This Is Your Freestyle Blast #42
Mixing Business with Beats: New Blood, Big Moves, and Bigger Questions
Welcome to The Freestyle Blast Newsletter, here’s what we’re talking about this month, starting with the storm that’s brewing in New Orleans, but it’s not from the bayou. It’s from the bass of Freestyle music.
In this issue of The Blast, we’re heading deep into the Big Easy, where a powerhouse liquor family is stirring up more than cocktails. They’re bringing Freestyle back to the South, and they’re doing it with a bold vision and bottles that hit just as hard as the beats. Trust me, if you love Freestyle, you’re gonna wanna know about these guys.
But while new energy rises in NOLA, there’s a bigger question looming over our scene: Are we doing enough to protect the future of Freestyle? This issue also opens up a conversation that needs to be had, one that challenges both artists and promoters to step up, show up, and work together before it's too late.
And of course, it wouldn’t be a proper Blast without Wonder Rican’s Blast Flash 3, and a chance to check out the hottest new Freestyle releases, along with the opportunity to show your support with a vote.
Don’t worry, I keep the read fast and fresh, so make sure you ride this newsletter to the very end. So if you’re ready, Let’s get into it!
FREESTYLE… ARE WE IN TROUBLE?
It’s Time to Come Together, Or Else We Could Risk Losing It All
Few people speak to as many Freestyle club and concert promoters as I do. Why? Because I’m a booking agent. It’s what I do… every day! From people simply inquiring about what it takes to become a promoter, to those hard-core veterans who have been packing club and concert venues for years, I talk to them all. But more than just booking artists, I also advise, encourage, motivate, and of course, protect them. Why? because without them, many of us would be out of business!
In the 30 plus years I’ve been booking Freestyle, I’ve seen countless promoters come and go. Some retired, some were plain fed up and quit, and many have sadly passed on.
Fortunately, Freestyle has been able to stand the test of time, thanks to a steady wave of new promoters picking up where the old ones left off. Which to me is kind of strange seeing that so many of our promoters today never even got to experience Freestyle the way we knew it back in the day.
But lately, I’ve been noticing a bit of a shift, and it’s concerning. You see, today’s new Freestyle promoters are entering the game with little to no guidance. And what’s scary is, if they end up connecting with the wrong people, without doubt they’ll be taken advantage of. That’s why I advocate not only for artists, but also for promoters, because they too need a little guidance, support, and yes, even protection.
My phone and text are always open to both new and experienced promoters. Whether it’s simply brainstorming ideas, giving advice, or even helping track down a hard-to-find artist, I’m here for them, and with absolutely no strings attached.
Look, for years I’ve been consulting promoters, some on a pretty regular basis, with a few who have actually taken my advice then gone elsewhere to book, and yeah that might sting a little, but it’s okay. If they’re more comfortable booking with someone else, then by all means, so long as they keep booking!
Now, to our artists, please listen carefully. You too have a responsibility. Your talent isn’t just what you bring to the stage. It’s also how you carry yourself behind the scenes. You guys have been around, you know what helps a show run smoothly, and definitely what can totally wreck it. If you notice a promoter struggling, don’t just lock yourself in your dressing room until showtime, give’m a hand, some advice or a little guidance, and if you can’t do that, at the very least, please, don’t make sh!t harder for them!
Sometimes the difference between a promoter giving Freestyle another shot, or finally throwing in the towel comes down to whether or not they had a good experience, more so than how much money they lost. Take gamblers for instance, aside from addiction, many of them keep playing because they’re having fun, and the possibility of actually winning is exciting and keeps them coming back.
If they took a financial hit as well as a bad experience? I can pretty much guarantee you that that’ll be it, they’ll be out for good, and that’s another door closed for Freestyle. One less phone call I’ll get, and one less show for our community.
Helping out a promoter doesn’t have to mean giving them a discount, because discounts will not contribute to a pleasant experience, nor a successful event. And in case you’re wondering how you might be able to help out some of these promoters, here’s a small list just to give you an idea of what I’m talking about, and if you come up with any of your own, I’ll love to read them, so please, share them with us at the end of this newsletter.
1. Respond Quickly
Whether you can take the date or not, let the promoter or agent know as soon as possible, and once you do confirm, get that contract signed and sent back over asap. Get them that travel info as soon or before they ask to try and beat those rising flight costs. Delays on your end can eat into promo time on theirs, and trust me, every day counts when it comes to promoting a Freestyle event.
