Director of Product Development, Universal Latin Entertainment
Horacio Rodriguez, 29, manages the product development and digital marketing operation for Universal Music Latin Entertainment's four labels (Disa, Fonovisa, Machete, Universal Music Latino), including digital retail marketing strategies and relationships with services like Vevo and Spotify. Rodriguez develops campaigns that break the mold and revolve around specific projects and artists, including Don Omar, Jenni Rivera and Juanes. "We actively work on educating and converting Hispanic consumers into legal digital music consumers," Rodriguez says. "Also, we have to consider the generational gap between first-, second- and third-generation Hispanics, the language in which we should communicate with them and how to position our music within the general market."
Quote: "I am humbled by this recognition and honored to become part of Billboard's 30 under 30 alumni."