Lexa

Nikolov: What I remember about Moli is that when he went out, which didn’t happen a lot, he was amongst the last ones standing – just like me (laughs) –, and he was always in charge of the music at the parties (that still hasn’t changed). I remember seeing him work for fashion brands that were just starting with great involvement and ambition, but the thought of working together didn’t come until later on.
Moli: Nikolov was always the king of the night, he worked for all these clubs and always took good care of everyone. I’ve always admired his work ethic and communication skills, and I think he adds so much value to the product.

Moli: It’s funny because I don’t know many Alexs, but I ended up working with one and getting called ‘The Alexs.’ I’m not a fan of that, so we had to brand the agency and find a name ASAP. Also, we started getting called by our last name to avoid confusion.

Moli: I was going over names and meanings, constellations, etc. I read the whole dictionary, literally. But I was never 100% in on anything. As we said, we get called the Alexs, so one day, I started playing with our names and Lexa came up, which means ‘protector of men.’ I liked it. Also, the fact that it’s a female name felt good.
Nikolov: I have to admit that the final result was all on Moli’s side. At the beginning of the quarantine, we tried to put together a brainstorming aiming for something too conceptual, so it always ended up sounding too pretentious. Then we tried to go for comic Spanish slang, but it didn’t work at all, lol. We needed something that was more about us.

Nikolov: I feel like it was something I always had in the back of my head. I really admired the professional growth and work style of Moli and tried to include him as an ambassador in every club or festival I was working at. I knew he was someone I could trust 100%.
I was managing Andrei Warren for about a year and Leïti Sene for about a month or two, and I got approached by Wekaforé Jibril and his newly formed band, Egosex. It was obviously too much to handle alone, having already Loom Festival and Primavera Sound on my schedule, but I was feeling so ambitious and inspired by these people that I wanted to do it. I can’t remember the exact moment, but I think I was complaining to Moli about having a lot of work to do, and the idea of working together came across.
Moli: We have similar work ethics and ambitions, so it happened naturally.

Nikolov: Music is maybe the most developed industry out of all the arts – there is a decades-long built structure around profit-making, which sometimes makes it unappealing for underground artists that want to stay authentic and true to themselves. A musician or band usually has a booking agency that manages their gigs, and a record label that manages their music publishing, streaming, etc. Important areas such as relationships with brands and cultural institutions or press strategies are not always achieved in this scenario, and the friendly, authentic approach can be lost. Our talents are artists that work across really different fields – visual art, performance, cyborg art, music, fashion… We are used to a multidisciplinary approach where possibilities are broader.
Moli: I think the intersection of different arts is the key. Our artists admire each other and get inspiration from each other. They try to collaborate and contribute to each other’s success as much as possible. Really feels like a family

Moli: It’s just a feeling. Even when looking for models when I was working for View, which you are supposed to hire depending only on their looks, it was always important for me to meet them, check their personality and make sure they can click with clients and overall the creative teams they have to work with every day.
As per our talents, the same, it’s just a feeling. All of them have a very unique approach and are quite disruptive in their own field. As soon as I got to know each of their projects and how passionate they are about them, I felt very inspired.

Nikolov: Barcelona has been a strong inspiration for Lexa. We have always been surrounded by very creative people with very daring and groundbreaking visions, but we saw many getting lost because of not being able to find a team that can assume the responsibility and work consistency that their projects needed to grow. In the end, what we really do is work with our friends, we believe in them a lot and there is always a very close and familiar factor.

Nikolov: All my experience really begins around clubbing. I started working with different venues, festivals and collectives in Barcelona, which made me understand the importance of community building and discover the important role music plays in it. I guess the ambition of changing the way things were done before and giving prominence to young artists with alternative visions have always been at the core of everything, drawing a lot of inspiration from the underground scene, where I’ve always felt at home.

Nikolov: Our vision has always been international, and so are all the projects of the artists we work with. There are big limitations in working locally, even if the local scene is where we get our inspiration from. Management is a non-stop job, even if you’re off or travelling, you have to always be available for your talents, so at the end of the day, there is only a small number of people you can be committed to. But there are so many more that we want to work with and inspire us, so we are in the process of building a bigger team and being able to offer our services for one-shot music launches, PR campaigns, etc.

Nikolov: I feel there’s always been this complex relationship between the underground and the mainstream. There’s this conception that the underground blames the mainstream and the mainstream doesn’t give back to the underground. I feel that this is slowly fading away with new generations of artists that are able to find authenticity and success at the same time, and that’s where we are standing.

Nikolov: I believe the best outcomes come from full creative freedom. Laura was involved in the process from the beginning – we didn’t even have a name, so she started working with just some basic values we established for Lexa. She’s really talented, so we just had small observations to rework on the identity.

Nikolov: I believe there’s a lot of great talent in Spain, but a big lack of structures that allow them to amplify their projects, so I think it’s great that more projects are emerging to fill this gap. I’ve checked out The Rats Company and their work and talent selection looks really cool. There’s also Sangre from Madrid on my radar. I don’t really believe in competition. The fact that these new ways of working are emerging will make the scene more thriving overall.

Moli: We have very interesting projects coming in 2020 and 2021. Leïti has a lot of new music and major releases on his solo career, as well as his newly founded collective, Cutemobb, which is going to release their first mixtape in no time, with a lot of content like music videos, brand endorsements, radio shows, and hopefully, their party The Nalgas can start soon again as well. It’s a really fun project to be involved with and they’re definitely one collective to keep an eye on.
Andrei Warren has been working tirelessly on his newborn Misato Studio on campaigns with renowned international brands and establishing itself as a creative studio to have on the radar. As for Candela Capitán, besides her solo career in performance and her ongoing collaboration with fashion, she’s working on her project Lesionada Bendición, which will promote dance and performance in her community and intends to include these disciplines in other artistic fields.
Nikolov: Kai Landre is releasing his first-ever statement since starting his cyborg transition and a whole new music project in collaboration with Lyzza, so super excited about that. Our roster is also growing, so let’s just say we will soon be more diverse than ever.