UnitedMasters has announced the promotion of the music industry veteran Gerardo Mejia in the newly created position of senior head of Latin music. This advancement recognizes Mejía's significant contribution to the company's growth and influence in Latin music.
Mejía, who previously served as A&R at UnitedMasters, has been instrumental in expanding the company's reach into the Spanish-language genre, with several accomplishments including the discovery and signing of 2024 by Latina superstar FloyyMenor, a teenage rapper from Chile.
“UnitedMasters really gave me the runway and the space to follow my instincts and seek out artists who are unconventional, but undeniable,” Mejía said in a press release. “They gave me the utmost confidence and it was incredible to continue my journey here. I am very grateful and excited for what the future holds. The sky is definitely the limit.”
Under his guidance, FloyyMenor's viral hit 'Gata Only', featuring Chris MJ, put Chilean reggaetón on the global map. In addition, it won the Billboard Latin Music Award for Global 200 Latin Song of the Year and held the No. 1 spot on the Hot Latin Songs chart for 14 consecutive weeks, marking a historic achievement as Floyymenor and Chris MJ became the first Chileans in 25 years to top this chart.
“Gerardo lives and breathes music. He has been a major force in the explosion of Latin music worldwide,” said UnitedMasters founder/CEO, Steve Stoutein a press release. “He has an impeccable ear for talent and talent in developing artists, while enabling his artists to exceed their potential time and time again. It is my pleasure to announce this well-deserved offer.”
UnitedMasters VP of Music/Head of A&R, Mike Weiss added, “We are incredibly proud to promote Gerardo to this role. Gerardo has continued to reinvent himself while discovering star artists for many years. This success did not happen overnight and we look forward to the future in our Latin Music business.”
As Mejía ascends to his new position, he has a strong track record of achievement across multiple disciplines. He first gained international attention as a young immigrant from Ecuador who became an American pop sensation with the hit “Rico Suave” in 1990. Not only did the track hit the charts – reaching No. 7 on the Billboard Hot 100, at No. 2 on Hot Rap Songs and the No. 12 in Dance Singles sales – but was also instrumental in bringing Latin music into the US mainstream. After transitioning from Latin Pop Artist to Latin Power Player, Mejía's strategic roles in artist development and major label A&R continue to shape the evolving landscape of the music industry.
His tenure at Interscope Records was marked by facilitating the success of Enrique Iglesias in the US and he further influenced the growth of Latin by strengthening the reggaeton movement during his tenure at Univision Records. Transitioning seamlessly into entrepreneurship, he also launched Rico Suave Coffee, combining his music and business acumen. This breadth of experience underscores his ability to shape the future of Latin music at UnitedMasters with a strategic and innovative approach.
Read our previous profile of Gerardo Mejía here.
from our partners at https://www.billboard.com/pro/ugerardo-mejia-senior-lead-latin-music-unitedmasters/
