Name: Pedro Guzman
Title: VP A&R, Universal Music Latino/Machete
Panel: "Rising Above: The Evolution of the Latin Urban Movement" (Tuesday, April 27, 4:00 - 5:00 p.m.; more information at billboardlatinconference.com.

At this moment in time, what most worries you about the music business?

PG: I think we are all very aware of what the problems in the business are, and what we need to do to overcome them, so I would say that our biggest challenge is to work on monetizing all possible music transactions, so that ultimately there is more money is available to develop artists and songwriters, who are the lifeblood of this business.

What most encourages you?

PG:Talented and hard working artists.

What's the most important lesson you've learned while navigating your way through the recession?

PG: Creatively: We need to fight this recession one hit song at a time. Financially: treat every penny as if it was your own, no matter if you are an independent or a major label.

What new opportunities for the music business do you see in Puerto Rico?

PG: Puerto Rico has historically been an outstanding source of artists, producers and songwriters. And all that talent has helped the Latin industry stay a float during hard times. I think that talent that has and will continue to come out of PR will be the best contribution and opportunity that it will bring to the business in general.

Also, there are every day more interesting business opportunities on the island in the mobile and digital realm.

What's the last album you bought?

PG: Broken Bells

What new Latin artist have you discovered recently that you're excited about?

PG: Chino y Nacho and J-King y Maximan.

What's the most typically Cuban/Spanish/Mexican/Puerto Rican/Colombian thing you've done or said recently?

PG: Dominican - play guira all night.

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