1 00:00:07,960 --> 00:00:12,600 Speaker 1: Welcome to Strictly Business, Variety's weekly podcast featuring conversations with 2 00:00:12,720 --> 00:00:17,439 Speaker 1: industry leaders about the business of media and entertainment. I'm 3 00:00:17,440 --> 00:00:22,959 Speaker 1: Shirley Halpern, Executive editor of Music. Rossio Guerrero, Global head 4 00:00:23,000 --> 00:00:27,440 Speaker 1: of Latin Music at Amazon Music has collected many professional 5 00:00:27,480 --> 00:00:30,560 Speaker 1: accolades over her career. If there's a power list of 6 00:00:30,560 --> 00:00:34,480 Speaker 1: women in music, she's on it. Latin leaders, she's there too, 7 00:00:34,760 --> 00:00:39,320 Speaker 1: and among international executives, the well traveled native of Spain 8 00:00:39,440 --> 00:00:43,120 Speaker 1: ranks high as well. But to hear Rossio's stories to 9 00:00:43,200 --> 00:00:46,400 Speaker 1: connect with a personal journey, one which took her from 10 00:00:46,400 --> 00:00:51,640 Speaker 1: a musical family in a small Spanish town to Brazil, London, Stockholm, 11 00:00:51,760 --> 00:00:54,440 Speaker 1: and now New York, which she's called home for ten years. 12 00:00:55,080 --> 00:00:59,080 Speaker 1: Talk about being early on music streaming, Rossio joined Spotify 13 00:00:59,280 --> 00:01:02,160 Speaker 1: in two thousand eleven, before the service had even launched 14 00:01:02,200 --> 00:01:05,480 Speaker 1: in the US. She started there as a sales planner 15 00:01:05,720 --> 00:01:08,160 Speaker 1: and rose up the ranks to the position of head 16 00:01:08,280 --> 00:01:13,320 Speaker 1: of Global Music, Cultures, Shows and Editorial. That's when Rosso 17 00:01:13,520 --> 00:01:18,160 Speaker 1: truly went global. Her purview at Spotify included Latin music, 18 00:01:18,240 --> 00:01:22,360 Speaker 1: of course, but also Indian, Arabic and African songs as well. 19 00:01:23,080 --> 00:01:26,240 Speaker 1: Dialed in on the music consumption habits of the diaspora. 20 00:01:26,560 --> 00:01:30,160 Speaker 1: Rosso then took her institutional knowledge of the tech platform 21 00:01:30,400 --> 00:01:33,400 Speaker 1: and learned the music business from the other side, joining 22 00:01:33,480 --> 00:01:36,760 Speaker 1: Warner Music Group in twenty eighteen as vice president of 23 00:01:36,880 --> 00:01:41,640 Speaker 1: A and R and cross cultural Strategy. Just before the pandemic, 24 00:01:42,000 --> 00:01:45,160 Speaker 1: Amazon came calling and Rosso signed on to lead the 25 00:01:45,280 --> 00:01:48,440 Speaker 1: Latin music team. For the last three years, she's been 26 00:01:48,480 --> 00:01:54,680 Speaker 1: busy building exclusive original content opportunities via video, podcasts, live streaming, 27 00:01:54,800 --> 00:01:59,040 Speaker 1: or playlisting, and has taken on such ambitious projects as 28 00:01:59,080 --> 00:02:03,080 Speaker 1: the mini document ENTERI La Cuna del Dembo, tracing the 29 00:02:03,120 --> 00:02:07,920 Speaker 1: evolution of the dembo subgenre and featuring Latin music's biggest 30 00:02:08,040 --> 00:02:12,600 Speaker 1: current crossover star, Bad Bunny. Thanks in large part to 31 00:02:12,760 --> 00:02:16,400 Speaker 1: top album and ticket seller Bad Bunny, Latin music has 32 00:02:16,440 --> 00:02:20,040 Speaker 1: seen explosive growth in recent years, and in twenty twenty 33 00:02:20,040 --> 00:02:24,280 Speaker 1: two exceeded one billion dollars in US Latin music revenues 34 00:02:24,320 --> 00:02:27,600 Speaker 1: for the first time, up nearly twenty five percent from 35 00:02:27,600 --> 00:02:31,960 Speaker 1: twenty twenty one. Amazon Music has also seen continued growth 36 00:02:31,960 --> 00:02:34,560 Speaker 1: as it relates to Latin music, which is not in 37 00:02:34,600 --> 00:02:38,720 Speaker 1: itself a genre, but rather a diverse musical through line 38 00:02:38,760 --> 00:02:43,640 Speaker 1: for Spanish speaking artists worldwide. On this episode, which follows 39 00:02:43,720 --> 00:02:49,880 Speaker 1: Varieties April thirteenth, Miami Entertainment Town event recognizing Latin executive talent, 40 00:02:50,520 --> 00:02:55,040 Speaker 1: I talked to Rossio about hermo to super serve music's 41 00:02:55,200 --> 00:02:59,360 Speaker 1: underserved globally, as well as her accomplishments, which include a 42 00:02:59,400 --> 00:03:03,320 Speaker 1: Maluma answered live stream from magazine, and what she learned 43 00:03:03,400 --> 00:03:08,320 Speaker 1: during Spotify startup years, namely Swedish, a suggestion of the 44 00:03:08,360 --> 00:03:12,720 Speaker 1: platform's co founder Daniel Eck join us after the break, 45 00:03:20,840 --> 00:03:24,639 Speaker 1: Welcome back to strictly business. Here's my conversation with Amazon 46 00:03:24,720 --> 00:03:29,240 Speaker 1: Music's Rossio Guerrero. So you grew up in Spain. 47 00:03:29,840 --> 00:03:30,080 Speaker 2: Yeah. 48 00:03:30,320 --> 00:03:32,840 Speaker 3: Yeah, I grew up in Spain, in a small town 49 00:03:33,000 --> 00:03:36,760 Speaker 3: in the middle of nowhere. Really it's like between Sevilia 50 00:03:36,760 --> 00:03:40,320 Speaker 3: and Madrid, and my family is still there. I have 51 00:03:40,520 --> 00:03:44,240 Speaker 3: some relatives in Madrid, but most of them my dad, 52 00:03:44,280 --> 00:03:48,200 Speaker 3: my mom, my brother, they're still in Don Benito. 53 00:03:48,560 --> 00:03:51,280 Speaker 1: How did you get into music growing up in Spain? 54 00:03:52,080 --> 00:03:57,320 Speaker 3: So my family it's a family of musicians. So I 55 00:03:57,400 --> 00:04:01,880 Speaker 3: was really it's in my dna. I was born to music. 56 00:04:01,920 --> 00:04:04,880 Speaker 3: My mom is a pianist. Both my mom and my 57 00:04:05,000 --> 00:04:09,160 Speaker 3: dad worked at the Conservatory of Music in Dominito. My 58 00:04:09,240 --> 00:04:11,960 Speaker 3: mom was the director, my dad was the vice director. 