By José Gandue @Gandour
A Alvin Schutmaat, Until a few weeks ago, he was known in the Colombian music scene. as one of the most outstanding musicians and producers of the new wave of contemporary genres. His work with his group Schutmaat trio He has received rave reviews from the specialized press. He has participated in various local projects as a guest musician and currently also teaches at the Reformed University of Barranquilla. But a few days ago he decided to launch himself into the "career" of a YouTuber, He humorously addressed his critique of certain phenomena in Latin American culture, specifically in the commercial music scene. The truth is, he surprised many of his colleagues because he began by discussing the creation of popular songs that have captivated audiences across the continent., and labeling them, without any kind of anesthesia, as "shitty music". We took advantage of the afternoon to chat with this new social media phenomenon and gather his thoughts on what's happening in the music world these days.
What did he find in his work as a YouTuber that he hadn't found in another role within the music scene?
Being able to say what I think, especially using humor, without fear of offending someone. The music I make and enjoy listening to is more focused on conveying feelings or aesthetic ideas, completely independent of any opinion or way of thinking. I see these videos as a way to find the things I'm unhappy with., and find humor in it. Let's say it's a way of expressing something I can't through music.
Okay, that leads to the next question: How do you feel the music market is doing?
To be honest, I don't see it as "one market," but several., quite distant even. I think what's happening in the biggest Latin media outlets is shameful; in 15 years I think we'll look back and laugh at how There was only one incredibly boring genre of music that everyone had to do. Even Carlos Vives is making reggaeton, it's ridiculous! As for the other market; the independent one, I see it as much more evolved than when I started (2010), And I do think there are some very interesting things happening. I am quite optimistic about that, although there is still a long way to go before we can have a considerable number of events that can be self-sustaining.
What makes you think that Slowly, How can a song that's the most streamed song in the history of digital platforms be considered a shitty song?
I don't really think it's the worst thing ever written; there's even some talent and merit in the people who wrote it. I have nothing against Fonsi or Daddy Yankee; They are doing their job and it has paid off, and they are happy with the millions they have made.. What bothers me is when it started playing everywhere; in every corner, to the point where you have no choice but to listen to it. What I do think is that it's far more successful than it deserves, and it's not even a great song; it just repeats a bunch of formulas that have proven successful thousands of times. I'd say the shitty thing is that the song is a wonderful marketing strategy, because I don't see much of art in it.
Where does this idea come from that Latinos can only listen (popularly speaking) to what is now generically called "urban" music?
It's an exaggeration; a mockery of what the media makes us think, because if we actually look at the Billboard charts (which are supposed to be the most listened-to songs each month), practically all the songs are reggaeton; And the big artists who weren't part of that scene now have the pressure to collaborate with reggaeton artists or make "urban" hits. If we compare it to a chart from a few years ago, there was much more variety. I've even heard music producers say that reggaeton is the new pop.
If an alien decides to get off its spaceship and visits you at your house, making you its first real contact with humans, how would you describe reggaeton to it?
(Laughter) Like a careful organization of sounds or noises, focused on generating repetitive rhythmic movements in humans (something we call dance), that in this context they have the function of being a mating ritual, accompanied by verbal messages (song lyrics) that stimulate the possibility of achieving intercourse with a sexual partner.
Do you think this is a passing fad or is reggaeton here to stay for many years?
I think 15 years ago we all thought reggaeton was just a passing fad. Largely because of how monotonous it is; however, today it's more popular than ever. I think it will still be there for many years; Maybe someone will take the genre and do deeper, more interesting things and revolutionize music. I don't think it's going to disappear completely, but I do think that eventually we'll find it funny how absolutely everything in this decade had to have that rhythm.
How has the public responded to their videos?
Much bigger than I planned; The first video I made has almost 1,000,000 views on Facebook, And my channel is approaching 7,000 subscribers in just one month! Honestly, I don't think my "message" is anything revolutionary; Rather, I say things that many people were thinking; things that are a little tragic. And I think people find value in what I'm doing because I say things they were already thinking, but I find humor in them. This project really doesn't take itself too seriously.
Who will be their next "victims"?
The only victim I have my eye on It is the current state of culture in Latin America. If I were to pick another reggaeton song to criticize, I'd probably end up repeating what I said in the video of Slowly. And I'm not going to focus the channel on criticizing reggaeton either. In fact, there are already videos published that talk about other things; but always mocking the state of our culture.