Steven Garza
Steven Garza (born September 07, 1978) is an American electronic music event producer, radio programmer, DJ, and on-air presenter, also known for creating and hosting the nationally syndicated radio program PrototypeRadio on iHeartRadio and terrestrial radio. Garza began his career in music in the mid-90s as an electronic music rave promoter in the early stages of the American rave scene.
Career
Steven began his music career as an electronic music rave promoter in 1996 in El Paso, Texas, producing events under several company aliases such as FA Productions, and High Caliber before eventually settling on PrototypeCulture.
Steven began throwing house parties, then desert raves in the outskirts of El Paso, Texas, and warehouses as he progressively produced bigger events. High Caliber produced electronic music events in several cities including El Paso, Texas, Albuquerque, New Mexico, Denver, Colorado, and in Mexico in Juarez, Mexico, and Chihuahua, Mexico.
In 2002 High Caliber handled bookings[4] for several international DJs such as 808 State, Cass, Eric Davenport, Flash Brothers, Jackal and Hyde, Dynamix II, Jonathan Lisle, Parks, and Wilson, Quantum Mechanics, Smitty & Davenport, Tilt and Tyler Stadius.
Steven's interest in radio started in the early 2000s when he launched an online radio station focused on electronic music. In 2007 he transitioned fully into radio with Townsquare Media in El Paso, Texas as the clusters first Interactive Program Director overseeing the Web2.0 adaptation and operations of three top positioned radio stations, KLAQ, KSII, and KROD.
In 2007 Steven began his radio career in El Paso, Texas with Townsquare Media as the clusters first Interactive Program Director overseeing the digital adaptation and operations of three top positioned radio stations, KLAQ,[5] KSII,[6] and KROD.[7] During this time Steven also produced KLAQ’s festival and concert marketing programs hosting some of the largest concerts and events in El Paso, Texas[8] such as the El Paso Downtown Street Festival[9], Balloon Fest[10], and Loco Fest.[11]
In 2010 Steven continued to progress in his career in radio and was hired to serve as the first Digital Program Director for iHeartMedia in Atlanta, Georgia, and develop the cluster’s first digital media and branding strategies overseeing a portfolio of 6 radio stations, WWPW[12], WBZY[13], WWVA-FM[14], WWLG[15], WUBL[16], and WGST (AM).[17] Steven continued his work in the concert space for a large number of radio station concerts and festivals including Jingle Ball Tour 2014 and the iHeartRadio Music Festival.
PrototypeRadio
During his time at iHeartMedia Steven also created and hosted a pioneering electronic music radio program called PrototypeRadio[18] that featured interviews and exclusive mixes from some of the biggest DJs in the world such as Orbital (band)[19], Justice (band),[20], Kaskade,[21] Deadmau5,[22] Modeselektor[23], Markus Schulz,[24] Steve Aoki,[25] Skrillex, Diplo,[26] Paul Oakenfold,[27] Armin Van Buuren,[28] Ferry Corsten,[29] Avicii,[30] Afrojack,[31] Booka Shade,[32] Swedish House Mafia, Bassnectar,[33] Junkie XL,[34] Afrikaa Bambaataa,[35] Juan Atkins,[36] DJ Pierre,[37] David Guetta,[38] Photek,[39] The Orb,[40] Umek,[41] Goldie,[42] Squarepusher,[43] Grooverider,[44] DJ Craze,[45] Destructo,[46] Underworld,[47] DJ Shadow,[48] DJ Sneak, and[49] Mark Farina[50] to name a few. PrototypeRadio launched on a terrestrial radio station on Wild 105.7 FM and 96.7 FM[51] and was one of the first programs of its kind on American terrestrial radio as DJ mix shows traditionaly consist of local DJs who mix dance remixes of the radio stations playlist. PrototypeRadio formed a partnership with Ableton and was the first company that the Digital Audio Workstation sponsored in its history, becoming PrototypeRadio powered by Ableton.
PrototypRadio was aproached to be nationally syndication on iHeartRadio after its 6th episode and was featured 5[52] times a week in various dayparts on iHeartRadios first EDM channel Electric Sound Stage. Shortly after PrototyeRadio was nominated for best syndicated mis show in its first year by PromoOnly[53] and became the official media sponsor for several electronic music festivals including Identity Festival, CounterPoint Festival, Imagine Festival, and Tomorrow World.
In 2020 Steven became the first Digital Brand Manager for Entercom in Atlanta, Georgia for V-103 WVEE-FM, one of the most important Urban radio stations in the United States that features talent such as Big Tigger, Frank Ski, and Greg Street. V-103 was named top Urban radio station in the United States[54] by Nielsen ratings in 2020 during his tenure. Steven was also the Digital Brand Manager for its sister station WSTR-FM.
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