Tel-Aviv-based DJ and Producer. Nino Tores (Artur Sher) has been spinning records from the age of 14 at psytrance parties and started mixing with two minidisc players. As time passed, music and technology changed, styles, and genders transformed and evolved, and so did Artur. Influenced by the evolution of electronic dance music since the late 90s, he adapted to change while absorbing the impact of the psy, club, minimal, tech-house, techno, and more.
Photo Credit: Nino Torres – Facebook
In 2020, when COVID-19 hit the world, Artur shifted from DJing (all clubs were closed) and hit the studio making his own materials under the project name of Nino Tores, pushing an electronic sound that brings more than two decades of club experience to the table. Artur’s agenda in life is to make people smile through music and bring happiness to the world.
Now, the Tel Aviv-based producer and DJ brings the heat to Beats On Time for its 12th outing, with the ‘Loco Bogota’ EP. The EP is inspired by his love for Latin music seen through the lens of his unique indie dance vision, resulting in a unique and unexpected dance floor groover.
EG caught up with Nino Torres to learn more about the drop of ‘Loco Bogota’, his journey through electronic dance music, and more.
EG: Hi Nino, welcome to EG. Thanks for taking the time to chat with us. Where are you right now, and what have you been up to?
Nino Tores: Hello, I’m glad to talk to you guys! I’m based in Tel Aviv, Israel, and have been building my sound since COVID started. I experiment and test music and sounds on the dance floor, basically expressing my soul through music.
EG: Your journey through the electronic music scene spans back to spinning records at psy trance parties from a young age. How has your musical journey evolved since then, and what inspired your transition into producing under the Nino Tores project?
Nino Tores: Indeed, I have been DJing for more than two decades now. Many things have changed throughout the years: the music, the technology, the scene. I always kept DJing as a side hustle while having a day job, yet music was always my biggest love. I have played so many different styles over the years; naming the list of genres is just too long. When Covid hit, and there was a total standstill in the industry, the chase for finding new music to play stopped, giving room for new things. I decided this was the perfect time to start producing music, which was my long-lasting dream, and I went for it full power. Inspired by artists like John Digweed, who was my hero at some point in time, through new talents at that time, like Adam Ten, who is a dear friend and huge inspiration to me, I have started my journey in producing music, developing my skills, and formulating my sound and style.
EG: Tell us about the name Nino Tores. It is an intriguing play on words… What’s the story behind it?
Nino Tores: I was DJing under my real name, Artur Sher. Yet, when I decided to become a producer, I knew I needed a name for the project to represent me and what I stand for. I asked myself one simple yet very important question: ‘Why am I doing what I’m doing?’ After giving it much thought, the answer was to make people smile and be happy. So, my mission in life is to achieve that through music. I played with many names and words. Then, I came to ‘Serotonin’—the substance of well-being and happiness—and I thought to name myself that. In an idea that came from nowhere, I tried to flip it backward, and this is how the name Nino Tores was born!
EG: And now you have an upcoming release on Beats On Time, the “Loco Bogota” EP, which blends some interesting styles… What inspired this unique fusion?
Nino Tores: I love mixing genres, and I love the fact that electronic music is limitless; for this specific one, I was inspired by Latin music and wanted to create something with that Latin vibe.
EG: Can you tell us more about the creative process behind the EP and how you approached crafting its distinctive dance floor grooves?
Nino Tores: Once I decided to create something with a Latin vibe, I made sure to choose the right elements in the track to represent my decision. I used amazing guitars, castanets, and vocals throughout the track.
“When Covid hit, and there was a total standstill in the industry, the chase for finding new music to play stopped, giving room for new things. I decided this was the perfect time to start producing music, which was my long-lasting dream, and I went for it full power.”
EG: Saqib, label head of Beats On Time, presents a gritty remix of your track. How did this collaboration come about, and what was it like working with him on the project?
