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Meet Raquel Ramirez of Tono Studios in Santa Monica

Today we’d like to introduce you to Raquel Ramirez.

Thanks for sharing your story with us Raquel. So, let’s start at the beginning and we can move on from there.
Born in Mexico City and having studied Communications, Raquel moved to Los Angeles, CA, in 1990. She is bicultural and fluent in Spanish and English. Raquel is the founder and part-owner of Tono Studios, a state-of-the-art audio post production facility headquartered in Santa Monica, CA.

Prior to Tono Studios, Raquel worked as a Production Coordinator at Lexicon in Los Angeles followed by being a Producer at AZ Productions in Hollywood and finally Managing Director at Latté Mix Studios in Santa Monica. Her business experience and focus within the field of audio production and post production spans more than 22 years.

City officials and professional groups have recognized Raquel’s devotion to her work and superb working habits. Among these, The New York Times, the City of LA, for critical efforts to improve the quality of life, particularly for the Latino Community; the CA State Controller, State Senate and Legislature Assembly, an award in business and technology and La Opinion Newspaper which featured Raquel in their “30 Mujeres Destacadas” (30 Prominent Women) edition. On various occasions, The American Advertising Federation has invited Raquel to participate as a guest judge for the Addy Awards and most recently, The New York Times featured Raquel in a write-up regarding the creation of culturally authentic Hispanic ads and the important role that Tono Studios plays.

In addition to the many business management and technical skills she has acquired over time, voice-over casting became a very important aspect of her work. This discipline has led her to make and continue long-lasting relationships with most of the voice-over talent in the Mainstream, Hispanic and Asian advertising communities. At Tono Studios, Raquel has established a unique in-house Casting Department that has become an integral part of her business by not only holding auditions for Spanish speakers but also for various other foreign language and English-speaking professionals.

Raquel has been relentless in continuing to secure Tono’s growth by adding new clients and new personnel while maintaining the high quality standards of services provided by Tono. To this end, Tono Studios recently opened a second recording facility in Costa Mesa, CA. She has built a loyal following within the Hispanic market and her client-service philosophy and business success centers on both her personal and work relationships. She treats everyone with warmth and care. Raquel and her staff’s top creed, is to always fulfill their clients’ needs.

Over the years, Raquel has developed an impressive client base that includes companies such as Casanova Conill Advertising, Deutsch LA, La Agencia de Orci, Castells & Asociados Advertising, Bravo Group, Draft FCB, Lopez Negrete Advertising and Zubi Advertising, among others.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
No, it hasn’t been a smooth road. But I believe that nothing that is worthwhile in life, is easy to accomplish. Some of the struggles pertain to that of being a woman… and a Hispanic. We still live in a man’s world and when some men see a successful woman, they try to put her down; put her on the side of the road or ignore her.

I am independent, with great self-esteem; strong, with good principals and with a very positive attitude. I had learn not to take many things personally and move on.

As a Hispanic woman, one finds many obstacles: language and skin color, among them. But I have been able to change those obstacle into good things. I am also grateful to have amazing people in my life; my family and good supportive friends.

Tono Studios, Inc. – what should we know? What do you guys do best? What sets you apart from the competition?
Tono Studios is one of the most accomplished and respected audio-post facilities in the advertising industry. Working seamlessly in both Hispanic and General-Market media, Tono has a well-earned reputation for setting the gold standard in audio-post quality, regardless of language. Our in-house capabilities include a full range of audio services, including budgeting, pre-production, mixing, dubbing, voice-over recording, voice-over casting, sound design and music.

This year, Tono will be 11 years old. I am very proud to still be in business after all of the economic and
political changes that have come about through these years. I believe that I have been a good leader that
likes to work as a team… and I have been fortunate enough to have many members on my team that have
been a great resource in helping Tono grow and stay successful.

Good work, a good attitude, professionalism and attention to detail throughout plus always being on time
with client deadlines. I always try to find a way to meet our clients’ needs… no matter how odd. People go where they feel comfortable and secure of receiving not only good and professional work, but also a courteous attitude. At Tono, we try our best to maintain these high standards.

How do you, personally, define success? What’s your criteria, the markers you’re looking out for, etc?
Success is being able to achieve or reach your goals. However, in my opinion, real success is when you accomplish those goals and you realize how much you have learned along the way; that learning is what will keep you going to park in the success mode all the time. Emotions are part of success, because if you are not happy, you won’t have the energy you need to get up if you fail

Contact Info:

  • Address: 3226 Nebraska Ave.
    Santa Monica CA 90404
  • Website: tonostudios.com
  • Phone: 310 264 8400
  • Email: raquel@tonostudios.com

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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