I hate salsa music. Yet it's all I listen to now. Why? Luxury.
Maybe you're a “salsa” entrepreneur living in a “jazz” country. And that's a problem.
1/15/20262 min read
"¡Calí es Calí, lo demás es loma!" sings Piper Pimienta.
My heart races. My blood heats up. But I don't like salsa... What does this music have that makes me feel so alive, so... human?
The audio is from the 80s.
A trumpet goes slightly off-key, but adds flavor.
One of the backup singers runs out of breath, but it flows so naturally, adding personality to the song.
Someone on percussion comes in a beat a bit late, and it feels like a punch of weight in the rhythm.
It hooks me song after song: Ojitos Chinos, Ahora Verán Que Estamos en Salsa, Fuego en el 23, Buenaventura y Caney.
Unlike any modern radio. I can't stand 5 minutes of it.
Now everything sounds the same.
Perfect.
Sterile.
Artificial.
It only warms the souls of those who are just beginning to discover life.
The same thing happened on RR.SS and LinkedIn.
The platforms are full of infographics and videos trying to cram knowledge into you. Posts with the same tone, same structure. Correct, bland, boring.
I saw it clearly and Dr. Clotaire Rapaille words rang in my head:
'In a world of automation, the human becomes luxury'.
Meanwhile, every screen screams at you: '5x your content with AI! AI will write, think, make money, and make love for you!'
Those salsa musicians… Yes, they strived for perfection.
But they couldn't reach it; no human can. So they did something better: They became REAL.
They didn’t automate playing their instruments, nor composing melodies and songs. Why would they? They loved what they did.
Their music was a Limited Product. It was Artisanal. It was a Human Ritual.
Expensive? Hell yes.
Why? Because they're RARE.
They are UNIQUE.
Like YOU.
'In a world of automation, the human becomes luxury.’
But…
Maybe you're a “salsa” entrepreneur living in a “jazz” country.
Your cultural code—how you pitch, present, communicate—doesn't match where you're building your empire.
The solution isn't to stop being salsa — yourself. It's to integrate elements of jazz into your music — copying strategic elements of the cultural code of the place you live in or your target audience.
As Richie Rey and Bobby Cruz did in 'Sonido Bestial.' They dropped classical piano into pure salsa (minute 01:50). Go listen to it. Experience it yourself.
Stay YOU.
Stay unique.
Validate and honor your flavor.
See your cultural code so others can see you too.
And speak the invisible language of where you are.
So here's my question:
Are you aware of your cultural code traits? What about the code of the place you're doing business? Wonder why you might be invisible to potential clients and investors?
Follow if you want more on cultural codes and authentic communication.
DM me 'SALSA' if you want to discuss how your cultural code might be blocking your success.