This Friday, in the midst of an agenda of concerts and live performances that overflows in quantity and quality of proposals, Momento Indie will celebrate its sixth anniversary with a luxury triplet at Pez Volcán (Marcelo T. de Alvear 835): Wanda Jael, Bicinena and La Piba Berreta.
Now, what is Indie Moment? For anyone under 40 years old, and with some interest in local and regional music, the name is familiar and just go to Instagram to confirm it. Sooner or later, some story linked to shows and musical releases appears under the name of this venture that began as a gesture absolutely linked to passion and today already has the form of an independent medium.
Francisco Cañardo, one of its two founders, explains it as a story. According to him, while studying his Bachelor’s Degree in Marketing he identified a classmate, Yago, with very similar musical tastes. Until one day he received an invitation from him to go see a show by the Telescopios group. And there was no turning back.
“While there, this idea arose to create an Instagram page to start showing a little of this whole circuit of bands that we were consuming, even just entering that world,” he remembers about what happened in 2018.
“At the touch a lot of ideas began to emerge,” he recalls, with the Revelations section (artists who began to share their music with them and they published) as the first example of that synergy between what they thought and what “the outside” gave them back. .
“Later, Joche, a friend who was studying film, joined in and started going with a professional camera to take photos at the shows. At first we sent emails and they didn’t give us any attention, or we wrote to the artists to get credit for us,” Cañardo remembers about the first setbacks that the project also had.
Indie Moment celebrates its sixth anniversary. (Indie Moment Press).
However, he quickly provides another example, this time as an initial sign of a recognition that would multiply over time. “A moment that I remember a lot was when we barely had 200 followers and the guys from Hipnótica invited us to the launch of their album Classic (2018). It surprised us, we said ‘hey, where are these guys coming from?’” says the manager.
“We arrived at an apartment full of very cool, super cool, artistic people. We listened to the album, it was great, we chatted with people, and there we said ‘it’s good to promote this thing that is happening in Córdoba,'” he says about an episode that represented “a great motivation to continue getting into it.”
With the arrival of the pandemic, the team began to reformulate. Yago returned to Salta, his city of origin, and was later joined by Valentina Goy, a photographer who would later go to live abroad but first left her seed so that the tree could continue growing.
“She also introduces me to Marcos Roma, who joined as a photographer and gave us a leap in quality. He had been working for many years and knew the scene very well. It was a key point to continue growing,” he says about one of the most respected lenses on the local scene. Roma is also part of the Chequeado cycle, where the artists themselves review songs of their own.
“We had more and more shows to cover, so new photographers joined us. We needed more and more people,” he then points out about the incorporations of Carla Quinteros and Iván Hughes. “Carla has a clinical eye for capturing details that no one sees and ‘the Welshman’, as we call him, brought a lot of freshness to the team. He is always present at the recitals and contributed a lot of ideas and new ways of performing coverage,” he highlights two fundamental parts of the current team.
Another of those people is Ana Rapi, who arrived almost by chance. “I was traveling and needed someone to go to a recital. A girl I don’t know responded to my Instagram story, she gave me the contact and that’s how Anita joined. Today she is in charge of all the press, accreditations, contact with artists and producers,” says Cañardo.
“And finally, Ulises Rapi, Anita’s brother, ends up joining us to give us a great hand with the content creation part. He has super-ingenious ideas, he is a master for memes, he was the last to join and he gives an important plus to the medium,” closes the creator of Momento Indie.
breaking point
Cañardo assures that the 2024 edition of Cosquín Rock was a before and after for Momento Indie.
“We did a much more professional coverage than what we had been doing. We took photos of almost all the artists, recorded videos, made notes. And I think that coverage was a turning point, the medium expanded its reach exponentially and there we ended up adding many followers from other provinces and countries.”
“There was a boom in followers that even helped us to have more recognition because it was something we had been doing for a long time,” says the director of Momento Indie, who also takes up the gauntlet when talking about what the role implies for them. of independent media.
“It is a nice responsibility. I think it’s good that there is a medium that makes visible what a lot of artists do who perhaps are not part of a record label, or who do not have the money or the reach that their music should have,” Cañardo reinforces. “Many times (the coverage) arise from that thought, from the idea of helping bands that are very good grow,” he emphasizes.
“It’s happened to us with a lot of artists who are super close today,” he says later, remembering Ca7riel & Paco Amoroso shows for hundreds of people or Dillom’s first performances with other members of the Rip Gang. “It’s crazy to see that today they lead the way or have great leadership in Argentine music,” he defines.
“Many times it happens that we cannot cope with listening to all the music they send us. You can’t even go see all the shows there are. What is happening now is truly incredible. There was a big pause in the pandemic and now it has resurfaced. There are a lot of bands that are doing interesting things,” Cañardo later diagnoses.
For him, in short, the objective is more than clear: “To form a community between musicians and people who want to listen to something new, something interesting, something different.”
“That is the main premise of the medium: to be a link between emerging artists and listeners who are bored as hell. mainstream of what mainstream“, he says about a space that shares a prolific concert agenda every Wednesday. Literally, for all tastes.
“I think something that is good about Momento Indie is that it emerges as something organic. It wasn’t a facu project or something we did to earn money, but it simply came about as “hey, is it cool to go to recitals and take photos?” Then, over time it grew and became an increasingly bigger responsibility,” explains Cañardo.
“Having that role, along with other media, of being the ones who show what is happening in Córdoba, is great,” closes the creator of Momento Indie, which six years and more than 54 thousand followers later, is still a project that brings together to friends with the same passion: music and its concrete manifestations here and now, in this part of the world.
to go
Momento Indie celebrates its sixth anniversary this Friday the 15th from 8pm. Bicinena, La Piba Berreta and Wanda Jael play. Tickets from $10,000 plus service charge at Alpogo.com.
