2018 Latin Power Players List Revealed

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Manager Walter Kolm leads Billboard’s annual listing of style influencers who, within the wake of “Despacito,” have made the music extra mainstream than ever with the assistance of pop hits by Bad Bunny, Ozuna and J Balvin.

WALTER KOLM, 50
Founder/president, WK Entertainment

When Walter Kolm left his submit as president of Universal Music Latino in 2011, the business was flailing. Streaming was in its infancy, and labels have been struggling to search out development in a post-Napster world.

After a profession spent on the label aspect, Kolm moved into artist administration, hitting his stride two years later when he based WK Entertainment and orchestrated the comeback of Colombian singer Carlos Vives, who, after a 10-year dry spell, returned to the highest of the charts.

Today, WKE is the biggest U.S.-headquartered administration/artist providers firm devoted to Latin acts, with a roster that features up to date stars reminiscent of Wisin, who has landed 4 prime 10 tracks on Billboard’s Hot Latin Songs chart prior to now 12 months; Maluma, whose album F.A.M.E. has logged 319 million on-demand audio streams for its tracks; Latin American boy band CNCO; Silvestre Dangond; and Vives.

A trendy Argentine who is called each a savvy diplomat and ruthless negotiator, Kolm describes his agency as a “360 service” optimized for the streaming age that “supplies A&R, advertising and business alternatives, from reside exhibits to sponsorships.”

Kolm, who employs a full-time workers of 20 -- lots of them former label executives -- says WKE will finish 2018 with a 40 p.c enhance in gross income over 2017, thanks largely to touring, which is the first income for the agency and its artists. In 2018, for instance, Maluma’s first U.S. enviornment tour grossed over $15 million. In December, after a five-year hiatus, reggaetón duo Wisin & Yandel will kick off a reunion tour with eight dates on the Coliseo de Puerto Rico in San Juan, and in 2019, CNCO, whose second LP has generated 219 million streams, will launch its first U.S. tour.

TV and branding offers have additionally proved profitable. Wisin and Vives have served as judges on the TV music competitors La Voz (the Spanish-language model of The Voice) in a lot of international locations and can reprise their roles when a U.S. model debuts in 2019. Vives and Maluma even have offers with Pepsi and Coca-Cola, respectively.

Kolm’s artists are all signed to Sony as a result of, he says, “Afo [Verde] has one of the best A&R within the business,” though he provides that his years at Universal additionally proved helpful -- “particularly in regard to the best way to work along with a label, in order that one plus one equals 10.”

TOMAS COOKMAN, 58
President/CEO, Nacional Records/Industria Works

Alt-Latin Leader: The New York-born Cookman says income for his various Latin label, whose artists embody Alex Anwandter and La Vida Bohème, and umbrella firm Industria Works -- which handles administration, music publishing and live performance reserving -- has risen 85 p.c prior to now 12 months. (He declines to supply greenback figures.) “The ongoing enhance of streaming” has been key, says Cookman, who lately opened workplaces in Mexico and in addition produces the Latin Alternative Music Conference.

What&#zero39;s Misunderstood About Latin Music: “That there's a wealthy, numerous and profitable myriad of genres and kinds that each one have a spot on the desk.”

ANGEL DEL VILLAR, 38
Founder/CEO, DEL Enterprises

Launched Key Podcast Project: Newly signed act T3r Elemento, up-and-comer Ulices Chaidez and DEL Records veteran Gerardo Ortiz have all had a number of hits on the Hot Latin Songs chart, however del Villar additionally factors to his Puro Pa’DELante podcast as one in all his prime achievements. “It’s a brand new method to work together with followers in an intimate setting,” says del Villar.

Music Trend He&#zero39;d Like to See Retired: “All the hype about marijuana, now that it has been legalized in numerous states.”

JESÚS LÓPEZ, 63
Chairman/CEO, Universal Music Latin America & Iberian Peninsula

Broke Out With Balvin and Beyoncé: In the wake of Universal’s 2017 smash hit “Despacito,” López oversaw a 12 months of breakout acts, co-management offers and outside-the-box collaborations. J Balvin’s “Mi Gente” with Beyoncé stayed within the prime 10 of Billboard’s Hot Latin Songs chart for its total 56-week run. In June, Balvin briefly grew to become the most-streamed artist globally on Spotify, and the discharge of his album Vibras was adopted by a North American tour and eight Latin Grammy nominations. Karol G, rising star Sebastián Yatra, rock veteran Juanes and supervisor Rebeca León (Lionfish Entertainment) all inked co-management offers with GTS, Universal’s artist administration/reserving division. “It’s a client’s marketplace for girls now greater than ever, and music is not any exception,” says López of the success of Universal’s Karol G and Mon Laferte.

