Behind a successful Latin artist, there is a great team that is responsible for making the best decisions.
And as part of that team, there are successful women who are responsible for the publicity of each superstar maintaining an impeccable image of them.
In celebration of Women's History Month, Billboard has compiled a list of the most important publicists in the Latin market. Meet them below:
Ana Sosa Owner, Esperanto Communications
Ana Sosa has been part of the music industry, focusing on marketing and communications. More than six years ago, she launched her PR firm Esperanto Communications, which has a promising roster of Regional Mexican stars including Carin Leon, Lupillo Rivera, Tamarindo Rekordzs, Z Récords, among others.
"To me, a leading force in PR is someone who knows how to harness professional relationships and strategy while remaining driven by their passion and dedication to making a difference."
Angela Rodriguez Owner, AR Entertainment
A veteran with 30+ years working in the music industry, Angela Rodriguez has gone from being Julio Iglesias' personal assistant in the 80s to helping launch Billboard's Latin Conference and Awards in 1989 to launching her very own PR company in 1998. Some of her early clients were Luis Fonsi, Daddy Yankee, Carlos Vives, Alejandra Guzman, among others. Her current clients include Move Concerts, Roberto Carlos, Loud and Live Entertainment, Abel Pintos, and Maxi Pardo.
"Today the way publicists work has radically changed with social media and the digital outlets. Reinvention has been the key to use in the public relations sector. The past year has impacted many of us due to the pandemic, so we faced the challenges of thinking outside of the box in our work. The personal touch now played into a new way to do our work however I am very optimistic that live music, concerts, and tours will return soon!"
Blanca Lassalle Founder, Creative Link
With an extensive public relations portfolio, Lassalle's experiences include a post as the national director of public relations for WEA Latina where she launched PR and marketing campaigns for album releases including Maná's Donde Jugarán Los Niños,? Laura Pausini's Laura Pausini, Alejandro Sanz's 3, Luis Miguel's Romance, Romance II, Miguel Bosé's Bajo el Signo de Cain and more. Her current list of clients includes Marc Anthony, Yandel, ASCAP, Disney Theatrical, designer Narciso Rodriguez, Westbrook Entertainment, Fonseca, and Magnus Media.
“Your integrity, your word, and the relationships that you develop with the media on behalf of your client will go a long way. No matter how many contacts, email addresses, telephone numbers, or social media following you have that really means nothing if your credibility is not in the right place.”
Cristina Novo-Bernal Founder, Artistry & Records
In 2014, New York-based publicist Cristina Novo launched her firm Artistry Records, where she oversees a wave of artists who are either independent or signed to a major label, including Anuel, Brytiago, Farina, Interscope Records, Roc Nation Latin, and Dimelo Vi's signed artist Lenny Tavarez, to name a few. Notably, Novo's company went into high gear in 2017 with the release of Post Malone's "Rockstar Latin Remix" featuring Nicky Jam and Ozuna. In 2020, Novo-Bernal — with the help of over 100 Latin artists and executives — also launched Conciencia Collective, an alliance against racial and social injustice that hosts roundtable discussions featuring musicians, historians, and executives, in partnership with media company Mitú.
"To me, personally, in the music PR world, it means to open doors for my clients, take their careers to new, unforeseen heights. It’s helping them stay relevant in a way that feels effortless for them, while we do all the work behind the scenes. It’s assuring that the songs are played, the videos are watched, and that there’s a demand for our clients. It’s all about creating that demand."
Conchita Oliva CEO, Latin Iconos
Longtime publicist Conchita Oliva, who currently does PR for Christian Nodal, has a trajectory that spans over three decades, always helping artists, companies, and brands find the perfect connection with media. She's the founder of public relations and management company Latin Iconos, where she's worked with celebrities such as Sofia Vergara, companies such as Live Nation, and labels such as Fonovisa, to name a few.
"For a publicist to be a leader, they must be the perfect tool that unites the client to achieve her goal at the highest level."
Elina Adut Founder, The Exclusive Agency
California-based publicist Elina Adut officially launched The Exclusive Agency in 2021 after working more than six years at The Lippin Group, where she was the former senior VP for entertainment & multicultural PR. Adut's firm includes A Tiny Audience on HBO (USA) and DIRECTV (LatAm), AQUIHAYAQUIHAY, Debi Nova, Guaynaa, Imagine It Media, Latin Recording Academy/Latin GRAMMYs, NEON16, Premio Lo Nuestro, SLOWLY Records, Sony Music Latin, Tainy, and Vice Menta.