59 00:04:12,400 --> 00:04:15,520 Speaker 3: She's an interesting dynamic. That's all we talked about at home. 60 00:04:16,279 --> 00:04:20,520 Speaker 3: It was my second home. I studied my musical studies 61 00:04:20,560 --> 00:04:24,160 Speaker 3: at three. My mom was my teacher at the beginning, 62 00:04:24,640 --> 00:04:28,559 Speaker 3: and then yeah, and then I studied piano, then moved 63 00:04:28,560 --> 00:04:32,920 Speaker 3: to violin. So you know, I did at least seventeen 64 00:04:33,000 --> 00:04:38,680 Speaker 3: years of music classical. My sister is also a music teacher. 65 00:04:38,720 --> 00:04:41,960 Speaker 3: She's a pianist as well, so we all play instruments. 66 00:04:42,240 --> 00:04:45,400 Speaker 3: None of them work on the music industry per se, 67 00:04:45,880 --> 00:04:50,080 Speaker 3: but both my mom and my sister do teach music 68 00:04:50,200 --> 00:04:53,080 Speaker 3: in college and in school as well. 69 00:04:53,640 --> 00:04:56,240 Speaker 1: Wow, so were you supposed to be a professional musician? 70 00:04:56,800 --> 00:04:59,960 Speaker 3: To be honest, growing up, I was like rebelling against 71 00:05:00,600 --> 00:05:03,440 Speaker 3: I was mad that my mom was pushing me and 72 00:05:03,960 --> 00:05:07,080 Speaker 3: you know, telling me you have to do music. I 73 00:05:07,160 --> 00:05:09,719 Speaker 3: just didn't understand. Why did I have to do that? 74 00:05:10,240 --> 00:05:11,080 Speaker 2: Now? I do? Right? 75 00:05:11,480 --> 00:05:15,320 Speaker 3: So when I moved out of my home to study 76 00:05:15,440 --> 00:05:17,560 Speaker 3: and I went to college, I did journalism. 77 00:05:18,160 --> 00:05:20,200 Speaker 2: I quit, so to speak. 78 00:05:20,240 --> 00:05:22,919 Speaker 3: I was like, oh, I'm free now I don't have 79 00:05:23,120 --> 00:05:25,320 Speaker 3: to do classical music anymore. 80 00:05:26,120 --> 00:05:27,760 Speaker 2: Then I took it back after the years. 81 00:05:27,800 --> 00:05:31,039 Speaker 3: By the way, I actually ten years ago I studied 82 00:05:31,040 --> 00:05:34,920 Speaker 3: in New York again, So you know, I think the 83 00:05:34,920 --> 00:05:38,640 Speaker 3: teenagers period kind of took me to another side. 84 00:05:39,279 --> 00:05:41,800 Speaker 2: So I never thought of being a professional musician. 85 00:05:41,880 --> 00:05:45,760 Speaker 1: Now, okay, how did you end up in the States. 86 00:05:46,160 --> 00:05:50,919 Speaker 2: Well, that's that's a story, you know. 87 00:05:51,400 --> 00:05:54,840 Speaker 3: After I went to study to Madrid journalism, I got 88 00:05:54,839 --> 00:05:58,440 Speaker 3: a scholarship to study in London, and that was an 89 00:05:58,480 --> 00:06:02,000 Speaker 3: inflection point for me. I get those pumps, even though, 90 00:06:02,080 --> 00:06:05,240 Speaker 3: like you know, it's my life. But I remember very 91 00:06:05,320 --> 00:06:08,599 Speaker 3: clearly the first time I leave my country is when 92 00:06:09,000 --> 00:06:12,520 Speaker 3: I realized how little did I know about the world 93 00:06:12,920 --> 00:06:16,960 Speaker 3: and how much was out there to explore. So I 94 00:06:17,120 --> 00:06:21,880 Speaker 3: really never came back after that. I went to Brazil. 95 00:06:22,839 --> 00:06:27,640 Speaker 3: I spent a few months in Brazil just because learned 96 00:06:27,640 --> 00:06:30,920 Speaker 3: the language, learned the culture, which was fascinating. By the way, 97 00:06:30,960 --> 00:06:36,799 Speaker 3: Brazil is another universe. After Brazil, went back to London 98 00:06:37,279 --> 00:06:40,040 Speaker 3: stay a few months. I shoot about what to do 99 00:06:40,480 --> 00:06:43,800 Speaker 3: really next, so my mom convinced me come back to Spain. 100 00:06:43,920 --> 00:06:45,640 Speaker 3: Figured it out what you're gonna do with your life. 101 00:06:45,760 --> 00:06:48,960 Speaker 3: So went back to Madrid for a short period of 102 00:06:49,000 --> 00:06:52,480 Speaker 3: time and that's where I found my first job in 103 00:06:52,520 --> 00:06:57,159 Speaker 3: the industry, per se, and then from their move to Stockholm. 104 00:06:58,000 --> 00:07:02,520 Speaker 3: With that job, I stayed there for three years, Stockholm, 105 00:07:02,760 --> 00:07:06,359 Speaker 3: New York, and I been in New York every since. Sportify. 106 00:07:06,360 --> 00:07:09,760 Speaker 3: I was very small at the time. We were only 107 00:07:09,840 --> 00:07:12,960 Speaker 3: one hundred people I think. And what's fun is that 108 00:07:13,160 --> 00:07:16,280 Speaker 3: Spain happened to be one of the first three countries 109 00:07:16,400 --> 00:07:22,000 Speaker 3: that it was available at, so that's why you know, 110 00:07:22,080 --> 00:07:22,800 Speaker 3: I got the job. 111 00:07:22,880 --> 00:07:24,320 Speaker 2: It was in sales, so. 112 00:07:24,240 --> 00:07:29,960 Speaker 3: It was really not like still like musically focused, but yeah, 113 00:07:30,000 --> 00:07:32,040 Speaker 3: I mean it was just the beginning. 114 00:07:33,200 --> 00:07:36,920 Speaker 1: That's amazing. So you were in Stockholm twenty twelve and 115 00:07:36,960 --> 00:07:39,720 Speaker 1: twenty thirteen, that was like before it even launched in 116 00:07:39,760 --> 00:07:41,000 Speaker 1: the US. 117 00:07:41,240 --> 00:07:42,280 Speaker 2: Mm hm, that's correct. 118 00:07:42,320 --> 00:07:45,760 Speaker 3: So when I moved to Stockholm, Spotify still wasn't available 119 00:07:45,800 --> 00:07:49,160 Speaker 3: in the US or Latin America. It was a very 120 00:07:49,160 --> 00:07:52,960 Speaker 3: interesting time because it was a very small company and 121 00:07:53,400 --> 00:07:57,200 Speaker 3: it just took off, you know. And when Spotify launched 122 00:07:57,240 --> 00:07:59,880 Speaker 3: in Latin America and the US is when I moved 123 00:08:00,360 --> 00:08:01,000 Speaker 3: to New York. 124 00:08:01,880 --> 00:08:04,960 Speaker 2: I liked the stokom. It's just like a differentent world. 125 00:08:05,680 --> 00:08:08,160 Speaker 3: In summer is day all day, and then in winter 126 00:08:08,360 --> 00:08:10,559 Speaker 3: is dark most of the time, which I had a 127 00:08:10,680 --> 00:08:14,840 Speaker 3: very hard time dealing with as a Southern Spanish person. 128 00:08:16,720 --> 00:08:18,560 Speaker 2: It was beautiful. 