Luv’s 1980 Mexico Trip — 45th Anniversary of a Milestone

Luv' in front of the Pyramid of the Sun in Teotihuacan, Mexico (May 1980)

Exactly 45 years ago, on May 5th, 1980, a milestone moment took place in Luv’s career: the legendary Dutch girl group was awarded two gold records in Mexico City—one for 'Si, Que Si' (the Spanish version of 'Ooh, Yes I Do' released for the Mexican market), and another for their album True Luv’, which achieved 50,000 sales in the Netherlands.

Luv's promotional tour in Frida Kahlo's land turned out to be an emotional rollercoaster: on one hand, they were there to celebrate the start of their success in Zapata’s country—which ultimately proved to be short-lived—and on the other, Marga and Patty were caught in complicated love lives that became tabloid fodder in the Dutch press and overshadowed the group’s professional activities.

From left to right: Patty Brard, Manager Pim ter Linde, Record executive Bart van der Laar, Mexican director of Discos Musart, José Hoebee and Marga Scheide receiving gold records on May 5th, 1980

At the time of their trip to Mexico, Luv’s ABBA-esque single “Ann-Maria” was charting in Germany, while “Ooh, Yes I Do” was climbing the French singles chart. Since 1978, Luv’ had become a household name, scoring hit after hit in the international market with songs like “U.O.Me” (1978), “You're the Greatest Lover” (1978), “Trojan Horse” (1978), “Casanova” (1979), “Eeny Meeny Miny Moe” (1979), “Ooh, Yes I Do” (1979), and “Ann-Maria” (1980). In 1979, the group left Phonogram/Philips for CNR/Carrere, signing a lucrative new deal. That same year marked the peak of their success when they were awarded the prestigious Conamus Export Prize for selling over two million records abroad, making them the best-selling Dutch act internationally at that point.

Behind the scenes, just before Luv’s glamorous departure to Mexico aboard the prestigious and costly Concorde, something special was unfolding in the love lives of both Patty Brard and Marga Scheide.

In early 1980, Marga began a romantic relationship with TV mogul John de Mol, who produced the NCRV television special "This Is True Luv", filmed in Spain. The show was directed by Henny Budie, who had been briefly romantically involved with Patty, still officially married to Dutch TV host Ron Brandsteder.

Not long after, Patty met Carlo Nasi, a Los Angeles–based Italian record producer. He was also a member of the powerful Agnelli family, best known for their leadership of FIAT—Italy’s most famous car manufacturer—and for being one of the country’s most powerful dynasties.

Patty and Carlo's first encounter took place at a dinner hosted at the Hilversum villa of Bart van der Laar, a flamboyant and influential record executive at CNR/Carrere Netherlands, closely involved in Luv’s success, who tragically died in late 1981, leading to a case known as the "showbiz murder" in the Netherlands. At Van der Laar's house, Patty noticed a casually dressed man in jeans with a guitar slung over his shoulder. Introduced as Carlo Nasi, he caught her attention immediately. In her 2003 biography "De naakte waarheid (The Naked Truth)", as told to journalist Pieter Ploeg, she described him as “a hottie,” though she didn’t make a move at the time.

Carlo, however, had other ideas. The very next day, on May 4th, 1980, Patty flew to Mexico with her team (including fellow Luv’ members Marga and José, manager Pim ter Linde and Bart van de Laar) for a promotional tour, organized in response to the local success of their Spanish-language single “Si, Que Si” (the translated version of “Ooh, Yes I Do”). The trip also included the presentation of two gold records. As explained in the best-selling biography "Patty: De negen levens van Patty Brard" by Michel van Egmond and Antoinnette Scheulderman (2020), Carlo boldly decided to follow her across the Atlantic.

By the time Carlo met Patty, he was already an influential figure in the music industry. In a 2019 portrait published in the Italian edition of Rolling Stone, Carlo’s extensive music career was explored in depth, illustrating how he was far more than just a "spoiled child" of the Agnelli family, heirs to Fiat and Juventus. He chose a different destiny—one guided by music.

By 15, he started to play the guitar and sing in an R&B band in the clubs in Turin, to his relatives' despair. Carlo even recorded a track—an Italian version of "Let the Sunshine In" from Hair, titled "Sorge il sole", a minor local hit.

By 1976, he was hired by Warner Bros Records and sent to Los Angeles. Over time, he rose through the ranks, gaining experience in distribution, marketing, and A&R. By 1979, he was artistic director of the A&R department at WEA International, Warner’s global arm. During his early years at Warner, Carlo learned the ropes of the industry and was mentored by the legendary Ertegun brothers, Ahmet and Nesuhi, who had shaped the careers of artists like Led Zeppelin and Ray Charles. His growing network brought him into contact with iconic figures such as George Benson, The Manhattan Transfer, and Marvin Gaye.

It was during this time that Carlo and his A&R team became instrumental in the early discovery of Prince in 1977–78.

For You, Prince's debut album (1978) - released by Warner, whose A&R department included Carlo Nasi

He also recognized the potential of Latin American musicians and worked with artists like Brazilian Gilberto Gil and Argentine rockers fleeing the Videla regime in the late 1970s. Among them was Gustavo Santaolalla, who would later win two Oscars for Best Original Score.

One of Carlo’s most significant accomplishments was facilitating the collaboration between jazz legend Charles Mingus and Canadian singer-songwriter Joni Mitchell for the 1979 album Mingus. He helped launch several future stars, including Danny Elfman (who would go on to score Tim Burton’s films) and Richard Gibbs. He even took chances outside Warner on international acts like Freddie Aguilar, whose song Anak sold 6 million copies.