"As I grow with my clients, it is gratifying to see my storytelling strategies reflected across all aspects of a project, while also getting my clients the exposure and recognition they deserve."
Isabel C. Paz Publicity & Promotions Associate Director, Warner Music Latin
Paz applies more than 20 years in the industry to increase artist visibility, growth, and consolidation utilizing her traditional and non-traditional media strategies and marketing leading skills. In her current role at Warner Music Latin, she has been key to the development of artists such as Ovy on the Drums, Danny Ocean, Justin Quiles, Sofia Reyes, Mike Bahia, and Llane, among many others.
"To be a leading force in PR means having the magic of communicating your artist’s message and tell a good story. It involves having a unique vision to increase artist’s visibility and growth."
Iveliesse Malave VP, Communications, The Latin Recording Academy
Four years ago, Iveliesse began working with The Latin Recording Academy, where she's the current vice president of communications. Under her role, she oversees internal and external communications for the entirety academy, including membership, board, and executive teams, philanthropic arm, The Latin GRAMMY Cultural Foundation, and the Annual Latin GRAMMY Awards and all of its ancillary events.
"I strive to drive our company's values of excellence, integrity, relevance, passion, diversity, and inclusion in everything we do."
Jeannette first kicked off her career in artist management at 20 years old. She later discovered her love for PR after realizing the "pivotal role publicists played in the growth and evolution of not only the artists but their musical genres and the industry as a whole." In 2015 she founded JNET PR & Management, where she oversees clients Major Lazer, Diplo, 88rising, Deorro, Ultra Music, and Sergio Calderon Jr.
"Having started in general market Top 40 pop and then shifting into Latin music allowed me to find my niche in bridging a cultural gap for my clients from different markets who wanted to crossover and reach a broader audience."
Jennifer Nieman President, The Nieman Group
As president of The Nieman Group since 2003, Jennifer Nieman handles PR, marketing, and branding for some of the most influential icons of Latin music and entertainment. Nieman’s current music artists include Maluma, Becky G, Chiquis, Danna Paola, and Prince Royce. In the past, she has also worked with Marc Anthony, duo Wisin & Yandel, Chayanne, Ricky Martin, Marco Antonio Solís, among others. She also manages actress/tv personality Dayanara Torres and branding deals for host/actress Chiquinquira Delgado. Nieman has been a publicist since 1997.
“There is a lot of magic in this business and to be part of making that magic happen and touch lives is priceless.”
Kanessa Tixe Co-founder, TS Collective
As a Dominican/Colombian who started her career work for top general market PR agencies, Tixe has made it her life’s mission to get mainstream recognition for Latin artists, and has worked closely with a wide range of multicultural musicians and actors. Today, as the co-founder of TS Collective with business partner Nancy Schuster, she’s the day-to-day strategist for Maluma’s crossover efforts and also works mainstream media for Residente. Her current roster of clients also includes actress Dascha Polanco, who will be featured in “In The Heights” this summer and J.I. Prince of NY.
“For me, it’s not representing everyone, but being strategic representing one and disrupting with their narrative, inspire with their stories and create impact."
Kary-An Díaz Director of Communications, Sony Music Latin
Kary-An Díaz oversees communications and publicity strategy, along with managing all communications regarding awards shows. Díaz has played an integral role in launching breakout acts like CNCO and industry veteran Nicky Jam and helped draw renewed acclaim to renowned veterans such as Thalía, Kany García, Ricardo Montaner. She has also worked Pedro Capó and Shakira, Romeo Santos, Ricky Martin, ony, Marc Anthony, Franco De Vita, Enrique Iglesias, with Chayanne, Il Volo and Wisin & Yandel, to name a few.
“It is very rewarding to see people I have had the privilege of working with in the past and still feel that connection and respect that we created together, and the blood, sweat, and tears come to fruition. I am part of their history and, certainly, they are part of mine.”
