For Diego “Bull” Avello, rock and roll has always been about more than music. It has been about taking chances, facing fear, embracing where you come from, and refusing to quit when the road gets difficult. Originally from a small town in Spain, Bull eventually made his way to the United States, building a life and career around his passion for American rock and roll while carrying his Spanish roots with him every step of the way.
That journey is at the heart of Bull’s latest music and his upcoming documentary, and nowhere is it more apparent than in the song “Ghost.” The music video was filmed at the historic cemetery in Spain made famous by Sergio Leone’s The Good, the Bad and the Ugly. Bull grew up watching Clint Eastwood and the iconic Spaghetti Western films that were filmed in Spain, making the location deeply personal to him. After discovering that the abandoned cemetery had been restored, Bull spent years working to secure the necessary permits before finally traveling there to film the video with his documentary director.
The cemetery became more than a backdrop. In “Ghost,” Bull appears to face a version of himself, creating a visual representation of the internal battles that have followed him throughout his life. After spending six years away from Spain, Bull explained that returning home brought him face to face with the fears, doubts, and expectations he had carried with him. For him, the ghost represents the parts of himself he has had to overcome, including fear, ego, insecurity, and the limitations of the small town mentality he grew up with.
Bull’s journey to America was anything but easy. He arrived in the United States on a tourist visa and knew he would eventually have to leave. Rather than give up on his dream, he followed the rules, returned to Spain, and continued working toward building a life in America. The process became one of the biggest challenges of his career, but Bull believes those struggles ultimately shaped him into the person and artist he is today.
That determination has become one of the defining characteristics of Bull’s philosophy. He believes that having a backup plan can sometimes make it easier to walk away from the dream you are chasing. For him, perseverance means continuing forward even when there is no guarantee of success. His message is simple: do not let excuses become bigger than your dreams.
Bull has also found a deep appreciation for the country he chose to call home. Having lived in Austin for nine years, he developed a particular connection to Texas and its Spanish history. He spoke about visiting the missions in San Antonio and seeing the Spanish influence throughout the state, including the historical connection displayed at the Texas Capitol. For Bull, the connection between Spain and Texas represents another bridge between his past and present.
His career in America has given him opportunities that once seemed almost impossible. As a Gibson artist, Bull and his band appeared at the 2020 NAMM Show alongside major names including Billy Gibbons, Slash, and Don Felder. He also toured the Midwest opening for Ace Frehley. Rather than being intimidated by the legendary artists around him, Bull approaches every opportunity with the same attitude he brings to his music. Show up, make connections, work hard, and make the most of whatever opportunity is in front of you.
That mindset also helped Bull create one of the most memorable performances of his career when Bull y Los Búfalos played at a San Antonio Spurs game. A lifelong fan of basketball, American cars, Harley Davidson motorcycles, Hollywood, and rock and roll, Bull never expected that his music would eventually take him onto an NBA stage. The performance became a major career highlight, complete with a national television audience and a celebration after the Spurs victory.
Bull’s musical influences extend across generations, but one of the most meaningful concerts he remembers was seeing Ray Charles perform in Spain. While he had also seen legendary acts such as AC/DC and ZZ Top, Bull was especially moved by Ray Charles’s voice, energy, and ability to command an audience with little more than his piano and incredible presence.
His upcoming project, Full Tank of Courage, reflects the same personal approach. The six song EP was written over the course of a year with his guitar player, Verdi, with the songs arranged in the order in which they were written. Rather than creating a collection of disconnected tracks, Bull wanted the project to reflect the experiences and stories that shaped him during that period.
The project begins with “Ghost,” the first song they wrote, and moves into “Love Struck Cowboy,” a song inspired by Bull’s experiences performing at NASCAR in Nashville. He describes each song as being connected to personal stories or experiences that influenced him. The EP ultimately closes with a song centered around his faith and his relationship with God.
That sense of gratitude is another important part of Bull’s outlook. He says gratitude is something he practices constantly, beginning and ending each day by reflecting on the people, experiences, opportunities, and blessings in his life. Despite everything he has faced, Bull chooses to focus on what is going right rather than spending his energy complaining about what is wrong.
That attitude has become part of what he calls Stubborn Rock. It is more than a genre description. It is a reflection of his approach to life and music. Bull believes in creating his own path rather than waiting for the industry to change or for someone else to give him permission to succeed.
His story is also being told through the documentary I Took the Road Less Traveled, which follows his journey across the United States, Mexico, and Spain. The film took three years to make and has already been selected for multiple film festivals, winning Best Documentary at five of them. Bull hopes the documentary will eventually reach a wider audience, not simply because of what it could mean for his own career, but because he believes stories about artists who struggle, persevere, and continue chasing their dreams deserve to be heard.
When asked what he would say if he eventually found himself accepting an Academy Award, Bull immediately thought about the people and places that helped shape his journey. He would thank God, his hometown, Spain, and the United States. His answer reflects the heart of his story. He has never viewed his journey as belonging to one place alone. Spain gave him his roots and identity, while America gave him the opportunity to chase the dream he had carried with him.
For Diego “Bull” Avello, the road less traveled has never been the easy road. It has been filled with uncertainty, sacrifice, fear, and moments when giving up seemed like the logical choice. But those same struggles became the fuel behind his music, his documentary, and his belief in Stubborn Rock.
Bull is still moving forward, still writing, still performing, and still fighting the ghosts that once stood in his way. His story is proof that sometimes the biggest obstacle is not the world around you, but the voice inside telling you that you cannot make it. Bull chose not to listen.
Rock and roll is for the brave.