Next Latin Trend: “The music popping out of Brazil is powerful, and we're going to see that evolve into one thing very huge.”

VICTOR GONZÁLEZ, 52
President, Universal Music Latin Entertainment

Success Through Diversity: Based in L.A., Gonzalez oversees Universal’s operations within the U.S. and Mexico with sharp enterprise acumen and creative integrity. UMLE has the lion’s share of the regional Mexican market by labels Disa and Fonovisa and the Three-year-old dance label Aftercluv musically bridges Latin America, Spain and Portugal with the remainder of the world. UMLE was the primary Latin label to have two artists (J Balvin and Calibre 50) obtain over 1 billion streams on Pandora and Balvin grew to become the primary Latin act to be probably the most streamed on Spotify.

ALEJANDRO DUQUE, 34
GM, Universal Music Latino/Machete Music/Capitol Latin

Streaming to the Top: The Berklee College of Music grad is called a digital pioneer and has been on the forefront of Universal’s streaming successes. Post-“Despacito,” Luis Fonsi&#zero39;s “Échame La Culpa” that includes Demi Lovato, grew to become the some of the seen movies on the earth with over 1.6 billion views and counting. Sebastian Yatra’s debut album Mantra was licensed 3X Platino after a profitable single launch sequence and Karol G has scored eight Hot Latin Songs hits, together with 4 prime 10s.

AFO VERDE, 52
Chairman/CEO, Sony Music Latin Iberia

Massive Market Share: Verde oversees a world roster of stars -- together with Shakira, CNCO, Marc Anthony and Jennifer Lopez -- whose attain is wider than ever. Sony Latin grew its U.S. market share to a whopping 35 p.c. Add different Sony-owned labels, together with indie distributor The Orchard and that market share exceeds 50 p.c, based on Nielsen. A brand new London workplace devoted solely to Latin artists supported expanded excursions by the likes of Maluma and Enrique Iglesias, and practically 1 billion individuals watched Sony artist Nicky Jam, Will Smith and Era Istrefi carry out the World Cup anthem on the closing ceremony of the competitors. Sony’s partnership with Cirque du Soleil for reside present Sép7imo Día, primarily based on the music of Soda Stereo, has offered over 1.5 million tickets, and a brand new Cirque challenge with footballer Lionel Messi will pair Verde’s passions for music and soccer.

NIR SEROUSSI, 43
President, Sony Music U.S. Latin

Hitmaking For a New Audience: Seroussi has been centered on “determining the streaming ecosystem.” He positive did. Sony Music U.S. Latin’s spectacular 35 p.c market share has a lot to do with Sony’s robust roster of hit singles. Many of them, together with Becky G and Natti Natasha’s “Sin Pijama” and Prince Royce’s “El Clavo” stem from songwriting periods spearheaded by Seroussi’s A&R group. Seroussi additionally made a concerted dedication to convey variety to the Latin music panorama, scoring a report variety of hits by feminine acts. “It’s a pattern that we imagine will proceed for the foreseeable future.”

ALEX GALLARDO, 43
Senior vp A&R, Sony Music Latin Iberia

Finger on the Creative Pulse: Gallardo oversaw CNCO’s eponymous album, which debuted at No. 1 on a number of Latin charts, together with Top Latin Albums. He additionally oversaw Argentine icon Fito Paez’s Ciudad Liberada in addition to Thalia’s newest album, Valiente, which incorporates hit single “No Me Acuerdo” with Natti Natasha. But, “the story of the 12 months has been Rosalía, indisputably,” says Gallardo of his fellow Spaniard’s rise from underground artist to world phenom. “She’s an instance and inspiration.”

Recent TV Show You&#zero39;d Recommend: I actually loved the Quincy Jones documentary and seeing how passionate he's about his work and the way he pertains to different artists. 

IÑIGO ZABALA*
President, Warner Music Latin America & Iberia
GABY MARTINEZ*
Senior vp advertising, Warner Music Latin America; GM, Warner Music Latina
HECTOR RUBEN RIVERA*
Senior director of A&R, Warner Music Latina

Maximized Luis Miguel&#zero39;s Return: Mexican icon Luis Miguel’s comeback ranks as Warner’s greatest win in the course of the previous 12 months, due to a biographical Telemundo-Netflix sequence that grew to become a popular culture obsession. Synergistic tie-in efforts propelled Luis Miguel’s 2017 album, ¡México por Siempre!, to a No. 1 debut on the Regional Mexican Albums chart, and he has the highest-grossing tour for a Latin artist in 2018 to this point. Global team-ups reminiscent of Sofia Reyes’ “1, 2, Three” that includes Jason Derulo and De La Ghetto, and a concentrate on feminine performers, together with Anitta and up-and-comer Alaya, contributed to a U.S. market-share rise of 1.5 share factors.

