☆Q&A with Sergio☆

Sergio on Community, Collaboration, and His Vision for the Imperial Valley Music Scene.

Sergio isn’t just a musician, producer, and manager—he’s a cornerstone of the Imperial Valley’s music scene, bringing people together with his unmatched dedication to the arts. Whether hosting local shows, creating connections between artists, or lending his expertise as a producer, he’s constantly creating opportunities for others to thrive. Sergio’s passion for community has inspired countless collaborations and projects, including his latest: a compilation album featuring 10 songs by 10 talented artists and bands from the Valley that will be released January 25.

What sets Sergio apart is his unwavering kindness and commitment to making the arts accessible. From producing music at affordable rates to helping young bands find their voice, his support for local talent knows no bounds. His belief in the transformative power of collaboration extends beyond music—whether it’s hiring local photographers and visual artists or mentoring aspiring creatives, Sergio ensures that every aspect of his work uplifts the community he loves so deeply.

Our conversation delved into his journey, the importance of community in the creative process, and his vision for the future of the Valley’s music scene. Scroll to read our conversation and keep an eye out for exclusive photos captured by my sister, Martha!

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Ale: Hiiii! So you're deeply involved in the local music scene with the Mirage band and as a producer, manager, etc. How has the Valley shaped your approach when it comes to music and collaboration?

Sergio: There are so many talented people here—not just singers, songwriters, and musicians, but also artists who work in physical mediums, film, and photography. I think having a mix of all these different forms of art is super important. They go hand in hand, right? If you’re a musician and you make music, who’s creating your cover art? Who’s doing your photoshoots? You have to build connections with other types of artists in the community.

For me, if I can be a jumping-off point for people—through hosting shows or bringing people together—then we can create a bigger, stronger community. For example, all the artwork Mirage uses has been created or photographed by someone in the scene, with maybe one or two exceptions where I just really loved someone’s work from outside the area. Community is everything to me.

If we could have a stable space or group of people constantly running these events, we could go from showcasing the incredible talent we already have to sparking a real artistic and musical revolution in the Valley. I think we’re in need of that because everyone here is so talented, and everyone has something to offer.

Ale: Who was the first artist you produced for?

Sergio: Funny enough, producing for other people was like an accident. The first person I started producing for was Michael Hunt. He’s a really talented singer-songwriter from here, and he used to volunteer at the Pavilion in El Centro when I ran the summer camp there.

One day, I went to dinner with my cousin and his girlfriend for her birthday at a sushi place where Michael was working. He waited on our table and asked me, “Hey, do you still do music stuff? Because I know you played drums and guitar.” I told him, “Yeah, I produce for my band.” He asked if I’d listen to some of his songs, and I said, “Sure, for sure.” He sent me some SoundCloud demos, and I was blown away by how incredible a songwriter he was. I could hear all the different elements he was trying to bring in.

I told him, “I’ll be your full-time producer. Let’s do an EP, and if you like it, we can make an album.” It took off from there. SAB reached out after hearing Michael’s album and liked it. She also loved the Mirage stuff I was working on, so she asked me to produce for her. I even wrote about half the songs on her EP.

Then there’s Misguided. I reached out to them because I wanted to build the roster. Michael is very Beatles and Beach Boys-inspired, SAB is more indie pop and indie rock, and Misguided brings a punk and reggaeton-inspired sound. They have such a mix of genres in their set. My goal is to be a safe space for all these young bands.

Ale: That’s amazing. So what does your label offer for artists?

Sergio: If an artist signs to the label, I do everything for free and just take a cut of streaming or merch revenue since I make the merch for them too. If they want to release and manage their work independently, I only charge $50 a song. I keep it affordable because I know how hard it is to be young, inspired, and broke. That’s why I started producing—I wanted to be the affordable producer who gives people a chance.

Ale: As a manager, what strategies do you think are important for connecting your artists with the local audience?

Sergio: A big thing is just going to shows. Be a regular at events, talk to the bands, and connect with the audience. You’ll see a lot of the same faces, and that builds familiarity. The only real way to grow a following is to make friends—with other artists and with fans. Be excited for other artists’ releases, even if they’re not yours. Hosting shows is also really important. Doing a good job and creating a welcoming environment makes a big difference.

Ale: Totally. What’s your take on the rise of digital platforms and how they’ve affected local artists?

Sergio: It’s changed everything. You’re not just a musician anymore—you’re a content creator. You have to think about hashtags, captions, posting schedules, and all these other things. It can be really draining. But I still believe the best way to grow is by playing live and going to shows. Whether you’re performing or not, talk to people, get to know the audience, and stay until the end to connect with other artists. That’s still the most effective way to succeed.

Ale: Do you have a favorite performance you’ve done?

Sergio: Oh, yes. Far From Away, the Malt, and Mirage all played our first shows together at open mic nights at the old post office in El Centro. They were still in high school, and I was 21. We all knew each other when we were new to the scene, so I’ll always be ride-or-die for them.

Another standout moment was in 2021 when Dr. Groove wanted to host a show but needed help. I offered to assist, and we spent two weeks cleaning and setting up after work. When we played that show, it was the first time we were taken seriously by the music scene. The crowd’s energy during the sax solo—it was unforgettable.

Ale: What are your hopes for the future of the Imperial Valley music scene?

Sergio: I want the Valley to become a mecca for all kinds of art. The Dream Center has made waves, but I think we can take it further. I’d love to make the Valley a tour stop for other artists so we don’t have to drive two hours to San Diego or Arizona for shows.

Mirage is almost done with our third album, a concept album about death, losing love, and finding it within yourself. It’s the best work I’ve done. We’re also wrapping up the Misguided EP and SAB’s album, which will probably drop in a year.

Ale: Quick get-to-know-you time! Favorite album of all time?

Sergio: Green Day’s Nimrod. It’s fantastic. I also love Time Lapse by Kinoko Teikoku, a Japanese band. It’s about finding yourself, loss, and moving forward—it changed how I write songs. And of course, London Calling by The Clash, which was my favorite album as a kid and still inspires me.

Ale: What’s your go-to snack or drink during a recording session?

Sergio: Room temperature water and a banana. I’m pretty boring.

Ale: What’s the best meal you’ve ever had?

Sergio: Boss Bird Kitchen in San Diego. They had the best chicken sandwiches and chicken and waffles. I was so sad when they closed because I used to go there every Wednesday after work.

Ale: If you could master one skill overnight, what would it be?

Sergio: Singing. I’m self-conscious about my voice, but I’m working on it. My vocal heroes growing up were women, and I’m trying to incorporate those influences.

Ale: Last one—dream collaboration?

Sergio: As a kid, it would’ve been Green Day. Now, it’s Chappell Roan. She’s an incredible songwriter, and her album is fantastic.

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Follow Sergio on Instagram to keep up with his future projects!