Backbeat: Latin Music Industry Rocks at Premios Lo Nuestro Afterparties
Backbeat: Latin Music Industry Rocks at Premios Lo Nuestro Afterparties

mejia From the left, Jorge Mejia, Sony/ATV's Sr. VP for Latin America & U.S. Latin; Melissa Esposito of Sony U.S. Latin; and Ruben Leyva of Sony U.S. Latin at Sony's PLN afterparty.

The live telecast of Univision's Premios Lo Nuestro Feb. 16 garnered an average audience of 3.1 million Adults 18-49, according to Nielsen, and was the No. 2 Network for the night among adults 18-34 thanks to performances by the likes of Daddy Yankee and Gloria Trevi.

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Following the award show at the Miami Arena, industry execs gathered in different celebrations, many of them scratching their heads at the fact that one of the few standing ovations of the night was bestowed to Pitbull's performance with - Chris Brown. "What does that say of the Latin music market?" asked one.

sony Jack Hobbs, executive VP/Director of Corporate Sales for Univision Radio; Fernando Giaccardi, manager of Enrique Iglesias; and Luis Estrada, general manager of Universal Music Latino/Machete, at the Universal after party.

At the Sony Music party at the JW Marriot Marquis - which, incidentally, is the host hotel for the Billboard Latin Music Conference - label and publishing executives discussed new business strategies. At the Universal Music party at the Mondrian, Enrique Iglesias and Paulina Rubio made early appearances but exited before the crowds gathered after midnight. Among those making a late appearance was Pablo Villalobos, manager of Venezuelan Duo Chino & Nacho, who smiled ruefully when reminded that Nacho got stuck mid-air and mid-performance when the elevator that was taking him down to stage came to a stop halfway there. It was a "Show must go on" moment if there ever was one, with Chino valiantly holding down the fort onstage until Nacho made it down by another route. That merited the other big ovation of the evening.

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cheng J. J. Cheng, Associate VP, SESAC Latina, alongside one of her star writers and artist Erika Ender, fresh from serving as a judge in Idol Puerto Rico, the Puerto Rican version of American Idol.

"The audience appreciated their professionalism" said Luis Estrada, GM of Universal Music Latino/Machete. "We got something excellent out of something bad, because they were one of the artists that sold the most digital downloads after the awards."

The Billboard Latin Music Conference & Awards, presented by State Farm taking place April 23-26, 2012 at the JW Marriott Marquis, Miami. Registration is open now. Register by March 9th for the Early Bird Rate and save $175. Visit for details.

fernandez Eddie Fernandez, SVP of Universal Music Publishing Latin America, alongside his newest hire, Fernando Rojo, Senior Director, Creative/New Business Development.