Director of Latin music, Pandora Media
Azucena Olvera Vidaurri
Director of Latin talent and industry relations, SiriusXM and Pandora
In 2021, Pandora launched Satélites, a new content initiative designed to “highlight the next generation of artistic protagonists and innovators throughout ‘satellite’ regions of Latin America, the U.S. and the Caribbean like Colombia, Panamá, the Dominican Republic, Puerto Rico, Cuba and Argentina,” says Juárez, 42. The streaming service turned its El Pulso performance series into virtual events during the pandemic and offered exclusive content from artists like Maluma and Bad Bunny. Meanwhile, its sister satellite radio platform, SiriusXM, has also rapidly expanded its Latin content with new hubs and channels.
The most important issue facing Latin music: “Representation of the diversity of Latin American culture. The more that we truly normalize, celebrate and amplify the diversity of our beautiful Pan-Latin American culture, the better off society will be.” - Juárez
Head of content and industry relations, Americas, Deezer
In a competitive streaming field, Mendoza, 46, recruits stars to develop original content that helps Deezer, an early entrant in many Latin American countries, compete against Spotify and Apple Music. Among the most notable Dezeer Originals is the podcast Atrapados, offering a “stellar cast” of voice actors and sound design to examine the physical and mental effects of confinement during the pandemic, says Mendoza. For Reggaeton Acústico, a Deezer Originals music album, Deezer created acoustic versions of hits by Camilo, Reik, TINI, Justin Quiles and Pedro Capó. “This project proves there are powerful voices and lyrics behind some of today’s most popular reggaetón songs,” he says.
The most important issue facing Latin music: “As Latin music becomes more mainstream and global, it’s also quite easy for emerging subgenres to get grouped together under one Latin genre, when in fact there are so many local flavors and subgenres that make Latin music distinct.”
Managing director, Latin America, Spotify
Juan Manuel Rótulo
Head of editorial, Latin America, Spotify
Head of U.S. Latin, editorial, Spotify
Spotify is “the largest driver of revenue for the recorded-music industry in the Latin markets,” says Nygren, 48, who oversees the Latin American region for the streaming platform. Rótulo’s team curates key playlists, including Mansión Reggaetón, the regional Mexican-focused La Reina and Brazil’s Esquenta Sertanejo. Vázquez leads the U.S. Latin editorial team at Spotify responsible for playlists like ¡Viva Latino! and Baila Reggaeton, with over 10 million followers each. Spotify continues to bolster its Latin footprint, with the Latin American region now representing 22% of the streaming service’s monthly active users and 20% of its subscribers, while Puerto Rican superstar Bad Bunny was the most streamed artist on the platform in 2020, the company reports. It was a “true testament to the power of fans that can’t get enough of Latin music and the muscle of Latin markets,” says Nygren.