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S
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BEST TROPICAL LATIN ALBUM
HISTORY'S TOP
LATIN PRODUCER
2
0
LATIN
GRAMMYS
COLOMBIA
Where it All
Begins: Starting to
Produce Artists
1991 RALPH MERCADO INTRODUCES MARC ANTHONY, A FRIEND FROM “EL BARRIO” TO PRODUCE
Exclusive
BEGINNINGS OF HIS
MUSIC CAREER
Memories of "El Barrio"
SIR GEORGE
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SERGIO'S BIO
THE ROAD TO SUCCESS
EL BARRIO: BEGINNINGS IN MUSIC
Colombia Where it All Begins: Starting to Produce Artists
SIR GEORGE ENTERTAIMENT
10
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e
y
e
a
r
s
.
1
Sergio
George,
a
multiple
Grammy-winning
salsa
producer,
entered
the
production
world
somewhat
by
chance.
Holding
a
diploma
in
orchestration
and
some
knowledge
in
engineering,
he
got
several
jobs.
The
most
significant
one
was
as
an
arranger
on
a
session
with
Tito
Nieves,
when
the
producer
unexpectedly
left
and
George
was
asked
to
take
on
the
role,
leading
to
his
first
hit,
"Sonámbulo".
He
has
since
collaborated
with
several
prominent
names
in
salsa,
like
Marc
Anthony,
Christina
Aguilera,
and
Tito
Nieves,
producing
Celia
Cruz's
last
album
prior
to
her
death.
Sergio
George
has
won
the
most
Latin
Producer
of
the
Year
awards
in
history.
L
A
T
I
N
G
R
A
M
M
Y
S
3
2
0
T
h
e
r
o
w
t
o
s
u
c
c
e
s
s
4
"
I
n
e
e
d
t
o
b
e
p
a
s
s
i
o
n
a
t
e
a
b
o
u
t
t
h
e
p
r
o
j
e
c
t
o
r
u
n
d
e
r
s
t
a
n
d
t
h
e
i
n
d
i
v
i
d
u
a
l
'
s
b
a
c
k
g
r
o
u
n
d
"
I have total control
Before
George
collaborates
with
an
artist,
he
makes
sure
to
understand
their
work
and
how
it
relates
to
the
current
market.
"I
need
to
be
passionate
about
the
project
or
understand
the
individual's
background,"
George
states.
"But
I
usually
do
my
research
before
I
commit
to
a
project.
Then
I
match
the
artist
with
what
the
industry
could
potentially
accept.
After
that,
choosing
the
songs
begins.
Having
a
plan
before
you
enter
the
recording
studio
is
essential."
After
a
decade
and
a
half
of
working
in
the
production
industry,
George
eventually
obtained
his
first
nomination
for
Producer
of
the
Year.
He
noted,
"Salsa
was
not
perceived
as
a
genre
that
was
created
by
producers.
Thus,
I
give
credit
to
myself
for
staying
in
the
field.
With
time,
everything
will
eventually
turn
in
your
favor.
If
you
keep
going,
you
will
be
rewarded
by
God."
Keep going, and God will
listen
He
determined
to
start
his
own
label,
Top
Stop,
after
putting
forth
a
lot
of
work
into
a
project
that
didn't
end
up
in
record
stores
or
get
radio
play.
"I
wanted
to
have
some
jurisdiction
over
the
direction
of
the
records,"
he
states.
"I'm
not
just
referring
to
the
production
but
I
have
to
have
the
ability
to
promote
the
records
correctly.
Otherwise
you
put
a
lot
of
effort
and
dedication
into
a
project
and
somebody
else
doesn't
care
about
it
and
won't
offer
any
funds
or
energy
to
it.
With
Top
Stop,
I
have
total
control."
5
5
6
B
E
G
I
N
N
I
N
G
S
I
N
M
U
S
I
C
E
L
B
A
R
R
I
O
7
Until
he
turned
sixteen,
George
grew
up
in
the
East
Harlem
area
of
New
York
City,
known
as
El
Barrio.