Latin or Latinx?: Zabala: “Latino.”

NELSON ALBAREDA, 42
President/CEO, Loud and Live
EDGAR MARTÍNEZ, 40
Senior vp model partnerships, Loud and Live

Linking Latin Stars with Luxury Brands: Albareda’s new Miami-based enterprise, which launched in 2017, employs over 60 individuals in 5 cities and encompasses administration, reside occasions, expertise illustration and model partnerships. Recent excursions embody dates for Marco Antonio Solís, Laura Pausini and Franco de Vita. Martínez, who manages Beatriz Luengo and Cuban band Orishas, negotiated the latter act’s upcoming HBO particular and brokered branding offers with two luxurious watchmakers: Nicky Jam’s worldwide ambassadorship for Hublot and J Balvin’s take care of Tag Heuer. “Brands at the moment are 100 p.c behind Latinos,” says Martínez.

Latin or Latinx?: Martínez: “Latin.”

JORGE JUÁREZ, 41
CEO, Westwood Entertainment
DAVID WEST, 55
Founder/chairman, Westwood Entertainment

Helped Make Urban Pop: In the previous 12 months, Westwood has reaped the advantages of Latin’s city explosion, reserving Mexico excursions for Maluma, Bad Bunny and Manuel Turizo. Not that the multifaceted firm -- which additionally has administration, publishing and digital divisions -- has deserted conventional pop. Westwood introduced collectively two bands from the style, Camila and Sin Bandera, for the four Latidos Tour, which, based on the corporate, offered over 1 million tickets in 12 international locations. Westwood additionally manages crooner Carlos Rivera. On the flip aspect, “Me Niego” -- the collaboration between Mexicali band Reik (which Westwood manages), Wisin and Ozuna -- was No. 1 for 2 weeks on Latin Airplay.

Formative Concert: West: “Journey, in San Francisco. I noticed that music was conducive to getting laid. I misplaced my virginity after that present.”

SERGIO LIZÁRRAGA, 43
President/CEO, Lizos

Made Banda MS a Global Entity: As the supervisor of regional Mexican act Banda MS, Lizárraga guides the group that has notched two No. 1 singles on the Regional Mexican Airplay chart prior to now 12 months and is Spotify’s most-streamed Mexican act globally. Lizárraga additionally heads an impartial label with a roster of 5 acts. He workers a workers of 40 and stays very a lot concerned within the day-to-day enterprise of his firm. “I talk instantly with all platforms,” he says.

JUAN DIEGO MEDINA*
CEO, La Industria Inc.; supervisor, Nicky Jam

Guided the Rise of Fénix: Medina introduced his marquee shopper, Nicky Jam -- whose Fénix has resided within the prime 10 of the Top Latin Albums chart for 91 weeks -- to new heights of success when he secured the artist’s efficiency on the closing ceremony of the World Cup, which was seen by virtually 1 billion individuals. “It’s the most-seen occasion on the planet,” says Medina. “If that’s not good advertising, nothing is.” Meanwhile, Medina’s new artist, Manuel Turizo, who signed to Sony along with his brother Julián, has positioned 4 titles on the Hot Latin Songs chart.

Latin Story of the Year: “J Balvin and Bad Bunny on ‘I Like It’ with Cardi B. It continues the trail of ‘Despacito.’”

RAPHY PINA, 40
CEO, Pina Records; artist supervisor; live performance promoter

Broke Natti Natasha: Pina’s dogged help and improvement of Dominican singer-songwriter Natti Natasha led to her breakthrough in 2018 within the male-dominated reggaetón/city style. Pina, a longtime enterprise companion of Puerto Rican famous person Daddy Yankee, watched Natti Natasha land probably the most singles on the Hot Latin Songs listing (eight) by a lady this 12 months.

JOHN SHAHIDI*
Co-founder/CEO, Shots Studios
SAM SHAHIDI*
Co-founder/chief artistic officer, Shots Studios

Put YouTube Stars on the Charts: After changing into a number one drive within the creation of YouTube content material, the Shahidi brothers entered the Latin music world with a flourish. Brazilian shopper Anitta broke into Spanish- and English-speaking markets with a succession of hits, together with “Downtown” with J Balvin. And Venezuelan-American Lele Pons, who began in comedy, notched her first prime 20 single on Hot Latin Songs, with “Celoso.” She additionally hosts TV music competitors La Voz México. “The listener actually connects with the person,” says John of Shots’ artists. “It’s not simply concerning the track.”

