Fernando Tarango has made a name for himself by using the new media to promote his music both in the real world and online and now in a new global marketing campaign for Old Spice. By utilizing Social Media Fernando is able to bridge the gap between his music, acting, producing, and vocal coaching careers into an online presence to be reckoned with. I talk with Fernando about his solo career, his band the Wickersham Brothers as well as the past, present, and future.