VP of Latin writer/publisher relations, BMI
A look at Billboard's Latin charts confirms the importance of BMI's signing of Pitbull to its roster, underscoring Delia Orjuela's strong ties to her songwriters. Orjuela scored other high-profile signings with Chayanne, Luis Fonsi, Chino y Nacho, regional Mexican group Calibre 50 and Francisca Valenzuela.
BMI has also enjoyed No. 1 hits by affiliated writers including Don Omar (with "Danza Kuduro)," Prince Royce, Ricky Martin, Shakira and Sergio Vallin (Maná), as well as regional Mexican writers Luciano Luna and Horacio Palencia. Overall, BMI had a healthy lead on Billboard's tally of top Latin publishers during the time period, based on overall audience impressions for all tracks for which they received credit.
In the past year, Orjuela also increased the number of BMI's Latin showcases by 33%, and struck a partnership with the Levitt Pavillion in Los Angeles for a six-date summer concert series featuring acts like Ximena Sariñana and Toy Selectah. BMI also hosted workshops in various cities on topical subjects, including the digital arena and the indie marketplace.
A major accomplishment, Orjuela says, was "La Gota de la Vida," a theme song written by BMI songwriter Arthur Hanlon to benefit City of Hope and recorded by nearly 50 stars. "To be able to be part of the conceptual idea of the project and to see it become a reality has a lot of meaning," she says.
Quote: "Honored to be one of Billboard's 20 Latin Power Players for 2011. I look forward to continuing to advocate the significance of Latin Music."
Advice to future Latin Power Players: "My advice to the aspiring songwriter is to learn as much about the different components of the music business. The new generation of music makers are very much about doing it themselves so having a broad spectrum of understanding in regard to the significance of a PRO, licensing, publishing and so forth will compliment their craft and lead them on the road to success."