Independent Booking Agencies: Shaping Electronic Music’s Evolution. An Interview with Sentimental

Bérénice (Cuarto de Pastilla), Invocaciones at MACBA, Barcelona, on June 22nd, 2023 – © Dani Canto

To explore this topic, Eloisa Blitzer and Luli Acosta Quintas, co-founders of the independent booking agency Sentimental in Barcelona, Spain, were interviewed. They are known for their LGBTQIA+ inclusive events and artist roster. Their vision challenges the monopolistic mindset in tour management, emphasising community involvement over owning big names or venues. Acting as bookers, managers and promoters, they prioritise giving back to their community while advocating for a diverse representation in the music industry.

Cécile Moroux: Can you introduce yourself?

Eloisa Blitzer: Luli and I, from Argentina and Uruguay respectively, now reside in Spain. We met on Tinder in 2020 during the pandemic, sparking a beautiful love story that has deeply influenced our lives. Together, we founded Sentimental, a booking agency, merging our backgrounds in the music industry. While I have roots in electronic music and clubbing, Luli's experience lies in underground punk/garage circuits. Despite our different musical paths, our connection opened doors to new worlds for both of us.

I've been deeply immersed in electronic music since my youth in Uruguay. In Spain, I worked with Resident Advisor, a record label, and managed artist bookings. In 2018, I co-founded MARICAS, a pioneering queer collective focused on FLINTA* artists and spaces. MARICAS quickly became a significant reference in dance music, known for its parties, record label, and inclusive values. This project empowered me to embark on new ventures due to its success. In the meantime, Luli was involved with an independent record label and now she works in Sangre, a prominent management agency in Spain.

In what context was Sentimental created? What led you down this road?

Luli Acosta Quintas: Since we met, we've dreamed of a project where we choose the artists without higher-ups making decisions. In 2021, we met JOVENDELAPERLA and Berenice from the CULPA collective, which celebrates and vindicates trans existences. Their performance, "El Hechizo del viejecito" (now called "Cuarto de Pastilla"), a blend of poetry and experimental music, deeply moved us. It was a pivotal moment, confirming our desire to work with inspiring artists, regardless of their level of fame. Even if we weren't fully aware of it at the time, this moment sparked the beginning of our journey, driven by passion for the projects we love. It wasn't until May 2022 that we formalised our collaboration and started crafting our creative identity with GGT, who encapsulated our values perfectly. Over a year ago, in February 2023, we made it official on social media.

Jovendelperla - (cuarto de pastilla), Invocaciones at MACBA, Barcelona, on June 22nd, 2023 – © Dani Canto

What's the origin and meaning of the name and motto 'Deconstructed booking agency for vulnerable minds'?

Luli Acosta Quintas: When choosing our name, finding a word spelled the same in English and Spanish was crucial, signifying our sense of belonging while appealing to a wider audience. "Sentimental," which is pronounced the same in both languages, emerged, and we discovered that it also held significance in many other languages, thereby adding even more weight to the word.

The phrase "Deconstructed booking agency for vulnerable minds" emerged during a brainstorming session defining our agency's essence. Inspired by JOVENDELAPERLA and Berenice's performances, which tackle deep and vulnerable themes, our mission is to support projects that move audiences and use vulnerability as a powerful tool. We chose "Deconstructed" to distance ourselves from profit-driven norms in the music industry and honour queer identities we resonate with. Our aim is to support projects without sacrificing personal integrity to industry pressures, while still advocating for fair compensation.

Does your motto suggest that mental health is central to your booking agency's practice? If so, is it?

Luli Acosta Quintas: While not explicitly stated, it's deeply ingrained in us. Despite turbulent times, we hold onto a belief in humanity and mutual care. We aim to reflect these values to receive them in return. Sentimental isn't just an agency for booking shows; it's a support network, a sanctuary for celebrating failures and victories. It's a continual journey of learning and growth for us. That's what our manifesto states.

Eloisa Blitzer: I believe this is reflected in the close relationships we build with our artists, striving for genuine connections. When considering representation, it's vital that artists align with our core values, ensuring they feel valued and respected within our agency. We're mindful of avoiding tokenisation or exploitation, steering clear of trends like queerbaiting and pinkwashing. As queer individuals ourselves, with a background in numerous queer projects, this ethos is integral to our approach. Our artists' well-being and support are our top priorities.

How would you describe your experience within the music industry so far?

Eloisa Blitzer: Both of us have extensive experience in the music industry and have noticed its heavy dominance by white cis men. However, it's encouraging to witness new avenues emerging, with efforts to uplift minorities in agencies, promoters, parties, and labels. Yet, minorities still lack representation in positions of power, with white cis males predominantly in control. Despite this imbalance, many diverse sounds and genres within electronic music originate from minority groups who often don't profit from them. That's why we believe it's crucial to infiltrate mainstream spaces, as long as it's economically viable. With Sentimental, we aim to contribute to shifting this power balance, even in small ways.

Sentimental, though small, is growing organically and we're proud of its progress. While we're involved in other projects too, we avoid setting unrealistic expectations. We understand that recognition in the industry takes time and effort. Our involvement in various endeavours is a continuous learning experience, which we see as positive beyond the work itself.

Cuarto de Pastilla - Injuve, Teatro Padrillo Madrid, on October 9th, 2022 – © Julia Nicolau