Name: Loren Medina
Title: President, Digital Girl
Panel: Social Studies: real-Time Social Networking Review (Tuesday, April 27, 12:00 - 1:00 p.m.; more information at

What needs to change in the Latin music business?
Medina: The record labels, for one, need to shift their marketing efforts to focus a great deal on digital marketing. Managers and artists need to get up to speed with what’s happening in the digital space and make it a priority to create the necessary tools to effectively market themselves.

What most encourages you about the business right now?
The position I’m in within the industry regarding my digital marketing and publicity company…I’m in a good place and have had an opportunity to work with amazing artists in less than a year.

What's the most important lesson you've learned while navigating your way through the recession?
Never rely on one source for income and always think creatively on different ways you can generate income.

What's the last album you bought?
Corinne Bailey ‘s “The Sea.”

What new Latin artist have you discovered recently that you're excited about?
The Cuban rap group Los Aldeanos. They’re pretty amazing and reflect the sad reality of the country.

What's the most typically Cuban/Spanish/Mexican/Puerto Rican/Colombian (whatever your origin is) thing you've done or said recently?
I was one of the main organizers for the solidarity march for “Las Damas de Blanco” with Andy Garcia in Los Angeles March 28 . It doesn’t get any more Cuban than that!

For more info on this year's Billboard Latin Music Conference and Awards, presented by State Farm in association with T-Mobile, visit