DAVID LUCERO
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Music Executive | Producer | Tour Manager | Community Leader
With a Bachelor of Business Administration in Marketing and Finance, David Lucero has built a distinguished career at the intersection of business strategy and the music industry. His expertise spans artist management, international touring, music production, publishing, nonprofit leadership, and community impact, making him a respected force in both entertainment and community initiatives.
Music Industry Leadership & Artist Management
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David began applying his business acumen as Booking Manager for The Patsy Torres Band in San Antonio, Texas. In this role, David:
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Negotiated and contracted national and international tour dates
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Coordinated global travel logistics, accommodations, and press conferences
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Secured local and national sponsorship agreements
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Negotiated a contract with an international recording company
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Managed hiring, supervision, and payroll for band members
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Served as Personal Manager and Advisor to Patsy Torres
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Under David’s leadership, the band toured extensively throughout Hawaii, Japan, Korea, the Philippines, Okinawa, Guam, Germany, Italy, Spain, Greece, Turkey, Mexico, and China, building an international presence and expanding their global fan base.
David also negotiated an exclusive 10-year contract with Six Flags Fiesta Texas, positioning Patsy Torres as the park’s featured Hispanic star. He produced and managed diverse daily performances that entertained visitors from around the world.
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Executive Producer & Award-Winning Projects
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David Lucero’s executive production work has resulted in award-winning success and industry recognition.
David has executive produced:
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Mi Inspiración (Tejano album)
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I’ve Got That Christmas Spirit (Christmas album)
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Dame Tu Corazon — Winner, TTMA Album of the Year
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Music video Noticias Falsas (Fake News)
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VIVE CON GANAS — Winner, Album of the Year, Tejano Allstar Awards
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The album VIVE CON GANAS featured original songs co-written by David, including:
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“Oh No There’s No More Love”
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“Oh No Ya No Hay Amor” (Spanish version)
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“Desde Mi Primer Aliento”
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“Vive Con Ganas” (Title Track)
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David's work reflects not only executive oversight but creative contribution, blending business leadership with artistic vision.
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Publishing & Industry Recognition
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As Co-Owner and Manager of Star Ninety Publishing, David copyrighted and published original music in both Spanish and English. His publishing success earned him BMI’s Citation of Achievement for the song “Te Juro”., recognizing great national popularity as measured by broadcast performances.
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Production & Technical Expertise
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In addition to executive management, David brings technical mastery to live productions. He is a Licensed Pyro-Technician with extensive working knowledge of:
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Professional sound and lighting production
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Equipment purchasing and maintenance
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Lighting programming and operation
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Special effects and pyrotechnics
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David's comprehensive understanding of both stage production and business operations allows him to oversee performances from concept to execution.
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The Positive Force Tour – Entertainment with Purpose
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In response to growing concerns surrounding teen issues such as drugs, gangs, and school dropouts, David co-created a groundbreaking musical program.
As Vice President and Manager of Positive Force Tour, Inc., David developed and managed a large-scale, touring musical drama titled:
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The Positive Force Tour
This 16-member cast production incorporated:
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Singing and dancing
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Dramatic skits
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Interactive dialogue and testimonials
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State-of-the-art sound systems
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Special effects, lighting, and costuming
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David negotiated sponsorships, wrote proposals, developed marketing strategies, planned budgets, contracted tour dates, coordinated logistics, supervised cast and technical crews, managed inventory, programmed lighting systems, and operated pyrotechnics.
The show toured nationwide, inspiring millions of students with powerful messages about education, self-esteem, goal-setting, and personal responsibility. Schools reported measurable impact, with students choosing to leave gangs, reject drugs, stay in school, and reconnect with their families and communities.
For his dedication and belief in youth, David received the Arizona Office of the Governor Certificate of Recognition.
Most recently, David secured nonprofit status for Positive Force Tour Programs (PFTP, Inc.), expanding the organization’s ability to provide tailored musical programs for diverse age groups.
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Community Service & Outreach
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David’s commitment to service extends far beyond the stage. He donates time, expertise, and audio equipment to schools across San Antonio and collaborates with organizations including:
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Communities in Schools
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DARE
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Texas Commission on the Arts
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Texas War on Drugs
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Alamo Community College District
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He has provided technical support for motivational presentations at:
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San Antonio College
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Northwest Vista College
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UTSA
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University of the Incarnate Word
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Our Lady of the Lake University
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St. Mary’s University
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Palo Alto College
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St. Philip’s College
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Additional organizations benefiting from his service include:
Boysville, Job Corps, Rape Crisis Center, March of Dimes, Elf Louise, Cancer Society, Diabetes Association, National Multiple Sclerosis Foundation, Santa Rosa Children’s Hospital, LULAC, San Antonio Food Bank, San Antonio Chamber of Commerce, RSVP, U.S. Army, U.S. Air Force, San Antonio Police Department, Bexar County Sheriff’s Department, American Heart Association, Red Cross, and United Way just to name some.
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A Career Built on Vision, Excellence, and Impact
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David Lucero’s career reflects a rare combination of business expertise, creative production, technical proficiency, and heartfelt community service. From international tours and award-winning albums to nonprofit youth programs that change lives, his work continues to leave a lasting impact on the music industry and beyond.
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Contact Information:
Phone: 210-674-5439
Write: PO Box 680131 San Antonio, TX. 78268 USA
Email: davidlucero@prodigy.net
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