Recommended Read: John: “[Sun Tzu’s] The Art of War. It teaches endurance.”

MICHEL VEGA, 51
CEO, Magnus Media

$160 Million for Marc Anthony: Under Vega’s management, the Latin-centric administration and expertise company secured a multiyear touring settlement price $160 million for chairman and flagship shopper Marc Anthony -- the biggest such deal in historical past for a Latin artist. Vega, the previous head of WME’s Latin division, says he noticed the business potential of Anthony’s music within the United States nicely earlier than the metrics arrived. “The common market is waking as much as one thing that at all times existed,” says Vega, whose Miami agency additionally represents Gente de Zona, Fonseca and Alex Sensation and in 2018 added Mau y Ricky and Zion & Lennox.

Latin or Latinx?: “Latin.”

FABIO ACOSTA, 43
Founder, Vibras Lab/Akela Family Music

Breaking Records with Balvin: Acosta’s shopper J Balvin, whom he co-manages with Rebeca León, crossed into famous person territory in 2018. He leads this 12 months’s Latin Grammy nominations with eight, and in June briefly dethroned Drake as Spotify’s most-streamed artist on the earth. The Colombia-born Acosta, who additionally manages Jowell & Randy, says that Balvin’s potential to transcend style is historic: “Balvin, performing in Spanish, can proudly stand alongside anybody,” together with Beyoncé at Coachella, Cardi B and Bad Bunny on the American Music Awards and Barack Obama throughout a current midterm marketing campaign cease.

Guilty Pleasure: “Sneakers and artwork toys.”

FERNANDO GIACCARDI, 51
VP Latin/senior artist supervisor, Red Light Management

Keeps Enrique Running Strong: Giaccardi, whose roster consists of Enrique Iglesias and Jesse & Joy, cites the latter act’s 2017 Grammy win for finest Latin pop album as one of many highlights of the previous 12 months. He’s notably pleased with each shoppers’ longevity in a world the place, he says, “artists now come and go so quick.” Giaccardi has saved Iglesias a prime reside draw by pacing his appearances outdoors of Latin markets. In 2018, the supervisor says Iglesias performed a choose 33 exhibits, together with sold-out appearances in Kiev, Ukraine, for an viewers of 84,000, and Tel Aviv, Israel, for 41,000.

Formative Concert: “Billy Joel at Palacio de los Deportes in [Mexico City]. I’m an enormous fan, and it was one of many first mainstream live shows to come back to Mexico.”

REBECA LEÓN, 43
CEO, Lionfish Entertainment

Building Balvin, Juanes and Rosalía: A 12 months in the past, León left AEG, the place she labored for 11 years, most lately as senior vp Latin expertise, to focus full-time on her administration firm. Clients embody Juanes, who can also be a companion in Lionfish, and J Balvin, whom she co-manages with Fabio Acosta. The latter artist hit No. 1 on the Hot 100 alongside Cardi B and Bad Bunny with “I Like It” (725 million streams and counting). León additionally signed rising star Rosalía. “She’s breaking all preconceptions of what it's to be an artist,” says León, who serves on The Recording Academy’s variety and inclusion activity drive.

Next Latin Trend: “R&B.”

JOHNNY MARINES, 45
Manager, Romeo Santos

Helped Santos Soar: Marines stepped down from his position as president of Roc Nation Latin in 2017 to concentrate on the discharge of longtime shopper Romeo Santos’ Golden LP, which reached No. 1 on the Top Latin Albums chart in August 2017. The singer’s ongoing tour of the identical identify is the third-highest-grossing U.S. Latin outing of the 12 months to this point -- $29.Three million and counting. “Numbers don’t lie,” says Marines of Santos’ longevity -- the artist’s catalog has generated a mixed Three.eight billion streams -- and the expansion of the style. “We’re slowly beginning to turn out to be the bulk.”

ALEX MIZRAHI, 46
CEO, OCESA Seitrak
LUANA PAGANI*
President, Seitrak U.S.

220 Shows in 2018: Seitrak U.S., the stateside arm of the Mexican leisure agency OCESA Seitrak, had its strongest 12 months since its 2012 launch, says Pagani, including that it booked over 220 exhibits, together with 60 dates for Grupo Bronco, 21 sold-out dates for the pop duo Ha*Ash and Luis Miguel’s comeback tour, which is the highest-grossing Latin tour of 2018 to this point, raking in $64.9 million from 72 exhibits. Says Mizrahi: “[Those] are large numbers for an company that promotes Mexican and Hispanic music.”