129 00:08:18,600 --> 00:08:22,400 Speaker 1: Talking about Latin music today. So the big headline when 130 00:08:22,440 --> 00:08:25,360 Speaker 1: it comes to the Latin music business is that US 131 00:08:25,480 --> 00:08:28,880 Speaker 1: Latin music revenues in twenty twenty two exceeded a billion 132 00:08:28,960 --> 00:08:32,360 Speaker 1: dollars for the first time. And it also the genre 133 00:08:33,000 --> 00:08:37,400 Speaker 1: grew significantly faster than the broader industry. It's up nearly 134 00:08:37,440 --> 00:08:41,360 Speaker 1: twenty five percent from the year before. Also in Amazon Music, 135 00:08:41,400 --> 00:08:44,880 Speaker 1: there's been continued growth in Latin America. Your monthly streams 136 00:08:45,360 --> 00:08:49,400 Speaker 1: of Latin music is doubled year over year worldwide. Why 137 00:08:49,640 --> 00:08:51,439 Speaker 1: the boom? What's driving it? 138 00:08:52,120 --> 00:08:53,160 Speaker 2: What's happening right? 139 00:08:53,640 --> 00:08:58,720 Speaker 3: The boom really started a few years ago, and even 140 00:08:59,080 --> 00:09:02,480 Speaker 3: before the first boom, I mean the first most recent 141 00:09:02,720 --> 00:09:06,560 Speaker 3: boom with the Spasito. As you might remember, Latin music 142 00:09:06,679 --> 00:09:09,760 Speaker 3: was always there. So just to give context, Latin music 143 00:09:09,880 --> 00:09:13,720 Speaker 3: was always big because there is a lot of people 144 00:09:13,760 --> 00:09:18,120 Speaker 3: that live in Latin America and Spain and in the diaspora. 145 00:09:18,160 --> 00:09:19,160 Speaker 2: It's huge as you. 146 00:09:19,120 --> 00:09:22,160 Speaker 3: Know in the US, the settlement speaking Europe as well, 147 00:09:22,679 --> 00:09:27,679 Speaker 3: So it was always big. What happened was that were streaming, 148 00:09:28,360 --> 00:09:32,640 Speaker 3: we started counting that consumption and those streams, so you 149 00:09:32,640 --> 00:09:37,040 Speaker 3: could see being in the inside, how the more people 150 00:09:37,080 --> 00:09:42,000 Speaker 3: were listening to Latin music coming from Latin America, the 151 00:09:42,240 --> 00:09:46,880 Speaker 3: more penetration of streaming in those territories, the more Latin 152 00:09:46,960 --> 00:09:49,120 Speaker 3: songs were popping up in the global chart. 153 00:09:49,720 --> 00:09:54,319 Speaker 2: So it was just math. It was just math. 154 00:09:54,520 --> 00:09:58,360 Speaker 3: And the more Latin music songs were popping up in 155 00:09:58,400 --> 00:10:02,080 Speaker 3: the global charts, the more visibility of Latin music to 156 00:10:02,200 --> 00:10:05,640 Speaker 3: known Latin audiences. So it was like a visious circle 157 00:10:06,040 --> 00:10:10,320 Speaker 3: that started with streaming. But it also in parallel, the 158 00:10:10,760 --> 00:10:16,000 Speaker 3: population of the United States continue to grow with Hispanics 159 00:10:16,080 --> 00:10:20,280 Speaker 3: right like today young adults twenty five percent of young 160 00:10:20,280 --> 00:10:23,280 Speaker 3: adults are Hispanics and they're growing six times faster than 161 00:10:23,440 --> 00:10:27,800 Speaker 3: no Hispanics. So obviously, when you think about the combination 162 00:10:27,960 --> 00:10:32,880 Speaker 3: of the streaming penetration in Latin countries, the growing Latin 163 00:10:32,920 --> 00:10:36,760 Speaker 3: population in the US, these are people that are very 164 00:10:36,800 --> 00:10:42,920 Speaker 3: digital oriented. They over indexing consumption, music consumption, digital consumption. 165 00:10:43,200 --> 00:10:44,040 Speaker 2: So when you put all. 166 00:10:43,960 --> 00:10:48,120 Speaker 3: Of that together, this happens, and it's going to continue 167 00:10:48,160 --> 00:10:52,280 Speaker 3: to happen. It's it's no way to go back because 168 00:10:52,320 --> 00:10:55,640 Speaker 3: the population continues to grow, the music continues to grow, 169 00:10:56,080 --> 00:10:58,760 Speaker 3: the exposure to other cultures continue to happen. 170 00:10:59,000 --> 00:11:03,000 Speaker 2: So this is honestly just not the beginning. 171 00:11:02,600 --> 00:11:06,360 Speaker 3: But we are still at the beginning of a very 172 00:11:06,480 --> 00:11:08,520 Speaker 3: long journey, if that makes sense. 173 00:11:09,440 --> 00:11:12,959 Speaker 1: Yeah, totally well, and especially like looking at your journey. 174 00:11:13,440 --> 00:11:17,120 Speaker 1: When Bad Bunnies Unveranos in Ti became the first non 175 00:11:17,160 --> 00:11:20,360 Speaker 1: English language to top the Billboard two hundred, it feels like, 176 00:11:20,400 --> 00:11:22,280 Speaker 1: in a way it was like the culmination of the 177 00:11:22,320 --> 00:11:26,800 Speaker 1: many years that you spent building this Latin music global 178 00:11:27,080 --> 00:11:32,199 Speaker 1: expansion strategy, which was kind of instrumental in globalizing the genre. 179 00:11:32,880 --> 00:11:35,640 Speaker 1: That was your job at Spotify is working with these 180 00:11:35,720 --> 00:11:39,920 Speaker 1: musical cultures and diasporas. I mean, did it feel personal 181 00:11:39,960 --> 00:11:41,640 Speaker 1: to you? 182 00:11:41,640 --> 00:11:44,800 Speaker 3: You're talking and look I'm getting like goosetamps. I get 183 00:11:44,840 --> 00:11:48,400 Speaker 3: a little emotional because it was and it still is 184 00:11:49,559 --> 00:11:52,240 Speaker 3: something so incredible to. 185 00:11:52,240 --> 00:11:55,400 Speaker 2: Be part of and have contributed, even if just a 186 00:11:55,440 --> 00:11:55,959 Speaker 2: tiny bit. 187 00:11:56,520 --> 00:11:59,640 Speaker 3: I always I remember a few years ago, I would 188 00:11:59,679 --> 00:12:03,040 Speaker 3: always say to my team, you know what happened with food? 189 00:12:03,400 --> 00:12:08,319 Speaker 3: International food, Like food has being embeedved into other cultures, 190 00:12:08,679 --> 00:12:12,199 Speaker 3: Like we all eat Indian food, we eat Latin food, 191 00:12:12,240 --> 00:12:15,200 Speaker 3: we eat you know, a lot of Japanese food. I 192 00:12:15,240 --> 00:12:18,960 Speaker 3: always told them, we can make this happen with music, 193 00:12:19,520 --> 00:12:22,559 Speaker 3: Like imagine a world in which music no matter the language, 194 00:12:22,600 --> 00:12:26,800 Speaker 3: the genre, it's just it. It's just part of mainstream's, 195 00:12:26,840 --> 00:12:31,920 Speaker 3: part of pop culture. It represents the world as it is, right, 196 00:12:32,280 --> 00:12:36,520 Speaker 3: So being part of that was always very personal to me. 197 00:12:37,040 --> 00:12:38,160 Speaker 2: That was my mission. 