The Man

The Business

The Why

The Man

Photos by the incredible Nicci Radhe / Celesteal Photography

Ricardo Luis Cañez has grown up surrounded by musicians and creatives his entire life. He understands the lifestyle, the passion, the sacrifices and frustration of struggling ignored musicians and creators. He is a die hard music aficionado and supporter of great music and musicians. At any given moment he’ll listen to everything from Thin Lizzy to Willie Colon to Metallica to Tina Guo to Miles Davis to Black Sabbath to Wes Montgomery to Chic to Samantha Fish to Stevie Nicks to Don Ellis to Frank Zappa to Dwight Yoacam to Santana to Javier Solis to Billy Cobham to… well, you get the idea…

Ricardo has over 38 years experience involved in a variety of different music genres as a Musician (drums & percussion, dabbling on guitar), Event & Wedding DJ (please don’t judge), Re-mixer, Master of Ceremonies, Concert Promoter, Event Production Director, Keynote Speaker, Businessowner, Marketing Consultant, Mentor and acclaimed fresh salsa and carne asada chef (yum)!

“I graduated from the “University of Serious Street Smarts” and have a Masters Degree from the “College of Hustle”.

Ricardo has led successful, and not so successful businesses and bands. He’s overseen the sales, marketing, customer service, networking opportunities, website development and the design of promotional materials. Ricardo also offered these services to other musicians and those in the industry who sought out his expertise. Those experiences and relationships inspired him to develop this passion to help other creatives who need motivation and education.

Throughout his career, Ricardo has observed and learned why certain artists “make it” and how they go about finding success. It’s constantly changing. The great ones create their own direction and don’t follow. They lead. And they give back.

Ricardo lives to give back.

He wants to share his life and business lessons with the next generation of musicians and creators so that they can achieve their goals and create incredible music.

“Our passion is to help you achieve the level of success you deserve.” – Ricardo

The Business

Fermata Media Group has evolved from a non traditional marketing agency for musicians to a more educational and motivational resource for musicians. The mission, like the song, remains the same.

We want to change the culture and the way music and musicians are viewed and treated. We want to see musicians create their legacy and perform legendary music. We want to help change the mindset of the public as to how music should be appreciated. Not as a throw away commodity but as what it is. Artistic interpretation from the heart and soul of a talented individual.

  • We will educate, motivate and instigate your future
  • We will help you develop your leadership skills
  • We will inspire you and support you
  • We will help form your business foundation, your team and create a culture as you grow your career
  • We will help you save time so you can concentrate on what really matters: creating your music
  • We will seek out opportunities for you
  • We will help you target your prime audience and gain new fans
  • We will help you develop your value so you make more money
  • We will help you create your Brand and raise you above the noise
  • We will treat you as an individual and not “just another client.”
  • We will be honest if we can help you or not
  • We will give a damn about you, your life and your talents.

“There is no greater satisfaction than succeeding when told you couldn’t.” – Ricardo

The Why

As an artist, you deserve respect and rewards for your dedication and talent. We have respect for those who seriously respect their talents and honor the history of the music they perform. Our Passion for supporting artists of any talent level, age, experience or genre, drives us to develop marketing concepts and educational programs to change their lives and change the culture of the music industry. We support the Passion you have to continue to inspire and create lasting music.

We won’t limit you by only taking you to “The Next Level.” We will instead help guide you above the noise and take you to the top. We won’t gouge you with outrageous fees, but charge a fair price for our services. We won’t call your music “Product”, describe your Story Telling as “Content”, disrespect your talents for “Exposure”, or tell you we will reveal a “Secret Formula”, have developed a “Proven Strategy” or have “Cracked The Code” on how to Market or Brand you. We respect your intelligence and talents much more than that!

Our commitment is to save you time, money and anxiety. We can develop a strategy that you can continue to use as your career grows and prospers. You have much better things to do than worry about correctly marketing your Brand.

Our “Why” is to educate, motivate and instigate talented musicians into creating life changing legendary music. Because the world deserves what you have to offer. And your talents and sacrifices deserve to be respected and rewarded.

“The Ultimate Intention is to Never Give Up! To achieve and succeed!” – Ricardo

Join The Family!

Connect With Us

Join The Fermata Family