How Amazon Music’s Rocío Guerrero is Amplifying Latin Music and Culture Globally

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Written By Marivette Navarrete

Story written by Marivette

Rocío Guerrero, Global Head of Latin Music at Amazon Music

“Our mission since day one has been to continue to elevate Latin culture and music.”

 
 

With Latin music's explosive emergence on the global stage, captivating audiences worldwide, Amazon Music has taken notice of this phenomenon. The genre's meteoric rise, evidenced by staggering growth statistics and its profound impact on diverse cultures, has propelled Latin music into the spotlight like never before. As this musical revolution unfolds, Amazon Music is leveraging its platform to amplify Latino voices and celebrate the genre's rich tapestry. In our recent conversation with Rocío Guerrero, the Global Head of Latin Music at Amazon Music, we delve into the Latin music movement and Amazon Music's pivotal role in shaping its trajectory.

As the Global Head of Latin Music at Amazon Music, Rocío has been instrumental in fostering creative collaborations and identifying opportunities for emerging artists in Latin music. In our conversation, she illuminated Amazon Music's commitment to nurturing emerging talent through programs like Rompe. “It's a, there is a program that we're really, really proud of. It's called Rompe." Rocío highlighted how Rompe serves as a launchpad for budding artists, providing them with opportunities to showcase their talent and participate in significant projects. “We actually run this program for over two years in all of the Latin countries, in Spain, in Latin America, in the U.S. Latin space. We support these new talents on a monthly basis and bring them to various opportunities throughout the year. So we always have them in mind for the big projects that we do. We support them, we do Amazon Originals with them. Last year, we did one with Conexión Divina, which was divino, and, um, right now, actually, one of the Rompe artists in Mexico is going to perform at Vive Latino, so it all matches up. We are here with these artists from the beginning, continuing to give them a platform to increase their reach.”

Amazon Music's dedication to amplifying Latino voices on a global stage doesn’t stop there. It also shines through their immersive live-streaming events like Vibra Urbana and Vive Latino. Rocío emphasized, "Our mission since day one has been to continue to elevate Latin culture and music." Through these events, Amazon Music not only celebrates the diversity of Latin music but also fosters cultural exchange and appreciation worldwide. From reggaeton to rock, each event curated by Amazon Music reflects the vibrant tapestry of Latino musical heritage. “We want to take advantage of the evolution of the streaming services and the technology and we want Latin to be spearheading that movement…And we have this, uh, tagline, which is ‘La cultura that connect us,’ which really means, we are different, we have different genres, we come from different countries, but we have something culturally that connects you and I, right?

She describes the platform's commitment to showcasing the multifaceted nature of Latin music. Embracing the diverse array of genres within Latin music, Rocío highlights the careful curation of projects like Vibra Urbana and Vive Latino, each representing a distinct facet of the Latin music landscape. "And because it's not only one genre within Latin music, we are selecting carefully all of these projects," Rocío explains. "You have Vibra Urbana, el festival del reggaetón más grande de Estados Unidos. Then you have Vive Latino, the Spanish, like, biggest rock festival, completely different side of the spectrum."

This sentiment underscores Amazon Music's mission to showcase the richness and diversity of Latin music to a global audience. As Rocío further emphasizes, "That's why we're picking such different genres and stages." In essence, Amazon Music's approach transcends borders, igniting fandom and fostering connection, whether through immersive experiences at live events like Vibra Urbana or the inclusive participation of fans from the comfort of their homes.

As a trailblazer in the music industry, Rocío Guerrero leverages her position to advocate for diversity and inclusion, especially for women and underrepresented voices in Latin music. Reflecting on her role, Rocío expressed, "So as a woman myself, as a mom of little girls, um, this is something that was always very organic and came naturally come to me…in the work that I put in, my day to day, in the people that I hire, in the talent that we showcase, it's something that is really me." Rocío's commitment to championing diversity extends beyond rhetoric, as evidenced by initiatives like the Wonder Women of Latin Music conference, which celebrates women making significant strides in the industry. “As an executive, it’s also my responsibility to make sure that we continue to hire more and more women into positions that can actually make a change. It's about developing women, put them in the right places so they can make decisions, so they can hire more women. And this is something I've been talking so much about my whole career.”

Looking ahead, Rocío envisions a future where Latin music continues to evolve and captivate global audiences. "Streaming hasn't yet penetrated completely. And even though it's been only a portion of the whole, like, actual market and territories, we've already made it to the top of the chart because of the amount of people that listen to Latin music because we are so many, but it's just the beginning." Rocío sees Amazon Music playing a pivotal role in this journey, amplifying diverse voices and fostering a deeper appreciation for Latino music worldwide.

 
 
 

Through Amazon Music's platform, Rocío and her team are dedicated to celebrating Latino music, championing emerging artists, and fostering a more inclusive music industry for generations to come. As Latino voices continue to resonate across the global music landscape, Amazon Music stands at the forefront, amplifying stories, and empowering artists, one beat at a time.

 

Watch the Vive Latino livestream on @primevideo and @amazonmusic’s Twitch Channel March 16 and 17.

 
Marivette Navarrete
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