"As a social dancer I wanted more. So I was motivated to help this situation and it was then that I decided to become a D.J." - Elvira Dominguez



New York's hottest female "Pura Salsa" D.J.

New York City, The Big Apple, The Gran Manzana. They say the population is 8 million people. That means 8 million stories. Lately, there's been talk about Latina women and their diversity in the work force, the Arts and Entertainment field, and the positive contributions they are making both economically and professionally. We should wonder why it hasn't been noticed before!!! - but that's another story. This story, however, is about a young Latina and her efforts as a Disc Jockey in the Latin music field. Her Passion? - Salsa Music.

In most male-dominated fields, the successful woman is rarely recognized for her efforts and achievements. Among the many reasons to succeed, there's the motivation to overcome the challenges and be a winner in the respective field. Without question, Elvira Dominguez is a winner in her field. Success to her doesn't mean making the most money. Instead, it means overcoming the challenges and then creating new avenues to pursue. In this sense, she has succeeded.

With international travel to Spain and England, this Latina woman is on the move. Her experiences abroad have only inspired her to remain positive, to trust her instincts, and follow her passion!!! - Salsa music. She possesses an uncanny ability to "know which songs to play" and adheres to her winning formula; "keep it basic and let the whole song play." That means no mixing of songs, just PURE SALSA all the way.

Born in Caracas, Venezuela, Elvira Dominguez (Taurus) eventually moved to Spain and lived there for ten years. Ironically, at that time, she really didn't listen to salsa music. It was when she moved to London, that she became interested in the Latin sounds. According to Elvira, she would listen and dance to the Latin sounds there but felt that something was missing. It was then that she developed a different point of view on what kinds of songs should be played to inspire the dancers and create a dynamic environment in the clubs. Her nine years in London and her ambition to play music motivated her to pursue her goals as a Disc Jockey.

Her view of what should be played and what could ignite the dancers even more prompted her to take up the turntables in one of the top cities of the world…….New York City. She brought with her the experiences she garnered in Europe and put her "fingers' to the test in the Big Apple. She had no idea whether the public would accept her. Nevertheless, with persistence (she's a Taurus) she decided to take the risk. It is often said that the greatest risk is not taking one. So, to her surprise, she shopped her demo tape around and subsequently received the encouragement to begin. With encouragement and inspiration from the dancers in New York City and from the people who knew about the real stuff, Elvira found her nichElvira - and it's "PURA SALSA" that she plays!!!!!

Angel Ortiz & Elvira Dominguez Congreso Bacardi de la Salsa 2000 (New York)

Although Elvira is not the only female Disc Jockey in New York, she is one of the few in the male-dominated industry paving the way. Elvira says that most people show surprise and acknowledgement when they learn that a Latina is playing the music. She doesn't mind this at all since it brings a smile to their faces (and hers !!)

She currently is the New York correspondent for a website called Salsaweb.com and has her own column every Friday in El Diario/La Prensa, called "Noches en Clave" with DJ Elvira and she previously did voluntary work for JustSalsa.com and for the RMM Record Label. Currently, she spins music every Wednesday at "Nell's" (14th Street between 7-8 Avenues). She also does free-lance work while traveling both domestically and internationally. Some of the venues she's played at are the Copacabana, The Supper Club, El Flamingo, Belle Epoque, China club, Hush, Summer Festivals like Lincoln Center, or the one at South Street Seaport and many other places in New York City, New Jersey, Connecticut, Texas and around the world, the "Bacardi Salsa Congress" in Puerto Rico, and the "West Coast Salsa Congress" in California. With her zest for life and her will to succeed, Elvira will positively challenge the "rules" of the male-dominated music industry. With no stop signs in her way, she continues to make her contributions to the world of Latin music and dance. This year she has been nominated as one of El Diario/La Prensa's 50 outstanding "Latinas" of the year, along with woman as Celia Cruz and La India. We welcome Elvira Dominguez to Salsamundo's "Women in Salsa".

What motivates you to play Salsa music?

Elvira - I love the music and I'm also a dancer. What really motivates me is when I see people dancing to the music. Their enjoyment and their positive reaction is what it's all about.

Is there some feeling you want to convey to the audience through the songs you play?

Elvira - What I'd like to send is strong rhythms to the dancers. I prefer songs with a lot of percussion.
When I play music of the '70's, people come up to me and ask me how is that I know about those songs since I've only been playing music for 3yrs. It's a nice reaction and I enjoy playing the "old" salsa music as well. So it's a feeling of enjoyment that I like to convey.

Share some of your thoughts as to how you select the music you play?

Elvira - I basically go through my selection of music and listen to songs at random. From there I select which I will play. I put a mark on those that I select. I don't have a strict process. I try to see who my audience is and then react to them. So it all depends on the atmosphere at the time and the feedback from the crowd.

Do you feel then that you receive feedback from the audience whether they are dancing or socializing?