Story of the Year: Pagani: “Women empowerment campaigns.”

GUILLERMO ROSAS*
CEO, The Sixth House; president, Rebeleon

Terrific Year for Trevi: Rosas, who manages Gloria Trevi, satisfied his star shopper to tour with Mexican diva Alejandra Guzmán. The ensuing Versus Tour offered over 129,500 tickets within the United States and grossed near $10 million. “It demonstrated the ability of that technology,” says Rosas, who additionally signed up-and-coming acts Mon Laferte, Mitre and La Santa Cecilia to Rebeleon, his indie label/administration three way partnership with producer Sebastian Krys and Universal Music Latin Entertainment.

BRUNO DEL GRANADO, 53
Agent, Creative Artists Agency

Fonsi and Maluma&#zero39;s Brand Aid: Del Granado co-booked Luis Fonsi’s most up-to-date U.S. tour, with 20 stops. In collaboration with CAA’s Music Brand Partnerships, Del Granado has additionally scored profitable branding partnerships, together with offers with McDonald’s, Bacardi Rum and NCAA offers for Fonsi, and AT&T and Brazilian sandal firm Havaianas for Maluma.

Recommended Read: Hippie by Paulo Coelho. “It’s an ode to when his technology challenged the established order. Appropriate studying for immediately.”

ROB MARKUS, 50
Partner, WME
RICHARD LOM, 41
Agent, music; WME

Flowing Latin Acts into the Mainstream: Since 2017, Markus has helped WME enhance its roster of Latin artists by 40 p.c. They embody J Balvin, Luis Miguel, Anitta, Juanes and Rosalía. Lom, in the meantime, co-booked 30 dates domestically and 40 dates internationally for Balvin’s Vibras Tour. “The traces between Latin and non-Latin have gotten an increasing number of blurred, [and] the artists we signify are getting extra built-in into [WME] and thus getting extra alternatives,” says Markus, who provides that the mainstream business nonetheless doesn’t perceive the style’s “large affect.”

Latin or Latinx?: Markus: “Global.”

HENRY CÁRDENAS, 62
Founder/CEO, Cárdenas Marketing Network

Latin&#zero39;s Touring King: Cárdenas’ firm, the biggest producer of Latin music live shows within the United States, made information when it signed Marc Anthony to a $160 million multiyear deal. Cárdenas says CMN additionally booked over 200 U.S. live shows in 2018, offered greater than 1.Three million tickets and promoted 4 of the highest 10-selling Latin excursions of the 12 months, together with Bad Bunny, Maluma and Ricardo Arjona.

PABLO CASALS, 45
CEO, Elite Media & Marketing

Expanding Ozuna&#zero39;s AuraCasals was the primary promoter to e book Ozuna within the United States in 2016, and has continued guiding the Puerto Rican famous person to new heights as a reside performer. EMM booked, produced and promoted Ozuna’s 30-plus-date 2018 U.S. Aura Tour, which offered out the 19,000-seat Madison Square Garden in New York in September and set an attendance report for a Latin artist at Miami’s American Airlines Arena -- over 18,000 tickets offered. “This is the most important factor I've been concerned in in my life,” says Casals. “It’s like working for Latin Michael Jackson.”

HANS SCHAFER, 36
Senior vp, Live Nation Latin

Grossed $117 Million in Six Months: Schafer joined Live Nation Latin final November to go its giant enviornment/touring division, and between January and June labored on seven excursions -- together with outings by Luis Miguel, J Balvin and Romeo Santos -- that, the chief says, grossed a complete of $117 million. Schafer additionally noticed Latin development throughout Live Nation’s golf equipment/theaters enterprise, a sign of a robust future, he says. “Latin music isn't crossing over,” says Schafer. “We are mainstream.”

NESTOR CASONU, 68
President, Latin America; Kobalt Music

Ramping Up a Star Roster: Casonu launched into a signing spree in 2018, including chart-toppers Ozuna, Prince Royce, Enrique Iglesias and Natti Natasha to Kobalt’s publishing portfolio. “There wasn’t a Latin roster after we began in Miami in 2015,” says Casonu. “In three years, we’ve constructed this star-studded [lineup].” Ozuna’s Aura scored the 12 months’s greatest gross sales and streaming week for a Latin album, debuting at No. 7 on the Billboard 200. Royce earned his 11th No. 1 on the Latin Airplay chart with “El Clavo,” and Natti Natasha charted eight tracks on Hot Latin Songs in 2018.

