Steven Garza
Steven Garza (born September 07, 1978) is an American music executive, brand manager, radio programmer, DJ, and on-air presenter. Steven got his start in music producing electronic music events during the inception of the American rave scene.
Steven is also known for founding and hosting the nationally syndicated electronic music radio program PrototypeRadio, on terrestrial radio and iHeartRadio. The radio program served as one of the first American radio platforms for a large roster of A-list electronic musicians.
Garza attended Berklee College of Music to pursue a B.A. degree in Music Business and has achieved an extensive career in music working in the radio broadcast industry, the concert and events industry, and the record industry. Throughout his career, Steven has worked with companies such as iHeartRadio, Townsquare Media, Clear Channel Media & Entertainment, Entercom Communications Corp, and Universal Music Group.
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Early life
Steven’s interest in music began at a young age when he discovered electronic music via the underground mixtape series, Pure Acid Mixtapes. He began as a DJ, then produced underground rave events in the early stages of underground dance music, a time in which raves were considered illegal. He produced events under several company aliases such as FA Productions, and High Caliber, and years after eventually settling on PrototypeCulture.
Career
Raves
Steven began organizing house parties during his high school years, followed by underground desert and warehouse raves in the 90s. As the events grew in size and acceptance by mainstream media they moved into nightclubs and municipal special events centers.
Radio career
Steve's interest in radio started in the late 90s when he formed part of a short-lived FM pirate radio station as a DJ. He departed and decided to pursue creating an online electronic music radio station instead called Sounderground in Web 2.0’s infancy.
2007
Steven began his professional radio career with Townsquare Media producing rock concert marketing materials and programs for “El Paso’s rock concert leader” KLAQ-FM.[9] In this role, Steven served as the cluster's first Interactive Program Director and led the adaptation of digital media into traditional radio by programming live radio streams of the terrestrial counterparts, launching online identities, and bringing the KLAQ-FM, KSII-FM, and KROD-AM brands to Web 2.0.
2010
Steven ascended his career in radio from radio market #76 in El Paso, Texas to a major radio market #9 in Atlanta, Georgia[10] in two years of his professional radio career with iHeartMedia Atlanta, as the cluster's first Digital Program Director.
He was recruited with the intent to replicate previous success and develop major market adaptation into digital with radio brands WWPW-FM, WBZY-FM, WWVA-FM, WWLG-FM, WUBL-FM, and WGST-AM. Steve continued his work in the concert space for with a large roster of radio station concerts with iHeartMedia[11] with events such as Jingle Ball Tour, and the iHeartRadio Music Festival.
PrototypeRadio
During his time at iHeartMedia, Steve created and hosted an electronic music radio program called PrototypeRadio that featured interviews and mixes from some of the most respected DJs and producers in the world.
The first hour featured an exclusive interview and mix from guest DJs hosted by Garza, and three hours of electronic music followed programmed like a traditional radio station, making it the first virtual radio station and electronic music radio program on a major radio network.
PrototypeRadio launched on terrestrial radio stations Wild 105.7 FM and 96.7 FM. The program was one of the first programs of its kind on American terrestrial radio, as DJ mix shows traditionally consist of local DJs who mix dance remixes of a radio station's playlist.
PrototypRadio reached nationally syndication on iHeartRadio after its 6th episode and was featured 5 times a week in various dayparts on iHeartRadio's first EDM channel Electric Sound Stage.
2020
In 2020, Steve continued his success in radio as Entercom Communications Corp first Digital Brand Manager for Nielsons Rating's top-performing urban contemporary station in the United States V-103 WVEE-FM. V-103 is regarded as the top Hip Hop radio station in the United States as it has launched the careers of some of the most respected musicians in urban music and also features radio luminaries such as Big Tigger of BET's Rap City fame, Frank Ski, and Greg Street. Steve also served as the Digital Brand Manager for sister station WSTR-FM.
Present
In 2020, Steven departed radio to continue to pursue his interest in the developing Web 3.0 and blockchain industry. He also returned to producing electronic music events as PrototypeCulture in various cities such as Atlanta, Georgia, and Las Vegas, Nevada.
In 2021 he launched a bi-weekly Techno series, Panic Room with long-time friend and renowned DJ and producer, DJ Pierre.
Steven is currently the Director of Operations for PrototypeVentures[21] which oversees the PrototypeRadio and PrototypeCulture subsidiaries and works as a consultant in the music industry as an electronic music, and Web 3.0 expert.
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