Meet Paty Torres | DJ, music promoter and event producer

We had the good fortune of connecting with Paty Torres and we’ve shared our conversation below.

Hi Paty, can you walk us through the thought-process of starting your business?
After I figure out a new name and started to have a more active role into djing, it took a more political instance becoming a very necessary intervention because of the lack of female representation in the dance and nightlife circuits in my community. From there, it feels like it has been organic and I can say that at this point is when it could be a good moment to start applying a thought process behind the character. Never thought about stuff like taking photoshoots & making merch (thinking of doing it soon) but beyond that it’s clear to me that the main idea of doing it, that’s been going on for years now, is considering it a mission about music and making people move & connect through the dance floor. I think it as a one-of-a-kind music experience and try to reach that idea in every chance I have playing a DJ set.

Why did you pursue an artistic or creative career?

Following a creative career seems like a result from my environment. My friends, my family & community have been all into music since forever, from the family gatherings where my parents closed the street to held pachangas playing banda, cumbia and regional mexicano to having crucial musical influences at live shows among friends in the teenage punk years. That interest in music took me to get involved in some prominent independent initiatives and later that experience allowed me to do it professionally in other circuits of the local music industry, such as music festivals, brand activations, promoting, and live shows production to name a few. As a DJ, everything started with me and one of my bffs making a DJ duo who played women-only sets. Right after that, my bff moved out of TJ so I started to play by my own as pedodebruja, but ended as COOL ERA a couple of years after that, but thinking it as a part of a developing hobby that turned itself into a career as a music selector and programmer. 

How did you come up with the idea for your business?

Recently I was trying to remember how the name COOL ERA was conceived and honestly I don’t remember clearly, but I’m pretty sure it started a joke because of the play-words (sounds like ‘culera’ in spanish, meaning “cunt” or “asshole”) and not thinking it as trying to make something that would last long as a business, but maybe more like a creative project or a successful character. First with the former duo project called The Kunt Set Duo then starting to play under my personal alias, pedodebruja, and now under the nickname COOL ERA.

What was your thought process behind starting your own business?

After I figured out a new name and started to have a more active role into djing, it became a more political instance because for me was a very necessary intervention because of the lack of female representation in the dance and nightlife circuits in my community. From there, it feels like it has been organic and I can say that at this point is when it could be a good moment to start applying a thought process behind the character. Never thought about stuff like taking photoshoots & making merch (thinking of doing it soon) but beyond that it’s clear to me that the main idea of doing it, that’s been going on for years now, is considering it a mission about music and making people move & connect through the dance floor. I think it as a one-of-a-kind dancefloor experience and try to reach that idea at every chance I have playing a DJ set. 

What habits do you feel helped you succeed?

I think consistency is one and it could be a way of not giving up. It’s been around five years since COOL ERA started beyond the joke and the last couple of those years have been amazing in terms of the things that I’ve accomplished, the places I’ve visited, the events that I’ve been part of. I also consider that, as a music programmer, I’ve had the chance to play different genres and a series of music events in a really wide range span of sonic experiences, from Kpop parties and raves under a freeway to this day being resident at the best reggaetón club in Tijuana. I accept the challenge to make people dance in any format and rhythm every time I can, I hope that habit lasts.

Alright, so let’s move onto what keeps you busy professionally?
I think that being able to play different types of music is what has given me a character that can move easily from one dancefloor to another. Right now I’m more of a urban music DJ but I’m always open to play other genres to enrich my own practice. Before playing reggaetón every weekend, I was playing for more rave-ish and deconstructed club community, which made me realize what is the kind of music that I really dig, so that impulse was crucial to make my own events under a music concept that could be more aligned with what I like to hear at the dancefloor. That diversity gave me the chance to play Coachella in 2019, curating the music between bands for their newest stage, the Sonora Stage, so I brought some of the local music bands and projects to play them both weekends, using that space to amplify the music of my city. That could be one of my proudest moments. One of the biggest challenges is to be active and participate in the music community, so you have to be present in social media channels, being part of trends that sometimes do not have to do with your creative practice, but you know that’s the game to play to you better play along with it. And as I say before, I just hope that I achieve this one-of-a-kind dancefloor experience through people that has the chance to dance to one of my sets or see me play.

What is the most important factor behind your success / the success of your brand?

I think is important to evolve with the music and the times because of the cultural impact it has in the community and the people in general, being able to flow without judge through all kinds of music and at the same time updating yourself playing the stuff that’s hot shit right now will make you a good DJ, but having taste is undeniable. I also think of the amazing opportunities I’ve had and the artists I’ve been able to play with and opened for. On that topic, as a transborder DJ and making a link to the Latinx community on the other side of the border is crucial, so having the chance to play on both sides, US and MX, and crossing geographic limits with sounds and rhythms makes this connection possible, taking some of the things I have on this side to bring it to those who can’t cross to MX and bringing new experiences to the things I play in my hometown. This exchange only improves what’s to offer on the dancefloors of both cities, Tijuana and SD, and definitely are key for music agents like me.

What’s the most important lesson your business/career has taught you?