Recommended Read: “The Power of Now by Eckhart Tolle.”

ALEXANDRA LIOUTIKOFF*
Executive vp Latin music, Universal Music Publishing Group

Another Year of Hits: Lioutikoff marked her second 12 months at UMPG with a lot of wins. “Te Boté” producer Young Martino, “Sensualidad” co-writer Brasa and Brazilian singers Ananda (“Quero Que Tu Vá”) and Anitta (“Downtown”) are among the many acts she signed who scored hits in 2018. UMPG expertise additionally racked up 41 nominations for this 12 months’s Latin Grammys.

Guilty Pleasure:Shahs of Sunset.”

JORGE MEJIA, 46
President, Sony/ATV Music Publishing Latin America & U.S. Latin

Building on "Despacito": After a 2017 by which Mejia signed Maluma globally and noticed Luis Fonsi, Daddy Yankee and Erika Ender, who're all repped by Sony/ATV, write the game-changing “Despacito,” it’s no surprise that his division took house Latin writer of the 12 months honors from performing rights organizations SESAC and BMI. In May, Mejia prolonged a worldwide take care of Fonsi, the most recent in a string of renewals he has brokered with Sony/ATV expertise, and post-“Despacito,” the Colombia native is now setting his sights on collaborations.

GUSTAVO MENÉNDEZ, 53
President, Warner/Chappell Music Latin American & U.S. Latin

His Roster "Está Rico": Menéndez’s division claimed writer of the 12 months at ASCAP’s 26th annual Latin Music Awards in March due to such rising stars as DalePlay, the producer behind “El Anillo” (Jennifer Lopez) and “Está Rico” (Will Smith, Marc Anthony and Bad Bunny); and Jon Leone, whose writing credit embody “Sin Pijama” (Becky G and Natti Natasha) and “Medicina” (Anitta). While it was clearly a 12 months for reggaetón, Menéndez sees one other rhythmic pattern on the horizon: “Cumbias,” he says.

GABRIELA GONZALEZ*
VP U.S. Latin and Latin America, ASCAP
DELIA ORJUELA, 49
VP artistic, Latin music; BMI
CELESTE ZENDEJAS, 41
Director, artistic providers; SESAC Latina

Performing Rights Power Trio: “Latin songwriters now have an open door to maneuver into different genres and carry out the place we have been by no means invited earlier than,” says Gonzalez, and every of those executives has been on the forefront of discovering and growing expertise. Gonzalez signed Bad Bunny early in his profession and extra lately added Lele Pons, Natti Natasha and Anitta to ASCAP’s roster. Orjuela notes that BMI was an early believer in Ozuna, signing him in 2013. This 12 months, she scooped up the members of CNCO and The Rude Boyz and hosted a songwriting camp with Warner/Chappell. SESAC, in the meantime, notched 16 No. 1s on Billboard’s Latin charts, and Zendejas snagged rising stars Christian Nodal and Manuel Turizo.

OSCAR CASTELLANO, 46
CEO, Americas; Deezer

Thinking Local on a Global Level: Deezer rebooted its U.S. technique to incorporate focusing totally on the Hispanic market. Since then, Castellanos says registrations have elevated over 70 p.c and paid subscribers have grown 60 p.c year-to-year. “We know Latin tradition,” he says, pointing to Deezer’s “native hero” method that targets native genres like sertanejo in Brazil and vallenato in Colombia.

JENNIFER D&#zero39;CUNHA*
Head of U.S. Latin music enterprise, Apple Music

Made Good with Bad Bunny: Apple Music ramped up its city Latin focus in 2018, choosing Bad Bunny as the primary artist from the style chosen for a world, multiplatform Next Up marketing campaign that D’Cunha says was “seen everywhere in the world.” The service additionally relaunched the Puro Jefe regional Mexican playlist and unveiled its new ¡Dale Play! playlist along side the discharge of Bad Bunny’s “MIA” that includes Drake. It grew to become the primary Latin monitor to prime Apple Music’s U.S. Top Songs chart.

Music Trend That Should be Retired: “Excessive Auto-Tune, for positive.”

SANDRA JIMENEZ*
Head of music, Latin America; YouTube/Google Play Music

Latin Fans "Like It" on YouTube: Jimenez has overseen the Latin American music marketplace for two years, throughout which the style has registered important development on YouTube. In 2017, a 300 p.c enhance in Latin movies pushed previous the 1 billion views mark -- and the excellent news retains coming. “I Like It” by Cardi B, Bad Bunny and J Balvin has earned 725 million world views, and Bad Bunny and Drake’s “MIA” collaboration generated 12 million views in its first day. “It’s affirmation,” says Jimenez of YouTube’s significance in enabling “Latin music to broaden and cross borders.”

