The Voice Behind The Crew: How Nick DeLaCruz Is Redefining Music Storytelling

What if the most powerful stories in music aren’t told by the artists—but by the crew behind them?

In an industry often defined by the dazzling lights and headline-grabbing artists, the crew members who make the magic happen behind the scenes rarely receive the recognition they deserve. Nick DeLaCruz, the founder of This Is DeLaCruz, has made it his mission to change that. His platform celebrates the unsung heroes of live music—those whose hands, minds, and creativity shape every performance—and gives them a much-needed voice in a world dominated by star power.

This Is DeLaCruz is a cross-platform storytelling hub that goes beyond the surface-level interviews and gear talk typically associated with the live music industry. The platform has quickly evolved from a series of intimate, self-shot videos into a well-established brand that includes documentaries, mini-series, podcast episodes, and social media content. The focus? The real stories of the individuals who power live music—from the audio engineers, tour managers, and lighting techs to the crew members who have worked behind the scenes for acts like Madonna, Pantera, Sleep Token, and many more.

The concept for This Is DeLaCruz was born out of Nick DeLaCruz's own experience as a touring audio engineer. Having spent years on the road and witnessed firsthand the tireless work and dedication of crew members, Nick became increasingly aware of their lack of recognition in the public eye. In the midst of his own personal transformation—transitioning from a career on the road to sobriety and military service—Nick decided to use his skills and experience to amplify the voices of the crew, telling their stories and sharing their experiences with the world.

“It started with a simple idea: to share the stories of the people who make live music happen. I spent so many years behind the console and saw all of these incredible professionals, many of whom would never get the spotlight they deserve. I wanted to change that," says DeLaCruz, reflecting on the birth of his platform. “What started as a few interviews turned into something much bigger.”

This Is DeLaCruz provides an unfiltered, honest look at the lives of the crew members, showing the grit, determination, and resilience required to work in one of the most demanding industries in the world. The content dives into the personal stories behind the work, addressing topics like mental health, sobriety, burnout, relationships, and the toll that life on the road takes on the people who dedicate themselves to live music. These aren't just tech-heavy interviews about gear and setups; they are raw conversations about life, loss, and personal growth.

Nick’s approach to storytelling resonates deeply with both fans and professionals in the industry. His authenticity and ability to connect with his subjects on a personal level sets him apart from others in the media space. Unlike traditional journalists or interviewers, Nick brings a unique perspective—he's been there. He’s walked in the shoes of his interviewees, and that trust allows him to have conversations that transcend typical industry discourse.

“What sets This Is DeLaCruz apart is the level of connection I have with these people,” says Nick. “I’ve mixed shows, loaded gear, and lived that grind. It’s not just about technical details—it’s about the people. It’s about their stories, their struggles, and the passion that drives them.”

What began as a project to highlight the crew members has grown into a comprehensive media platform with global reach. Today, This Is DeLaCruz garners thousands of views each week across YouTube, Instagram, TikTok, and other social platforms. The brand is not only recognized for its high-quality content but also for the trust and authenticity it brings to the live music community. Musicians, too, have joined the conversation, bridging the gap between artists and crew and offering a 360-degree view of what it truly takes to put on a live show.

Nick’s personal journey is a story of reinvention and resilience. His transition from touring sound engineer to the creator of a dynamic platform dedicated to the lives of touring professionals showcases the power of storytelling to create change. It’s a testament to the impact of using one's voice and platform to bring attention to the things that often go unnoticed. For Nick, it’s not just about sharing the stories of the people he interviews; it’s about giving back to the industry that shaped his life.

“My journey is all about transformation,” says Nick. “From the road to sobriety, from being an engineer to becoming a storyteller—This Is DeLaCruz is my way of giving back to the community that raised me. The people I interview are a part of that, and it’s an honor to share their stories.”

As the platform continues to grow, the mission remains the same: to amplify the voices that have been overlooked for far too long. Nick’s work is redefining what it means to be a part of the live music industry. Through This Is DeLaCruz, fans get an inside look at the human side of live music, while industry professionals find a space where their stories are heard and valued.

Whether it’s a touring tech, an artist, or a fan, This Is DeLaCruz provides a space for everyone to connect and understand the incredible, often overlooked work that goes into every live show. It’s a movement built on authenticity, resilience, and the power of storytelling, and it’s quickly becoming one of the most important platforms in the music industry today.

For more information about This Is DeLaCruz, visit the official website, and follow the platform on Instagram, TikTok, YouTube, and X.