X Alfonso - Aiming a change from INSIDE

X Alfonso is a rare kind of artist. I would say that he is a ‘holistic’ artist who never goes unnoticed. His work is like the rain falling on a lake, creating rings of water – expanding, interconnecting, visibly changing the status quo. X Alfonso’s successful, multifaceted career as an instrumentalist, composer, recording artist, performer, photographer, and video director makes him one of the greatest artistic and creative minds of Cuba.

I met X (Equis in Spanish) and his wife Sandra in Copenhagen during a Creative Business Conference a couple of years ago. We talked for hours, and I have to say his mind is as sharp as a blade, and his vision is endless. An example of his vision is the foundation of La Fabrica Del Arte Cubano (F.A.C.), a unique space that has been recognized as one of the best cultural venues in the world. In my view, this venue is his biggest achievement, and it has set his legacy for generations to come.

Although Equis has been busy in the last few years, he hasn’t released an album for almost a decade -his last was Reverse from 2011. So I was thrilled when I saw the posts on Instagram about his new single called “Cambio”. Later I learned that “Cambio” was the first of several singles he will be releasing over a year, as part of an album named “Inside”. The way he is releasing the album and how its marketing campaign was rolled out was interesting to me. I noticed, in addition to the commercial aspect, there was a deeper message, a sort of a “call to action”. That’s why I reached out to Equis for this interview: I wanted to know what is behind his new music, and particularly: why now?

CM MUSIC: What triggered the need for a new album, and why now? What has triggered this new music?

XA: What caused me to compose and write are the times we are living in, and also the lack of commitment and responsibility in the current music that surrounds me.

CM MUSIC: When you refer to a lack of commitment and responsibility – what do you think are the causes of this phenomenon? Do you think it is connected with the disinterest of the new Cuban generations? Or a change in the Cuban music market?

XA: A change in the music market globally, of course. We quickly take in what is in the atmosphere, and a weak or banal message creates disinterest among the new generations. I think if you do not give them something that touches them, makes them think or be involved and be part of what you talk about, then we will create people without commitment, without values, and without responsibilities for its surroundings.

CM MUSIC: The lyrics are filled with reflections on change, unity, openness – However, I feel they all reflect a deep concern for the future -What would it be your main concern about the future of Cuba?

XA: The people who live here in Cuba. Those who are sacrificing themselves every day to do positive things to bring a better future for the country. We urgently need a change of mindset to move forward and develop ourselves.

CM MUSIC: ‘Change’ could be a tricky word in the Cuban context. Do you think that music can have an impact on change in Cuba?

XA: I believe that songs have changed the world in other historical times, so yes!

Behind INSIDE’s Creative Campaign
The Team: Yoana Grass, Rafa G. Escalona, Nelson Ponce, Raúl Valdés (Raupa), Larisa López, Claudia Fernández, Carla Mesa, Kerstin Hernández
BONUS TRACK www.bonustrackcuba.com

CM MUSIC: What were your artistic considerations to release the album in this way? What would you like to achieve with this move?

XA: To reach every possible person with these messages, and for each song to have its own time and its development in different ways and actions.

CM MUSIC: What does the symbol of the butterfly with a burning wing mean?

XA: The Butterfly is a symbol of metamorphosis and transformation; the need for changes, freedom, lightness, and value. In many religions, it means the soul. Also, as a concept, the Butterfly Effect is intimately linked to the emergence of chaos theory, which already suggests the possibility that a tiny event like the flutter of a butterfly at a given time can, in the long term, alter a sequence of events by an immense magnitude. The wing of the butterfly burning in the design represents urgency.

CM MUSIC: Is the album available on Spotify or iTunes?

XA: Yes of course, and also on other platforms such as Apple Music, Pandora, Deezer, Amazon Music, and YouTube.

There is an important detail for the Cuban public: the downloads of the songs are free at xalfonso.com, but only if you are in Cuban territory. A few years ago, I decided not to sell my music in Cuba. I was trained in art schools that never charged for my education, so I don’t have to sell what I’ve learned.

CM MUSIC: Are you planning to go on tour with your album?

XA: After all the singles have come out, I will prepare a fully interactive final show. Once that is finished and assembled, then I will be ready for the tours.

CM MUSIC: What would be your wish for the result of this album, artistically and emotionally?

XA: That the people who listen, watch the audiovisuals and the concert internalize and reflect on the messages I’m sending.

CM MUSIC: Any other details about the production you would like to mention?

XA: Well, my last production “INSIDE” is not a typical album. It is an experience accompanied by several surprises and stories that will gradually see the light and as a gift here, I leave the new video of Reflection, one of the first videos released from the album.

Reflecting on the music and the answers from this interview, I was left with the feeling that an urgency for awareness was the source of this album. Cuban people are navigating a complex scenario where the search for answers is not simple. The amplification of inequalities, oppression, injustice, and environmental issues versus a music market that insists on promoting sex, parties, and money-making as the concept of “freedom” is a Cuban and also a global issue.

The reality is that these messages are just a distraction, driving the focus away from the real freedom people should seek. Freedom to live in a sustainable economy, freedom to create, learn and understand without limits. Freedom to express their opinions, freedom to make a living with dignity and beauty, freedom to be who you are and have the right to be so.

We can also see that people around the world are awakening, protesting for their right to everything they deserve. You see it in Hong Kong, Chile, Peru, and France right now. Somehow this album – even though it contains a global message – to me, it is a call for awareness among all parts of the political and social spectrum in Cuba. To be aware that the time for change has come and better sooner than later. It is call for reflection and change before it’s too late, because we all know soon will be too late! And when it is too late, the results can be unpredictable. The time for change is now!⊛