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 International Women's Day on Friday (March 8), Billboard has compiled a list of the most important publicists in the Latin market. Meet them below:
In 2003, Mayna Nevarez launched Nevarez Communications were she became one of South Florida’s first Latin independent publicists. Working with clients such as Daddy Yankee, Natti Natasha, Joss Favela, Elvis Crespo 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.”
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.”
In the last 14 years, Róndine Alcalá and his 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, Robi Draco Rosa, Miguel Bosé, Soraya, Reik, Camila, Kinky, Gian Marco, Natalia Lafourcade, Julieta Venegas, Carlos Baute, Jesse & Joy, Pablo Alborán, Fonseca, Raquel Sofia and Spanish actor Adrián Lastra, 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."
Founder of NV Marketing, Nini Veras is the woman behind Nicky Jam, Ozuna and Anuel AA’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.”
Warner Music Latina, Publicity and Promotions Manager
Alejandra García has been in the Latin music business for more than seven years. Being a woman and the lead of publicity in Warner Music Latina she has the responsibility of the evolution of many artists such as Tommy Torres, Anitta, Sofia Reyes, Danny Ocean, De La Ghetto and many others.
“The fact that Latino artists are No. 1 on global lists of digital platforms and have the most-viewed videos on YouTube, surpassing any other artist, is something very exciting! I can’t wait to see what the future holds for this ever-changing Latin music industry.”
President, The Nieman Group
As a 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, Wisin and Prince Royce. In the past, she has also worked with Marc Anthony, duo Wisin & Yandel, Chayanne, Ricky Martin, Marco Antonio Solís, Jencarlos Canela, Frankie J and Obie Bermudez, among others. 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.”
Isabel C. Paz
Director Media and Marketing, Seitrack US
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, she has been key to the development of artists such as Miguel Bosé, Zoé, Bronco, Ha*ash and Ximena Sariñana, among others in the U.S.
“Being a female publicist in the Latin music business, has given me the opportunity to spread our sound and culture. Music is without a doubt the world's most powerful force and us Latinos are a sound powerhouse.”
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 over work 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.”
Sujeylee Solá started her firm Acoustyle Communication on April 2012 with the intension of just doing what she love to do. She has always focused on her goals and strategies making her a person who led Latin artists success. Her work can be seen all over the world playing an integral role in publicizing artista like Bad Bunny, Farruko, Gerencia 360, Lali, Leslie Grace and Luis Coronel, among others.
“Staying true to yourself is key and that’s what separates you from everyone else.”
Lamboy has over 20 years of experience in the music and entertainment industry and is the longtime publicist for Romeo Santos and Residente. 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 future."
Romina A. Magorno
Owner, Imagine It Media
A 16 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: Steve Aoki, Deorro, Jorge Drexler, Ivy Queen 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!”
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, Gloria Trevi, Marco Antonio Solís, Jessie & Joy, Beto Cuevas, Roberto Tapia and La Santa Cecilia, 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."
Founder, Creative Link
With an extensive public relations portfolio, Lassalle 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 include 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 if not in the right place.”
Maria Inés Sánchez
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 have 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.”
Founder, Beast Communication
Nayira Castellanos is the founder of Beast Communication which manages artists such as Mau y Ricky, Jen and Katalina, among others. In the past, she has worked with Universal Music. Beats covers media on a national level and is now in the expansion stage into important music markets across Latin America such as Mexico and Colombia to name a couple.
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, Marger and Ana Gabriel, 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 at 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.”
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 re-inventing 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.”
Sarah Duru is the founder of 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 is known for its innovative work in developing artists from the ground up, as exemplified by the agency’s work with Sofia Reyes. French Toast Agency is the official in house agency for Roc Nation Latin. They also represent a roster established hit makers like Reik along with up-and-coming talent such as Emilia and Yashua.
“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.”