MARKET HEAVYWEIGHT: With a 34.7 percent share of the Latin music market, Verde’s division is the current genre leader.
PLAYING THE LONG GAME: Even without the success of a “Despacito” equivalent, Sony Latin’s artists, who include Shakira, Enrique Iglesias, Maluma, Nicky Jam and Romeo Santos, continue to dominate. “We have long bet on the success of Latin acts beyond their natural markets and on long careers,” says Verde. “That’s why many of our artists are touring Europe.” But local acts are also a focus, such as Argentina’s Abel Pintos, who sold out two shows at Buenos Aires’ River Plate Stadium in December. “We are behind different genres in every territory,” says the Argentine soccer fan, who de-stresses with soccer games at home and idolizes countryman Lionel Messi, “the greatest player in the world.”