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Mainstream American Companies Are Trying to Jump on the Latin Train. Can They Succeed?

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Industry leaders see a difference between opportunism and collaboration within the wider embrace of the booming Latin market.

globally and it was to be expected,” said Roberto Andrade, managing director for Warner Music Latina. “[But] it’s positive as long as you work in partnership. In our case, we signed [Argentina rising star] María Becerra to Warner Latina, but we’re associated with [American label] 300 Entertainment, so they can also bring opportunities to the table. As Gus said, ‘Work in what you know.’”

Gustavo Lopez, Colleen Theis, Alex Gallardo, Leila Cobo, Mickey Sanchez and Roberto Andrado pose at the LAMC State of Latin Music Panel on July 12, 2023 in New York, NY.applies to mainstream American labels rushing into Latin. But, he adds, “It’s also the artist’s responsibility to decide who he goes with. That’s where it all starts. If you’re simply going with X executive because he did a thousand things in another market, and now he’s going to do it in the Latin market, be very careful.

“Partnerships are the smart way to go,” says Alex Gallardo, president of leading Latin label Sony Music U.S. Latin, which has the longest history of partnering with its mainstream counterparts with acts like Shakira and currently, Rosalía, whose EPwith fiancé Rauw Alejandro is a joint release between Columbia and Sony Music US Latin.

 

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