Ingrooves, ADA and The Orchard are offering top Latin artists serious investment — and unconventional deals.
Today’s music distributors do far more than just that: Most also offer a suite of services, from marketing to synch licensing, through flexible contracts that allow artists to own their masters. That’s increasingly attractive to independent-minded acts in the Latin market, where these three companies — which are owned by and work in tandem with major-label groups — are driving hits for its biggest and fastest-rising stars.
The Orchard: Founded in 1997 and acquired by Sony Music Entertainment in 2015, The Orchard was not only among the first digital distributors but also arguably the first to seriously invest in the Latin space. That began when it struck a deal with Argentine label EPSA Music in 2003, which brought label head Laura Tesoriero — now The Orchard’s vp Latin America — into the fold. “We bided our time, quietly got deals in place and brought those deals everywhere we could,” says CEO Brad Navin.
Today, the company controls 22.8% of the total Latin market share, according to Nielsen Music/MRC Data, with arrangements ranging from large-scale label partnerships (Walter Kolm’s WK Records, Seitrack, Dale Play Records) to joint deals with Sony Music Latin for superstars like Ozuna and Anuel AA; this year, it also struck a global services deal with Brazilian YouTube titan Konrad Dantas (aka KondZilla). “We’re working to help drive what [partners are] doing locally and translate it internationally,” says COO Colleen Theis.