Sergio Lizárraga’s Journey to Independence and Success with Banda MS
Get ready, mi gente, because we have a muy bueno story to share. Sergio Lizárraga, the visionary leader of Banda MS, speaks about his remarkable journey to independence and unparalleled success. This tale began a decade ago when Banda MS waved goodbye to Ferca Producciones, opting for the self-management route. Uncomfortable with Universal Music‘s terms, Sergio boldly said adiós and launched his own company, Lizos Music.
Based in Mazatlán, México, Lizos Music quickly made waves from their home base to the shores of the United States, particularly in San Diego. Over time, they’ve become a role model for many independent artists and groups, guiding them towards success. Under Lizárraga’s leadership, Banda MS has achieved incredible milestones, becoming the highest-grossing band in Mexico, topping charts in Hot Latin Songs, Top Latin Albums, and Regional Mexican Airplay.
Apart from raising the roof with Banda MS, Lizos also celebrated the solo launch of Edén Muñoz, better known as former frontman of Calibre 50, and fostered the rise of newcomers Los 2 de la S and Plan de Escape. Como siempre, their achievements are always en fuego.
Sergio Lizárraga took time to chat with Billboard Español about his company’s journey. When asked about starting Lizos, he stated it wasn’t planned, but a slowly evolving necessity brought to life by challenging circumstances. The aim wasn’t low either; he was optimistic with high expectations, learning and developing the business on the go.
Gracias to Lizos success, many regional artists have taken a leaf from their book, thereby breaking traditional norms and creating independent projects. They showed others that operating at the record label level was possible.
Contrary to many doubters’ expectations, throwing in the towel never crossed Sergio’s mind. And why should it? Economically and musically, they were thriving. Their independence meant artist control and freedom over content and promotion, a true dream for musicians everywhere.
Overcoming challenges like competitive bands and discovering their unique selling point of romantic songs were huge feats for Lizos. But they made it. Their greatest achievements lay in launching Edén Muñoz’s solo career and boosting Los 2 de la S from scratch.
Being seen as independent had its drawbacks, but a collaboration with Sony Music for Snoop Dogg’s track [“Qué Maldición” from 2020] helped them bridge gaps and reach new heights. This opportunity to learn from major labels showed them how on point they were with their strategies.
Reflecting on a decade of Lizos Music, Sergio sees a solid and flourishing company. They’ve improved musically and in marketing and distribution, making strides without overwhelming themselves with numerous artists. And their plans for the future? Keep making their artists great and continue growing. As Sergio puts it, to avoid falling, they have to keep climbing, just like el refrán says.
So sit tight, amigos y amigas, Lizos Music’s camino is far from over.
