Four influential Latina executives from various areas of the music industry — including marketing, legal, artist and label — talked about how they took their own power in leadership roles during Billboard Latin Music Week.
The She Runs the Boards panel took place on Monday (October 14) during the annual event and was moderated by Bulletin boardsocial media manager/staff writer Ingrid Fajardo.
Fajarado was joined by Apple Music's music marketing leader Andrea PortellaDominican actress/artist Dasha Polancopresident of Rostrum Records Erica Montesand music and entertainment lawyer Protege Tu Música Gira Santiago. During their discussion, the four panelists talked about strategies for overcoming challenges, making meaningful connections and thriving in a competitive landscape.
Below, find some of the best and most memorable quotes from She Runs the Boards:
Andrea Portela on the power of authenticity: “A trend is easier. Authenticity plays a big role in who you are as an artist. It's easy to follow the noise. The artists who go far are the ones who are true to themselves. Your team is a great reflection of an artist. be authentic in every way. Don't just follow the trend because there are 500 artists trying to do what you're doing. Success doesn't come fast and easy, invest in yourself. Know your audience is Marketing 101. Social media is such a powerful tool, but it only resonates if you're authentic.”
Dascha Polanco on the importance of the team: “The most essential thing an artist should have is a team that supports and protects you legally. Many artists have gone through contract problems. We believe in dreams and we are too busy being creative, seeing the vision more than you […] I've been working in music for eight years, time waits for no one. I have a dance project with a lot of Latin music substance. I went to Berklee College of Music online. I do my engineering and record myself. Educate and invest in yourself. To let yourself be guided, to trust the process, is a very magical thing to me.”
Erika Montes on Artist Development: “I look for two things when I see an artist: You have to want it more than I do. Second, always do an assessment, what can you do well? If you are a good songwriter but not good at producing. Find out what you are good at and see what to make. Focus on who your audience is, not the look. When I start with artists, I let them know that this is a grind. Relationships are key. We'll do our best, shake hands and kiss babies. [Success] it doesn't happen overnight, be patient.”
Yira Santiago on the importance of education and transparency in music: “Opening a YouTube channel to protect your music came about when I noticed that some information was being kept and I felt the need to share it. There were lawyers who withheld this information and did not share it with the public. It was important for me to share that, to create that relationship with myself and the law, and how I earn my music. It is also vital to manage relationships with record labels, marketing and operators, in addition to assisting in all other areas. To take your career to the next level and turn it into a business, you need a team to support you. It's important that the team aligns with your vision.”
Latin Music Week coincides with the 2024 Billboard Latin Music Awards airing at 9 p.m. ET on Sunday, October 20, on Telemundo. It will be available simultaneously on Universo, Peacock and the Telemundo app and in Latin America and the Caribbean through Telemundo Internacional.
from our partners at https://www.billboard.com/music/latin/2024-billboard-latin-music-week-she-runs-the-boards-recap-1235799718/