Abstract
This interview with Néstor Torres, facilitated by Dr. José Valentino, explores Torres’ journey as a cross-cultural instrumentalist and his approach to blending diverse musical traditions into a unique artistic voice. Torres shares his experiences in grassroots audience development, the role of authenticity, and the importance of collaboration in shaping his music. He offers valuable insights for aspiring musicians on integrating cross-cultural influences into their styles, navigating commercial challenges, and adapting to various performance settings. With reflections on the evolution of cross-cultural music and its place in the global industry, Torres highlights strategies for fostering authenticity and marketability in today’s interconnected musical landscape.
Keywords: Cross-cultural music, Musical authenticity, Audience development, Artistic collaboration, Global music industry, Music marketing, Performance adaptability
Preface
I had the honor of interviewing the renowned flutist, cross-cultural recording artist, and global performer, Néstor Torres. Maestro Torres has redefined what it means to be a cross-cultural instrumentalist, proving that blending diverse musical traditions is not only an art form but also a viable path to commercial success. His journey, rooted in authenticity and innovation, provides invaluable lessons for aspiring musicians navigating today’s interconnected music industry. As a flutist myself, I have long admired Maestro Torres’ ability to integrate Latin, jazz, classical, and popular music into a cohesive and deeply expressive voice. His album, Dance of the Phoenix, was particularly transformative for me, showcasing how cross-cultural artistry can transcend boundaries. This interview dives into the strategies and principles that have shaped his career, offering practical insights on how to embrace cross-cultural influences, balance artistic integrity with commercial demands, and thrive in a globalized music industry.
The Interview with Nestor Torres
José Valentino: Maestro, you’ve had immense success blending Latin, jazz, classical, and pop music throughout your career. Could you share your process for integrating these diverse influences into your performances while maintaining authenticity?
Néstor Torres: My process is simply being authentic! Of course, it’s not quite that simple. My flute sound is a combination of classical training and the experience playing charanga (a Cuban music style that includes flute as a leading voice), which demands that the flute play mostly on the third octave. My improvisations come from charanga’s danceable nature, the melodic sensibility of Latin American and pop songs, and the rhythms I grew up with. Of course, jazz harmonies and patterns are part of my sound as well, although my improvisational approach is mostly diatonic. What I mean is that my compositions and performances are a product—or manifestation—of my heritage, education, and environmental influences. Regarding the jazz component, I propose that what makes my music fall within the jazz genre is that it’s instrumental for the most part and there’s always an element of improvisation. Going back to the process, I am indeed intentional when it comes to how I balance the different elements—or ingredients, if you will—depending on the intention or objective of the composition and/or performance.
José Valentino: Thank you, Maestro, for sharing your process and the intentionality behind your music. It’s fascinating how you’ve woven your heritage, classical training, and lived experiences into a sound that feels both personal and universally appealing. I find your approach to balancing the “ingredients” of your compositions especially compelling—this concept of tailoring elements to serve the intention or objective of a piece resonates deeply with my own views on creativity and artistic development. As someone engaged in music education and entrepreneurship, I believe this balance you describe—between authenticity, cultural heritage, and technical refinement—offers a crucial lesson for aspiring musicians and educators. It’s a reminder that great artistry doesn’t happen in isolation but is shaped by deliberate decisions that honor both the artist’s roots and the context they’re performing within. Your perspective also raises an important consideration for those of us striving to foster cultural fluency in music education and creation. Blending traditions can be an incredible way to reach wider audiences and create meaningful work, but it also comes with the responsibility of respecting and preserving the integrity of the traditions we draw from. That brings me to a question:
When you’re navigating this blending of traditions, how do you ensure that the process remains authentic and respectful? And from your experience, what advice would you give to musicians and educators who are working to balance innovation with cultural preservation
Néstor Torres: The reality of today’s global culture is that life itself has become a cross-cultural experience: what we eat, how we dress, how we adopt and adapt to cultures other than our own according to our unique circumstances, and, of course, what we listen to. It is only natural, then, that an artist who brings cross-cultural elements to their work will likely be more successful in appealing to wider audiences. Regarding key considerations in blending different traditions to reach a wider audience, please read my response to the next question.
