Alessandra Alarcón Named President of SBS Entertainment: Exclusive

JC Olivera
Alessandra Alarcon

Spanish Broadcasting System (SBS), which is celebrating its 35th anniversary as a Hispanic multimedia owner/operator with radio and TV properties in the largest U.S. markets, has promoted Alessandra Alarcón to president of SBS Entertainment, the company’s live entertainment arm. She will become the first woman to  lead that division.

"Ali is a powerhouse," tells Bianca Alarcón, vp of content development of LaMusica, SBS to Billboard.  "When she puts her mind towards achieving something, nothing can stop her."

Bianca Alarcón is also Alessandra’s sister.

The appointment of Alarcón, 31, comes after she successfully helmed the company’s most recent popular Calibash events in Los Angeles. In January, Calibash sold out for two consecutive nights at the Staples Center, featuring artists like Enrique Iglesias, Ozuna and Bad Bunny. Alarcón joined SBS in 2014 as a sales associate and became involved in the sales of Calibash, eventually part of the production of the event and, in 2017, became the sole producer of Calibash.

Alessandra Alarcon is now the third generation member of the Alarcon family to have a senior executive leadership role in the company. She is the daughter of company chairman/president/CEO Raul Alarcon, who in turn is the son of SBS founder Pablo Raul Alarcon

In her new role, Alessandra Alarcón will oversee the entertainment platforms, including La Música app and booking talent for major events. She plans to continue to grow SBS Entertainment to include national and international events.

Alarcón, who holds a bachelor degree in communications and public relations from Pepperdine University in Los Angeles and an associate degree in marketing from Parsons School of Design in New York, is the daughter of Chairman/CEO Raúl Alarcón. She lives in Los Angeles with her husband and two children.

"Her years of experience working in every facet of SBS, including our top market Los Angeles, means she has a unique understanding of every aspect of our company -- from our broadcast radio stations and LaMusica App to our sales teams and partnerships, and how they can all work together to best serve our consumers, partners, affiliates and advertisers," added Albert Rodriguez COO of SBS.