When Freddy Ricardo Cárdenas was a senior at Dixon High School, he realized that his passion was leaning toward music.
"I was the one who would make the morning announcements in high school," said Cárdenas, 38. "They asked me to do it because I was bilingual; that helped."
Whether it was working on a mic or behind the scenes, Cárdenas recalls wanting to work for a radio station so bad that he begged a Sacramento radio owner to allow him to volunteer.
Months later, Cárdenas got his opportunity.
"I was the one who cleaned the radio vans, would get the meeting rooms ready, I did everything and anything; I was like a handyman," he said laughing.
During his time with the radio station, Cárdenas says he learned everything he needed to prepare him for what he calls his profession today: music events promoter.
As he was working a full-time job with Coca Cola — the radio station gig was on his spare time — Cárdenas moved to Modesto and he noticed that the area lacked music events.
"I realized that there wasn't anybody doing anything with music so I decided to go for it," he said.
His first big Modesto event was the Cinco de Mayo Festival at the Tuolumne Park in 1995.
"We brought Julio Preciado and we had about 6,000 people show up; that was very impressive," he said.
Throughout the years, Cárdenas has organized various music events with big-name artists such as Banda El Recodo, Roberto Tapia, Larry Hernández, among others.
Just a few years ago, he officially named his company: Ricky Ricardo Promotions.
His work region includes Modesto, Turlock, Merced and Los Baños and he hires about 30 employees for the events.
Mande correo electrónico a: firstname.lastname@example.org
Freddy Ricardo Cárdenas
Título/Title: Promotor de eventos/Event Promoter
Lugar de nacimiento/Birthplace: Mérida, Yucatán, México
Education: Dixon High School, 1993; Modesto Junior College, A.A. in General Education.
Best advice ever received:
"En cuanto a la música sería no quemar tus contactos. En esta industria un día puedes estar en una emisora de radio, otro día eres el jefe de otra, un año más tarde eres el 'mil usos' en otra emisora, tú nunca sabes. En esta industria un día eres la banda más grande y al siguiente día cargas las maletas de otra banda y yo lo visto millones de veces. Debes de ser humilde con todos."/ "Music wise was not to burn your bridges. In this industry one day you're at one radio station, another day you are the boss at another, a year later you are handyman at another station, you just never now. In this industry one day you are the biggest band the next day you are carrying luggage for another band and I've seen that millions of times. You should be humbled with everybody."
Modelo/ Role model
"Hay mucha gente fuerte en mi vida. Linda Stafford y mi mamá, son dos de ellas, sería difícil solamente escoger a una persona./ "There's a lot of strong people in my life. Linda Stafford and my mother are two of them, it's hard to pin point one person."