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Spotlight: How Max Escobar Built Audiomack’s Latin Business

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By targeting indies and developing genres like dembow, the former concert promoter grew the platform’s Latin business from zero to hero.

. They don’t get special treatment on Audiomack, he says. “I don’t use Audiomack to promote my artists; I use my outside connections to promote my artists,” Escobar notes.

Not surprisingly, Audiomack’s most-streamed genre is reggaetón, but it’s followed by dembow, a genre the platform has been particularly aggressive in, before other DSPs took note in a big way. In third place is tropical music, a genre Escobar personally feels has been ignored in the past few years but is full of potential.

Now, with the January launch of Audiomack Supporters, Escobar thinks Latin engagement is going to grow even more, as Latin fans step up for their favorite acts. Already, the platform has over 100,000 active supporters.Be patient. I suffer from anxiety so I’m not a very patient person. One mentor told me, when you learn to be patient, things come to fruition.To the artist, the most important thing is to have a good team around you that keeps you focused on the music. Right now, content is king.

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