New Music January

Alright, Santa Cruz—it’s time to turn up the volume! New Music January is here, and it’s all about celebrating the incredible talent we have right here in our own backyard. This one-of-a-kind event, put together by Event Santa Cruz, Santa Cruz Vibes, and the Arts Council Santa Cruz County, gives local musicians the stage (and the screen) to debut their latest work.

We’re talking 25+ brand-new, never-before-seen music videos from some of the most exciting bands and artists in the area. Whether you’re a lifelong supporter of the Santa Cruz music scene or just looking to discover your next favorite local act, this is an event you won’t want to miss.

Santa Cruz has always been a place where creativity and community go hand in hand, and the Arts Council Santa Cruz County is keeping that spirit alive by supporting events like New Music January. By giving local musicians the chance to showcase their art, this event isn’t just about putting on a show—it’s about strengthening the music culture that makes our town so special.

Artist Spotlight#2:

Alex Lucero Band

The Alex Lucero Band Brings Santa Cruz Soul to “New Music January” with the Premiere of “Long As You Like”

In a town where creativity thrives and the coast inspires, Santa Cruz’s own Alex Lucero Band has carved out a space as one of the area’s most beloved musical acts. This January, the band takes their talents to the national stage as participants in “New Music January,” an annual celebration of emerging and established talent. As part of this exciting event, they’ll premiere the highly anticipated music video for their soulful new track, “Long As You Like.”

For those who’ve followed the local music scene, The Alex Lucero Band needs no introduction. Their unmistakable blend of soul, Americana, and sheer authenticity has been a cornerstone of Santa Cruz’s vibrant cultural landscape. Whether playing a packed house downtown or touring the world, the band delivers an experience that’s as heartfelt as it is unforgettable.

The past year has been a whirlwind for the band. They secured a top-three spot in the Whale Rock Music Festival’s Battle of the Bands, earned a feature on the iconic Jam in the Van mobile recording studio, and completed tours across Europe and the East Coast. Along the way, they’ve played legendary venues like The Bitter End in New York and Stephen Talkhouse in the Hamptons while headlining Americana festivals abroad.

Frontman Alex Lucero, with his soulful voice and undeniable stage presence, is at the heart of it all. Over the years, he’s released six full-length albums—five with the band (formerly Live Again) and a solo record, “Shine,” produced by Adam Patterson of The Expendables. Whether leading the band or performing solo, Lucero’s raw talent and songwriting skills shine through.

Their most recent album, “Same Moon,” recorded at Nashville’s renowned The Studio, home to The Wood Brothers and Avett Brothers, further showcases their ability to craft deeply resonant music. The record even features contributions from Jano Rix of The Wood Brothers. Looking ahead, the band is hard at work on an “Anthology” project, slated for release in mid-2024.

But what makes The Alex Lucero Band a treasure isn’t just their accolades or ambitious touring schedule—it’s their connection to the community. They average an impressive 300 shows a year, performing regularly throughout Santa Cruz County and the Bay Area. They’ve gone from opening for icons like Michael McDonald and Chaka Khan to headlining stages in their own right, proving that their sound resonates across generations and genres.

Now, with their participation in “New Music January,” The Alex Lucero Band is poised to bring a little bit of Santa Cruz to music lovers far and wide. The video premiere of “Long As You Like” promises to capture the soulful, foot-stomping energy that locals know and love, while showcasing the band’s evolution on a broader stage.

For those who have yet to experience the magic of The Alex Lucero Band, there’s no better time to tune in. And for those who already know the joy of their music, this is yet another reason to cheer on one of Santa Cruz’s finest.

Check the video out right here!

WATCH ALL THE VIDEOS : NEW MUSIC JANUARY

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Artist Spotlight#1:

Silvandgold

One artist to keep on your radar? Silvandgold. Originally from LA, she made waves in 2019 with her debut EP, Catch the Kite, and kept the momentum going just three months later with her full-length album, Gaby Guerrero LP.

Her 2021 album, Avant-Garde (When the Time Comes), took things to the next level, leading to a self-funded tour that hit Brooklyn, Las Vegas, and Chicago. She’s shared the stage at Unidos Crecemos Cultural Festival in Florida and THOP Fest in California, proving she’s not just another underground act—she’s the real deal.

Now, in 2023, she’s keeping the momentum going with her latest release, Gold Rush, blending boom-bap, soul, and lo-fi hip-hop in a fresh and timeless way. She’s not about the “old school” label—she calls it “classic”, honoring hip-hop’s roots while carving out her own sound.

Like a lot of artists, Silvandgold’s love for music started young, shaped by the R&B and hip-hop tracks her older siblings had on repeat. From high school choir to church worship teams, she built her voice in different spaces before stepping fully into the hip-hop world.

Her music is raw, poetic, and deeply personal, touching on themes of faith, love, womanism in hip-hop, and spirituality. Every lyric reflects her journey, her struggles, and her truth, making her music something you really feel, not just hear.

Silvandgold knows how to put words together, seamlessly switching between Spanish and English over intricate beats. Her first EP, Catch the Kite, was a full collab with producer Twlv, but it was Gaby Guerrero LP that really got her noticed. Featuring artists like Destruct, the album caught attention from music outlets like Underground Hip Hop Blog, DailyChela, and GirlUnderground.

From there, she hit the road, performing in six different cities and landing spots at major festivals, sharing the stage with Evidence, Chino XL, and Che Noir. She’s also worked with One Be Lo (Binary Star), Scarub (Living Legends), Krum (Ill Harmonics), and Moka Only—and rumor has it she’s got some new projects brewing with Supastition.

What’s Next for Silvandgold?

If one thing’s clear, it’s that Silvandgold isn’t slowing down anytime soon. She’s got more music in the works, more stages to rock, and more ways to keep pushing hip-hop forward.

So if you haven’t checked out her music yet, now’s the time. Check out her New Music January submission “Save Myself”

Let’s Celebrate Santa Cruz’s Sound at New Music January!

New Music January isn’t just another event—it’s a celebration of the Santa Cruz sound. It’s about local artists, fresh music, and the community that makes it all possible.

So grab your friends, find your favorite spot, and get ready to experience some of the best new music Santa Cruz has to offer!

WATCH ALL THE VIDEOS : NEW MUSIC JANUARY