When Universal Music Group (UMG) restructured its U.S. Latin operations last year in the wake of its acquisition of Univision Music Group, it put its Latin pop, urban, tropical and rock repertoire under the leadership of Walter Kolm, formerly senior VP of marketing and A&R for Universal Music Latino.

Since May 2008 when he became president of Universal Music Latino and Machete, Kolm has presided over more than a change in administration. UMG's U.S. Latin labels, which also include the regional Mexican imprints Fonovisa and Disa, have launched their own business development team devoted to pursuing sponsorships around artists and content.

When UMG launches its YouTube-powered Vevo online video service, Universal Music Latino and Machete will have an online channel devoted to Latin pop and urban music. Separately, the new business development team is producing visual content around the label's artists that it plans to sell to sponsors for reality shows, making-of specials and other TV programming.

Kolm is also interested in exploring further cross-genre collaborations, such as last year's pairing of Latin pop star Enrique Iglesias and urban duo Wisin & Yandel on a remix of the former's "Lloro Por Ti."

After a year of notable successes, including Wisin & Yandel's hit album "La Revolucion" and pop artist Luis Fonsi's promotional campaign with Telemundo and AT&T, Kolm spoke with Billboard about finding a home for hit songs on multiple platforms and redefining the meaning of "crossover" in Latin music.

Will you line up commercial sponsors before you pitch a package of artist programming to a TV network?

Yes, we bring the sponsor. Our business is to generate content and sell it and be partners with a channel, be it broadcast or cable or Internet.

You can only do it with a powerful company and a lot of hits. At the end of the day, we need traffic and traffic comes from hit songs. So we're seeing how we can be creative and give people what they want to see: their star making an album and how they do this or that. Not after the album comes out and there's a DVD—it's while the album is being made.

My responsibility is to think in terms of an entertainment business. Yes, there are album deals with artists, but there are many other opportunities we're bringing to the table.

When Universal reorganized its U.S. Latin operation, the pop and urban labels were put under your leadership. Is that partly a reflection of people's listening habits?

Urban music has become the new pop in Latin music. Crossover isn't what it used to be, which was, "I used to sing in Spanish but now I sing in English." Crossover, to me, is from one genre to another. At last year's Billboard Latin Music Conference, there was a Q&A with Wisin & Yandel. And right after that was Enrique Iglesias' Q&A. So during the break, I introduced them to each other so they could talk. They had chemistry and they started working on [a new version of] "Lloro Por Ti," Enrique's second single. In the past we'd done a lot of those things, but this time we said we would capture it with an image. We invested in a good video for that song.

In the past, such things were thought of as a remix for radio and clubs. [This time], we said, "No—we'll do it with the intention of crossing cultures." When Enrique sang in Mexico, Wisin & Yandel came a day early so they could sing together at Enrique's show. And when Wisin & Yandel sang "Lloro Por Ti" without Enrique at their own show, it was one of the show's most popular numbers. And I think these types of fusions, when they're done with that type of thinking—it's a way of selling music.

For the full Q&A, check out this week's Billboard magazine or click here.