Large crowds, sleepless nights and endless paint are what FGCU Sigma Phi Epsilon alumnus Carlos Garcia lives for. As Life In Color’s international director of social media and marketing, Garcia is actively involved in the production process from marketing to the main stage.
“I’m attracted to the social culture of EDM,” Garcia said. “It kept bringing me back every year. I experience everything around me and constantly observe every bit of it. I believe the social culture is hands down one of the most incredible things about the industry.”
Deemed “the world’s largest paint party,” LIC has events lined up in the United Kingdom, Costa Rica, the U.S., Paraguay and many other locations for their 2016 Spring Tour. Its recent stop in Miami led Garcia to one of his proudest moments as director.
“This past weekend, I was the head of activations for LIC Miami, and Saturday was one of the most challenging but rewarding events,” Garcia said. “I didn’t sleep for three days. I had a team of about 70 people making it all work, and it was the most proud moment of my life. Those 12 hours were incredible.”
Through his equally weighted personality of party and professionalism, Garcia has gained valuable skills and passion for his career. Garcia held the position of vice president of programming for SigEp during his time at FGCU and made networking connections that led him where he is today. Through nightlife and concert promotions, he launched into the entertainment business. With guidance from his fraternity brothers, Garcia realized that he wanted to make the world smile and shot for corporate entertainment.
“Luckily, a SigEp alumnus of another school worked within LIC,” Garcia said. “I met him in Fort Myers and always kept in touch over the years. It helped knowing someone within the company to vouch for me, and he knew we shared similar values and ideals.”
Every day on the job is completely different, varying on the location of the show, the marketing plan and timeline. Garcia works with promoters and assesses all of their needs and requests. He contacts sponsors and marketers daily from all over the world and has encountered obstacles such as language barriers, time zones and cultural differences. Yet, he has overcome them all in order to bring LIC around the globe.
Garcia handles the LIC Instagram, Twitter and Facebook and also recruits, teaches and organizes teams of brand ambassadors in each of the markets. He explains that the main goal of each show is to get the fans excited about the unique experience and to build up to the magic.
“Some (fans) love paint and raging,” Garcia said. “Some love music and the artists. It’s all about knowing the market and driving their hype to translate into ticket sales.”
For students who wish to pursue their dreams and top career choices, Garcia gives his best piece of advice.
“Be honest, be passionate, be yourself,” Garcia said. “Find what makes you happy and f—ing get it. The more in tune I’ve gotten with myself, the more I can grow and learn. Once I started realizing that being weird was more than okay but an incredible blessing, I began to flourish.”
Garcia’s position allows him create moments that he can only describe as those that cause a “misunderstood smile.” It is a sensation that goes beyond comprehension of emotions and leaves the fans speechless.
“We are an overall experience that goes beyond just the 1, 2, 3 they expect,” Garcia said. “They see something or feel something they don’t completely understand, emotions that are like experiencing a miracle. We make sure the fans are there for the right reasons, and it adds that extra bit of brilliance.”
When the stages are broken down, a new day starts, and it’s time for the next show. Nothing makes it more worth it to Garcia than seeing the fans’ faces and watching them enjoy the show.
“We’ve been doing this so long that its just part of a smooth process,” Garcia said. “After hundreds of shows, our teams are professionals, and it’s just another day in the entertainment world.”