She Management Board Review

Four influential Latino executives from various areas of the music industry, including marketing, legal, artists and labels, talk about how they are calling the shots and holding their own in leadership roles during Billboard Latin Music Week.

The “She Runs the Boards” panel was held on Monday (October 14) during the annual event, hosted by advertising billboardSocial Media Manager/Contributing Writer Ingrid Fajardo.

Fajarado was also joined by Apple Music’s head of music marketing Andrea PortellaDominican actress/artist Dasha PolancoPresident of Podium Records Erica Montesas well as music and entertainment lawyers at Protege Tu Música meet james. During the discussion, the four panelists talked about strategies for overcoming challenges, making meaningful connections, and thriving in a competitive environment.

Here are some of the best and most memorable quotes from the She Runs the Boards group:

Andrea Portela on the power of authenticity: “Es más fácil subirte en trend.” Authenticity plays an important role in who you are as an artist. Tracking noise is easy. Artists who go far are the ones who stay true to themselves. Your team is an important representation of the artist; staying true to yourself in every way. Don’t just follow a trend because there are 500 artists trying to do what you’re doing. Success is hard won, invest in yourself. Knowing your audience is marketing 101. Social media is a very powerful tool, but it only resonates if you are genuine.

Dascha Polanco on the importance of team: “The most important thing for an artist is to have a team that legally supports and protects you. Many artists go through contract issues. We believe in dreams and we are very busy being creative and can see the vision better than you can […] I have been doing music for eight years and time waits for no one. I have a dance project that has a lot of Latin music in it. I attend Berklee College of Music online. I do my own projects and record myself. Educate and invest in yourself. Allowing myself to be guided and trusting the process has been a very magical thing for me.

Erika Montes talks about artist development: “When I meet an artist, I look for two things: You have to want it more than I do. Second, always evaluate, what can you do well? If you’re a good songwriter but not Be good at making. Know what you’re good at and think about what your audience is, not what it looks like. When I start working with artists, I let them know that relationships are key. Hold hands and kiss babies as much as we can. [Success] It can’t be achieved overnight, you have to be patient.

Yira Santiago on the importance of music education and transparency: “I started a YouTube channel to protect your music when I noticed that certain information was being withheld and I felt the need to share it. There were lawyers withholding this information from the public. For me, sharing this , having that relationship with myself and the law and how I monetize my music is really important, in addition to all the other areas of help, it’s also important to manage the relationship with the record label, marketing, and agent. To take your career to the next level and turn it into a business, you need a team to support you. It’s critical that your team is aligned with your vision.

Latin Music Week coincides with the 2024 Billboard Latin Music Awards, which will air on Telemundo on Sunday, October 20 at 9pm ET. It will be available simultaneously on the Universo, Peacock and Telemundo apps, and in Latin America and the Caribbean through Telemundo Internacional.