2. Do the Promo Drop
Sending a short video right from your cell phone to promote the show should be a no-brainer. Lately, I’ve heard of artists trying to charge for these, and I find that tacky. “Why should I help them promote if they’re not helping me sing?” is what they say. I can’t tell anyone what to do, but I personally feel that' it’s a bad move. Don’t do it!
3. Post the Flyers on your Social Media
Of course, promoters would love for artists to post their show flyer every day on their pages, but the promoters need to understand also that artists have other show commitments that also need support. So at the very least, post the show as soon as you get the flyer and just re-engage with it every now and then,
4. Don’t Stress the Lineup
This one’s a bit sensitive. The order of performers, who goes on when, matters to a lot of artists. Traditionally, the more popular names usually perform toward the end or even close the show. But popularity within the arts is subjective and varies depending on the market, as well as the taste of the promoter. Sometimes a lesser-known act might be a local choice, and if they’re not chosen to shut down the house, they should at least be able to go on toward the end.
The problem a lot of artists have with opening a show, aside from being seen as the least popular on the lineup, is that the crowd is usually still walking in, getting drinks, and not fully settled. And yeah, I get it… it sucks and it’s distracting. But hey, someone’s gotta open the show.
Let the promoter, and/or agent help decide on the lineup, and trust that however they choose is what they feel is best for that particular event. I personally don’t enjoy deciding line-ups, especially when I have a few of my own acts on the same bill. But I know the markets, and where my artists stand in those markets, so I go accordingly and hope that my artists trust my decision.
4. Be On Time
Artists should arrive at the venue at least one hour before their set, and be side stage at least 10 minutes before showtime. One late artist can throw off an entire lineup. Same goes for soundcheck. And to the promoters, please… have that artist’s balance ready when they walk in. You can’t rush someone and then not be ready to pay them. If that balance isn’t there, they’re not going on, and I’ll back them up 100%.
Bottom line?
Freestyle doesn’t have the luxury of constant turnover. We can’t afford to burn out every new promoter who steps up to support this culture. Whether you're an artist, agent, promoter, or fan, if we want this genre to thrive, we need to work together.
And we need to do it now. Because if we don’t… we’re in trouble!
💥 Click The Image below and Watch the Video 👇😲
FROM BOTTLES to BEATS
The New Orleans Liquor Family Bringing Freestyle Back to NOLA!
When it comes to reviving Freestyle in a city that hasn’t felt that classic bump in a while, it takes a certain kind of person to take that type of risk, rally the fans, and bring that energy back to life. And in this case, that person isn’t even technically in the music business... well, not at first.
I was recently put in touch with a promoter out of New Orleans by Freestyle artist Tonasia, shout out to you my brother, thank you! I got the chance to meet Alfredo Diaz, better known as Fredo, and right from our first phone call, I could tell this dude was different. We vibed from the start, and he felt comfortable enough to share with me his ideas, and I could tell right away that this wasn’t just another guy trying to throw a one-off show hoping to make a little money, he was playing for keeps!
Fredo, along with his two brothers Armando and Aldo, aka the A-Team, aren’t your average promoters. These guys are already running a successful liquor empire, and I don’t mean they own a liquor store on the corner. They’re in the manufacturing game. Big boy stuff!
Through their company, Traficante Spirits, they’ve created some of the most eye-catching and unique liquor brands I’ve seen, Masquerade King Cake Vodka, Beignet Vodka, Traficante Tequila, and Killer Ginger Beer. Based now in Miami but born and raised in New Orleans, this Cuban-Creole trio fought through the ups and downs of the industry, paid their dues, made a few bad moves, but many more good ones, and now… they're killing it.
So why Freestyle? Why club promotions? Why venture into such a risky and unpredictable business such as club promotions, let alone Freestyle club promotions, and in New Orleans from all places? I personally haven’t done anything in New Orleans since the mid-90s.
There were questions that I had, and so… I asked.
“Fredo, with a liquor brand that’s clearly doing well, what made you and your brothers wanna entertain even the thought of getting into Freestyle club promotions?”
“It’s wasn’t about chasing money,” he assured me. “Success isn’t just profit. To us, it’s about evolving, it’s about connection. I grew up on Freestyle. I threw my first party when I was 15 years old in New Orleans, and Freestyle was the soundtrack. Now we see an opportunity to bring that music back and we wanna be the ones to do it. That music moves people, moves me, always has.”
