“Relearned” sounds like it wasn’t always easy…
I am a divorce child and that was not always easy. But the bottom line is that I came out unscathed. I was always aware that others were much worse off. Nevertheless, it is challenging when break-ups are played out at the expense of the children. That shapes a young person.
How have these experiences shaped your life, especially your relationship?
I have a different kind of marriage and am very close to my wife, but that doesn’t mean we’re glued to each other all the time. I also enjoy spending time with friends. That’s why you won’t find me at parties too often. I prefer a quiet dinner and a glass of red wine.
Is it true that you got married without friends – just the two of you – and in jeans?
Yes, that’s right. And it was the best decision. Weddings are pure stress for the bride and groom themselves, we have spared ourselves that. Of course there was also criticism from family and friends and we always said that there would be another party. Now we had our 10th anniversary and celebrated alone once again… and that was great. After all, we are both heavily involved in our respective professions. Louisa as an influencer and with her interior label “Within Mood”, me as a producer, DJ and good mood spreader on Instagram.
You’re turning forty this year …
Thanks for the reminder (laughs).
You’re very welcome. But you just mentioned the reinvention thing. How important is it to keep moving as an artist and creative?
Important! I started DJing up during my vocational training. So during the week it’s wholesale and foreign trade, and at the weekend a mixer. But after that there was always stagnation and that was annoying. It always worked somehow, that was okay. But then again, it did not. After all, you always want to achieve more. Everyone wants to be on the big stage one day: Las Vegas, Shanghai …
Really?
Of course. You also do this job to inspire thousands of people at once. And preferably all over the world.
In Cologne you played at the Palladium to kick off the tour, there were almost 4,000 people attending…
Yes, it was incredible. When the curtain fell and I saw the people, it took me a few seconds to realise it. There was a wall of emotions, of feelings… it was definitely challenging and on the other hand just incredibly cool. Especially in my old and much-loved hometown of Cologne.
But there were also smaller gigs during the tour. Pizza comes to mind.
That’s right, we played a small gig in a friend’s pizzeria in Hamburg at lunchtime. The hot pizza oven next to us, 50 fans in the shop and 600 outside the door. Very wild, but unforgettable.
Because we were just talking about abroad, your biggest market is Germany?
Definitely, yes. I would say that 80, if not 90 per cent of our market is in German-speaking countries, including Austria and Switzerland. This is also reflected in the followers on Instagram. Germany is one of the four most important markets worldwide when it comes to music. To be so successful here is of course a huge success, not just for me, but for everyone in the team.
How big is your team?
I would estimate, some 35 people.
And they’re all on your payroll?
No, for God’s sake. That includes everyone who is employed by our booking agency, music label or other companies, but who are also responsible for the “David Puentez” project.
Speaking of the project. How are new songs created?
That is teamwork. We organise so-called “Writing Camps”, i.e. we invite singers, producers and songwriters. We usually meet in Berlin. To kick things off, we decide on a topic, usually something from my personal life or something that is currently on my mind. And then everyone thinks about it. The first goal is to find a vibe. First words, a rhyme, blocks of text, but also a kind of melody. I myself listen in here for 30 minutes and spend half an hour discussing with someone else. Production then really only takes place at the end. And then throws everything overboard once again.
Is this approach standard in the industry?
In any case, even David Guetta doesn’t do it any differently. In the end, you might have up to 500 songs or song parts after such a camp, but only four or five are really good. Only these are being produced.
How do collaborations such as yours, for example with the Romanian artist Inna, come about?
The vocals from the “Writing Camp” don’t always fit the song perfectly. In this case, my management contacts the management of a singer. The most important question is then for the artist: Do you feel the song?
And how often do you get a “yes”?
Not that often. But an honest “no” is better than a half-hearted yes.
Without mentioning your age again: But at the beginning you were still playing records. What has changed here?
I was a vinyl DJ in the past, and I still have a full cellar of it. But I’ve since switched to USB sticks. My shows are all on there: my set lists and the songs are organised by theme and mood. This is unbeatable when travelling. However, I certainly remember the days when I travelled with heavy record cases.
But a USB stick is small and can get lost…
That’s why my team members always have a backup with them.
To conclude, let’s talk about Instagram again; here, too, you want to put people in a good mood.
It was never my goal to use Instagram for advertising. I may surprise people and be funny, and when we do a collaboration with a brand, it’s also initially about posting authentic and humorous content. We already made videos that were not approved by a brand because we don’t just hold a product in front of the camera.
And then…
The video is not published. We don’t get paid, but it’s worth it to me. Sometimes companies approach us a few weeks later and ask us to release the film after all.
I remember a Lancôme advert. It was very “out of the box”. I’m just saying reindeer briefs…
(laughs) Oh yes, what can I say. We made the video, sent it to the company and it was waved through immediately. It has now been liked around 12,600 times. And many influencers still want to know how we got it through.
Your answer?
Advertising has to be good. And good advertising is ironic, has humour and is about the advertising as such and less about the product. That’s like a good song. You don’t have to be a fan of the band, but if you like the song, if it touches you in some way, then you’ve done it right.
