- Joff Cruz took his first steps into the music industry when he co-founded an indie rock band and started promoting shows at local venues in Manila during the mid-2000s. He hosted a weekly radio show before eventually starting a record label called Kindassault in 2007. After releasing two albums, he changed Kindassault into a promotions company and helped transform the Philippine live indie music scene by providing a stage for international acts such as Grimes, Toro y Moi, Explosions in the Sky, The Pains of Being Pure at Heart, and Stars. During this time he also co-produced four shows with Singapore’s Esplanade to showcase around ten Philippine bands.
- In 2016 he moved to Hanoi and immediately began working with local live music venues. Here he worked with international acts such as Jose Gonzalez, Lucy Rose, and Postiljonen. In 2018 he started promotions company Swan Zoo to create more shows for local and international acts.
- Recently he started hosting the quarterly Zoo Sounds Festival which will focus on featuring Vietnamese and East Asian acts. The first edition, which was held last October at popular music venue Hanoi Rock City, included acts from Vietnam, Germany, The Philippines, and Hong Kong. The next one will be taking place on Nov 7 and will feature bands from Hanoi, Da Nang, and Ho Chi Minh City.
- In the near future, he’ll be focusing on bringing in more foreign acts to Vietnam and connecting Vietnamese acts with regional festivals and promoters.
Related links: https://www.facebook.com/Swan-Zoo-515886315565320