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Porfirio Pina, senior director of the Latin division at Broadcast Music Inc., breaks down the various components of song-writing for young men and women enrolled in the Urban Media Masters program, which offers free workshops on the arts.
Story and photos by Alexandra Rosario
“So who here loves music? Who's ever had a dream that they want to be that person [playing] on their iPod?”
As the question sounded out in the auditorium of the Malcolm X and Dr. Betty Shabazz Memorial and Educational Center, hands quickly shot up in the air in response.
Eva Hernandez-El Fayed posed the question of a group of 25 young men and women who had gathered in the auditorium for an Urban Media Masters seminar this past Sat., Oct. 8th.
The young men and women were participating in an Urban Media Masters youth initiative that provides free workshops and after-school programming for kids ages 11 to 18. This workshop focused specifically on the behind-the-scenes mechanics of the music industry, teaching the teens about the business and financial aspects of musical arts. As featured speakers, leaders from the music industry who were born and raised in Washington Heights were invited to share their stories.
Porfirio Pina, senior director of the Latin division at Broadcast Music Inc., Robert Castillo, senior account executive at Spanish Broadcasting Systems for radio stations such as La Mega 97.9, and Anthony Ramirez, CEO and president of El Imperio Entertainment, spoke candidly about the intricate nature of the industry. They explained everything from how a song is created, to how money is made from radio plays, to the branding and management of music artists.
“I go to events around the community to try and find the next up-and-coming songwriter,” explained Pina. He then created a diagram to deconstruct a song, showing the teens all of the people who help create one song such as the songwriter, the composer, and the recording artist.
“People weren't here giving me this kind of education when I was growing up,” Castillo said.
Ramirez, of El Imperio Entertainment, stressed the importance of school and getting an education.
“I'm here because I came from this neighborhood and there weren't role models when I was growing up,” he said. “Take school seriously; if you want to be a song writer for instance, you need to learn how to put words together and have them make sense.”
The teenagers too were given the chance to explain why they had come to the workshop.
“I came for knowledge,” said Hector, one of the teens. Other responses included they wanted to work hard, become famous, travel and make a difference.
When it came time to ask questions of the music professionals, the young men and women asked about meeting celebrities and favorite artists, but also asked of the professionals: “What can you do for us?”
Pina was quick to respond with a call to action.
“It's not what we can do for you, but what you can do for yourself,” he said, stressing the need to maintain drive and focus in a notoriously difficult business.
But the mentors also acknowledged their roles included a responsibility to lend a hand.
“What we can do for you is give you the opportunity, to [help you to] to [gain] the experience and knowledge. We're an example for you guys,” added Ramirez.
The industry leaders were unequivocal in stressing the value of hard work and networking, and urged the participants taking advantage of opportunities like internships.
Urban Media Masters will continue to have free workshops and seminars for students, such as music production, graffiti art, fashion design, music marketing and more. Urban Media Masters programs are free.
For more information on how to get involved or register for a workshop, contact Eva Hernandez-El Fayed at 646-912-0987 or e-mail
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