music always represents and embodies a people, and it is the best way to highlight their cultural stories. That is exactly what Voz Latina did. Partnering with artistic director Martin Aguirre, we envisioned a stage that celebrated the legacy and impact of Salsa, Merengue, and Bachata—the popular Latin music genres that originated from the interactions of peoples, cultures, and instruments across the Caribbean coasts of Cuba, Puerto Rico, República Dominicana, Colombia, and Panamá, and in the Latin performance circles of New York City.
Voz Latina was presented beyond just a concert. With cross-disciplinarity in mind, we featured vocal, dance, and instrumental performances to showcase iconic musical numbers in various art forms. Additionally, filmmaker Dulce Mejia Morales directed and produced a series of documentaries that share the stories of our cast members and their communities. Voz Latina was a cultural journey highlighting Latin communities that unite under the power of music and art.
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✬ $4,500 in budget
✬ 9 performers & 6 band members
✬ 10 acts of iconic musical numbers of Salsa, Merengue, and Bachata
✬ 9 documentary segments
✬ 160+ attendees
✬ cultural relevant food & drinks
The Cast
↸Cast of Voz Latina, photo by @cheke_lcThere is no great event without a great team, and for Voz Latina, that team involved a talented and collaborative cast. Like other PAC events, we initially recruited cast members through audition forms sent via email newsletters and social media posts. However, due to the specific genre and unique concept of Voz Latina, we received few submissions. Despite weeks of marketing, we struggled to assemble a diverse and cross-disciplinary cast and band.
With the rehearsal timeline approaching, I led the production team and revised our recruiting strategy. Artistic Director Martin and I began reaching out to personal connections, asking them to join our cast or recommend other performers. I also created a pitch deck to visualize Voz Latina’s concept, presenting it as a unique cultural and performing opportunity for prospective performers to showcase their talent on a professional stage. Ultimately, we built a 17-member cast of singers, dancers, and instrumentalists. Throughout weeks of rehearsals, the cast formed a close-knit community, bonding over their artistic talents and shared backgrounds.
The Place
↸Voz Latina on stage, photo by @cheke_lcWhile I have worked with Tommy’s Place before, Voz Latina allowed me to reimagine this venue on a broader scope. In addition to negotiating venue deals and staffing with Trojan Event Services, Martin and I sought a visual design to complement the performances. Adorned with lights, tropical sceneries, and concessions, the iconic venue was transformed into a culturally representative space that brings the audience into the music, dance, and stories on stage, building a truly immersive experience. On the other hand, I became more experienced in handling multiple streams of operations and budgeting tasks. Collaborating with PAC’s internal graphic designers, we created event-specific posters and decorative materials to be printed and distributed across the venue, adding a personal touch while cutting down expenses to the production.
The Documentaries
While the singing and dancing on stage encompassed the celebration and recognition of Latin culture, it was the documentaries that did the storytelling. Featuring our cast members, Dulce and her production team dived deep into their everyday lives, families, and traditions, eventually preparing 10 heartwarming clips to introduce each act. As the event producer, I assisted in the production process of the documentary, supporting the production crew in miscellaneous tasks such as booking filming locations, escorting cast members, etc.
Managing a multidisciplinary production includes many moving pieces. As the producer and project manager, Voz Latina expanded the breadth of my production insight. I gained exposure to a broader aspect of elements that a project could entail, while becoming more purposeful in design and operations. Additionally, I became a more proactive leader, guiding a team from different communities to stay creative under pressure and tight deadlines, communicating expectations, feedback, and commendations. Most importantly, however, I got to be a part of an amazing experience commemorating the colorful cultures behind Salsa, Merengue, and Bachata.