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Spotify’s Rocío Guerrero Named VP of A&R and Cross-Cultural Strategy at Warner Music Latin America

The ¡Viva Latino! playlist creator has been hired to develop Latin American and Spanish artists at the label.

Warner Music Latin America has hired Rocío Guerrero away from Spotify.

The ¡Viva Latino! playlist creator, whose most recent title was head of global music cultures, shows & editorial, will develop new artists from Latin America and Spain as vice president of A&R and Cross-Cultural Strategy at Warner.

Billboard broke the news of Guerrero’s departure last Friday (Oct. 12).

Guerrero spearheaded many of Spotify’s Latin initiatives, including the launch of its popular ¡Viva Latino! and Baila Reggaeton playlists, which today are among the service’s five most listened to playlists worldwide. Most recently, she launched Spotify’s Global Cultures initiative.


“Rocío has amazing expertise and experience in attracting audiences across different cultures, and delivering groundbreaking, global hits,” Warner Music Latin America president Iñigo? Zabala said in a statement. “She will be a huge asset to our artists across Latin America and Spain, and bring in a valuable perspective as we break new, unexpected and unconventional sounds with local fans all over the world.”