Joni Mitchell - Mingus (1979 - Asylum (Warner group - incl. Carlo Nasi as an A&R manager)

Freddie Aguilar's 1980 album, produced by Carlo Nasi (including the world hit "Anak"), released by RCA

One day before Luv' departed for Mexico, on May 3rd, 1980, the Netherlands' most widely read newspaper, the tabloid De Telegraaf, published a sensational article revealing that Patty had left her husband Ron, and Marga had separated from her partner Peter.

De Telegraaf, May 3rd, 1980: Love Crisis with Luv'

Click here to read the article online

Pim ter Linde remembered this expensive flight to Mexico City by Concorde in a text posted on his Facebook page on May 4th, 2010 and wrote: "BREAKING THE SOUND BARRIER WITH LUV’...Today marks exactly 30 years (yes, really) since I broke the sound barrier with LUV’. We flew supersonically on the Concorde from Paris to Mexico City. A fantastic experience. My American neighbour didn’t feel the same—he only wanted tea and biscuits. Meanwhile, Air France served, among other things, a jar of Beluga caviar for lunch. I’m not usually the chatty type, but I quickly let go of my built-in Twentish reserve to check on my neighbour’s well-being. In no time, I had scored a double portion. Patty Brard, who was sitting diagonally behind me, sensed, like she usually did, that something was going on, though she didn’t know exactly what. But she knew me a bit, and with a big grin, she raised her jar of caviar. To keep things classy, I just gave her a thumbs-up. In Mexico, the girls had some TV promotions to do and had to collect a gold record. Our extremely friendly hosts later tried to deduct the insanely expensive Concorde tickets from the royalties. Gringos. It almost turned into caviar from our own stash".

Diploma awarded to Luv's manager, Pim ter Linde, for crossing the sound barrier aboard the Concorde—Luv' also received theirs.

On October 31st, 2017, Marga Scheide and José Hoebee appeared on Peter van der Vorst’s program "Onschuldig?!" on RTL 4, where they discussed Bart van der Laar's murder. Like Pim ter Linde, they confirmed that the costs for their Concorde tickets, Champagne Rosé, and caviar had been deducted from their royalties.

In a TV special titled "Terug naar Luv’", broadcast on December 25th, 1996, on AT5, and again in her 2020 memoirs, Patty recalled how she and Marga cheekily stole cutlery from the Concorde. She also remembered spilling coffee on herself during the flight, and how the stains were still visible when they disembarked, just as the press awaited. Patty admitted feeling quite embarrassed at that moment.

In Mexico, Luv's records were released by the label Discos Musart.

Mexican edition of "True Luv'" (Discos Musart, 1980, including "Si, Que Si" (Ooh, Yes I do)

Ooh, Yes I Do - Mexican edition (promo record)

Before their brief success in Mexico, Luv' had already made a significant impact in a few Spanish-speaking countries. Renowned singer and producer Alfredo Garrido, who had previously collaborated with the group, played a key role in adapting their music for Spanish audiences. In 1979, his translation of "You're the Greatest Lover" into "Tú Eres Mi Mejor Amante" soared to the #1 spot in Spain, while "Casanova" also charted in the Spanish Top 20. That same year, the original English version of "Trojan Horse" entered the Top 10 in Argentina. Seeking to expand into Latin America, Garrido translated "Ooh, Yes I Do" as "Sí, Que Sí", a move that helped Luv' break into the Mexican market.

During their visit, the ladies participated in a press conference, recorded several TV programs, gave radio interviews, and participated in photo shoots. A special celebration was also organized. On May 5th, 1980, the girls were presented with two gold records—one for "Si, Que Si" (the Spanish version of "Ooh, Yes I Do") and another for True Luv', which had sold 50,000 copies in the Netherlands.

Mexican gold record for "Si, Que Si" (1980)

José and her gold record for "True Luv" in Mexico City (1980)

In 2021, Dutch DJ and record producer Ronald Molendijk (Patty Brard's colleague on Shownieuws) and media expert Jaco Peeringa arranged to create replicas of Luv's gold and platinum records that Patty had lost after an auction in 1994, following her bankruptcy. Among these replicas was Patty's gold certification for True Luv'.

Photo of True Luv' Gold certification received on May 5th, 1980 and posted on Patty Brard's Instagram account in 2021

Carlo Nasi appeared at Luv’s press conference in Mexico City, where a journalist asked which of the three singers was married. Patty answered simply: “Me.” Momentarily thrown, Carlo quickly recovered—and made his intentions unmistakably clear: he was in love with Patty and wanted to live with her.

Luv's short stay in Mexico generated publicity in the press.

Hitkrant, May 22nd, 1980: Luv' in Mexico:

Kwik Magazine, July 7th 1980: Luv' needs security in Mexico:

Patty's 2020 biography described that she was met with an unexpected and touching gesture during the group’s return journey to the Netherlands—on a standard commercial flight, which included several stopovers. At every airport lounge they entered, a bouquet of 100 pink roses awaited her, each accompanied by the same card: “For Patty, from Carlo.” Reflecting on the experience decades later, she said, “I enjoyed the attention. I think any woman would feel the same. It was truly unique.”

In the following weeks, Patty and Carlo's relationship intensified, eventually leading to Patty's departure from Luv' in early July 1980, bringing the group to a standstill—but that's another story.

Luv's triumph in Mexico and the budding relationship between Patty and Carlo made this trip a pivotal moment in the trio's career.

Source: Luv' weblog archives, Facebook, Delpher.nl...