Laura Mejia & Susan Stipcianos Co-founders, The Dream Team Agency
Laura Mejia Cruz and Susan Stipcianos launched The Dream Team Agency over nine years ago which among its very long-time partners are Latin Grammy award-winning songwriters and musicians Natalia Jiménez, Silvestre Dangond, Gian Marco, and Mexican crooner Carlos Rivera. Top corporate clients include The Miami Marathon, Hola USA Magazine & Penguin Random House. The agency’s management beauty division handles several celebrity make-up and hair stylists for brands such as CoverGirl, Garnier, Esika, Loreal Paris USA & Neutrogena in the Hispanic market.
“The artists, the business, and the music are always evolving so everyone involved should be constantly reinventing themselves to stay on-trend. It is sad that the Latin music business still has a glass ceiling for women and that must change. We need more women writers, producers, executives, etc. Up to now, it has been a mostly male-driven business.”
Loren Medina Owner, Guerrera Marketing & PR
Los Angeles-based Loren Medina has been in PR since 2011 but it wasn't until 2015 that she launched her own company Guerrera Marketing & PR. The agency is now home to eclectic bilingual acts such as Kali Uchis, Alaina Castillo, Jessie Reyez, and Omar Apollo, among others.
"Being a leading force requires you to have a deep understanding of how new generations think and move, possess the ability to craft authentic and relatable narratives for your clients, tailor individual strategies for your clients and assist your clients in navigating through complex situations in our Latino community in regard to race, gender, identity and cultural appropriation."
Lyda Bulla Owner, La Bulla PR Agency
After managing PR for world tours by RBD and Fonseca, Lyda Bulla launched her own agency in 2010 to focus on "creating and developing marketing and PR strategies tailored for each client." She'd also expand into the acting and television world. Her current clients include Aymee Nuviola, Gonzalo Rubalcaba, Fito Paez and Franco de Vita.
"It’s a privilege and a huge responsibility to have the artist trust in our firm. You become an important piece of the puzzle. Without a doubt, the development of a good communications strategy can mark the difference in the career of a client - and when they reach their dreams, there’s no greater feeling. It’s an honor to help others be able to shine bright."
Maria Inés Sánchez Sr.Director, Marketing & Communications, AfinArte Music
As a resident of the music industry for the past 24 years, Maria Ines Sanchez has learned a handful of invaluable lessons and Industry insights. She has developed and executed publicity initiatives achieving measurable results and securing the widest Latin press coverage across all national, regional, broadcast, print, and online media. During her time at Polygram, Sony, Warner, Universal, Machete, D. Baron Media and The Sixth House, Del Records, and now at AfinArte Music, the spirited Caribbean soul from Venezuela has been part of the marketing and PR teams who worked on tremendously successful campaigns for some of the most talented and popular artists in Latin Music, including Celia Cruz, Shakira, Ricky Martin, Juanes, Gloria Trevi, Don Omar, Chiquis Rivera, Wisin & Yandel, Luis Fonsi, David Bisbal, Ricardo Arjona, Gilberto Santa Rosa, JLO, Gerardo Ortiz, Voz de Mando, and El Fantasma, among others.
“I believe the challenge that has impacted us, publicists, the most, is that music coverage has grown leaps and bounds giving our artists more exposure but at the same time, less impact. I also believe that we have become more than just a PR representative, we are a vital link between our clients and industry power players.”
Mariluz Gonzalez Founder, Vesper Public Relations and Marketing
In 2008, Mariluz Gonzalez founded Vesper Public Relations and Marketing is an independent multi-cultural agency located in Los Angeles, California. Gonzalez mainly works the public relations for artists from Fonovisa (a division of Universal Music Entertainment).
“Over the years I've learned not to take myself for granted, not to undervalue my work, nor overwork myself on behalf of the client. What happens to me is that I enjoy what I do so much that I find myself working above and beyond the agreed services and not charging for that extra effort.”
Marlene Maseda Founder & COO, Fusion 4 Media
As an independent publicist, Marlene was one of the first ones to work the reggaeton genre when she was independently hired by the Machete Music label with artists such as Don Omar, Hector El Father, Wisin y Yandel, Magnate y Valentino, Glory, and Luny Tunes, among others. She then expanded her business and founded Fusion 4 Media where she is in charge of J Alvarez, Tempo, Osmani Garcia, and Jon Z, among others.“
To be able to be a female publicist in the Latin Music business and reach success is a slow steady climb, but with hard work, consistency, and perseverance, it is all worth it in the end, because being able to work in what you love is a true blessing and my biggest joy is helping others make their dreams come true.”