198 00:12:38,240 --> 00:12:41,400 Speaker 3: It still is my mission today, is give Latin culture 199 00:12:41,760 --> 00:12:45,800 Speaker 3: the space that it deserves. It's just pushing a little 200 00:12:45,800 --> 00:12:48,280 Speaker 3: bit something that was going to happen, you know, And 201 00:12:48,440 --> 00:12:52,880 Speaker 3: back then you'd be surprised, like we wouldn't have a 202 00:12:52,920 --> 00:12:58,199 Speaker 3: lot of like Latin music songs in non Latin playlists 203 00:12:58,280 --> 00:13:02,160 Speaker 3: or stations, and it was like challenging sometimes to make 204 00:13:02,200 --> 00:13:05,679 Speaker 3: that happen. But now you look back at this, and 205 00:13:05,760 --> 00:13:08,800 Speaker 3: you look at these playlists or stations or any radio station, 206 00:13:08,920 --> 00:13:09,960 Speaker 3: and it just happens. 207 00:13:10,480 --> 00:13:12,400 Speaker 2: And every time I'm. 208 00:13:12,240 --> 00:13:16,319 Speaker 3: On a taxi, for instance, and I hear this pop 209 00:13:16,800 --> 00:13:20,480 Speaker 3: radio sound like oh, and I suddenly hear a lot 210 00:13:20,559 --> 00:13:24,439 Speaker 3: in so I'm like, wow, like this and it's just normal, 211 00:13:24,720 --> 00:13:27,280 Speaker 3: you know, And I'm like, this just was not normal 212 00:13:28,000 --> 00:13:32,359 Speaker 3: ten years ago. It just wasn't and it was a beautiful, 213 00:13:33,000 --> 00:13:33,959 Speaker 3: beautiful thing to. 214 00:13:33,880 --> 00:13:38,000 Speaker 1: Be part of this penetration of this English speaking market. 215 00:13:39,040 --> 00:13:42,640 Speaker 1: You mentioned before that you know, the numbers of Hispanics 216 00:13:42,679 --> 00:13:45,640 Speaker 1: are just larger. So is this kind of a bell 217 00:13:45,720 --> 00:13:49,439 Speaker 1: whether to pay attention to because of its cultural impact 218 00:13:49,480 --> 00:13:52,280 Speaker 1: or is it really just a question of demographics and 219 00:13:52,760 --> 00:13:55,560 Speaker 1: you know, like what is opening the door here? Is 220 00:13:55,559 --> 00:13:58,160 Speaker 1: it just the number of people or are people actually 221 00:13:58,200 --> 00:14:00,840 Speaker 1: open to other cultures and other languages. 222 00:14:01,840 --> 00:14:05,079 Speaker 2: It's an excellent question, and it's both. 223 00:14:05,720 --> 00:14:09,920 Speaker 3: I think because of the demographic because of a streaming penetration, 224 00:14:11,080 --> 00:14:15,760 Speaker 3: we were given the opportunity to be heard, and the 225 00:14:15,840 --> 00:14:19,280 Speaker 3: more songs that were popping up, the more open people 226 00:14:19,320 --> 00:14:23,080 Speaker 3: were to listening to other stuff that were in different languages. 227 00:14:23,720 --> 00:14:28,120 Speaker 3: And that's just like any other transition, it just happens, 228 00:14:28,160 --> 00:14:30,000 Speaker 3: and when you get to the other side, it's just 229 00:14:30,080 --> 00:14:32,440 Speaker 3: part of the norm. It's part of mainstream, is part 230 00:14:32,480 --> 00:14:36,760 Speaker 3: of pop culture. And I think it's both. I absolutely 231 00:14:36,840 --> 00:14:40,400 Speaker 3: think streaming has also helped people be more open about 232 00:14:40,480 --> 00:14:44,240 Speaker 3: music because you also listen to more music in general 233 00:14:44,800 --> 00:14:45,680 Speaker 3: thanks for streaming. 234 00:14:45,760 --> 00:14:47,320 Speaker 2: You listen to music when. 235 00:14:47,160 --> 00:14:50,160 Speaker 3: You're working out, where you are trying to focus, when 236 00:14:50,200 --> 00:14:53,320 Speaker 3: you're trying to party, So that in itself is giving 237 00:14:53,320 --> 00:14:55,840 Speaker 3: you more chances to hear two more artists. And when 238 00:14:55,880 --> 00:14:59,000 Speaker 3: you're getting all these like other songs popping up, you're 239 00:14:59,040 --> 00:14:59,960 Speaker 3: giving it the chance. 240 00:15:00,240 --> 00:15:02,000 Speaker 2: So it's a combination of both. 241 00:15:02,760 --> 00:15:06,800 Speaker 1: Is there a particular subgenre of Latin music that is 242 00:15:06,960 --> 00:15:10,960 Speaker 1: reacting more than others? Like I definitely want to talk 243 00:15:10,960 --> 00:15:15,520 Speaker 1: about regional Mexican, but it seems like reggaeton was kind 244 00:15:15,560 --> 00:15:19,800 Speaker 1: of the first one that was really embraced by US audiences. 245 00:15:19,880 --> 00:15:20,440 Speaker 1: Is that right? 246 00:15:21,320 --> 00:15:24,720 Speaker 3: Yeah, that is right, And I'm glad you bring this up, 247 00:15:24,760 --> 00:15:28,320 Speaker 3: because Latin is not a genre, right. You know, sometimes 248 00:15:28,560 --> 00:15:34,040 Speaker 3: Latin gets compared to other Anglo genres and I always say, wait, no, 249 00:15:34,200 --> 00:15:36,720 Speaker 3: you need to talk about Anglo music and Latin music. 250 00:15:36,760 --> 00:15:38,960 Speaker 3: And then you have hip hop and we have hip hop, 251 00:15:38,960 --> 00:15:41,680 Speaker 3: and you have rock and we have rock. It seems obvious, right, 252 00:15:41,680 --> 00:15:44,560 Speaker 3: But you'd be surprised that a lot of people don't 253 00:15:44,640 --> 00:15:50,720 Speaker 3: understand that nuance which is massive right within all of 254 00:15:50,760 --> 00:15:53,280 Speaker 3: the genres of Latin music, which again you have all 255 00:15:53,320 --> 00:15:55,800 Speaker 3: the same ones that you're familiar with in the Anglo world. 256 00:15:56,320 --> 00:16:01,320 Speaker 3: You then also have Latin exclusive genres like sasa, chata, menge. 