Photo by Andrés Rodríguez.
In a world of streaming algorithms and instant gratification, El Marchante offers something different: a deep, soulful dive into the cultural memory of Latin America. Born in Caracas in 2015 as an online record shop, the project quickly grew into a multidisciplinary movement, driven by the passion of founders Osmar and Manuel Díaz. What began as a university side hustle—flipping books and vinyl—evolved into a purpose-driven mission: to recover, curate, and amplify the forgotten and essential sounds of Latin American and Caribbean music.
From dusty crates in Caracas to vibrant gatherings in Los Angeles, El Marchante has become a vital bridge between generations and geographies. Their events, playlists, and record shop do more than share music—they cultivate a living archive, one that honors the past while making room for experimentation and future soundscapes. This month’s Tigre Selector, El Marchante, takes us on a journey through the spirit of Venezuelan salsa, curating a playlist that’s as nostalgic as it is revealing.
Here’s what El Marchante had to say about curation, community, and the dreams still on the horizon:
TIGRE SOUNDS: El Marchante is renowned for curating and revitalizing experimental Latin American sounds. What inspired you to embark on this journey of musical exploration and preservation?
EL MARCHANTE: This journey started almost like a game between Manuel Díaz and myself (Osmar) during our university days. We began by hunting for books and vinyl records to resell, using the profits to continue exploring even more music and literature. What started as a side hustle quickly and organically grew into our daily life. Our collection expanded steadily, not only becoming larger but far more intriguing, as we discovered pieces that transcended mere commercial value. To us, these items transformed into historical testimonies, helping us understand our roots and cultural heritage.
From the very beginning, we didn’t want this to be just another store. We always envisioned something greater: a living space dedicated to recovering and sharing Latin American and Caribbean music that had unjustly fallen into obscurity. Moreover, we aimed to introduce to the wider world sounds that already held deep significance in Latin America but were still awaiting discovery elsewhere.
TIGRE SOUNDS: Operating both a physical record store in Caracas and an online platform, how do you see the role of traditional record stores evolving in the digital age, especially in Latin America?
EL MARCHANTE: Vinyl record stores haven’t merely survived; they’ve flourished significantly in recent years. I believe their success comes from their unique role as spaces for community gathering, exploration, and discovery, ultimately creating lasting memories, something inherently essential to all of us. While digital platforms complement this experience by allowing anyone worldwide to access and purchase from our collection, they cannot fully replicate the genuine connection and personalized recommendations that physical stores offer. There’s still no algorithm for that.
That said, stores that do more than simply sell records, those that host events, workshops, and foster community, will always remain ahead. Their true value lies in the stories they tell and the connections they create, making them special beyond the products they offer.
TIGRE SOUNDS: Your project emphasizes fusion and experimentation within Latin American music. How do you select the pieces that best represent this rich tapestry in this playlist?
EL MARCHANTE: While our project embraces the richness and diversity of Latin American music, this particular playlist dives especially deep into Venezuelan salsa. Why? Not only because we grew up with it, but also because we believe there’s still so much more to discover and share about it. We’ve chosen tracks that we consider essential for getting into Venezuelan salsa, along with others we feel deserve wider recognition and appreciation.
TIGRE SOUNDS: Through events like Mosaico in Los Angeles, you’ve created spaces that celebrate Latin American and Caribbean music. How do these gatherings influence the perception and appreciation of these genres among diverse audiences?
EL MARCHANTE: After the pandemic, we decided it wasn’t enough to just reopen the shop in Caracas. We wanted to share a bit of that experience on the West Coast, where I’m currently living. The idea was simple: bring a little slice of the Caribbean with us and tell our story through music. Since then, and I say this with great confidence, we’ve built a beautiful community of passionate music lovers. The events organized by El Marchante have connected deeply with those who share our love for music, regardless of nationality or cultural background.
TIGRE SOUNDS: Collaborations seem integral to El Marchante’s ethos. Can you share a memorable partnership that significantly impacted your approach to music curation and dissemination?
EL MARCHANTE: We’ve been fortunate to collaborate with many inspiring people over the years, but one that truly stands out is our partnership (and growing friendship) with Cuarto Central, the creative studio led by Pilar Castañeda and Juan Rentería. Together, we’ve delved into their innovative project Cuarto Sonoro, an event conceived by Marlon González that pays homage to music through a distinct atmosphere and carefully crafted art direction. They’ve generously welcomed us into this world, placing their trust in El Marchante’s vision and curatorial sensibility. The result is a series of events we’re deeply proud of, each one a reflection of our shared commitment to creativity, storytelling, and musical exploration.
TIGRE SOUNDS:Looking ahead, what are your aspirations for El Marchante, and how do you envision its role in shaping the future of Latin American music appreciation globally?
EL MARCHANTE: We still have plenty of dreams ahead. We want to continue growing and strengthening our record store presence, both physically in Venezuela and digitally in the United States. Expanding our event offerings is also key for us, as is further developing our skills in production to tackle larger, more ambitious projects in the future. On top of that, we’re deeply committed to enhancing our research initiatives, an area we’ve been actively developing.
El Marchante has always been fueled by dreams. And though the shape of those dreams may shift and evolve, one thing remains constant: our mission to preserve and share the musical heritage of the places that made us who we are.
With every needle drop and every curated playlist, El Marchante reminds us that music is memory—and memory is resistance. Their work not only preserves the vibrant heartbeat of Latin America but also invites new generations to listen more closely, to dance more freely, and to learn more deeply.
Don’t miss the chance to vibe with El Marchante’s Venezuelan Salsa playlist — curated with corazón.
All photos by Andrés Rodríguez.