Nino Tores: Saqib and I connected a while back after his release on Maccabi House. I love his unique sound style, and even though we never met face-to-face, we immediately clicked. It’s like when you find someone with the same energy as you, things go smoothly and easily. We became friends. Adding to that, he is the most professional label boss I know. You will see much interesting stuff in the near future, both in the form of my release on BOT and a unique collaboration between us.
EG: Bonafique, another talented artist based in Tel Aviv, delivers a sexy and deep house remix of your original track. What do you think they brought to the table with their interpretation, and how does it complement your vision for the EP?
Nino Tores: Bonafique is definitely in my top 10 favorite artists, I love them and am super happy they agreed to remix my track; they bring the perfect combination of musicality and dancefloor bangers.
EG: “Loco Bogota” evokes a vivid sense of place and atmosphere. Can you share any anecdotes or experiences that influenced the creation of this EP?
Nino Tores: As I mentioned, I like the genre fusion, specifically in this one. My wife is a salsa dancer, and there is a lot of salsa music playing in our house, which inspired me to create something Latin.
EG: How does the location affect your creativity and are you inclined to calmness or chaos when creating? Where do you find inspiration?
Nino Tores: I learned that Inspiration can come and go, depending on many things, and when it comes, you must see the moment. When the war in Israel started, I couldn’t go into my studio for a couple of months, yet at some point, something just pushed me into it, and I remember that first session was like being reborn.
EG: Moving beyond music, what are some of your favorite movies or books that have inspired your creativity lately?
Nino Tores: I’m a very spiritual person, I talk and feel the energy, so I mainly read self-development and spiritual books, the latest one was “Blue Meditation Book by Osho”
EG: As someone deeply involved in the music industry, how do you view the current state of the electronic music scene, particularly in Tel Aviv and beyond?
Nino Tores: As with everything in life, things change constantly. Unfortunately, it is not enough today to be a good musician, especially in small countries like Israel. You need to be kind of multitalented. You must perform well on stage and have good mixing and social skills, marketing skills, etc. You cannot fight the change; you must be able to adapt to the sense demands. Yet, the idea is to still be true to yourself in the process and find the golden line between who you really are and what the sense dictates.
“As a veteran DJ in the scene, I think that diversity is on track. Ten years ago, you would see very few female DJs on the lineup, yet today, I think we have reached the point where we have so many amazing female artists, so in that sense, I think the scene is going in a good direction.”
EG: Social media plays a significant role in connecting artists with their fans and promoting new releases. How do you navigate the digital landscape as an artist, and what strategies do you find most effective for engaging with your audience?
Nino Tores: As most artists will tell you, I don’t like to deal with marketing and selling myself, yet it’s one of those things you must adopt too. It took me some time, yet today I’m an Instagram master, LOL. The positive side of it all is that it indeed enables your audience to connect with you on a global level. I love talking to people from all over the world about music. Many people send me music to get feedback and directions, and I’m grateful I can help them out. Additionally, it’s important to partner with a good label that can help promote you. I must say that Beats On Time is really good in that sense.
EG: With festival season approaching, what are your thoughts on the evolving landscape of festival rosters and the importance of diversity, including the representation of women in music?
Nino Tores: As a veteran DJ in the scene, I think that diversity is on track. Ten years ago, you would see very few female DJs on the lineup, yet today, I think we have reached the point where we have so many amazing female artists, so in that sense, I think the scene is going in a good direction.
EG: Finally, how do you see Beats On Time as a label standing out in the crowded electronic music landscape, and what sets it apart from other labels you’ve worked with in the past?
Nino Tores: First, as an artist who worked with numerous labels, BOT is the most professional. I was very surprised by the level of involvement they allow you in the release, from graphics to distribution, if something is important to you, you can make a difference in any aspect of the release. Music-wise, I really like the color they bring to the scene. Saqib does not compromise on quality, and he keeps that underground vibe. I foresee a great future for this label.
EG: Thank you for taking and all the best going forward!
Nino Tores: Thank you for having me, it was a pleasure.
Nino Torres’ ‘Loco Bogota’ is out now via Beats On Time. Purchase your copy here.
Follow Nino Torres: Spotify | Soundcloud | Instagram
