From Frank Sinatra To Argentinian Trap: The Secret Sauce Behind Producer Robbie Finkel's Success

Robbie Finkel, a musician and producer of big-league shows in Argentina, recently launched his own record label, Signal 27.

Finkel, who has worked with a variety of internationally renowned artists such as Al Di Meola, Joss Stone, Stanley Clarke, Joan Baez and Backyard Babies, now helps emerging (and not so emerging) artists to develop in all areas, from music to communication and personal image. Currently, he works with ultra-viral Argentinian trapper Ysy A, Lwlo, Coco Swing and XXL Irione, among others.

Who is Robbie Finkel?

Finkel was born and raised in the neighborhood of Colegiales, in Buenos Aires, surrounded by music. The artist assures that music has always been something sacred in his home. In fact, he believes that music is a superior force and that its history is what makes it interesting.

The son of the legendary Ricardo Finkel, Robbie was exposed to great music stars like Frank Sinatra and Tony Bennett from a young age.

But things have changed a lot, he says. The music industry has undergone an extraordinary metamorphosis in the last decade, and Finkel knew how to adapt: more and more often, getting a new artist for a tour or for his label is about convincing the manager, not the artist himself.

"The challenge of competing against monopolies is to try to reach the artist or the manager. For an agent, only the highest bid matters," he explains.

To illustrate his point, Finkel brings up his story with Jazz legend Al Di Meola.

"Al Di Meola is an artist with no less than 100 shows per year around the world. Jazz around the world has been able to sustain itself, either by legacy and/or new talents since, in many regions, jazz is a cultural emblem. When it comes to selling tickets in Argentina, with a genre that's practically extinct here, it is very difficult to make an offer to the artist without offending him. But this is our reality: the rates that are paid in Prague or New York cannot be paid for a performance in Argentina."

But he who knows, knows. After arduous negotiations, Finkel achieved his goal. Perseverance and honesty are key factors.

"Another show that I am very proud to have put together is that of Joan Baez, not only because of the success it had, but because of who she is and what she represents: a person faithful to her ideas but not bought by any political party," he says.

In the same vein, Finkel believes that it is essential that each artist be consistent with himself. He does not like to be sold a music video that shows the artist living in excessive abundance if later he struggles to make ends meet.

Not A Fan Of Social Media

Despite his central role in the music industry, Finkel does not believe that social media should be considered a reflection of real life. In fact, the producer refuses to believe that it determines what should be listened to or not. He believes that not all entertainment is art, and that no algorithm can determine how much emotion is worth.

"Radiohead does not do challenges or interactions, nor does Pearl Jam. They just play, that's enough; after all, it's music, not a marketing campaign with jingles," he said in a recent interview with Billboard Argentina.

In this sense, Finkel believes that it is essential to try to recover the word "artist" and that music has to be valued for its quality, not for advertising. Music is music, not a marketing campaign.

Finkel is a defender of music as art and believes that it is essential for each artist to be consistent with himself. It is necessary to recover the word "artist" and value music for its quality, not for advertising.

And Signal 27?

Signal 27 is an independent label that distributes through Virgin (Universal Music) Cono Sur. Some of their artists are Lwlo, Emilie Carlos, Coco Swing, Fixway, Victoria María (Asto).

When asked what inspired him to create the label, Finkel admits that he found in Luis Estrada, a historic figure in the regional industry at Universal and at the head of Virgin, someone who understands the needs of music and believes in his artists. That's why he decided to create it and start distributing with them.

"Our mission is for each artist to find themselves and reflect their story through music," says Finkel, who is very involved in the projects, not only as a producer but also as a guitarist and arranger.

"I believe that breaking the rules is still the way to go... Many may think that there are thousands of artists in the urban genre, for example. But in reality, there are no more than 10 who have generated something different. That's how music moves, breaking the established and offering an honest product," concludes the artist.

Article by Javier Hasse via El Planteo.