Born in the small beach town of Santa Cruz, California, Frankie Moreno had his first encounter with music at the age of 3. His father and uncle had a popular local band called “The Moreno Brothers” and would hold their rehearsals weekly at the house. It was there young Frankie was exposed to music and became intrigued. He would sit by the pianist, watching intently as he played and was soon able to play all of their songs by memory.
Moreno would practice the piano for hours non-stop everyday. He was able to play anything he heard on the spot flawlessly and at lightning speeds. News of the young talent traveled fast throughout the city and his parents were constantly asked to bring him to local events to perform. By the time he turned 7 he was already playing professionally. He was putting on concerts across the state and would have to be raised up on a box to reach the keys of the piano.
Moreno spent a good portion of his youth playing baseball with his friends and doing what most kids do at that age, however, he put an extreme focus into practicing music. He learned to sing and write his own compositions. He soon began his studies of classical training and sight-reading, though he also possessed a remarkable knack for playing by ear which ultimately gave him the ability to play all styles of music on many different instruments.
At the age of 11 he was introduced to American audiences with nation-wide television exposure. Rapidly, his popularity escalated around the country. He was invited to play much larger events, and his performance schedule began to grow busier by the month. Several agencies, managers, promoters, and even record labels began calling. It was quite a whirlwind for the Moreno Family but very exciting at the same time.
Right after graduating High School, Moreno received an invite to move to Nashville. There, the young musician advanced his musical and songwriting talents. While playing piano, guitar, mandolin, and harmonica on numerous recording sessions, he still continued his live performances around the country. He was signed to write music for the major publishing company Cal 4 Entertainment, becoming the youngest member of their songwriting staff.
At the time, Nashville was booming in the music industry. More records were coming out of their studios then anywhere else in the country. Musicians and songwriters from all over the world would travel there to be heard. It was there that Moreno really learned the structure of the business from Recording and Promoting to Publishing. He was heavily involved in all of these areas. He used his time there to understand music in more depth, traveling with many popular musicians and recording with some of the best.
In the process of making his own album with a major record label, Moreno realized the way the system worked was not what he wanted. He had spent his whole life up until that point training on the piano, yet his producers didn’t want him to play on his own recordings. He was writing songs for a major publishing company as well as other artists, but they didn’t want to use any of his songs on his own record. It didn’t take long for him to come to the conclusion of establishing his own record label and publishing company so that he could obtain total creative control in his music.
At one of his performances in Nashville, a disc jockey from a radio station in Germany was there and took one of Moreno’s self made albums home with him. He loved the music and spun it on his station daily which eventually led to thousands of orders throughout Europe and a number 6 spot on their playlist. This was the first step for Moreno to receive international exposure.
Moreno decided it was time to try someplace new and he and his family moved to the fast growing city of Las Vegas. He had performed there on and off since he was a teenager and thought it would be a fun challenge since he played original music and that wasn’t what Vegas crowds wanted to hear. He thought this would be a great opportunity to reach a lot of people from all over the world without having to tour as much.
Work instantly started coming in from all the major venues Vegas had to offer. The people more than graciously accepted his original music. He was now being played across America and throughout Europe on various independent radio stations. He generated enough income from his live appearances to invest into a production company idea he had. “White Elephant Productions” was born. This became a full service production company allowing other original acts the chance to take their careers to the next level and be heard without having to be signed to a label and sacrifice creativity.
“I’ve always felt that music should be what you’re feeling at that particular time. Not what someone else thinks you should be singing just to sell albums. Many artists lose site of the art of making music and concentrate too much on what works out best financially. Me personally, I’ve always wanted to just play music and make people forget their problems for a while with a song. Myself included.”
Frankie Moreno has commanded audiences all across the country with his high-energy music and playful stage antics. His songs are cleverly crafted and his musicianship is virtuoso. His music is consistently rich with influences of rock, funk and classical, and yet, each of his live performances are very different from each other, never painting the same picture twice. He is unquestionably a unique artist and an all around talent who puts his heart and soul into his music.