genre latin

In our new “The Stars Behind the Stars” franchise, Billboard Latin and Billboard Español editors share stories that have yet to be told, directly from those who aren’t often in front of the spotlight. Think “todo lo que no se ve detrás de cámaras,” or “everything that happens behind the scenes.” These unsung heroes are essential to an artist’s team and its foundation. Today, we highlight Marlene Maseda, a Miami-based music publicist whose agency Fusion 4 Media celebrates 10 years this month. 

Explore

See latest videos, charts and news

See latest videos, charts and news

In the early 2000s, Marlene Maseda was one of the first publicists to work the reggaetón genre, when she was independently hired by the Machete Music label to represent its roster of artists — which included Don Omar, Hector El Father, Magnate y Valentino, Glory, and Luny Tunes, among others. 

Trending on Billboard

“I was pretty much the first publicist who worked in the urban market,” she tells Billboard. “I had it tough, because at the time, none of the media outlets wanted to support urban music. They didn’t understand it. However, I was the first publicist putting these artists on popular shows like Sabado Gigante and Despierta America.”

Today, she’s the founder and COO of Fusion 4 Media, a publicity and marketing agency based in Miami, Fla. that’s celebrating 10 years since its launch this month. Her current roster includes Ivy Queen, Baby Rasta y Gringo, Pimpinela, J Alvarez, Paloma San Basilio and former Grupo Mania member Oscarito.

As a Cuban-American-Lebanese businesswoman, she also takes a lot of credit for supporting and helping shape the Cuban music scene in Miami. Most notably is her former client Osmani García, whom she worked with for almost 10 years. García, known as one of the pioneers of Cubaton (or Cuban reggaetón), gained international success via Pitbull’s “El Taxi” in collaboration with Sensato and Lil Jon. The song peaked No. 13 on the Hot Latin Songs chart in 2015.

But prior to working as a publicist, Maseda, 51, worked at concert venues such as the James L. Knight Center, where she booked shows for Tina Turner, Sting, Whitney Houston and Stevie Wonder. In her early 20s, she landed her “dream job” at Sony Discos, where she worked closely with music executives Alba “Albita” Eagan and Jorge Pino. And for eight years, she ventured into television, as part of the booking and production team of Alexis Valdes’ Esta Noche Tonight show. 

“It hasn’t been easy, it’s not a walk in the park, but it’s worth it,” she says of her career today. Below, learn more about this month’s “Star Behind the Stars,” our first of 2025.  

Ivy Queen and Marlene Maseda

Courtesy Photo

After so many years working in touring, record labels, and television, what made you want to branch out to build your own PR agency?

I feel that I had a good reputation and that people liked me. I had gained a lot of contacts and built many relationships when I worked on the Alexis Valdes show. It was the No. 1 show in the industry at the time. We had the biggest artists go to the show, but at the same time, I wanted to be on the other side of that — I wanted to be the one who takes the artists to these shows and sees their dreams come true. I felt that it was the moment. There wasn’t a certain time, but it was a feeling. I felt that I was ready, and I’m glad that I took the chance. It’s been 10 years of maintaining myself and proving that I could do it. It hasn’t been a walk in the park, but it’s worth it. 

You’ve worked with notable artists such as Ivy Queen, Justin Quiles, El Tri, and Pimpinela, but you’re also known for representing a lot of the artists in the Cubaton and Reparto music scene. 

We [Fusion 4 Media] were the first ones who started working with Cuban artists, because a lot of people didn’t want to get involved with their genre. Divan, Osmani, Los Van Van, Chacal y Yakarte — and then it became a trend. I feel that I take chances and it pays off. Look at the movement today. Now I’m working with Bebeshito, one of the hottest Cuban acts right now, who’s doing amazing things. 

Do you face any challenges as a publicist for Cuban stars? And what change would you like to see in the movement?

Yes! Cuban artists are very misunderstood. They come from a country that’s oppressed. They don’t have access as we do to social media. They have a different mentality. In Cuba, you can be the No. 1 artist, but when you come to Miami, you’re one in a million. It’s a culture shock. I feel that someone needs to open the doors and give them a chance.

There’s definitely a market for it. I’ve never seen the craziness as I do with Bebeshito at his shows. The Cuban community sees it, he’s made an impact. The media is very powerful, and with the media support of these Cuban artists, a lot of great things can happen and a lot of doors will open for them. That’s what we need more of, the media’s respect. 

What would you say is your proudest career moment until now?

Taking these Cuban artists to television networks like Telemundo and Univision for the first time. I’m making their dream come true. Another proud moment was securing Osmani Garcia a spot to sing at Times Square in New York City during New Year’s Eve in 2023. He was on live television on Telemundo, performing right when the ball dropped. That was a huge moment for me, because I’ve worked his career since he came to Miami — and to see someone who’s worked hard and perform at an international stage was incredible for me. 