Mayna Nevarez CEO & Founder, Nevarez Communications
In 2003, Mayna Nevarez launched Nevarez Communications where she became one of South Florida’s first Latin independent publicists. Working with clients such as Daddy Yankee, Natti Natasha, and Carlos Vives, among others, has taken Nevarez around the globe. She is the chapter chair in Miami for the global organization Woman In Music.
“As a publicist love to build our clients dream and craft and be part of their development for their music career. You have to be a student 24/7. To adapt to the market changes and continue to learn from the upcoming generation.”
Monica Escobar Founder, The 3 Collective
After years spent at major record labels, Monica Escobar co-founded her own firm, The 3 Collective, a PR company dedicated to the Latin market. Based in Los Angeles, the firm’s diverse client roster boasts such names as Juanes, Marco Antonio Solís, Jessie & Joy, Elena Rose, La Santa Cecilia, Tini, Rancho Humilde, among others.
“My career enables me to work with an eclectic group of creative individuals from various fields that are key to our industry’s structure. Subsequently, it has awakened my curiosity to learn and discover all forms of art. Also, it has pushed me to practice being patient."
Nanette Lamboy President & CEO, Artist Solutions
Lamboy has over 20 years of experience in the music and entertainment industry and is the longtime publicist for Romeo Santos and Residente, and recently, Wisin and Ozuna. One of the key people in the success of the album Soy Yo by Kany García and single "Calma" by Pedro Capo, she is also an expert in the international Latin Market.
"Work in the world of Latin music as Woman has been a great responsibility that with great effort we have overcome barriers. In my case, I always think about future generations every achievement of the present is a seed for the future."
Natali Nagles Founder, BOGA PR Agency
Miami-based Natali Nagles has been working in the music and entertainment industry for more than 10 years. In 2018, she launched her agency BOGA Public Relations, where she oversees a promising list of clients including WK Entertainment and WK Records, Akon, Katie Angel, Heat Awards, Juhn, Carlos Arroyo, among others. "It is very rewarding, as publicists, we rarely get recognition, and to be able to make an impact, and help a client conquer their dreams, that’s what is all about," she says.
"Being a woman in the music industry is a big responsibility, but also a constant reminder that all those sleepless nights, holidays working, and over-time hours do pay off. Hard work never goes unnoticed!"
Nayira Castellanos Founder, Beats Communication
With 15 years of experience in the music industry, Nayira has a lead strategy for high-profile recording artists, content creators, influencers, and corporate accounts, such as Ivy Queen, Universal Music Latin Ent, Jencarlos Canela, and Séssi, among others. Her company, Beats Communications, is an impact-focused PR, Consulting, and Branding agency that has created an imprint on the expertise of fusing strong fundamentals of traditional media with strategic modern trades to fit today's fast-paced market.
"Today more than ever it is necessary that we continue to use our platforms positively, and it makes me very excited to use my knowledge and leverage in music for other amazing organizations, such as St. Jude and WIM (Women In Music)."
Nini Veras Founder, NV Marketing
Founder of NV Marketing, Nini Veras is the woman behind Nicky Jam, Anuel AA, and Jay Wheeler's success. She also manages the publicity of La Industria Inc, the entertainment company led by Juan Diego Medina, Vicente Saavedra’s Dimelo Vi, and GLAD Empire, which manages independent artists.
“I have learned that every move you make must be well planned and done with caution. Also, don’t be afraid of bad or good consequences. Everything has its purpose.”
Romina A. Magorno Owner, Imagine It Media
A 20-year public relations veteran, Romina Magorno spearheads her own boutique public relations agency Imagine It Media with its foundation in music, entertainment, and lifestyle PR in the U.S. Latin and crossover markets. She has worked with a diverse range of personalities, artists, and actors throughout her career and current clients include Farruko, Anitta, Piso 21, Myke Towers, Neon 16, Steve Aoki, and C. Tangana to name a few. She is a lover of music, animals and a proud working mom based out of Miami.
