Keakie Spotlight Interview: Fernanda Martins
Renowned for her exceptional performances in some of the biggest clubs, parties, and festivals globally, Brazilian DJ Fernanda Martins has established herself as a force to be reckoned with. With a stellar track record of playing at the biggest events and captivating audiences in over forty countries spanning the Americas, Europe, and Asia, Fernanda's presence behind the decks leaves a lasting impression. What sets Fernanda apart is her impeccable mixing techniques and her infectious charisma and ability to connect with the crowd. Her passion for music shines through her meticulous music selection, as she constantly pushes the boundaries by researching and incorporating new elements into every set. She is a prominent figure in Latin America's Hard Techno scene and has played a pivotal role in solidifying the genre's status as one of the most beloved in contemporary times.
As “Tough Waves” debuts on Keakie today, we interviewed the artist about her journey as a DJ and label manager, love for Techno and touring across continents.
Artist: Fernanda Martins
Keakie: Can you tell us about your journey into Electronic music and how you discovered your passion for Techno?
Fernanda: It was around 1999 when I started listening to House and Techno, led by my taste for music and the aesthetics of the new wave, which I had been listening to since I was a very young teenager. Going out and discovering the underground electronic music culture that, slowly, was arriving in small clubs in Brazil made me discover artists such as Carl Cox, Jeff Mills, and Dave Clarke. Despite attending different events that were focused on styles like Psytrance or Drum and Bass, It was a matter of taste; I always felt Techno music resonated much more in my heart.
Keakie: How do you approach song selection for your sets? What do you look for in a track that makes it suitable for your performances?
Fernanda: It's hard to answer this one. I don't follow a pattern when looking for music. Still, when I'm digging, I try to recognise something that has a certain "spark" that catches my attention, and I imagine myself on the dance floor listening to that particular combination of songs and rhythms. If I find myself tripping, that track is fit. I love tough kicks and basslines, and rolling loops. But many times, I find tracks that usually would not really fit my hard and fast sets; even so, I save them because I always find a way to incorporate them, whether it's in the set intro or during a long and deep track break. In essence, while I do have preferences in terms of velocity and punch, I don't limit myself to a specific Techno style, allowing my sets to vary in terms of BPM and density.
“I always felt Techno music resonated much more in my heart” ~ Fernanda Martins
Keakie: Can you tell us about your experience playing in different countries and how it has influenced your music and career?
Fernanda: It influenced me as a person, not just a DJ. Being able to travel the world and get to know different cultures, histories, and people is the greatest thing this job gave me. My experience as a music selector and DJ has taught me to feel, read, and capture the intensity of people based on their historical, sociological, and/or political backgrounds. It changes so much from place to place! It gives me a wide range of possibilities when building up a set, which will tell a different history if it is done in Colombia or Japan.
Keakie: Can you discuss the process of managing multiple labels and how it contributes to your overall career?
Fernanda: I would say that right now, it takes 50% of my time. But it is one of the MOST exciting things I do. I love to be in contact with my colleagues, and it makes all the difference in my career because getting to know people is the best you can do! It is impossible to do this job right if you don't have a team to help you out, and luckily, I do have one. For all 3 labels, Audiocode, Hardwork, and Devotion Records, I act as the CEO. As I graduated in communication and music business, I manage aspects related to deals and contracts, and I delegate other functions to other people on the team. We hold several meetings per month to plan the release schedule and marketing of each one of them.
I love it for real, so much that I also help out other label owners and managers to organize the structure of their business, both coaching and actually helping them to set their contracts and workflow settings.
Keakie: As a label manager, how do you discover and select new artists to work with? What criteria do you consider when signing new music to your labels?
Fernanda: Lucas, my label(s)'s partner and I also graduated as audio engineers, but he is the one who makes the A&R of all the 3 labels. Of course, I help him out when he requests, but he is the filter of the demos we receive and who is actually digging and contacting new and established talents on behalf of the labels. Lucas is a machine; he talks with so many people daily, and he loves to help out new talents, giving them tips to improve in the studio. He is also making 90% of the masterings of our labels. Speaking on behalf of Lucas, I can confidently say that, apart from ensuring that tracks align with each label's style and vibe, he greatly emphasises sound quality. He also values collaboration with artists who are eager to learn, exchange knowledge, and work on multiple projects rather than just a single release.
Fernanda Martins is the label owner of 3 labels: Devotion Records, Harwork and Audiocode.
Keakie: Could you recount one “big moment” that particularly made you proud as a DJ?
Fernanda: I guess it was when I made my second Europe Tour, when I was still living in Brazil. And why not the first? Well, I noticed that many artists only had the opportunity to travel abroad once and never again. So my second tour, having dates in 4 different countries was a sign that maybe I should really dedicate myself to djing. Actually, it was at this point that I decided that I would take it seriously.
Artist’s favourite shows on Keakie
Keakie: What are some of the challenges you have faced in the music industry, and how have you overcome them?
Fernanda: I think the same ones that 98% of the music artists: the instability of this kind of job and dealing with the frustration when you feel you're giving it all and you don't see the results (opening parentheses here, because sometimes you think you are doing everything right, but you are not!). After years of experience in the business and gaining a deeper understanding of how it operates, I've realised that one of the biggest challenges when starting out is the lack of guidance and knowledge about the path to follow. Looking back, I wish I had a better understanding of the industry and the necessary steps to succeed. Nowadays, there are readily available guidelines that can make the journey smoother and safer. However, I've noticed that many artists are not interested in learning how to manage their careers effectively, and this can truly make a significant difference.
“Follow your heart, don’t be shame, be bold and be constant.” ~ Fernanada Martins
Keakie: What advice would you give to aspiring DJs and producers who are looking to establish themselves in the Techno scene?
Fernanda: On a professional level, understand what you can generate as a music artist, understand the mechanisms of the industry and your particular scene, avoid working with non-professional and trick labels, artists, and agencies, and learn from the people who are out there for a while (it is not easy, and it they did, they are going the things right), seek knowledge to become a better version of you as an artist, and; talk about your art itself, follow your heart, don't be shame, be bold and be constant.
Keakie: What’s next in the pipeline? Can you share any exciting new collaboration or a show you are looking forward to playing?
Fernanda: Till the end of 2023, I will be doing shows in countries such as Spain, Austria, Croatia, the Czech Republic, Chile, Switzerland, and Portugal ... You can check my agenda both at my Instagram or Facebook … I hope to see some of you around!
Keakie Show: Tough Waves
Share this story
