With almost half a century of experience, he has seen how Peru became an attractive place of concerts.
How do you deal with the musician’s ego?
Generally, the greatest artists are the simplest; I have realized over time. I’ve been doing shows for 45 years. God willing that I can reach my golden wedding anniversary. My first show was Roberto Carlos at the Plaza de Toros de Acho. He was at the Crillón hotel. It was a glorious time: 1987. Before, I was very dedicated to jazz, because I did Satchmo in Miraflores in 1984, and before that I was Armando Manzanero’s representative for 10 years.
He learned with Manzanero.
He was the one who taught me about this business. “I learned with him,” the song says, but it’s serious. I managed Satchmo. He had come to Peru to do the Lion’s Pub, which was a rock place. Miki González… They all started there. And, when Manzanero meets me, he tells me: “Mr. Ferrand, don’t you want to be my agent? Here they call him manager, but I want a person to travel with, who represents me and makes contracts for me.” And there I started traveling with him for 10 years. A whole life. He is godfather to my youngest son, Jorge. I was very sorry for your departure due to COVID-19. A shame. Tremendous composer.
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Has COVID-19 changed everything?
Yes. The year after COVID-19 was glorious because, since people were locked up, they went to see any show. Everyone went into credit card debt, and then things evened out.
What big concerts are pending?
Elton John, to this day, I’m telling him every month to see if he’ll come so we can say goodbye to him. Because Elton John retired from the stage in Europe, but it had been agreed that he was going to tour in Latin America. And so far he doesn’t say 100% no. But, well, for me it was an honor to present it at the National Stadium. The truth is that he is an impressive artist. And I tell you again: those important people, the simplest. Those are the musicians who give you the least complications and problems. Don’t ask me which ones are giving you problems because I’m not going to tell you; If not, ask that guy they call Mickey. He’s a genius, you know. Luis Miguel is a genius, but it is not easy. I was very lucky that my friend Manzanero introduced him to me. And as a result of that I brought him for almost 15 years. But it is very difficult.
It also brought Shakira.
I brought it, yes, when it was simpler. We met her with Manzanero in Colombia, we traveled together. Sometimes life circumstances lead you to be a little more sophisticated and less simple. Others’ money goes to their heads.
What is it like to mature alongside the artists you admire?
A lot of emotion. Today reggaeton is in force: it fills stadiums. They encouraged me many times, but no. Look, when he brought jazz, the trova era came. Then, the Televisa artists. But the spearhead that opened this market was Roxette. From there, came Santana, Phil Collins. And today Peru is a very important music market; although it is still secondary, because the primary is Argentina, Brazil, Mexico and Chile. But we are there, very close. There are people from other countries who come to see concerts, from Ecuador and sometimes from Colombia.
bring to Lenny Kravitz…
Lenny Kravitz will be this December 8th at Arena 1. It just won the MTV award for best rock video. He is in his best splendor, he has just released the album Blue Electric Light (2024). It was difficult to get it, there were many people who wanted it. When he came in 2019, I didn’t bring him, I didn’t have a relationship with him. He comes to present his new album and, in addition, he has his classics. He is a different rock star because he is fashionable, he is a figure of perfume brands, and musically he is extraordinary. It comes with seven musicians on stage. There are 60 people in total. Tickets are on Ticketmaster.
And then comes Sabina.
Next year, on March 17 at Costa21. It is his farewell: Hello and Goodbye. After 35 years of bringing my friend Joaquin SabinaI have to say goodbye. Today he takes great care of himself, he has a more disciplined life. At the last concert he didn’t leave his hotel. Before, he went to La Noche to play. Well, his wife is Peruvian. He is a good friend of Gastón Acurio, Bryce Echenique and the entire literary environment of this country. A very cultured man, I love him. I imagine that we will continue to see him in Peru, but as a guest.
Do you always bring artists you like?
I always bring the artists I like. Nowadays I can give myself the pleasure of choosing. I am a fan of StingFor example. to him already Paul McCartney I brought them back in 2011. I was very close to bringing McCartney back. It was indelible. He arrived on a Sunday in 2011, went to the Monumental at 8 pm and did a two and a half hour sound check. The next day he went to soundcheck at noon. Since he is a vegetarian, we set up a kitchen backstage with a dining room and a restaurant for 110 people. And then, at night, at the concert he did three hours. I loved that he shook my hand and said: “Good job, Jorge.” That was my interaction with him. Paul is a legend. I imitated the Beatles at school when I was 12 years old. Sting It caught my attention because of its simplicity. We went to eat at La Mar, he had a couple of pisco sours, which he loved. I gave him a little chain, he put it on and took the photo that I had given him on the day of the concert. Next, I went to his wine cellar in Tuscany. An incredible guy. I said that the day I presented Sting I was retiring. But I didn’t retire.
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“When I arrived in Peru in ’79 there were three great show businessmen: Jorge Fernández, Domingo Castro and Pepe la Rosa. We partnered with Jorge 20 years ago until last week when he passed away at the age of 99. His son, Jorge Fernández Vegas, continues his legacy.”
“The record business doesn’t exist anymore. Spotify doesn’t pay anything. Where do they make the money? Touching. They all come out to play. I was tempted with virtual concerts during COVID-19, but I never saw it as a good business possibility. It’s not the same. There is nothing like the living one.”
“Production costs are high due to the taxes paid. The ticket mafia thing is tremendous. And sometimes you go to the concert and you see some gaps in the stands. It has to do with the issue of money laundering that exists in this business. There is a lot of dubious capital, not to mention laundry.”
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