the human touch is what makes it work. If it's
a language I don't speak I would have a
different approach, but for the languages I
seek to master, I know the message so well
that I always need to be in control.
Do you think the multicultural
backgrounds of band members, and the
fusion of styles, have contributed to
Black Eyed Peas' international fan base?
Their cultural diversity and personal touch
definitely impact where the band is
positioned. It's actually a two-way process:
band members have their own connections
with fans but I'm there, behind the scenes, to
coach and encourage them to build on the
opportunities. With his Filipino roots,
Apl.de.ap naturally draws in and inspires fans
from the Philippines and beyond, including
the UK. Everywhere we travel we receive food,
because fans bring their love of food and
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SUMMER 2024 The Linguist 19
culture to the party – a whole extra dimension.
Taboo, a native American who particularly
connects with fans in Mexico or Latin America
or even Spain, is always our front man in
promotions with Spanish speakers. It can be
a bit nerve-wracking as he's conscious of
occasionally making mistakes and wonders if
that will be a problem in front of other
people. It never is; you have to go with those
things when you're speaking someone else's
language. That's how I developed my
Spanish and now I'm there to coach him. On
this level, it doesn't have to be perfect; just
go for it and grow through it.
You're surrounded by huge personalities
– what communication skills work best?
Passion for the industry and experience are my
biggest assets. We're all human and everyone
responds to being included and respected for
who they are. We do it all the time, through
language and cultural finesse. Anything less is
not proper communication. These are the
things that make us human; it's the only way
to be ourselves and create that real bond.
I always speak the language of the other
person. Whether it's a meeting or chatting
with a group, I'll constantly switch from one
language to another, depending on who
needs to feel that they are at the heart of the
conversation. It doesn't matter whether it's a
performer, an agent, a PA or whoever, if you
can speak their language then you should
always show that respect and do so.
What interpreting needs do the bands
you manage have?
Usually it's me doing all the communicating
and as long as we're in places where my
languages are spoken I don't need
interpreters. We're just back from Japan and
interpreting was essential there. Although I
speak some Arabic, I would still use an
interpreter because I don't want anything to
get missed. Connections and negotiations
are too important to risk that.
How do you see your role developing
over the next few years?
At 17, I had my future mapped out, but
experience has taught me that it's best to
enjoy life as it happens and grab
opportunities as they come. For sure, I'll be
following my passions and building bonds
with people everywhere. The sky's the limit
when you love languages!
ale-dominated industry