257 00:16:01,880 --> 00:16:04,880 Speaker 3: Those are very just like Latin music and then you 258 00:16:04,920 --> 00:16:11,360 Speaker 3: have the typical genres reggaeton and upbat. Latin music was 259 00:16:11,440 --> 00:16:15,720 Speaker 3: the one that really studied the globalization because it's something 260 00:16:15,800 --> 00:16:18,000 Speaker 3: you dance to, it's something you party. 261 00:16:18,520 --> 00:16:23,360 Speaker 2: It's not like the lyric the most important part of 262 00:16:22,360 --> 00:16:23,880 Speaker 2: the song. 263 00:16:24,000 --> 00:16:26,840 Speaker 3: It's important too, and in many cases they have strong, 264 00:16:26,920 --> 00:16:32,520 Speaker 3: powerful messages, but it's the feeling. So that, combined with 265 00:16:32,600 --> 00:16:36,960 Speaker 3: the fact that in the Latin markets for US, celebration 266 00:16:37,240 --> 00:16:40,560 Speaker 3: and party is part of our culture, is one of 267 00:16:40,600 --> 00:16:43,320 Speaker 3: the reasons why it did resonate with all of the 268 00:16:43,400 --> 00:16:46,920 Speaker 3: Latin countries. By default, then those were the songs that 269 00:16:46,960 --> 00:16:50,240 Speaker 3: were popping up the most in non Latin countries. And 270 00:16:50,280 --> 00:16:53,000 Speaker 3: again you get a feeling. It doesn't matter the language 271 00:16:53,040 --> 00:16:58,440 Speaker 3: you're listening to. It's a big feeling, a danceabold track. 272 00:16:59,000 --> 00:17:02,480 Speaker 3: So it makes sense that that was the genre that started, 273 00:17:02,640 --> 00:17:07,000 Speaker 3: like the movement, but I'm hoping that reg don't opened 274 00:17:07,040 --> 00:17:09,600 Speaker 3: the doors so people would be open to hear other 275 00:17:10,000 --> 00:17:14,320 Speaker 3: songs and other languages. And now it's our job to 276 00:17:14,600 --> 00:17:18,560 Speaker 3: prove that there are many other genres of Latin music. 277 00:17:22,119 --> 00:17:23,760 Speaker 1: We need to take a quick break, but we'll be 278 00:17:23,840 --> 00:17:33,760 Speaker 1: back with more from Rossio Guerrero and we're back with 279 00:17:33,880 --> 00:17:39,320 Speaker 1: Amazon's global head of Latin Music, Rosso Guerrero. What is 280 00:17:39,400 --> 00:17:42,080 Speaker 1: sort of the essence of your job as a curator 281 00:17:42,320 --> 00:17:43,080 Speaker 1: at Amazon? 282 00:17:43,880 --> 00:17:48,399 Speaker 3: So right now, our Latin team just takes care of 283 00:17:48,560 --> 00:17:51,120 Speaker 3: many different aspects of the Latin business. 284 00:17:51,680 --> 00:17:54,119 Speaker 2: One of them is the curation and the programming. 285 00:17:54,160 --> 00:17:57,800 Speaker 3: We have an excellent programming team that takes care of 286 00:17:58,000 --> 00:18:03,719 Speaker 3: literally a soundtrack your life, and they're literally investigating all 287 00:18:03,760 --> 00:18:05,440 Speaker 3: the trends that are happening. 288 00:18:05,800 --> 00:18:08,760 Speaker 2: What should we curate for what moments. 289 00:18:09,160 --> 00:18:12,160 Speaker 3: That's the work I started at at Spotify, by the way, 290 00:18:12,240 --> 00:18:16,840 Speaker 3: so I know it's a beautiful work. It's very reworthing. 291 00:18:17,400 --> 00:18:20,760 Speaker 3: You're listening to users' feedback and then you're also trying 292 00:18:20,760 --> 00:18:24,639 Speaker 3: new stuff, presenting to customers and fans things they didn't 293 00:18:24,680 --> 00:18:27,920 Speaker 3: even know they liked yet. That is such an exciting 294 00:18:27,960 --> 00:18:32,760 Speaker 3: part of our programming job. There is something very exciting 295 00:18:32,800 --> 00:18:36,120 Speaker 3: that we do, particularly at Amazon, which is a global 296 00:18:36,200 --> 00:18:40,919 Speaker 3: Latin syndicate. Syndicate basically means that we are curating for 297 00:18:41,080 --> 00:18:45,600 Speaker 3: local audiences in the different local markets, but we also 298 00:18:45,680 --> 00:18:49,480 Speaker 3: have regional and Latin global playlists. So what we do 299 00:18:49,680 --> 00:18:53,000 Speaker 3: is that we help music travel across countries, so when 300 00:18:53,040 --> 00:18:56,440 Speaker 3: we see something starting to work in one country, we 301 00:18:56,600 --> 00:18:59,840 Speaker 3: transfer that to the regional playlist so we can show 302 00:19:00,160 --> 00:19:03,520 Speaker 3: is that music to other countries and then from there, 303 00:19:03,600 --> 00:19:06,600 Speaker 3: if it works, we move it into global playlists, so 304 00:19:07,040 --> 00:19:10,960 Speaker 3: maybe non Latin fans can also enjoy. So it's a 305 00:19:11,040 --> 00:19:13,200 Speaker 3: very exciting part of the business for sure. 306 00:19:13,760 --> 00:19:17,439 Speaker 1: Talking about a subgenre that has really seen significant growth, 307 00:19:17,640 --> 00:19:22,800 Speaker 1: Regional Mexican. Explain what it is and why we're seeing 308 00:19:23,240 --> 00:19:25,920 Speaker 1: And I love the name of your initiative, gen Max, 309 00:19:26,280 --> 00:19:30,280 Speaker 1: so great. Why we're seeing this, Like I feel like 310 00:19:30,320 --> 00:19:33,160 Speaker 1: it was always there, but just more attention on it, 311 00:19:33,320 --> 00:19:36,040 Speaker 1: more I guess, more consumption of it. 312 00:19:36,640 --> 00:19:41,280 Speaker 3: Yeah, So regional Mexican is a local genre that it's 313 00:19:41,320 --> 00:19:45,359 Speaker 3: massive in Mexico, but it's also huge in the US 314 00:19:45,440 --> 00:19:49,439 Speaker 3: because of how big the Mexican population is, so the 315 00:19:49,560 --> 00:19:54,679 Speaker 3: genre has historically been really isolated in a way to 316 00:19:54,960 --> 00:20:00,119 Speaker 3: those territories US, Mexico, a little bit of Colombia. Now 317 00:20:01,080 --> 00:20:04,320 Speaker 3: streaming in those markets is also growing really fast, and 318 00:20:04,400 --> 00:20:06,919 Speaker 3: you probably aware that Mexico is one of the biggest 319 00:20:06,920 --> 00:20:11,600 Speaker 3: streaming capitals of the world, so of course