MARCOS JUÁREZ, 39
Head of Latin music programming, Pandora

Set Pandora&#zero39;s El Pulso Racing: Juárez joined Pandora in 2012, drawn to the platform’s “first-to-market mentality,” he says. He noticed a possibility to construct the streaming service’s Latin choices and says, “I used to be the primary individual there on the time to concentrate on [that goal].” In April of this 12 months, he helped launch the service’s El Pulso up to date Latin program. According to Juárez, the present now attracts over 706,000 listeners per thirty days.

NOAH ASSAD, 26
Co-founder/CEO, Rimas Entertainment; supervisor, Bad Bunny

The Energizer: Bad Bunny retains going and going -- and Assad makes positive nobody will get in his approach. The Puerto Rico native, born to a Lebanese father and a mom from St. Croix, manages each facet of the reggaetón and Latin lure singer’s profession in-house at Rimas, with an 18-person group. Assad’s no-detail-too-small method has paid off in a giant approach. Bad Bunny’s catalog has generated 771 million complete streams, and his first enviornment tour grossed over $17 million in U.S. ticket gross sales. He has additionally landed six hits on the Hot 100, together with his No. 1 collaboration with Cardi B and J Balvin, “I Like It”; and his prime 5 hit, “MIA,” that includes Drake. Rimas isn't an island unto itself, nonetheless. “We convey companions to our initiatives,” says Assad, citing Drake’s collaboration on “MIA.” “It was legendary,” provides the daddy of two of Drake’s choice to sing in Spanish on the monitor and within the music video. It’s additionally a measure of Bad Bunny’s pop-star enchantment.

VICENTE SAAVEDRA, 36
Founder, Dímelo Vi; supervisor, Ozuna

Charting a Crossover Odisea: “Mainstream artists now perceive very nicely who we're and what we will do,” says Saavedra of Ozuna, who's No. 1 and No. 2 on the Top Latin Albums chart with Aura and Odisea, respectively. It’s a coup for Dímelo Vi, which additionally serves as Ozuna’s indie label (distributed and marketed by Sony Latin). Saavedra, who shares Ozuna’s religious Christian religion, nonetheless operates by intestine, taking dangers and sometimes sealing offers with a handshake. “Some individuals assume we’re simply two Puerto Ricans who don’t know something,” he says. “I do know full nicely Ozuna’s worth.” Ozuna’s inventory has solely risen along with his world crossover hit “Taki Taki,” a collaboration with DJ Snake, Selena Gomez and Cardi B, and a 30-plus-city U.S. tour, which offered 19,000 tickets at Madison Square Garden in New York. Says Saavedra: “We’re breaking obstacles.”

MIA NYGREN, 45
Managing director, Latin America; Spotify

Latin Growth Agent: In June, J Balvin grew to become, for a second, the most-streamed artist on Spotify, marking a “historic second and large achievement,” says the Miami-based Nygren, who’s liable for rising Spotify’s utilization in Latin America. Her technique is working. She says month-to-month lively customers from Latin America now account for 21 p.c of Spotify’s complete shoppers. Thanks to younger listeners’ embrace of streaming, Nygren provides that Latin music consumption is rising quicker than most different genres on Spotify.

RAÚL ALARCÓN JR., 60
Chairman/CEO, Spanish Broadcasting System
JESUS SALAS, 42
Executive vp programming/multiplatform coordinator, SBS
LUCAS PIÑA, 50
Senior vp leisure, SBS

Operating Latin&#zero39;s No. 1 Station: SBS’ 17 stations are key to Latin Airplay chart hits. New York’s WSKQ-FM is as soon as once more the most-listened-to Latin station within the nation in 2018, and the community launched Play 96.5 FM, a brand new format on its Puerto Rico station, WRXD. “We had one of the best scores in our firm historical past,” says Salas. In the reside house, SBS inked a five-year take care of the MGM Grand in Las Vegas for signature occasions Calibash and regional Mexican showcase Dia Nacional de la Banda, plus the newly launched Ocean Fest themed cruises.

PEPE GARZA, 52
Music producer; program director, KBUE Los Angeles

Multimedia Master: Garza’s most important gig is programming the regional Mexican format of Liberman Broadcasting’s KBUE (105.5/94.Three FM), which drew 2.5 p.c of the Los Angeles radio viewers in September, however his affect isn't restricted to the airwaves. The 30-year radio veteran has over 1 million subscribers to his YouTube channel, Pepe’s Office. Also in September, his Premios de la Radio awards present on the Estrella TV community celebrated 19 years with a particular reside broadcast from Mexico to “present solidarity with households separated on the border,” says Garza.

