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Marcos Juarez
Latin Music Director, Pandora Media
Azucena Olvera Vidaurri
Director of Latin Talent and Industry Relations, SiriusXM and Pandora

In 2021, Pandora launched Satélites, a new content initiative designed to “showcase the next generation of artistic protagonists and innovators in ‘satellite’ regions of Latin America, the United States and the Caribbean like Colombia. , Panama, Dominican Republic, Puerto Rico, Cuba. and Argentina, ”says Juárez, 42. The streaming service has El Pulso series of performances in virtual events during the pandemic and offered exclusive content from artists like Maluma and Bad Bunny. Meanwhile, its sister satellite radio platform, SiriusXM, also quickly expanded its Latin content with new hubs and channels.

The most important problem facing Latin music: “Representation of the diversity of Latin American culture. The more we truly normalize, celebrate and amplify the diversity of our beautiful Pan-Latin American culture, the better off society will be. “- Juárez

Mauricio Mendoza
Content and Industrial Relations Manager, Americas, Deezer

In a competitive streaming arena, Mendoza, 46, is recruiting stars to develop original content that helps Deezer, an early entrant in many Latin American countries, compete with Spotify and Apple Music. Among the most notable Dezeer Originals is the podcast Atrapados, offering a “stellar cast” of voice actors and sound design to examine the physical and mental effects of containment during the pandemic, explains Mendoza. For Reggaeton Acústico, a Deezer Originals music album, Deezer has created acoustic versions of hits by Camilo, Reik, TINI, Justin Quiles and Pedro Capó. “This project proves that there are powerful voices and lyrics behind some of today’s most popular reggaeton songs,” he says.

The most important problem facing Latin music: “As Latin music becomes more mainstream and global, it’s also quite easy for emerging subgenres to lump together under a single Latin genre, when in fact there are so many flavors and sub-genres. local genres that distinguish Latin music. “

Mia nygren
Managing Director, Latin America, Spotify
Juan Manuel Rotulo
Editorial Manager, Latin America, Spotify
Antonio Vázquez
Head of US Latin, Editorial, Spotify

Spotify is “the biggest revenue driver for the recorded music industry in Latin markets,” says Nygren, 48, who oversees the Latin America region for the streaming platform. The Rótulo team curates key playlists including Mansión Reggaetón, La Reina regional focused on Mexico and Esquenta Sertanejo in Brazil. Vázquez leads the US Latin editorial team at Spotify responsible for playlists like ¡Viva Latino! and Baila Reggaeton, with over 10 million followers each. Spotify continues to strengthen its Latin footprint, with the Latin American region now accounting for 22% of the streaming service’s monthly active users and 20% of its subscribers, while Puerto Rican superstar Bad Bunny was the most featured artist on the platform. -forms in 2020, the company reports. It was a “real testament to the power of fans who can’t get enough of Latin music and the muscle of the Latin markets,” Nygren says.

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