Some of Latin music’s most influential publicists provided insights on how to approach developing careers to the next level during Latin Music Week.
Moderated by Billboard‘s Suzette Fernandez, the “PR Roundtable: The Miracle Workers” talk included panelists Jennifer J. Nieman (The Nieman Group), Mayna Nevarez (Nevarez Communications), Monica Escobar (The 3 Collective), Nanette Lamboy (Artist Solutions), Nayira Castellanos (Beats Communications), Romina Andrea Magorno (Imagine It Media) and Róndine Alcalá (Rondene PR).
Key to every campaign is to make sure to “manage the expectations of the client … it takes a long time to develop a strategy,” said Magorno, adding that it all starts with smaller goals before jumping into bigger campaigns.
For Alcalá, new artists should first work with a variety of publicists, she said, as a way to figure out who shares a similar vision.
“When you find someone who has the same passion that you have, that’s the person that you should think of working with,” Alcalá said. “It’s not just about a publicist, it’s about a team.”
Escobar echoes that sentiment, but adds that patience is also a real factor. “Patience is important for you, the manager and me,” Escobar said. “People want results now and expect to be on the cover of magazines.”
For Nevarez, it’s about having specific goals.
“It’s important to look at the goals, look at the markets you want to approach and connect the right sources with the artist and their team,” Nevarez said. “We are there to help and provide strategy.”
Nieman emphasizes that artists need to stay true to who they are musically.
“I always tell artists that they have to be themselves,” Nieman says. “If you don’t feel that genre, maybe you can have a fusion that has bits of that genre, but it may not be a good fit in the long term. It’s about being authentic.”