Looking back at your career in the Latin music industry, what do you owe your success to? 

I had the best mentors. I had the people that I needed to have by my side to help me excel in this career. They saw something special in me, they invested their time in me. The most important thing is taking advice from the people you admire and who you know want to see you grow. I’m so proud that as a woman in the industry, I did everything with my own merit. Everybody is different and has their own way of getting things done, but from day one, I knew that I’m intelligent, focused, and wanted to leave a mark.

Marlene Maseda

Courtesy Photo

New Music Latin is a compilation of the best new Latin songs and albums recommended by Billboard Latin and Billboard Español editors. Check out this week’s picks below.

Explore

See latest videos, charts and news

See latest videos, charts and news

Astropical (Bomba Estéreo & Rawayana), “Me Pasa (Piscis)” (Sony Music Latin)

Bomba Estéreo and Rawayana are two of the most beloved contemporary bands from Colombia and Venezuela. Now together, as the supergroup Astropical, they deliver an explosion of flavor with “Me Pasa (Pisces)” – the first single from a project that combines the worlds of astrology and tropical rhythms. The song, which fuses Afrobeats with the sounds of the Colombian gaita flute and a nostalgic guitar line, makes references to the Colombian champeta, the Venezuelan arepas and songs by Juan Luis Guerra when talking about an irresistible attraction between two people who are ready to start a journey together.

The voices of Li Saumet of Bomba and Beto Montenegro of Rawa shine separately, but create magic when they meet in the infectious chorus: “What’s wrong with me? What’s wrong with me?/ The floor is moving and there is no one in the house/ My heart beats and that doesn’t happen to me/ But what do I care?” It’s a joyous and promising letter of introduction to the new supergroup that we didn’t know we needed. — SIGAL RATNER-ARIAS

Trending on Billboard

Elena Rose & Morat, “Un Beso Menos” (Kira Records/Warner Music Latina)

Elena Rose’s knack to craft love songs shines in her latest single, “Un Beso Menos,” with Colombian band Morat adding another layer of emotional depth to the sentimental song. In the heartfelt pop ballad, Elena Rose and Morat narrate a relationship where every kiss feels like a bittersweet goodbye, and time together is always too short. “I can’t help but think that every time we see each other, it’s not one more kiss, it’s one less/ So don’t let me go tonight,” they sing with pathos. — GRISELDA FLORES

Daniel Sabater, “danito” (Sony Music Entertainment Spain)

Emerging Spanish pop artist Daniel Sabater delivers a deeply emotional ballad with “danito,” a piano piece that evokes nostalgia and mourning for a lost love. With a delicate, cracked voice and a performance full of vulnerability, the singer-songwriter reflects on the longing for who he used to be, while saying goodbye to his former self, who lived tied to that relationship. The music video adds an even more intimate dimension, showing the artist performing the song in a single take. — LUISA CALLE

Trueno + Feid, “Cruz” (Sur Capital Records/Sony Music Latin)

In a first collaborative effort, Trueno and Feid deliver “Cruz,” which translates to “cross” in English. Effortlessly lacing the Argentine and Colombian lingo, the two artists sing to an ex who they miss but has moved on: “Baby your eyes are my light and my sins are bigger than the cross/ That’s why I go to where you are.” Notably is the track’s G-funk beat helmed by producers Tatool and LukasBL. “Cruz” fuses rap with funk, deep bass, snare drums, and groovy synthesizers, bringing to 2025 the g-funk made popular in the ‘90s by artists such as Snoop Dogg and Dr. Dre. — JESSICA ROIZ

Meme del Real, “Princesa” (DOCEMIL Music/HYBE Latin America)

Meme del Real, famously known as a key member of Café Tacvba, launches his solo debut with “Princesa,” under Hybe Latin America’s new label, DOCEMIL Music. The multifaceted singer-songwriter and multi-instrumentalist channels the serenity of the natural environment into his music, establishing an intimate connection between himself and his surroundings. The song starts as a soft ballad enriched with orchestral and harp elements, then seamlessly transitions into vibrant synth-pop. This single is the first from his upcoming album, and it heralds his personal rebirth as a vocalist.

“The opportunity to have such a close relationship with nature provided me with a different perspective on the ecology of systems; not only natural, but also how I relate to my family, my friends, and the environment,” Meme says in a press release. With production led by the legendary Gustavo Santaolalla, “Princesa” solidifies itself as an exceptional debut in Meme’s solo career. — ISABELA RAYGOZA

Check out more Latin recommendations this week below: