In the Media
Modern Luxury Magazine
San Diego, Influential Insiders 2015
"When most people think about music and the nightlife/entertainment industry, they probably think of going out, having fun with friends, having some drinks, dancing and escaping the daily grind," says Andrés Sette Arruza, owner, DJ and consultant for ASA Creative Services, a San Diego-based company that provides musical experiences for corporate events, fundraisers, fashion shows and more. But he likes to take it to the next level—using timeless classic, groovy and soulful tunes with a modern edge to bring people together to support a cause, raise awareness, or to celebrate an important moment or business opening.
"Music provides the backdrop for this to take place," Arruza says. "It’s the fabric that holds it all together and creates a certain energy that people can run off of and be inspired by. Music is the current that not only gets people excited, but also moves them to action."
Arruza has long been intrigued by the powerful role that musical context can play in everything from driving the energy and success of an event to empowerment—whether it's helping to develop The WHY? Foundation's "Fighting Cancer with Music" playlists for patients undergoing various stages of cancer treatment, or working with high end luxury retail brands like Bloomingdales and John Varvatos to enhance their overall in-store brand experience.
Arruza tailors each experience to his clients' specific needs and outcomes, while always balancing a fine line between playing what people know and getting them out of their comfort zone.
"It’s about making people feel a certain way—more confident, relaxed, excited, edgy...it’s all kinesthetic," he says. "Overall, I’m encouraging people to discover a part of themselves that they may not have identified with yet. That's ultimately what I'm passionate about bringing out in people."
“I've always been fascinated by how music and sound impact different environments to bring people together for one common outcome, all under the disguise of throwing a really great party.”-
Andrés Sette Arruza
Owner, Founder, DJ
ASA Creative Services
Events & Parties