José Valentino: I appreciate your observation about how deeply intertwined cross-cultural experiences are with everyday life—from what we eat to how we listen. It’s a compelling reminder that cross-cultural artistry is not only relevant but also reflective of the world we live in today. For musicians, this presents a unique opportunity to connect with broader audiences, but it also comes with its complexities. Building on that idea, I’m curious about the challenges that arise when taking a cross-cultural approach to music in the commercial space:
From your experience, what are the biggest hurdles musicians face when trying to commercialize this kind of music? And how have you personally navigated those challenges while staying true to your artistic vision?
Néstor Torres: The biggest challenge a musician faces when trying to commercialize not just a cross-cultural approach to music but instrumental music in general is that by their very nature, these genres (in my experience) are allegedly not commercial. That said, the way I have navigated these challenges comes down to the following points:
- Choosing songs, rhythms, and musical vocabulary (scales, melodic patterns, etc.) that I personally respond to, even if they are unfamiliar to me.
- Choosing songs, rhythms, and musical vocabulary that audiences from the cultures I bring together through music can identify with, as well as finding musical connective threads—common denominators, if you will—between the diverse musical genres I use (e.g., “El Dorado,” “Passion Fruit”).
- Creating a setting on stage when performing, or when designing the packaging of a recording, where there is a story that gives the music context and invites the audience to establish a personal connection with it in a way that they can identify with and take ownership of (e.g., titles of the compositions, the way they are introduced when performing them, staging, etc.), and, of course, using the outreach tools available today.
To conclude, whereas these points are from my own personal experience and the relatively accessible nature of my cross-cultural music, I am convinced that the most fundamental principle in increasing the possibilities of successful commercialization of a musician’s cross-cultural compositions and performances is honesty. Grounded in one’s own identity and early influences, the development of one’s unique voice or sound is crucial.
José Valentino: Your points about navigating the challenges of commercializing cross-cultural and instrumental music are both insightful and practical. I’m particularly struck by your emphasis on finding musical common denominators and creating an inviting context for audiences to connect with the music. These strategies highlight the importance of intentionality and storytelling in bridging the gap between artistic expression and audience engagement. Building on that, I’m curious about your approach to marketing yourself as a cross-cultural instrumentalist in today’s globalized music industry:
What strategies have you found effective for reaching and resonating with diverse audiences? And how do you personally navigate the balance between maintaining artistic integrity and achieving commercial viability?
Néstor Torres: My success is grounded in the grassroots development of my audiences in South Florida four decades ago, when I began my career as a soloist out of necessity rather than ambition or choice. After leaving a previously successful Latin orchestra (due to a lack of engagements), I had to work! I began playing in shopping malls for tips and then at restaurants, parks, weddings, and community events. Through this, I developed an audience, many of whom still follow me to this day. Of course, things are very different now for live music performing opportunities than they were 40 years ago. That said, I strongly believe that the grassroots dynamic exists today on social media just as it did in person decades ago, although I still maintain that personal interaction and connection remain the ultimate, timeless components in the equation for successful marketability.
José Valentino: Thank you, Maestro. Your story of grassroots audience development is both inspiring and a testament to the power of perseverance and genuine connection. The idea that social media now serves as a modern parallel to those personal, community-based interactions is especially thought-provoking. It’s a reminder that while platforms and tools evolve, the essence of building meaningful relationships with audiences remains timeless. With that in mind, collaboration often plays a vital role in fostering those connections and expanding artistic horizons.
Could you share a specific collaboration that has been particularly significant in your career? How did it help you reach new audiences or evolve your musical style?
