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Mandioca was the first independent record label devoted exclusively to Argentine rock.
By the beginning of the 60s Jorge Álvarez was the owner of a small publishing company specializing in left-wing books. With his close collaborator Pedro Pujó, Álvarez met musicians like Tanguito and the Trío Ricota (formed by Javier Martínez, Alejandro Medina and Claudio Gabis -later known as Manal). After visiting the Greenwich Village in New York, Álvarez, (possibly influenced by The Beatles' Apple project), decided to create a forum and outlet to encourage young musicians.
Thus, the experienced 36-year-old publisher founded Mandioca along with 20-year-old Pujó and his two former schoolmates: Javier Arroyuelo (18) and Rafael López Sánchez (20).
The Mandioca (Cassava, in English) is an edible root vegetable from South America (not as popular as the potato, though). Arroyuelo and López Sánchez would use the name first in a student publication -Mano de Mandioca (Hand of Mandioca). Later on, Mano Editora would be the label used for posters publishing and distribution.
On November 12th, 1968 at the Apolo Theatre on Corrientes Avenue in Buenos Aires, a presentation show was held with Manal (formerly Ricota), Miguel Abuelo and Cristina Plate. The event was publicised as ''Mandioca - La Madre de los chicos'' (''Mandioca - The Mother of the Kids'').
On the 26th, the show was repeated following the release of the first single of each artist (consequently, the first three singles of the label). Each single featured a luxury foldout poster sleeve designed by Daniel Melgarejo. Each sleeve included photos of the artists and the label founders, as well as texts and technical data. The praiseworthy idea was to treat each artist like a cultural event. Today they are highly collectable records.
During the Summer of 68-69 (Winter, in the Northern hemisphere) they rented a basement in the beach city of Mar del Plata (400Km South of Buenos Aires). Manal (with Pappo as guest) and Miguel Abuelo (solo and with Los Abuelos de la Nada) played some shows that -due to management inexperience - turned this project into a financial failure.
Back in Buenos Aires, only Álvarez and Pujó remained as owners. The other two moved to Europe.
Shortly afterwards, Mandioca signed Vox Dei, a band that -together with Manal- turned into the most important of the label.
During the four Sundays of June 1969 (at 11am!) Álvarez organised -together with Almendra's manager Aníbal Gruart- a series of rock concerts called Beat Baires. Almendra, Manal, Vox Dei, Moris, Los Abuelos de la Nada, Piel Tierna and Hielo (all Mandioca groups, except for Almendra) played.
After releasing some more singles (all with nice picture sleeves) the first Mandioca LP, a various artists compilation hit the stores: Mandioca Underground. The debut albums by Moris, Manal, Vox Dei and another well remember compilation (Pidamos Peras a Mandioca) soon followed.
Eventually, Mandioca turned into a subsidiary of another independent label, Disc Jockey, now in charge of pressing and distribution. Although new artists were signed (like, Alma y Vida, Tanguito and La Cofradía de la Flor Solar) personal and financial problems led Mandioca to disappear by the middle of 1970. Some groups like Vox Dei signed for Disc Jockey, while others like Manal had already been gone.
Jorge Álvarez, now big friend with Billy Bond, moved with his new protégé artists to other labels (both argentine-owned): Music Hall (La Pesada and Pappo's Blues) and Microfón. In Microfón, Álvarez soon formed the subsidiary Talent, in which he would sign the great majority of the artists mentioned in this book.
Álvarez turned into the most important producer and manager of Argentine rock during the 70s. If you were his ''friend'' you would get an instant record deal. He later moved to Spain where he continued with his successful career, largely contributing with the so-called ''Movida Española'' (sort of Spanish new-wave rave).
Despite its short existence, Mandioca was extremely important for Argentine rock music. It meant an escape from dependence upon big international record companies, allowing the artists to develop their musical ideas with absolute creative freedom.
All Mandioca editions are very rare and highly collectable. The singles have never been reissued (note: some of them have been included in later vinyl and CD compilations). The first three singles with poster sleeves are of particular interest.
What follows is the complete Mandioca label discography. To get more information about each record you should consult the respective artist entry elsewhere in this site.
ALBUMS
- MANDIOCA UNDERGROUND MLP331
- MORIS MLP332
- MANAL MLP333
- VOX DEI MLP334
- PIDAMOS PERAS A MANDIOCA MLP335
SINGLES
- MANAL MS001
- CRISTINA PLATE MS002
- MIGUEL ABUELO MS003
- HIELO MS004
- SAMANTHA SUMMERS MS005
- PIEL TIERNA MS006
- MANAL MS007
- MORIS MS008
- VOX DEI MS009
- BRUJOS MS010
- ANALISIS MS011
- XAWXS MS012
- POT ZENDA MS013
- MANAL MS014
- VOX DEI MS015
- MIGUEL ABUELO MS016
- LOS BRUJOS MS017
- THEM MS018
- VOX DEI MS019
- ALMA Y VIDA MS020
- TANGO MS021