what's happening 320 00:20:11,680 --> 00:20:14,800 Speaker 3: is a lot of regional Mexican consumption is coming from 321 00:20:14,840 --> 00:20:17,439 Speaker 3: those countries and it's kind of happening what happened with 322 00:20:17,480 --> 00:20:21,639 Speaker 3: Latin music, but within our world. So the more people 323 00:20:21,680 --> 00:20:25,160 Speaker 3: are consuming regional Mexican from those territories, the more it's 324 00:20:25,280 --> 00:20:29,080 Speaker 3: popping up into all the Latin countries, the more other 325 00:20:29,280 --> 00:20:32,639 Speaker 3: Latin arries when I jump on that wagon. The more 326 00:20:32,840 --> 00:20:35,920 Speaker 3: Latin songs that are regional Mexican are coming out there 327 00:20:35,960 --> 00:20:39,520 Speaker 3: that are being globalized, and that's what's happening currently with 328 00:20:39,680 --> 00:20:42,320 Speaker 3: artist like Pest and Pluma, they are so big right now. 329 00:20:42,880 --> 00:20:46,840 Speaker 3: Christian Nodal bad Banni just released regional Mexican song with 330 00:20:46,880 --> 00:20:50,000 Speaker 3: group of from Tera, literally like out of the blue. 331 00:20:50,400 --> 00:20:55,439 Speaker 3: It's such an exciting movement within the Latin music space 332 00:20:55,560 --> 00:20:58,040 Speaker 3: to see how artists don't care about genres anymore. 333 00:20:58,440 --> 00:21:00,359 Speaker 2: They are all collaborating with it other. 334 00:21:00,960 --> 00:21:04,399 Speaker 3: A lot of the young Latin artists don't want to 335 00:21:04,440 --> 00:21:07,800 Speaker 3: put themselves in a genre box. They're just doing different 336 00:21:07,920 --> 00:21:12,320 Speaker 3: like fusion like stuff. It's the nature of our market too, 337 00:21:12,359 --> 00:21:15,080 Speaker 3: it's so big. It's Latin country is a little different 338 00:21:15,119 --> 00:21:18,880 Speaker 3: to each other. We are connected culturally by many trades, 339 00:21:19,240 --> 00:21:19,720 Speaker 3: but we're. 340 00:21:19,600 --> 00:21:20,479 Speaker 2: Also very different. 341 00:21:20,800 --> 00:21:23,200 Speaker 3: But the nature of this market is so powerful because 342 00:21:23,240 --> 00:21:26,640 Speaker 3: it allows artists to just collaborate with each other all 343 00:21:26,640 --> 00:21:30,440 Speaker 3: the time. If one Mexican artist wants to increase their 344 00:21:30,480 --> 00:21:33,360 Speaker 3: career in Spain, they're gonna collaborate with the Spanish artists 345 00:21:33,680 --> 00:21:36,439 Speaker 3: and vice versa, and then a Brazilian one with a 346 00:21:36,920 --> 00:21:40,880 Speaker 3: US Latin artist. Like it's just kind of impressive and 347 00:21:40,920 --> 00:21:44,480 Speaker 3: you don't see that in other markets, if that makes sense. 348 00:21:45,280 --> 00:21:48,640 Speaker 1: Yeah, I think it's really interesting that the Latin Grammys 349 00:21:48,640 --> 00:21:50,320 Speaker 1: are going to be in Spain next year. 350 00:21:51,000 --> 00:21:54,480 Speaker 3: Very interesting and also south of Spain, like that's where 351 00:21:54,480 --> 00:21:54,960 Speaker 3: I'm from. 352 00:21:55,400 --> 00:21:56,600 Speaker 2: Let's see how that goes. 353 00:21:56,680 --> 00:22:00,840 Speaker 3: Yeah, I mean, look, I think changes are always good 354 00:22:01,160 --> 00:22:04,159 Speaker 3: and it's going to be exciting to see what happens 355 00:22:04,160 --> 00:22:06,199 Speaker 3: when you take it out of the US. But it 356 00:22:06,280 --> 00:22:10,960 Speaker 3: speaks a lot about the global nature of this music category. 357 00:22:11,640 --> 00:22:15,440 Speaker 1: Tell me about content that you guys are creating Amazon Music. 358 00:22:15,480 --> 00:22:19,520 Speaker 1: Beyond actual music, there's there's podcasts, as documentaries. You mentioned 359 00:22:19,520 --> 00:22:23,720 Speaker 1: the live stream. Are these your initiatives and your ideas? 360 00:22:24,040 --> 00:22:26,479 Speaker 2: Yes, So we have a team for Latin music. 361 00:22:26,560 --> 00:22:29,440 Speaker 3: We have a team in the US, but also countries 362 00:22:29,440 --> 00:22:32,679 Speaker 3: in Latin America, in Spain, we collaborate and work together 363 00:22:32,760 --> 00:22:36,880 Speaker 3: to deliver the best content and initiatives that we came 364 00:22:37,119 --> 00:22:40,480 Speaker 3: for Latin music fans. One of the things that I 365 00:22:40,560 --> 00:22:43,240 Speaker 3: was most excited about when I moved to Amazon Music 366 00:22:43,320 --> 00:22:48,400 Speaker 3: was precisely that the breadth of possibilities that a place 367 00:22:48,520 --> 00:22:52,720 Speaker 3: like Amazon could offer two artists and fans. I was 368 00:22:53,000 --> 00:22:55,439 Speaker 3: very drawn to that. You know, I'm like, Wow, this 369 00:22:55,600 --> 00:22:58,040 Speaker 3: is going to be exciting, and it is very exciting. 370 00:22:58,840 --> 00:23:01,760 Speaker 3: I've been here three years and I can say I 371 00:23:01,920 --> 00:23:03,720 Speaker 3: was right in my assumption. 372 00:23:04,320 --> 00:23:06,200 Speaker 2: And you know, one of the things that. 373 00:23:06,160 --> 00:23:10,520 Speaker 3: We're very proud of is the entertainment offering that we 374 00:23:10,560 --> 00:23:14,399 Speaker 3: can provide to artists. And you know, it goes from 375 00:23:14,560 --> 00:23:16,520 Speaker 3: we talked about playlists, all of the stuff that you 376 00:23:16,520 --> 00:23:19,480 Speaker 3: can do in the Amazon Music app, but then you 377 00:23:19,520 --> 00:23:23,080 Speaker 3: have live stream, we have Twitch, we have Alexa with 378 00:23:23,160 --> 00:23:27,640 Speaker 3: the voice projects. We have video, and we spoke about 379 00:23:27,680 --> 00:23:31,959 Speaker 3: video before Latin audience is over Index, so something that 380 00:23:32,000 --> 00:23:33,160 Speaker 3: we really focus a lot. 381 00:23:33,520 --> 00:23:36,719 Speaker 2: We have podcasts, we have merged. 