JESUS LARA, 45
President, Univision Radio
ISMAR SANTACRUZ, 42
VP/managing director, radio technique; Univision Radio

Spreading "Uforia" in 58 Markets: In addition to scoring scores successes in a number of key markets -- within the second quarter, Univision had the No. 1 station general in Chicago and the highest Spanish-language stations in San Antonio and San Diego -- Lara launched the large-scale Uforia Music Series (named after the broadcaster’s music model) with 10 exhibits, together with Las Que Mandan at The Forum in Los Angeles on Nov. 17, that includes Thalía and Gloria Trevi, amongst different feminine performers. And with 58-plus radio stations and the added muscle of Univision’s TV platforms and digital attain, “we're privileged to be the biggest [Latin] music multiplatform [company] within the nation,” says Lara.

BRYANT PINO*
Director of Latin Music programming, SiriusXM

The Tastemaker: In addition to internet hosting intimate “city corridor” occasions with J Balvin and Nicky Jam, Pino has stayed forward of the curve with recent acts like Piso 21 and Karol G throughout the 9 Latin music channels he oversees. An early supporter of the favored Latin lure sound, the native New Yorker says he curates “by intestine.” Lately, that has included the whole lot from Brazilian funk artist MC Kevinho to flamenco sensation Rosalía. “Whoever has a style for one thing,” says Pino, “they’re going to search out it [here].”

Latin or Latinx?: “Latinx. It’s a brand new technology, musically and culturally.”

FRANCISCO SUÁREZ, 62
Executive vp primetime realities and specials, Telemundo

Fueling Telemundo&#zero39;s Resurgence: The former Univision govt, who began at Telemundo in February, has continued to spur the latter community’s come-from-behind rally to frequent No. 1 in primetime and the advertiser-coveted 18-34 demographic. Suárez oversees Telemundo’s manufacturing of such annual programming occasions because the Billboard Latin Music Awards, the primary U.S.-based Spanish model of The Voice and actuality sports activities competitors Exatlón.

ENRIQUE SANTOS, 43
Chairman/chief artistic officer/on-air host, iHeartwork Latino

iHeartwork&#zero39;s Latin Ambassador: When Santos isn't entertaining iHeartwork Latino’s listeners -- his weekday morning Spanish-language present is syndicated to 17 stations and his weekend English program to 105 -- he’s searching for methods to draw extra of them. In 2018, he employed Pedro Javier González as senior vp programming to broaden iHeartwork’s Latin attain, and in July, Bad Bunny grew to become the primary artist to carry out totally in Spanish on the iHeartworkRadio Music Festival in Las Vegas. “More non-Spanish-speaking artists are gravitating towards us,” says Santos of iHeartwork Latino’s pull. “It’s a fantastic factor.”

Guilty Pleasure: “Sleeping in.”

*Declined to supply age

Contributors: Justino Águila, Trevor Anderson, Pamela Bustios, Tatiana Cirisano, Griselda Flores, Adrienne Gaffney, Jenn Haltman, Lyndsey Havens, Taylor Mims, Gary Suarez, Desire Thompson, Andrew Unterberger, Christine Werthman, Xander Zellner

Methodology: A committee of Billboard editors and reporters weighed a wide range of components in figuring out the 2018 Latin Power listing, together with, however not restricted to, Billboard’s 2018 Top Artists and Top Tours rankings; nominations by friends, colleagues and superiors; impression on client habits as measured by chart, gross sales and streaming efficiency, social media impressions and radio/TV audiences reached utilizing the most recent knowledge accessible as of Oct. 18. Career trajectory and business impression -- particularly within the Latin American market -- are additionally thought of. When accessible, monetary outcomes are thought of. Where required, U.S. record-label market share was consulted utilizing Nielsen Music’s present market share for album plus track-equivalent and streaming-equivalent album-consumption models and Billboard’s quarterly prime 10 writer rankings. Unless in any other case famous, Billboard Boxscore and Nielsen Music are the sources for tour grosses and gross sales/streaming knowledge, respectively. Nielsen can also be the supply for radio viewers metrics. Unless in any other case famous, album streaming figures cited signify collective U.S. on-demand audio totals for an album’s tracks, and track/artist streaming figures signify U.S. on-demand audio and video totals.

This article initially appeared within the Nov. Three situation of Billboard.