President, Universal Music Latin Entertainment
Victor Gonzalez makes the Latin Power Players list for the first time months after being appointed president of Universal Music Latin Entertainment. The nod acknowledges the importance of Gonzalez' newly created post and his prior success as president of Universal Music Mexico, where he increased label market share and negotiated major deals, including David Bisbal's World Cup campaign with K'Naan for Coca-Cola.
Gonzalez now oversees operations of all of Universal's U.S. Latin labels-Disa, Fonovisa, Universal Music Latino and Machete-a job previously divided between two presidents, plus Universal Music Mexico and Central America. Each of those labels has its own GM.
"My job is to consolidate strategies," Gonzalez says. "First of all, we need to take advantage of our structure. Having two linked territories allows us to develop artists or strategies for both territories."
The dual-territory approach applies to both artist development and A&R as well as to new business deals, says Gonzalez, who in the past year developed multiplatform business deals with HP and American Express to both promote and sell music.
In the coming months, Gonzalez will face the challenge of also targeting the ever-challenging U.S. Latin consumer.
"It has to do with points of sale, but the digital arena hasn't fully exploded, so we need to really understand the mentality of the consumer," Gonzalez says. "And we are placing more emphasis on the bilingual market."