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Pickle Lands in Madrid: A New Frontier for the Passion, Chaos and Love of Music



Executive producer Olivia López tells LBB what makes Madrid the perfect European HQ for Pickle Music, and why she made the switch from agency to music production

Pickle Lands in Madrid: A New Frontier for the Passion, Chaos and Love of Music

A modern city with a rich history, and a culture which combines boundless energy with a love of the small moments which make a life well-lived. When New York-based music and sound company Pickle Music came to choose where to plant their roots in Europe, ‘why Madrid?’ wasn’t quite the right question. A better inquiry was simply, ‘why not Madrid?’. 

By any metric, the vibrant and bustling city possesses all the ingredients necessary to be a global creative capital with its own distinct flavour. In the words of Olivia López, Pickle Music’s new Madrid-based EP, “when it comes to culture, it’s the city that aligns most closely with our own at Pickle. Its warmth, emotional personality, and chaotic sense of creativity speaks to us - we fit in very well!”.

Having enjoyed early success with brands such as Burger King and Netflix in the few years since setting up shop in New York, Pickle Music has its sights set on branching out across the pond. And, true to its own eye-catching and energetic style, plans are in motion to ensure Pickle begins life in Europe with a bang. 

Throwing A Welcome Party

On Thursday 7th October, life officially begins for Pickle Music in Madrid. To mark the occasion, the intention was always to host an open party for the whole industry to attend - the only question was where and how. 

“When I learned we could throw the event at the Casa Carvajal, I was over the moon!”, says Olivia. The iconic venue - originally the personally-designed home of the revered architect Javier Carvajal - has earned a grand reputation amongst European creatives. It’s credentials were further bolstered earlier this year after it played host to an NPR Tiny Desk Concert for C. Tangana, a breakout rap star in Spain. 

“When I tell people that’s where we’re holding the party, there’s a real electricity and excitement - it perfectly sums up where we want to be, creatively and aesthetically, as a company”, explains Olivia. 

Above: In April this year the Casa Carvajal played host to a Tiny Desk Concert from C. Tangana. 

“Ultimately this event is a chance for us to say that we’re here, and we want to be working with the community in Madrid and beyond”, says Olivia. “I can’t wait to see all of our friends - both present and future - on Thursday!”. 

Expanding Horizons

In truth, it’s not just the business of Pickle which is expanding into Europe - its staff roster is, too. Madrid-based Olivia has only been working with the company since the start of July, having previously worked agency-side before taking the plunge with Pickle. 

“It’s certainly a new and different experience for me, but there’s no doubt that Pickle and I are a great fit”, she says. A passionate musician since the age of five, Olivia brings an insightful outlook on music and its role within our lives to her position with Pickle. 

“Like all of the Pickle team, I’m bilingual in that I can speak English and Spanish. But I think that music is my third language”, she explains. “Today, we live in a world which is truly ‘always-on’ when it comes to music and sound being all around us. We’re submerged in it, whether it be Spotify, listening podcasts, or the latest TikTok trends. The result is that we are - all of us - fluent in music. It’s a universal language which connects us, sort of like a spinal chord for the world”. 

While that is an exciting prospect for those in the industry, for Olivia it also brings a certain level of pressure and responsibility. “While not everyone can necessarily play an instrument, audiences do know when it’s not being played correctly. It’s something instinctive. That means we need to ensure we’re working to a high standard - we owe that much to people whose time we’re asking for when they listen to our work”. 

And yet, despite the challenges, for Olivia music is its own reward. “Something I’ve noticed since starting my work with Pickle”, she says, “is that even when I hear the same piece over and over again, I can feel the emotions every single time. It doesn’t wear thin. That’s a power that only music has - the consistent connection between sound and the emotions in your heart and your soul”. 

That, ultimately, is what music has always been a passion for the EP - and why she’s now chosen for it to become her career. “I don’t think there’s any rational explanation for that power that music has - it must be neurological somehow”, she reflects. “We can’t control it, I don’t think. But we can channel it, and use that power to communicate the feelings and emotions we want to see in the world”. 

That same underlying respect for the craft of music is a philosophy which has served Pickle well throughout its time on the market so far. And so, as it branches out across the pond into Europe, there’s already one clear winner: Music itself. 

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Pickle Music, Tue, 05 Oct 2021 09:49:15 GMT