Entertainment ADA’s New Latin Division Announces Global Leadership Team: Exclusive
Will (Yet Another) Category Rethink Change Urbano’s Fate at the Grammys?
Latin’s dominant genre keeps getting lumped in with others at the Grammys. This year, a category rethink might change that.Excitement about that change was shortlived. By 2009, the genre was lumped back in with Latin rock and alternative, where it has remained for the past 12 years. Since then, only three urbano (reggaetón, hip-hop, trap) artists have won the category. In 2018 — arguably the height of urbano’s recent renaissance thanks to the global success of artists like J Balvin, Bad Bunny and Ozuna — not a single reggaetón album was nominated. Even at the 2019 Latin Grammys, reggaetón artists were excluded from the main award categories.
ADA, which launched its Latin division of Warner Music Group’s ADA Worldwide in July, announced its full staff around the region, Billboard can exclusively reveal today (Sept. 24).
Joining the global leadership team are Cesar Lores, Director, ADA Iberia, based in Madrid; Hamurabi Castro, Director, ADA Mexico, based in Mexico City; João Alquéres, ADA Brazil, based in Rio de Janeiro; and Mariangela Rubbini, Director, ADA Andean Region, based in Bogotá. Other key hires include Diego Abaroa joining as vp of Commerce & Marketing and Michelle Garcia serving as manager, Operations & Support, both based at the Miami headquarters.
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All six team members will report to managing director Juan Paz, who oversees ADA’s operations for the U.S. Latin, Latin America, Spain, and Portugal, reporting into Eliah Seton, president of independent music and creator services at Warner Music Group.
“I’m honored to welcome these extraordinary leaders to ADA Latin,” said Paz in an official statement. “Mariangela, João, Hamurabi, Cesar — each one is respected in his or her own right and brings vast experience, an impressive network, and invaluable knowledge to our company. I’m also thrilled to fortify our Miami presence with Diego and Michelle. The fact that we’ve been able to continue with our expansion during these unprecedented times speaks to ADA’s commitment to the region; we are building something real and important here and it’s only the beginning. I am so excited for what the future holds with this all-star team leading the charge.”
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Lores joins ADA after eight years at Sony Music Spain, where he was the A&R director and a key player behind the urban music explosion in the territory. Castro most recently worked independently, running marketing, promotion, and booking for artists such as Alejandra Guzman. Alquéres has worked across different segments of the Brazilian music industry, founding his own artist company and providing consultancy services for industry producers. Rubbini joins the team after working nearly two decades with TV network Caracol, where she led digital and served as editor of Shock magazine.
Abaroa joins ADA after forming part of EnTotal Agency where he supported artists such as Pitbull and Laura Pausini, in addition to working with corporate clients to develop their acts across the Latin region and in the U.S. Latin market. After working as Artist Marketing Manager for Latin Music in Deezer Americas, Garcia also joins ADA Latin.
Back in July, Billboardthat ADA’s expansion into Latin comes following major inroads by The Orchard and Ingrooves. The Orchard, which has long had a significant presence in the Latin market, has been growing its share quickly in recent years, and currently has distribution and marketing deals with the likes of Anuel and Natti Natasha, while Ingrooves works with Rich Music’s roster, including Sech and with Del Records.
The new Latin division at ADA underscores the importance of the segment for the company’s business.
Jennifer Lopez and Maluma’s ‘Pa’ Ti’ Debuts In Top 10 on Hot Latin Songs Chart .
Jennifer Lopez and Maluma’s “Pa’ Ti” debuts at No. 9 on the Hot Latin Songs chart (dated Oct. 10), yielding Lopez her highest charting effort since 2014. Their first collaboration is one of the pair’s two songs released Sept. 24, and also arrived as a two-part music video on the same date. (“Lonely,” the second cut, bows at No. 2 on the Latin Digital Song Sales chart.)Hot Latin Songs blends airplay, digital sales and streaming activity. “Pa’ Ti” arrives in the top 10 mainly on the strength of streaming activity and sales. It logged earned 3.1 million on-demand streams in the week ending Oct.