382 00:23:37,600 --> 00:23:40,040 Speaker 3: So there is so many different things that we're doing 383 00:23:40,080 --> 00:23:42,760 Speaker 3: for the Latin business, and there are things that have 384 00:23:42,960 --> 00:23:45,520 Speaker 3: never been done, there are things that are new, Like 385 00:23:45,560 --> 00:23:50,080 Speaker 3: it's just very exciting. Not too long ago, we released 386 00:23:50,480 --> 00:23:54,400 Speaker 3: Mini Dog. Speaking about sub genres, by the way, Laguna 387 00:23:54,440 --> 00:23:58,879 Speaker 3: del Denbo is one of those initiatives that we do 388 00:23:59,040 --> 00:24:01,639 Speaker 3: to focus on the subgenres that maybe don't get as 389 00:24:01,680 --> 00:24:03,679 Speaker 3: much as pecipity, or they're about to or they are 390 00:24:04,000 --> 00:24:07,240 Speaker 3: happening right now. Then boy is one of those subgenres 391 00:24:07,280 --> 00:24:12,480 Speaker 3: that it's really like happening coming from the Dominican Republic. 392 00:24:13,119 --> 00:24:15,880 Speaker 3: This documentary we have Bad Bunny. We had a lot 393 00:24:15,920 --> 00:24:18,720 Speaker 3: of different artists that were part of it. Was a great, 394 00:24:18,840 --> 00:24:23,040 Speaker 3: great initiative with live streams with Don Maluma. Maluma live 395 00:24:23,040 --> 00:24:26,000 Speaker 3: stream last year was very special because it was the 396 00:24:26,040 --> 00:24:29,639 Speaker 3: most important moment of his career, and that's what I 397 00:24:29,680 --> 00:24:32,840 Speaker 3: was so excited about. It's like, how are we together 398 00:24:32,920 --> 00:24:35,639 Speaker 3: with artists in those moments and bring that to the 399 00:24:35,680 --> 00:24:38,280 Speaker 3: rest of the world. So we did the global license 400 00:24:38,280 --> 00:24:41,480 Speaker 3: from Medejing, his hometown to the world. It was called 401 00:24:41,600 --> 00:24:44,320 Speaker 3: put Medajong l Mappa, so it's like put it on 402 00:24:44,359 --> 00:24:47,639 Speaker 3: the map, and it was so beautiful. It was so exciting, 403 00:24:48,040 --> 00:24:50,280 Speaker 3: and this is the type of things that we really 404 00:24:50,280 --> 00:24:52,480 Speaker 3: are looking forward to do with merch. 405 00:24:52,560 --> 00:24:54,360 Speaker 2: I mean, you're familiar with the merch business. 406 00:24:54,400 --> 00:24:58,359 Speaker 3: We've done several stuff with jabalbing with it a monopoly 407 00:24:58,960 --> 00:25:04,359 Speaker 3: last year with Murakami Exclusive line. So March business obviously 408 00:25:04,400 --> 00:25:09,040 Speaker 3: a very exciting one that it's very natural to Amazon. Obviously, 409 00:25:09,600 --> 00:25:12,679 Speaker 3: we've also done exclusive podcast We had one with Beggy 410 00:25:12,680 --> 00:25:15,480 Speaker 3: Gee a couple of years ago. We right now did 411 00:25:15,560 --> 00:25:19,520 Speaker 3: La Semnal, which is actually becoming a Twitch show. So 412 00:25:19,600 --> 00:25:22,359 Speaker 3: you see, there is all these different channels that we 413 00:25:22,440 --> 00:25:27,320 Speaker 3: can play with and excite both fans and artists, and 414 00:25:27,400 --> 00:25:32,320 Speaker 3: that's honestly something we we really are focusing on right now. 415 00:25:32,960 --> 00:25:33,520 Speaker 2: So great. 416 00:25:33,840 --> 00:25:35,679 Speaker 1: I haven't had a chance to, but I'm going to 417 00:25:35,760 --> 00:25:41,640 Speaker 1: watch the documentary because I love those stories about how 418 00:25:41,920 --> 00:25:45,560 Speaker 1: a type of music was born, like Reggaeton is a 419 00:25:45,720 --> 00:25:49,400 Speaker 1: fascinating stories like people who came to the Panama Canal, 420 00:25:49,720 --> 00:25:52,320 Speaker 1: and you know, I just I love that stuff. I 421 00:25:52,359 --> 00:25:55,520 Speaker 1: love being able to contextualize it, and it's it's really 422 00:25:55,600 --> 00:25:58,800 Speaker 1: great that you guys do that. Okay, So I want 423 00:25:58,840 --> 00:26:01,840 Speaker 1: to talk to you about your time at Warner because 424 00:26:02,040 --> 00:26:05,200 Speaker 1: you were Warner Music Latin at VP of A and 425 00:26:05,320 --> 00:26:11,040 Speaker 1: R and cross cultural strategy, which included artist development, identifying 426 00:26:11,119 --> 00:26:14,880 Speaker 1: emerging talent. Is there any artists that you worked with 427 00:26:15,080 --> 00:26:18,280 Speaker 1: or examples of key campaigns that you were very proud of. 428 00:26:19,520 --> 00:26:24,959 Speaker 3: Yeah, So my timent Warner was very exciting because I 429 00:26:25,080 --> 00:26:30,440 Speaker 3: wanted to get closer to the beginning of the music journey, 430 00:26:30,520 --> 00:26:32,439 Speaker 3: that makes sense, Like I wanted to get closer to 431 00:26:32,520 --> 00:26:36,760 Speaker 3: the artists, look at everything from the inside, gain even 432 00:26:36,800 --> 00:26:39,160 Speaker 3: more respect for music. 433 00:26:39,680 --> 00:26:41,040 Speaker 2: So I was super lucky. 434 00:26:41,119 --> 00:26:44,320 Speaker 3: I was based in New York out of the Atlantic offices, 435 00:26:44,359 --> 00:26:48,920 Speaker 3: but reported to the Warner Latin branch in Miami, and 436 00:26:49,359 --> 00:26:51,760 Speaker 3: the best part of my job it was that cross 437 00:26:51,800 --> 00:26:56,520 Speaker 3: cultural interactions. So I would bring some Latin artists to 438 00:26:56,800 --> 00:26:59,359 Speaker 3: some of them maybe Atlantic artists, and we would do 439 00:26:59,400 --> 00:27:02,560 Speaker 3: some crossover. We did one with Paolo Londra. I mean 440 00:27:02,600 --> 00:27:06,880 Speaker 3: we did many Anita. I remember this duo called Las 441 00:27:07,000 --> 00:27:10,560 Speaker 3: Vidia that we sign while my time there, and they're 442 00:27:10,760 --> 00:27:16,720 Speaker 3: like amazing, their twins beautiful, so talented. I'm still looking 443 00:27:16,720 --> 00:27:19,760 Speaker 3: at them very closely all the time. But yeah, in general, 444 00:27:20,200 --> 00:27:23,480 Speaker 3: getting closer to Aris, getting closer to the managers and 445 00:27:23,640 --> 00:27:27,400 Speaker 3: this studio part of it, and then how do you 446 00:27:27,520 --> 00:27:33,440 Speaker 3: globalize this from the label side, That was definitely very exciting. 