Luis Estrada is the Managing Director for Aftercluv, Universal Music Latin America’s newest dance entertainment division. Despite his passion for dance music and culture, his love affair with the music industry began in the world of rock. In his early teens, he formed a punk rock band and landed an appointment with BMG Mexico’s A&R department. After getting a glimpse at the business side of music, he realized he should have submitted his resume rather than a demo. While he would go on to sign a record deal, record two artist albums and achieve two #1 hits in rock radio, he knew his true calling was not to be an artist – it was to develop them. Likewise, years of attending warehouse parties and experiencing the burgeoning rave scene of the nineties left an indelible mark on him that his roots in rock couldn’t erase. Realizing that electronic music was poised to take the industry by storm, he helped launch two electronic labels when he joined Universal Music Group in 2001 – the more underground Noiselab and its electro-pop counterpart Virus, which produced acts such as Latin Grammy winners Belanova, among others. In many ways, Aftercluv was born of the experience accumulated through both those efforts, combined with a strong, forward-thinking vision and a mission to serve as a broad platform for dance culture entertainment.
Throughout his 15 years working with Universal Music, Luis has held various positions, from A&R to marketing, including General Manager for Universal Latino, Machete and Capitol Latin. He has also led some of the most successful Latin music projects in recent years, working with international superstars like Juanes, J Balvin, Enrique Iglesias, Alejandro Sanz, Luis Fonsi and Alejandro Fernandez, among many others. In 2015 Luis spearheaded the launch strategy for Aftercluv, which culminated 18 months later in the establishment of Ibero-America’s leading dance and electronic music brand. Featuring a roster of 15 artists with management and booking rights, a trend-setting digital media and events platform, four global radio programs and 2 TV shows, and the #1 online vertical in Latin America – aftercluv.com – Aftercluv has gone from a fledgling vision to a revolutionary entity. Recently, Aftercluv successfully launched the first edition of KPTL Sound FSTVL in Colombia and is working on debuting four more festivals in 2017.
Luis holds an MBA from the University of Southern California and a BA in Marketing from Tec de Monterrey in Mexico. He and his wife Patricia are parents to two kids, Isabella and Alejandro. On the rare occasions when he’s not living and breathing dance music, Luis enjoys BBQs, road trips, sociology and American Football. Read more