Biography
Charly Alberti was born on March 27, 1963, in Buenos Aires. He is the son of recognized jazz musician and drummer Tito Alberti.
At the age of 6, Charly began his musical studies, and by the age of 14, he formed his first band of covers called "Gens". In 1979, he founded Soda Stereo.
Soda Stereo registered a vertiginous growth in Argentina and abroad, turning the band into the cornerstone of the Spanish rock movement in Latin America and the USA, generating, in addition, a change of generational/musical paradigm that had not been seen before.
Being a passionate lover of technology since the beginning, Charly became a fundamental piece of Soda Stereo by introducing the ultimate technology to the band and a pioneer in implementing technology in music in Latin America.
In 1986, he met Remo Belli, inventor of the plastic drumhead. They started an essential business and personal relationship to mark Charly in many great ways.
By 1987, Charly was the first and only Latin American musician endorsed by international instrument companies.
In 1989, a prestigious American magazine, Modern Drummer, recognized Charly as one of the most outstanding drummers of the moment.
In 1995, he developed the first enhanced CD of Latin America, the MTV Unplugged of Soda Stereo, called "Comfort and Music to Fly".
After 20 years of uninterrupted success, Soda Stereo says farewell with a short tour around Latin America and the last historical concert in River Plate, Buenos Aires. Charly has the avant-garde idea of broadcasting the concert via the Internet. The transmission had the most extensive connectivity in its gender worldwide. Soda Stereo entered history as the best-known Spanish-speaking rock band.
A few days after the concert, Charly launched Cybrel Digital Entertainment, a company dedicated to implementing and generating content and applications based on avant-garde technology.
In 1997, he was named an AppleMaster by Steve Jobs, co-founder of Apple, along with outstanding people such as Harrison Ford, Peter Gabriel, Muhammad Ali, and Tom Clancy. Charly became the only Spanish-speaking AppleMaster in its history, and he starred in the only Spanish commercial in the history of Apple.
In August 1998, Charly surprised the world by inventing an original concept: Internet Time, the official time of the Internet, which was adopted as a new world standard.
At the end of the same year, he launched URL Magazine, URL Records, and Yeyeye.com, a site that quickly became the most prestigious in Latin America.
In 1999, the President of Argentina, Fernando de la Rúa, chose Charly as one of the most successful businessmen in the country and invited him to integrate the select Presidential Delegation that would accompany the President on his first official visit to the United States, under the presidency of Bill Clinton.
A few months later, CNN USA invited Charly to Atlanta to interview him and award him the Prize for The 10 Most Important Figures of the Internet in Latin America.
In 2002, MTV got Soda Stereo together to award them the Prize for the Most Important Latin American Band of All Time. This Award was created specifically for Soda Stereo and has never been given to anyone else.
In 2003, MTV Latin America summoned Charly Alberti, Ricky Martín, and Juanes to play together in MTV’s 10th Anniversary as the biggest surprise of the night.
After living in the United States for a few years, he returned to Buenos Aires to create a new rock band, MOLE, with his brother, Andres Alberti, Sergio Buffi, and Ezequiel Dasso in 2005.
In 2006, Yamaha, the biggest instruments company in the world, gave Charly one of the most significant endorsements of its history.
In May of the same year, the Administration of National Parks appointed Charly as Honorary Forest Ranger because of his constant work and support to the institution and the protection of the environment.
In 2007, Soda Stereo returned, writing a new chapter in the history of rock. The band broke attendance records in all of Latin America, confirming its greatness.
In 2008, MOLE was awarded the Gardel Prize for Best New Album of Rock, and their first national tour found them sharing the stage with The Hives, The Mars Volta, and R.E.M., among others.
In August of the same year, at the request of the Secretary of Tourism of the Nation, Charly designed and directed the project "National Secretariat of Tourism of Argentina" to position his country as one of the most important tourist destinations of the world. The project won a prize at the Webby Awards, the Oscar of the Internet, and was the first time that an Argentinean project won a Webby Award.
In 2009, he returned to the River Stadium, now with MOLE, to share the stage with the British band Oasis.
Also, in 2009, he decided to work more actively in the fight against climate change and the protection of forests and natural resources, and he made a TV spot for National Parks warning about the importance of protecting natural resources.
In May of the same year, he traveled to Nashville, Tennessee, to the Annual Meeting of Directors of "The Climate Project" foundation (TCP), where he met with former Vice President of the United States and Nobel Prize, Al Gore, who invites him to be a part of his project.
Since then, Charly has been working with TCP, helping to spread the message of the threat of climate change worldwide.
After understanding the depth of the climate crisis and seeing the challenges and opportunities of Latin America, Charly understood that the region needed solutions tailored to its problems, which is why he decided to launch his own foundation, R21 - Latinoamerica Sustentable (www.revolucion21.org). R21 expanded, gres rapidly, and consolidated, achieving a great response from the public and generating conferences of unique calls worldwide. Charly is positioned as the reference of Latin America in environmental issues, which led him to receive different international awards, such as the one given to him in March 2015 by the Senate of the State of California, USA for his work and struggle in the post of a sustainable world. In March 2017, after almost two years of work in the preparing of music and the show, he premiered next to the Cirque du Soleil September 7, the work and tribute that the famous and prestigious Canadian circus gives to Soda Stereo. At the end of that year, the Legislature of the City of Buenos Aires recognized him as an outstanding personality of culture for his work with R21. Days later, the United Nations appointed him a Goodwill Ambassador for his UNDP program in Argentina.
After a year of preparation, in 2019, "Gracias Totales" began an International Tour to allow the public to enjoy one "last time" of the band live. The tour marks a worldwide milestone, generating for the first time an interactive show where 80% of the singers appear on the screens, including Gustavo Cerati, who performed five songs. This is the first time this has happened in large-capacity stadiums. Among the singers summoned are Chris Martin (Coldplay), Juanes, Gustavo Santaolalla, Draco Rosa, Mon Laferte. Five in-person singers who were not previously announced also participated in each show.
Gracias Totales was a milestone not only in the world of music but also in environmentalism, achieving a historic milestone in holding large-scale events in Latin America.
Gracias Totales was the first tour by a Latin band to offset 100% of the emissions generated. The calculation made by the R21 team resulted in a footprint equivalent to 1,483 tons of CO2.
To fully for compensate the tour, 4,700 native trees were planted in Argentine Patagonia, an action impacting the global ecosystem. After the impasse imposed by the pandemic, finally, in December 2021 and after almost ten years of analyzing and searching for the ideal project, it launched Cerveza 27 in association with AB-IMBEV, the largest beer company in the world, who provide it with the perfect platform to achieve a different liquid and accompany the project with large-scale environmental actions. In this way, 27 becomes the first beer in the world made on a large scale with malt from regenerative agriculture.
