We had the good fortune of connecting with Hugo ( Juice ) Sanchez and we’ve shared our conversation below.
Hi Hugo ( Juice ), how has your background shaped the person you are today?
I grew up in the Inland Empire as the youngest of three kids. Our parents introduced us to music around the age of 13, and I fell in love with the bass guitar instantly. Growing up playing in church set a path that would lead me to where I am today- playing for artists such as Shadmehr Aghili, Tye Tribbett, Todd Dulaney, Chandler Moore, and Naomi Raine. I’ve also always been a business man throughout my journey as an artist. Understanding how the music industry unfolded for me, I wanted to give others that same opportunity to be a musician or a creative. In November 2019, my wife and I opened our music store in Whittier, California called “Juice’s Music Shop.”
Alright, so let’s move onto what keeps you busy professionally?
I started playing bass around the age of 13. I first saw my uncle have a bass guitar and I thought it was so cool. Seeing that I had interest in music, my mom bought us instruments. My brother got a drum set, my sister got a piano, and I got a bass. At this point we were a band! Every opportunity we had, we would play together at home or at church. Whether it was a youth service or a talent show, we just wanted to play. It really took off when someone by the name of Ken at my local music store invited me to play at his church. I still play bass with him from time to time, and I always remind him how we met. Shortly after meeting him, someone noticed me playing at an event and asked me to play for a band in LA. I then fell right into the gospel music scene.
That was where I learned how the music industry functioned. I had my hand in as a bassist, and as a business man. I was always selling musical instruments in between events. When I wasn’t playing, I was making deals. That eventually led me to starting my own business.
I’ve always naturally been a salesman. I felt like I could find deals on anything and help people get the music gear they wanted. As I grew as a musician, I developed my own sound. People asked how I got that sound or what gear I was using. I partnered with the companies who I endorsed (Optima Strings, Swing Guitars, and Music Area) to open Juice’s Music Shop. We opened in 2019 and had no idea that it would preceed a pandemic. We didn’t know what to expect. The pandemic shut all my tours down, and we just launched our music shop. The great thing was that we had a lot of support from the music community and they were fully supportive of our launch. In the peak of the pandemic, we felt a slight hit because most of our vendors stopped shipping products and we couldn’t really keep our inventory up. We decided to introduce one of Juice’s Music Shop’s own product called “Juicy Earz.” They are in-ear monitors designed for all types of musicians at an affordable price. They have been one of our most successful products this year.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Our first stop has to be Juice’s Music Shop, of course. We do so much there from recording videos for content to trying out new products. Whittier is small-business driven, so there are many mom and pop restaurants like Green Leaf Cafe, A Toda Madre, Crepes and Grapes, boba shops, and we even have our own movie theater. There are awesome trails we can do, and we’ll probably end up with a jam session.
Who else deserves some credit and recognition?
First and foremost, I belive all the opportunity I’ve been given comes from all the doors God has opened in my life. Playing in church has given me access to so many stages and creative outlets that helped me develop as an artist and business owner. Having the support of my mother also helped a great deal. She made sure I was kept a level head knowing how being a musician can have its highs and lows. She would give me the green light when it would came to being creative and following my dreams. Last, but not least, I have to give credit to my beautiful wife. She’s been there on my musical journey from take-off. She’s always supporting me, showing up to all my shows, and most importantly, being a pillar for me to lean on. There’s no way I’d be where I’m at if it weren’t for them.
Instagram: @HUGOEQUALSJUICE @JUICESMUSICSHOP
Facebook: Hugo Sanchez
Other: Feel free to use promo code : SHOUTOUT10 for a discount on JUICY EARZ at Juicesmusicshop.com