“For me being a woman in this male-dominated entertainment industry is great and extremely rewarding, but it hasn’t all been unicorns and rainbows. This business is competitive and can challenge your very core, but I would not have it any other way. It has taught me the value of working with passion and having a unique voice because I am a woman. I'm leaving my mark and that is part of the greater effort that we are making and the story we are trying to tell to make the industry a richer place. The plus is that I am Latin and you know, we bring a one-of-a-kind flavor to the mix!”
Róndine Alcalá Founder, Rondene PR
In the last 16 years, Róndine Alcalá and her company Rondene PR have successfully worked the promotional campaigns of some of the most recognized and awarded artists in music, including Ricky Martin, Alejandro Sanz, Juan Luis Guerra, Laura Pausini, Los Temerarios, Luis Fonsi, Camilo, among others. In addition, Rondene PR has expanded its services to meet the needs of corporate clients, including AEG Live, Jack Daniels, and Red Bull.
“To trust my instinct, keep expectations in check, demand respect when it is not given, only work on projects I’m passionate about, and be a good person in general, even if others may think it's not what it takes to be in this business."
Rubi Molina Public Relations Director, DEL Records
In 2018, Rubi Molina joined Angel del Villar's DEL Records where spearheads the department's communications department. Her current clients include chart-topping regional Mexican acts such as Eslabón Armado, Lenin Ramirez, T3r Elemento, Ulices Chaidez, Jose Manuel and Cheli Madrid.
"As a Mexican-American, it's a great honor and a great responsibility that the music that represents our Mexican culture is highly represented on stage and international platforms. I feel proud to be part of that process."
Sara Eva Perez Public Relations Director, Banda MS/Lizos Music
Sara Eva started her career in Mexico City in 1996 when she working for Fonovisa Records working with high-profile names such as Enrique Iglesias, Marco Antonio Solis, Los Tigres del Norte, Los Temerarios, Banda El Recodo, to name a few. In 2005, she moved to the U.S. to work for Univision Music, which opened doors for her in the Latin market. Now, as an independent public relations specialist, her current clients include Banda MS, Lizos Music, LM Events, Los 2 de la S and Marilyn Odessa, among others.
"I’m totally convinced that PR is one of the most important areas in any business. In the music industry, public relations is the medullar part because it’s the face of the company to the outside world. Every artist is different and creativity is one of the most important parts of success. The world changes and so does the music industry. That’s why publicists need to be creative and explore new strategies."
Sarah Duru Founder, French Toast Agency
Sarah Duru is the founder of the French Toast Agency, a public relations agency focused on the millennial Latin market. With a strong focus on digital, French Toast Agency works with Latin music clients to build creative strategies that expand their reach to the mainstream market. French Toast Agency's current roster represents Big Soto, Eladio, Yashua, Maria Becerra, Mau y Ricky, and Bad Gyal. The agency also worked on Megan Thee Stallion and John Legend's last albums.
“Being a woman in the Latin entertainment industry comes with plenty of rewards, but also many challenges. It’s vital that we all collaborate and support each other as female business executives to move our clients and the Latin market forward.”
Sujeylee Solá CEO, Acoustyle Digital Marketing & Communication
Sujeylee Solá started her firm Acoustyle Communication in April 2012 with the intention of just doing what she loves to do. She has always focused on her goals and strategies making her a person who led Latin artist's success. Her work can be seen all over the world playing an integral role in publicizing artists such as Bad Bunny, Reik, Thalía, Karol G, Sech, among others.“
"Staying true to yourself is key and that’s what separates you from everyone else.”
Colombian-born Ximena Acosta says she was "fortunate enough" to be at the forefront of reggaeton when it first became commercially available. Her second label job was head of publicity for Machete Music, the first label that focused solely on urban music, home to Don Omar, Wisin y Yandel and Héctor El Father. Now, as an independent public relations specialist, some of her newest clients include rising regional Mexican artists Marca MP and Ramon Vega, Saban Music Group and Gibson Brands.
"I have always believed in movements, the power of having a collective of artists or bands heading in the same direction is what really in my opinion what moves the needle. I think that’s when the magic happens when the music is right, the market is ready for something new. PR is that one last piece that makes everything worth it. We are the piece that brings it all together. The one responsible for crafting and telling a story that is relatable and compelling."
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