Néstor Torres: My first cross-cultural collaboration was with Alvaro Arango, a producer and executive at the Codiscos record label in Medellín, Colombia, in the late ’70s. Together—in Medellín while on tour with NYC musicians—we recorded my very first solo album, Colombia en Charanga, which consisted of Colombian songs in the style of Cuban charanga. Years later, in Miami, I met pianist, arranger, and producer Juan Vicente Zambrano (also from Colombia) when he had just graduated from Berklee College in Boston. We worked together for many years, first with him as my pianist/keyboardist and then as musical director and producer of my early jazz recordings. His knowledge and sensibility across jazz, pop, and Latin American music genres fueled my imagination and helped create the context and direction of my music, which can still be heard in many of my performances to this day. I have also toured with Herbie Hancock and Wayne Shorter (jazz) and Tito Puente (Latin jazz), as well as collaborated with Dominican icon Johnny Ventura (merengue/tango fusion) and Pulitzer Prize winner and Kennedy Center honoree Tania León (classical).
José Valentino: Your reflections on collaboration truly highlight how partnerships can shape an artist’s trajectory in profound ways. From your early work with Alvaro Arango and Juan Vicente Zambrano to sharing stages and projects with legends like Herbie Hancock, Wayne Shorter, and Tito Puente, it’s clear that collaboration has been integral not only to expanding your audience but also to refining your unique sound. Your ability to merge diverse influences with your own artistic identity is truly remarkable. For emerging musicians, particularly students and young professionals, your journey offers invaluable lessons. That brings me to the next question:
What advice would you give them on embracing and integrating cross-cultural influences into their performance styles and marketing strategies, especially in today’s interconnected music landscape?
Néstor Torres: Regarding how to embrace and integrate cross-cultural influences into your performance style, I offer three points:
- The first step is openness.
- The second is to first recognize, acknowledge, and honor where you come from and start there.
- Third, study and learn the principles and techniques of the music that you want to integrate into your style.
As to marketing strategies, the tools and fundamental principles are already available. The key is to be clear about who your target audience is and engage them accordingly.
José Valentino: Your three steps for integrating cross-cultural influences—openness, honoring one’s roots, and deep study—are incredibly insightful and provide a clear path for emerging artists. Coupled with a focused understanding of target audiences for marketing, it’s a well-rounded approach to navigating today’s music industry. Your live performances are renowned for seamlessly blending diverse traditions. The next question I have for you:
How do you adapt your technique and musical phrasing to bring these influences together effectively in a live setting?
Néstor Torres: I always keep in mind the venue (e.g., location, size, acoustics), the occasion (e.g., concert, show, recital, private event), and, of course, the format (e.g., rhythm section, charanga, big band, chamber ensemble, symphony orchestra). The Nestor Torres main, four-piece band core sound allows me the most freedom and flexibility to integrate the multiple flute sounds, styles, and traditions that make my voice unique. The symphonic setting is the most demanding in exactitude and technical precision. Performing in a big band setting requires a sense of spontaneity while keeping strict adherence to the arrangement. The salsa and charanga genres require me to perform on the third octave practically all the time, whereas when performing in a chamber music setting, there is no need for amplification, allowing for the flute sound to be at its most pure—and exposed.
José Valentino: Your approach to tailoring performances based on the venue, occasion, and format is a masterclass in adaptability and professionalism. It’s fascinating how you navigate such diverse settings, from the freedom of your core band to the precision of symphonic performances, all while maintaining the integrity of your unique flute voice. Building on that:
Are there specific examples from your career or others that exemplify the successful commercialization of cross-cultural music? What lessons can emerging musicians draw from these examples?
Néstor Torres: From Santana to Herb Alpert and Chick Corea to James Galway and Yo-Yo Ma, there are quite a few extraordinary artists who exemplify successful forms of cross-cultural commercialization. Practically all of my recordings are examples of different forms of cross-cultural commercialization. To delve into each of them warrants a separate article or essay; it would take much time and space in this format. My albums Morning Ride; Dance of the Phoenix; Burning Whispers; Dance, Prayers & Meditations for Peace; as well as my first classical recording, Del Caribe Soy! and most recently, Dominican Suite with pianist, composer, and arranger Corey Allen, are all very different forms of cross-cultural musical expression, success, and commercialization.
