In 'The 40 Under 40': Juancho Muñoz and his craft of producing and directing dreams
Every time someone talks about artists like the Ventinos – who were certainly a hit in their day – or thinks about influencers like Calle and Poché or a singer like Juliana, who is breaking it, or imagines productions like Así fue, based on the music of Juan Gabriel, they inevitably think of Juan David Muñoz, better known as 'Juancho', who has been behind each of these hits.
Juan David Muñoz already has a rich history of success and promoted artists. Photo: Personal archive
He's 29 years old and has a profession that's not very common in a world where everyone wants to appear on stage and very few dedicate themselves to applying method and business acumen to the craft of being an artist. Juancho is one of those who make dreams come true, but he introduces discipline and hard work into a world where dreams are not all about. This is the story and perspective of a young producer and artistic director who will be much talked about in the years to come.
Did you always enjoy being behind the scenes, directing and watching others perform, or was your dream different when you were younger? The truth is, as a child, I didn't dream of this, but I ended up in this career and this job almost by chance. I started as a dancer. I started when I was 17, almost 18, and kids start there at 4 or 5. When I was already at Misi, I said, "Come on, I don't think the stage is for me." I don't enjoy it as much. I was fortunate enough to work with María Isabel before she left us, and that's when I discovered what fascinated me. I wondered, "What will she do? Where will she go? How will she reunite?" I loved watching what she was doing, and that's when I said to her, "Misi, what I really want to learn is production."
And you learned well!... What was your first break in this industry and how did it happen? Let me tell you: I made a video with five friends, singing Disney songs, and the video went super viral. Which resulted, at 19, in an offer from Sony Music in my inbox. A worldwide record deal. And I was like, "What's this?" I immediately said, "I'll become their manager," and that's literally how I got started in this career, being friends with the artists. I think there are a lot of artists in this industry and few business owners behind them. Do you know the name of those five friends? Ventino! A hugely successful group with whom a lot of things happened later.
Okay, so you quit dancing and became a producer because you were a bit lame at dancing and wanted to explore something else, better? Tell the truth. Ha ha. I think I might be the least talented of my friends. I'm surrounded by a lot of talent, though. So, of course, my group of friends was Juliana, Calle, and Poché, who are incredible artists and content creators. We were a very talented group. But without managers or producers. That's when I said, "I'm going to focus on the task of supporting these people and their careers."
And it's true: there are undoubtedly more artists than entrepreneurs, producers, and directors dedicated to this other aspect of the artistic world. But what does a producer do? What's the best definition of this profession you ultimately chose for your life? I would call it producer and artistic director. For me, it's really the person who executes and carries out the artistic plans. For example, in my case, I'm not a musician and I don't know anything about music, but I say, "Come on, I think we should make an album that sounds like this." And then, with the music producer, the composer, and everyone else, we make it happen. That's why I think my job is to make things happen. To call the right people for the right project. It's like, "I know there's a musician friend who's dying to work on this, and I also know there's a singer who would love to do this." And it's like aligning and organizing that whole team.
What do you remember about Ventino, that musical adventure and that inexperience you perhaps had at the time, but which led you to take on one of the most important projects of recent years? José, look, the truth is we had an incredible time, and that's something I truly strive to maintain to this day. I've always said we're friends playing at being artists and playing at making art, and that was what happened with Ventino. With them, we experienced something really crazy, which was the shift to the digital age. So, of course, it was very easy for me because I'm a year older than them, and it was about being that bridge or intermediary between the artist and the record label. We were incredibly lucky to have an incredible team at the time. We took this very seriously, and I think that's been part of my key role in the central entertainment industry.
Juancho, how far would you say you've gone with Ventino? We never dreamed of being in the music industry, and our dream wasn't to win gold records. I swear, right now we don't even know how many Ventino had. It was crazy. For me, I truly believe there were two milestones: first, the Netflix series. Ending up on a series with a title you made up is wow. And the other thing was being invited to the White House as a VIP by Joe Biden, and that's a story I remember with such fondness. Joe Biden was fascinated by their voices. The ambassador in Washington invited us, and we ended up on a private tour of the White House and having coffee with the President of the United States in the living room. Imagine that, and on top of that, everyone under 20 or 21!
What is MUN? How did your company come about and what does it do? Well, look, MUN was really born out of the success, thank God, we were having at the time with Ventino, and that's what really led me to become an entrepreneur. I called an accountant, created the company, and the day I started, José, I uploaded a photo to Instagram and wrote "new paths," when I was 22 years old. That same day, three friends, also artists, called me. That same night, talking to my husband, I said, "Hey, there really aren't many entertainment companies. I mean, there are a lot of artists who really don't know how to make a business plan, who don't know what a marketing plan is, who don't have an opinion about their career and their music." And that's how my friends and I started working together. Currently, we're a team of 16 people and we can truly call ourselves an entertainment company.
Last year, I spoke in this same space with Juliana Velázquez, a true musical prodigy in Colombia. And today I'm speaking with you, and I could say, you're behind that success, that miracle that is Juliana. What was it like working with her, Juancho? Well, look, it's truly been one of the most beautiful gifts life has ever given me. Being able to build this with one of your best friends. I think we have something spectacular, José, and it's the same school that informs much of our way of working, where we understand each other's work, where we respect each other, where we never arrive late to a meeting. She told me something very beautiful: "I feel like with my project we've managed to paint a canvas."
And now, by the way, they're going to be in concert on May 23rd at the Movistar Arena... I could say it's the greatest and most beautiful achievement of my career. It's the first time a Bogotá native like Juliana has done a Movistar concert, and the third Colombian to do so, after Karol G and Greeicy. Reaching this stage doing what we love with the music we love, and achieving it together, is a dream.
You'll likely have very stiff competition from people who were in this industry before you. How do you convince an artist, investors, or the media to come work with you in a world where others are light years ahead of you? José, the truth for me lies in authenticity. I truly feel like a red fish in a blue ocean, because I focus a lot on doing what I do, the way I do it, and on seeing how we can achieve something in the pop world, specifically with very unique choreography and stagecraft. So, it's about learning from those people who have been working for years, but also having a unique vision.
Juancho, what new artists in Colombia have you wowed today? Oh, wow, I think what Valentina Garzón and Laura Maré are doing is truly spectacular, and that's why I started working with them. Of all the artists I haven't worked with, I think Laura Pérez has a spectacular voice and lyrics.
What advice would you give to someone who is just starting out? They should take it seriously. I think in Colombia and Latin America we tend to be a bit guilty of living only in dreams. Being an artist means taking it seriously and seeing it as a job. People see it as a hobby, like a "side project." And no! If you're going to dedicate yourself to this, think of it as opening a restaurant. I mean, we're selling a product, and there has to be planning with a budget, etc. They should take it seriously.
Are you one of those who dreams of leaving Colombia and making a name for yourself in the world, or are you happy working here with the raw materials and talent you have today in a country with all the challenges, but also all the beauty, that Colombia has? No, José, I don't really have the American dream, but the Colombian dream. Ha ha. I see myself living in Armenia, happy. Obviously, I want to export that Colombian talent. I dream of having a branch in Mexico, Miami, Los Angeles, Spain. But always with the Colombian stamp, which is what makes me who I truly am. So I think it's more about that, being able to take Colombia, but hopefully never leave it.
How far do you want to go? José, I truly dream of being the largest entertainment company in Colombia and hopefully in Latin America, because of course, there are record labels, there are musical theater producers, there are audiovisual producers, but I truly dream of the moment when I can say: "We're presenting a musical on Broadway, our film is coming out next month, this artist won three Grammys, and we're creating a school in Bogotá."
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