That kind of passion hit different. I could feel the sincerity in Fredo’s voice, and trust me, as a booking agent for many years, you can only imagine the number of promoters I’ve talked to. Some of them pop up out of nowhere with these outlandish ideas, but then poof, they disappear just as fast, never to be heard from again.
But not these guys, Fredo, who was my main contact wasn’t just going through my roster checking off names, he was calling every day, digging in, asking the right questions, and just when I thought he had the perfect lineup, he’d wanna add another.
Not only did these guys truly understand this music, more importantly, they understood New Orleans, and as one who was accustomed to always being the one giving advice, I suddenly found myself the student.
And yeah, I admit it. I tried to slow them down a few times. Telling them that an add-on might’ve been unnecessary or even overkill. That some of those add-ons could’ve easily been placed on a whole new lineup for a whole new event on a whole other day, until it became clear to me exactly what they were trying to do. These guys weren’t just trying to throw parties, they were out to make an impact. And for the sake of Freestyle, I respected that.
I remember in one conversation, Fredo telling me:
“Our motives aren’t just about putting bottles on shelves or artists on stages. This is about trying to curate a new sort of lifestyle here in New Orleans, a new vibe. Our liquor brand has a certain spirit to it, and now we want our music brand to reflect that same spirit, energy, and love. It’s a risk, sure, but all that does is fuel us to go hard.”
And I believe him!
Because let’s be real… the Freestyle community needs more promoters like this. We need people willing to open up new markets, take those risks, and put real care into the presentation and preservation of our genre. Freestyle isn’t some trend that faded, in fact, it isn’t even about just the music, it’s the culture and community, and I have no doubt that these guys will soon make it a part of New Orleans.
So to all my Freestyle family and friends reading this article. The opportunity to reopen New Orleans as a place to host Freestyle events is upon us. Do what you can to help support this move, Like, Comment, and Share their flyers. And if you happen to be in or around the New Orleans area, grab a few tickets, and show up.
Shout Out to Alfredo, Armando, and Aldo. Thank you fellas, for stepping up, for believing in Freestyle, and for doing what most wouldn’t even attempt. We wish you the very best in all your endeavors, and know that we’ll be right here cheering you on!
Let’s go, New Orleans... Freestyle for Life!
To all our Subscribers, Readers, Subjects, and of course our Sponsors, for being a part of this month’s issue of the Freestyle Blast Newsletter, Thank you all so much!
and until next time…
This was your Freestyle Blast!
Latif Mercado has been a part of the Freestyle Music scene for well over 30 years, as well as an integral player behind the genre’s continued success.
As a Booking Agent with a who's who roster of Freestyle Greats, as well as his managerial involvement with such industry icons as Lil' Suzy, Angel OCG, and The Cover Girls, rarely would you find a Freestyle event happening without Latif somewhere in the mix.
Latif loves hearing from his readers, answering questions, and sharing whatever advice he possibly can, whether it be on writing, or maybe something Freestyle-related, so be sure to reach out, even if it’s just to say hi.
So please Follow Him Everywhere @LatifMercado
Your voice matters. Your experience counts.
Share your knowledge, your insights, and your memories about Freestyle, its culture, its community, and its movement.
Together, we can keep it alive, keep it strong, and most importantly… keep it growing.
💬 Drop your thoughts in the comments below, and let’s build this thing together.
Hey Latif, Noe from Texas here!
I have been enjoying reading your freestyle newsletters! I unfortunately did not get to experience the 80s freestyle era, since I was born in 1996. I know... I missed out on so much! I can only imagine how the clubs and vibe must have been back then. You can really feel and hear the passion in the music.
It started with me listening to Shannon last year, and then I intentionally started discovering and listening to other freestyle artists. Now, it has become one of my favorite music genres (probably my top favorite, honestly). It truly was a work of art, and I know it will live on for generations... it deserves it.
Thank you for these freestyle newsletters, and for being an advocate for the artists and freestyle in general. And as you said in today's newsletter... Freestyle for Life!
I never thought about New Orleans being a strong freestyle market until a few years ago, but I love that someone there is giving the genre more of a presence there. There's nothing wrong with having more viable markets to run shows!