He
noted
that
his
peers
at
school
listened
to
a
lot
of
James
Brown,
The
Jackson
5,
Aretha
Franklin,
and
Carole
King.
However,
his
Puerto
Rican
parents,
from
the
towns
of
Carolina
and
Naguabo,
as
well
as
his
immediate
environment,
taught
him
to
recognize
his
musical
background.
According
to
the
fifty-two-year-old
producer,
one
could
hear
pure
salsa
being
played
from
the
windows
of
homes
and
cars.
He
mentioned
that
his
period
of
full
appreciation
for
music
was
in
the
Latin
neighborhood
of
East
Harlem,
due
to
the
radio
playing
in
the
bodegas.
His
initiation
into
the
world
of
music
was
with
Conjunto
Caché,
based
in
his
locality.
A
gentleman
contacted
him
to
see
if
he
was
skilled
on
the
piano
as
his
son
was
in
an
orchestra
and
they
were
looking
for
a
pianist.
He
went
to
the
audition
and
was
accepted.
They
had
limited
performances,
but
he
practiced
a
lot.
His
big
opportunity
came
when
the
same
man's
other
son
founded
Conjunto
Clasico,
with
the
young
artist
Tito
Nieves.
After
listening
to
a
piece
from
the
new
band,
George
auditioned
for
the
piano
role
and
was
accepted.
It
was
Nieves
who
gave
George
his
first
opening
to
produce.
8
George,
shared
that
he
had
always
wanted
to
be
a
baseball
player.
His
dream,
however,
was
dashed
when
he
broke
his
wrist
during
a
high
school
playoff
match,
causing
him
to
lose
his
scholarship
to
attend
Long
Island
University.
Not
wanting
to
be
a
musician,
he
enrolled
at
New
York
Technical
College
in
Brooklyn
to
explore
other
options.
Though
he
continued
to
play
with
Conjunto
Clasico,
he
had
to
decide
between
completing
his
education
and
continuing
with
his
musical
career.
He
mentioned
that
in
the
early
days,
he
would
leave
discos
at
5
a.m.
and
be
awake
at
6:30
a.m.
to
head
to
school.
He
eventually
withdrew
from
the
band
and
shifted
his
focus
to
his
studies,
but
still
played
music
occasionally
with
Tito
Puente,
Héctor
Lavoe,
Willie
Colón,
and
Machito.
After
being
encouraged
by
a
teacher,
he
eventually
decided
to
pursue
a
musical
career.
9
In
the
1980s,
George
obtained
a
diploma
in
classical
and
jazz
composition
from
City
College.
He
commented,
"I
wanted
to
pursue
arranging
and
crafting
music."
Subsequently,
he
collaborated
with
Machito,
and
then
travelled
to
Colombia
to
perform
with
Grupo
Star.
When
he
arrived
back
in
New
York,
Nieves
organized
and
produced
his
debut
album,
The
Classic.
This
was
a
crucial
moment
in
George's
career;
to
be
given
the
opportunity
to
take
over
from
Luis
Ramírez
and
finish
the
production
of
Nieves'
record.
George
had
worked
with
Nieves
before
as
an
arranger,
so
he
was
familiar
with
the
music.
With
no
one
else
in
the
studio
who
knew
how
to
handle
the
consoles
and
produce
the
music,
he
took
it
upon
himself
to
complete
the
project.
Nieves
has
no
regrets
about
giving
George
the
opportunity,
saying
that
even
now
he
still
works
with
him
on
various
projects.
He
says
that
George
"tailors
music"
for
him
and
that
he
would
not
have
gone
wrong
by
hiring
him.
Nieves
made
his
comments
during
a
presentation
at
Premio
Lo
Nuestro
which
speaks
volumes
about
the
level
of
trust
and
respect
they
have
for
each
other.
George
is
grateful
for
having
been
given
this
chance
as
it
opened
a
lot
of
doors
in
his
music
career.
10
Art
is
the
way
+
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