There are some of them, but one of the most important is to make a community, to create as a whole, that a musical community (or all artistic communities) do not last or disappear unless it is with the help of many people and the support of many more, and it is something that I see at risk, or at least it is a challenge for me at this moment. Also being clear about the ethics and values under which you want to participate in the voracious music industry, as well as supporting projects that feed your mission about music. A recent lesson came from the opportunity I had to play at a migrant shelter closing event this year, and it was thanks to that experience that I was able to reaffirm my mission as a change agent through dance and celebration.

Risk taking: how do you think about risk, what role has taking risks played in your life/career?

Being and born a woman is already a risk in this dimension, especially in Mexico, and this makes being a woman in the music industry in some way risky too. Within these disadvantages and not so flattering scenarios, I believe that the participation of women, or mine in this case, entails assuming that risk and carrying out the challenges that arise. There will be no other ways to generate spaces for ourselves other than by occupying them, in that part I think it is where one should not take a step back in favor of gender equality in the areas of music in which we want to develop.

Work life balance: how has your balance changed over time? How do you think about the balance?

I think balance is important, not only applied to my music career or creative project but as a whole in life. Think about how working as part of the nightlife makes having a sense of wellness and stability like an unreachable goal, but somehow you have to achieve. Now it is my priority and I didn’t think about this before, like in my younger years. I appreciate resting up as I do playing music at the highest point of the party, and sometimes that’s around 3am, you know? If it is what you want, you learn to balance it. You could say that working night shifts it’s not as usual as a 9 to 5, so you have to sort it out in order to function with the rest of the world. It’s a chain of decisions you have to make, I don’t mind making them if they are for my own sense of balance and stability. As a DJ, the thing that balances my practice is actively choosing to play more than one genre and making an outstanding dancefloor experience with any possibility given. I’ve been playing reggaeton and hybrid club bangers back to back the last two or three years and I’m pretty sure I’ve achieve blending those two things successfully even when the party theme is completely opposite in my DJ sets, so being able to balance the creative force that is COOL ERA through those two formats is in some way for me a form of successful balance.

What are you inspired by?

Following all the producers of the tracks I buy or download, their collectives and the development of their projects, offers a lot of inspiration for my own processes, so something as basic as watching or listening to a DJ set and catching all the amazing blends and mixing could be one of my favorites. There’s amazing things happening at the rave club and the urban scene in México and Latin America, the Caribbean and African diaspora that is taking the dance & party culture to other levels on a global scale (since a few years now), and I have only respect and admiration for all of them. There’s a lot of stuff. I think that my favorite things and what entertains me could be reflected on how and what I play in my sets, and that can go from sci-fi, ASMR, harshness and horror movies, among other interests. 

What’s one piece of conventional advice that you disagree with?

Never thought about a bad piece of advice, but more of a bad timing to give them or receive them. You can listen to all of the advice that can be given and only those that resonate with you at the right moment of your life could be powerful tools to be guided by. Those that are not relevant are not gonna make a difference so why think about it?

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Definitely, I would take them to Sticky to get some dose of perreo. Then, we would try some Tijuana style tacos, so eating at Las Ahumaderas or a birria order from Tacos Javier on a hungover morning is mandatory, or if there’s more of a posh vibe we can have the whole experience of the Ensalada Caesar’s that was invented here in TJ, ti is prepared at your own table and you will not have anything like that after trying this piece of culinary history. Also, a trip to Rosarito where the best lobster is prepared is a must, I can say that Rosarito is a hidden treasure in Baja, and we would get margaritas at the classic dive bar on the seashore, it is call Ricky’s Place. We would return via Playas de Tijuana and a quick stop at the border with MX and USA and that memory could be the political instance you take home as a souvenir. If there’s a music show or a party going on that weekend, we would definitely hit that. And honestly, the rest of the visit we would be eating more at amazing local restaurants and drinking our world famous craft beers, ending with a walk at the Av Revolución, so I’m pretty sure you will have an amazing time in case I get to be your tour guide.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I couldn’t be where I’m right now without the support of my friends and music community, starting with the project that made it all for me: the All My Friends Music Festival and the visionary of my generation, Argenis García. Also, being able to play every weekend at the hottest reggaeton club in Tijuana, the Sticky Social Savage Club, has given me an such a active role and presence as a local DJ in my city; I’m also part of their staff as a general producer every time the club has a special show with artist from the urban global scene so I’m grateful to be able to apply my expertise on event management when is required, so shout out to Miguel Miranda for giving me the chance to belong to their crew. Also, all the women in the music local scene that held a space before me and now thanks to them I’m able to do what I do to an extent that I never thought could be possible for women like me. All the homies from Tijuana, San Diego and the rest of the cities that have been booked me through the years and given me a space for dance and enjoyment, I salute you! There are a lot to name but you know who you are.

Instagram: https://www.instagram.com/pinchecoolera/

Other: https://soundcloud.com/pinchecoolera

Image Credits
Melissa Lunar (personal photo) Adrian Curielle (polaroid photo) Juan Antonio del Monte (close up) Abiud Colmenero (skyline)