José Valentino: Your examples, from iconic artists like Santana and Yo-Yo Ma to your own diverse catalog, provide a rich tapestry of how cross-cultural music can thrive commercially while maintaining artistic depth. It’s a testament to the endless possibilities that emerge from blending traditions thoughtfully and authentically. Looking forward:
How do you see the future of cross-cultural music performance evolving within the global music industry? Are there emerging trends or shifts you believe aspiring musicians should pay close attention to as they shape their careers?
Néstor Torres: Cross-cultural music performance has become the norm rather than the exception in today’s global music industry and commercial musical landscape. Today’s great popularity of the Afrobeat music genre and the ubiquitous presence of Latin music in its many forms attest to that. Aspiring musicians would do well to become familiar with the trends of the past that have brought the music industry to what it is today, while keeping up with what’s going on in today’s musical landscape in general. And when listening, I suggest that they be discerning without being judgmental.
José Valentino: Your observation about the normalization of cross-cultural music in today’s industry is insightful, and your advice to balance awareness of past trends with discernment in current ones is invaluable. Continuing:
What practical steps would you recommend for musicians aiming to cultivate their cross-cultural music identities and improve the marketability of their performances, both in digital spaces and live settings?
Néstor Torres: Seek to develop and strengthen your own character first and foremost, above all else. Acknowledge and embrace your heritage (“This is who I am”), and where you come from (“This is what I have”). Listen, listen, and listen! Learn the basics about the different music styles that you like as well as the ones most popular. Especially in Latin music, learn the basics of the percussion instruments as well as the bass and piano patterns (or montunos). How deep you want to go depends on what you want to accomplish. And listen!
Whereas it is natural to (and in fact you should) copy and transcribe solos and interpretations of the greatest exponents of the musical style you are learning, be careful not to compare yourself to them or those who come from the genre you’re studying. This is where you must remember the tenets of the second point: “This is who I am, this is what I have,” and conclude with “And this is what I can do with it.” In other words, do not be concerned with sounding exactly like your idols or those well-versed in the genre you’re seeking to master or become frustrated if you end up playing with a musical ‘accent.’ Remember, it is who you are, and therefore, you can hone and develop your ‘musical accent’ so that it becomes part of your unique voice.
Never give up!
Practical and Entrepreneurial Takeaways
The interview with Maestro Néstor Torres reveals actionable insights for musicians, educators, and entrepreneurs seeking to develop cross-cultural identities in their artistry and business practices. Below are key takeaways:
Practical Takeaways:
I. Authenticity as the Core: Ground your work in your heritage and personal identity. Understand “who you are” and “what you have” as the foundation for creating a unique artistic voice.
II. Cross-Cultural Study: Learn the principles, rhythms, and techniques of the styles you wish to integrate. This requires intentional study and listening to music from diverse traditions to find common denominators that resonate.
III. Tailored Performance: Adapt your technique, phrasing, and repertoire to suit the venue, audience, and occasion. Whether performing with a symphony or a small ensemble, this flexibility ensures impactful engagement.
IV. Collaborative Growth: Partner with artists from different traditions to expand your creative horizons. These collaborations can fuel innovation and broaden audience reach.
V. Grassroots Development: Build your audience through genuine connection, whether through in-person performances or social media engagement. Consistent interaction cultivates loyalty and trust.
Entrepreneurial Takeaways:
I. Storytelling in Marketing: Create a narrative that contextualizes your music for your audience. Use concert introductions, recording titles, and visual elements to make your work relatable and memorable.
II. Leverage Digital Tools: With today’s vast opportunities, social media serves as the modern grassroots platform. Use it strategically to amplify your reach and engage with a global audience.
III. Market Research: Identify your target audience and tailor your approach to meet their cultural and musical expectations while staying true to your artistic integrity.
IV. Resilience and Adaptability: As demonstrated by Torres’ journey, success comes from navigating challenges with determination and evolving with industry trends.
Music entrepreneurs should adopt these strategies to cultivate their cross-cultural identities while balancing artistic integrity with commercial viability. In doing so, they can effectively connect with diverse audiences, foster meaningful collaborations, and position themselves for sustained success in the global music industry.
For more information about Néstor Torres, visit: www.nestortorres.com.
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