Elvira - Absolutely. From the booth, I see a few things. For example, I see some people smile when I play a particular song. They look at me with an acknowledgment that tells me I've selected one of their favorite songs. Also, knowing some of the dancers and their favorite songs gives me an edge. I know what they like to dance to so I play the songs.

How long have you been playing music? Which was the first club for you in New York and in Europe? And how was it that you became interested in this field?

Elvira - It's been at least three years now. Three years ago, I was living in London. I remember going out to the various Latin nightclubs. From watching the people dance, I became inspired to learn the dance. So I started going out dancing five, six times a week. In London at the time, the majority of the Disc Jockeys were Colombian and Cuban. Although the music selection was always good, I can remember that the same songs would be played each week. I guess at the time, the record stores didn't have a wider selection. I think by now though, the selections have probably grown in variety. As a social dancer I wanted more. So I was motivated to help this situation and it was then that I decided to become a D.J. Since I had an idea of which songs the dancers wanted to hear, well, that made it an easy beginning for me.
In New York, the first club I played was at El Flamingo about two years ago on Sundays. At that time, Sundays was hot at Flamingo. In London, my first club was "Gossips". I played music at most of the clubs in London including Salsa Fusion, Habana Café, and at the Notting Hill Carnival. I was also a "guest D.J" and had the opportunity to play almost everywhere in London.

The public in New York is very supportive of your efforts. How do you feel about that?

Elvira - I feel terrific about that. New York is a fascinating city with many challenges. To be acknowledged is very rewarding and satisfying. It's a challenge for me to be the best I can be. It's a tough town so you have to continue to be your best otherwise the people will know it and not respond to kindly. So I'm really happy about it. In London, I was playing at parties and dances but felt that I wasn't going to grow. So I decided to move to New York since I felt it might offer more opportunities. I had heard that the dancing in New York was at a high level and that some of the top D.J.'s were located here.

How would you describe the current New York nightclub scene?

Elvira - Well, I think here you have choices. Also, comparatively speaking and based on my own travel experiences, I feel New York is the capital of Salsa. There's a long history here but I'm also very happy to see it growing all over the world. When you look around, almost every night of the week there is a club you can go to and dance Salsa. The venues range from small to medium to large spaces like the famous Copacabana. during the summer, there are numerous short boat rides you can take where Salsa music is offered. We also have Madison Square Garden where 4 times a year the RMM Salsa Festival/Concert presents itself. So there are lots of ways these events add to the overall "nightclub scene".

As a D.J., is there anything that you would like to do different than the other D.J.'s?

Elvira - Yes, and I'm doing it now. I play only Salsa!!! That's why my parties are called PURE SALSA. When I talk with other D.J's, they remind me to also think "commercial" because to specialize in only playing salsa music might be short-lived. However, I keep trying to stick to what I believe in because there are many people in New York who want to hear Salsa. I believe there is a public for it. In the beginning I was cautioned that it might be difficult but so far it has been going well for me. I also realize that I should keep the variety and options open so that ALL can enjoy the great music and dancing.

When you are spinning records (CD's), do you ever find yourself "In the Zone"?

Elvira - Yes, there are certain songs that are really good and make the people dance and really crazy. I stare at the dancers when this happens. I look at them and enjoy it so much. Then, I realize that I should find a follow-up song to continue the excitement. That's when I fall into the "zone". The dancers and their reaction are my inspiration. I can see them feeling the music. It's about bringing back good memories and encouraging them to go out to the dance floor and dance. That's what I try to do.

Any favorite recording artists?

Elvira - some of my favorites are Louie Ramirez, Ray de La Paz, Tito Puente, Jose Alberto "El Canario", Oscar De Leon, Eddie Palmieri, plus many others.

If you had an opportunity to introduce a new idea, technique, or device to enhance a D.J.'s ability, what would it be?

Elvira - Well, at the moment, the equipment available to D.J's is very much advanced. However, I don't' make use of it. I just stick to the basics and play the music. I let the whole song play and then bring in the next. This makes me different than the others because currently, most D.J's mix the songs. There's nothing wrong with mixing it's just that I prefer the basics. Every D.J. does his or her "own thing". This is good because it adds variety and versatility in playing music and it also offers a different way for the public to enjoy the music. However, I like the basics. My passion is there and I always say to "stick to what you believe in"

Any thoughts on what you would like to see happen in the next six months or year?

Elvira - Yes. I would like to bring back the "old Copacabana", Cheeta, or the Village Gate. I would be interested in promoting and playing a night in these clubs. I have heard about those wonderful years when those clubs flourished. I wasn't around to enjoy it but it would be great if I could revive it and bring some of it back. I also would like to eventually progress into radio and other areas of the music industry.

*To contact Elvira for your next Salsa event, festivals-international and domestic, send emails to: puresalsa@hotmail.com