447 00:27:34,640 --> 00:27:37,879 Speaker 1: Okay, so being the global head of Latin music, I 448 00:27:37,920 --> 00:27:40,600 Speaker 1: assume that involves traveling a lot. 449 00:27:40,760 --> 00:27:43,080 Speaker 3: Well, I mean, I have to admit during the pandemic, 450 00:27:43,119 --> 00:27:46,680 Speaker 3: things slow down a lot. Prior to the pandemic, Yeah, 451 00:27:46,720 --> 00:27:50,240 Speaker 3: I definitely had to travel Mexico, Brazil, Spain, Miami. I 452 00:27:50,280 --> 00:27:52,960 Speaker 3: go to Miami a lot from New York. I go 453 00:27:53,040 --> 00:27:57,119 Speaker 3: to LA sometimes, but Miami it's definitely. 454 00:27:56,920 --> 00:27:58,120 Speaker 2: Where I got the most. 455 00:27:58,560 --> 00:28:03,040 Speaker 3: Miami's were a lot of the artists community and the 456 00:28:03,320 --> 00:28:05,240 Speaker 3: industries they are based there. 457 00:28:05,359 --> 00:28:07,440 Speaker 2: There's a huge, huge industry. 458 00:28:07,840 --> 00:28:10,240 Speaker 3: We have some of the industry in LA, but Miami 459 00:28:10,280 --> 00:28:14,480 Speaker 3: is definitely the number one CD for the industry and 460 00:28:14,520 --> 00:28:17,919 Speaker 3: the artists. So that's where all of the companies that 461 00:28:17,960 --> 00:28:21,399 Speaker 3: we work with. The music labels are managers. Puerto Rico 462 00:28:21,480 --> 00:28:24,840 Speaker 3: as well, but Miami is the hub without a doubt. 463 00:28:25,720 --> 00:28:29,280 Speaker 1: You speak several languages, right, yes, so you speak you 464 00:28:29,280 --> 00:28:32,520 Speaker 1: speak English, Spanish, Portuguese. 465 00:28:31,960 --> 00:28:34,320 Speaker 3: French, and I knew a little bit of Swedish, but 466 00:28:34,359 --> 00:28:37,640 Speaker 3: that's gone. It was one of the requirements we had 467 00:28:37,680 --> 00:28:38,960 Speaker 3: to actually learn Swedish. 468 00:28:39,080 --> 00:28:43,200 Speaker 2: Are you serious, Daniel Kbete. Everyone learned Swedish. Yeah, it 469 00:28:43,320 --> 00:28:45,280 Speaker 2: was optional, but it was encouraged. 470 00:28:45,760 --> 00:28:49,040 Speaker 3: But also you know, my partner was Swedish at the time, 471 00:28:49,160 --> 00:28:53,280 Speaker 3: so you know, I did immerse myself into the culture, 472 00:28:53,440 --> 00:28:56,040 Speaker 3: and I do like doing that though. Every time I 473 00:28:56,080 --> 00:28:59,240 Speaker 3: have lived somewhere, I like to really immerse myself. 474 00:28:59,640 --> 00:29:02,200 Speaker 1: Do you feel that's been an advantage for you being 475 00:29:02,560 --> 00:29:03,240 Speaker 1: multi lingual. 476 00:29:04,280 --> 00:29:11,640 Speaker 3: I think both music studies and languages definitely allow my 477 00:29:11,800 --> 00:29:14,520 Speaker 3: brain to be on the move all the time. 478 00:29:14,560 --> 00:29:15,520 Speaker 2: I don't know if that makes sense. 479 00:29:15,560 --> 00:29:18,360 Speaker 3: I feel like my brain is always constantly like moving, 480 00:29:18,960 --> 00:29:22,800 Speaker 3: so it's like agile, and that allow me to kind 481 00:29:22,800 --> 00:29:26,720 Speaker 3: of like absorb things maybe quicker. 482 00:29:26,800 --> 00:29:27,360 Speaker 2: I don't know. 483 00:29:28,280 --> 00:29:30,600 Speaker 3: It's hard to know because I don't know anything different, 484 00:29:30,840 --> 00:29:36,680 Speaker 3: but I think definitely studying music and languages has helped me. 485 00:29:37,520 --> 00:29:41,000 Speaker 1: Last thing, I'm a big fan of LinkedIn, and there 486 00:29:41,040 --> 00:29:42,440 Speaker 1: was one thing that you wrote in there that I 487 00:29:42,480 --> 00:29:49,080 Speaker 1: really love. You wrote it's always day one. I love that. 488 00:29:48,200 --> 00:29:51,720 Speaker 3: That is actually I can claim that that's Amazon's, that's 489 00:29:52,240 --> 00:29:58,080 Speaker 3: Jeff Bezos. Always day one means every day is a 490 00:29:58,240 --> 00:30:02,280 Speaker 3: day and an opportunity to innovate. It's a day to 491 00:30:02,360 --> 00:30:06,480 Speaker 3: start from scratch. You don't slow down, you always think forward, 492 00:30:06,560 --> 00:30:09,640 Speaker 3: You're always try new things. You never you're not scared 493 00:30:09,680 --> 00:30:14,000 Speaker 3: of failing, you know, And that resonated so much with me. 494 00:30:14,640 --> 00:30:19,280 Speaker 3: I literally believe so so much in that statement that 495 00:30:19,360 --> 00:30:21,960 Speaker 3: I take it to her every day and I use 496 00:30:22,000 --> 00:30:22,760 Speaker 3: it with my family. 497 00:30:23,120 --> 00:30:24,240 Speaker 2: I use it all the time. 498 00:30:24,480 --> 00:30:28,280 Speaker 3: It's just something that with two three words, you're saying 499 00:30:28,400 --> 00:30:31,520 Speaker 3: so much and you're packing so much, and it really 500 00:30:31,600 --> 00:30:35,240 Speaker 3: kind of like embraces what I am in a way. 501 00:30:35,720 --> 00:30:37,800 Speaker 3: So yeah, it's always day one. 502 00:30:38,600 --> 00:30:42,440 Speaker 1: I love that. Rossillo, thank you so much for speaking 503 00:30:42,440 --> 00:30:46,080 Speaker 1: with us, and we're just so impressed with everything that 504 00:30:46,120 --> 00:30:51,000 Speaker 1: you're doing. Congratulations and thanks for being on Strictly Business. 505 00:30:51,200 --> 00:30:54,280 Speaker 3: Thank you so much, Sheirley. Honestly, it was such a pleasure. 506 00:30:54,600 --> 00:30:57,320 Speaker 3: I mean this, I'm super honor and I hope that 507 00:30:57,480 --> 00:31:05,240 Speaker 3: was useful to you and to everybody. 508 00:31:06,240 --> 00:31:09,840 Speaker 1: Thanks for tuning in to Variety's Strictly Business. This episode 509 00:31:09,920 --> 00:31:13,360 Speaker 1: was edited by Laurence Schroeder. Please make sure you subscribe 510 00:31:13,360 --> 00:31:16,840 Speaker 1: to the podcast to hear future episodes featuring conversations with 511 00:31:16,960 --> 00:31:20,840 Speaker 1: media movers and shakers. Also leave a review on Apple 512 00:31:20,880 --> 00:31:22,640 Speaker 1: Podcasts and let us know how we're doing.