Latin
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Latin music has profoundly shaped the American musical landscape. From the lively rhythms of Celia Cruz and Johnny Pacheco’s joint album Celia & Johnny to Daddy Yankee’s reggaetón breakthrough hit “Gasolina,” these songs represent the diverse and vibrant contributions of Latin artists to the American songbook.
Each year, the Library of Congress selects 25 recordings to the registry to preserve sound recordings that are “culturally, historically or aesthetically significant” to American life.
Last week, the Library of Congress’ National Recording Registry immortalized two more Latin songs: Juan Gabriel’s heartfelt ballad “Amor Eterno” and Héctor Lavoe’s salsa anthem “El Cantante.” Now enshrined in the registry, these timeless songs testify the enduring legacy of Latin music. “For musicians of any genre, having a song inducted into the National Recording Registry is a prestigious honor,” Congressman Joaquin Castro tells Billboard Español, who’s a major driving force for Latin music on the list. “I’m very proud that the Library of Congress ultimately honored two artists from my list [this year].”
Created under the National Recording Preservation Act of 2000, the Registry has included more than twenty works of Latin music and/or musicians of Latin descent to date. The first Latin music release to be added to the Registry was Dance Mania (1958) by Tito Puente in 2002. Subsequent inductees include Santana’s electrifying Abraxas (1970), which redefined Mexican-American rock; Buena Vista Social Club’s eponymous album (1997), bringing Cuban son to American audiences; Ritchie Valens’ “La Bamba” (1957), which reinvented a son jarocho song from Veracruz, Mexico by injecting American rock into it.
“In addition to advocating for more Latino inclusion in American media — which, more than any other industry, shapes how Americans see the world around us — I would also push for more recognition of the ways that Latinos have contributed to American excellence,” Castro explains.
“Today, Latinos make up 20 percent of the United States, but less than five percent of the titles on the Registry come from Latino artists, adds the Mexican American politician from San Antonio. “As a result, the Registry became a natural place to direct my work – in part because the Library of Congress has tried in recent years to do a better job of honoring how Latinos and other racial minorities have shaped America’s growth.”
Below, we present the Latin music entries, arranged from the most recent inductions to the earliest.
Héctor Lavoe, “El Cantante”
Latin music revenues in the United States continue to hit an all-time high, exceeding the $1 billion mark for a second year in a row on the wings of 16% growth that outpaced the overall market.
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According to the RIAA’s year-end Latin music report for 2023, total revenue jumped from $1.1 billion in 2022 to $1.4 billion in 2023, with the genre’s overall share of the total music market lifting from 7.3% in 2021 to 7.9%. In 2021, the revenue totaled to $881 million with an overall share of 5.9%.
“Latin music has exploded in the U.S. over the last decade as a new generation of stars boosts the genre and streaming puts this dynamic sector at everyone’s fingertips,” says Rafael Fernandez Jr., RIAA senior VP of public policy & Latin music. “No longer limited by language, access or outdated assumptions – Latin artists are shaping our culture as fans gravitate towards the spirit of this music, propelling faster growth than all other listening and expanding our horizons further every year.”
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Months earlier, the RIAA’s mid year report had already suggested that Latin music revenues would reach a record high, driven by the success not only of Karol G — who made history last year with Mañana Será Bonito — but also a new wave of música mexicana acts such as Peso Pluma, Fuerza Regida and Eslabon Armado who have also helped usher in a record year for regional Mexican music.
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“At the same time, there are opportunities for more fans to subscribe to paid streaming services and Latin vinyl sales to spin up even higher, finding different ways of connecting and inspiring unforgettable moments together as artists and labels offer up new sounds and songs,” adds Fernandez Jr.
Streaming makes up a stunning 98% of Latin music revenue, accounting for more than $1.3 billion, up 17% over 2022. Within that, paid subscriptions were the biggest growth driver, contributing more than two thirds of total revenues and posting growth of 21% to $915 million; last year, the total earnings from streaming was $758 million.
Another big contributor to growth was ad-supported on-demand streams (from services like YouTube, Vevo and the free version of Spotify), underscoring how important video is to the Latin fan. Revenue from this space grew 10% to $336 million.
Revenue from digital services like Pandora and SiriusXM increased 5% to 77 million, making up 6% of streaming earnings for Latin music. Conversely, permanent downloads yielded a mere 1% of revenues for Latin music in 2023, falling 15% versus the year prior to $10 million, comparable to the 12% drop for digital downloads in the market overall.
Although physical format sales slightly increased in 2022, this time CDs dropped down 49% to $2 million while vinyl albums decreased 25% to $7 million, the latter accounting for less than 1% of Latin music revenue in the U.S.
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Interpol celebrated the biggest concert of its career with a free show on Saturday (April 20) at the Zócalo in Mexico City, where the band gathered over 160,000 fans, according to figures provided by local authorities.
In the words of vocalist Paul Banks, it was the “most special night” and “a great honor” to perform at a historic site for a country with which they have maintained a very close relationship for two decades. The band — also comprising guitarist Daniel Kessler and drummer Sam Fogarino (who is recovering from surgery and was covered by Chris Broome) — has the visited the country just over 20 times. Banks lived and studied in Mexico when he was 17. This partly explains why he feels like he’s in his “second home,” as he told Billboard Español hours before Saturday’s performance.
After moving to New York for college, the vocalist returned in 2005 to Mexico City and gave one of his most memorable concerts. That night, in the Salón Mexica, he says he felt the “terrifying” beauty of the Mexican audience, when the venue was about to collapse due to the number of people gathered (about 7,000, according to promoter Iguapop).
This time around, at the Zócalo — the main public square in the country and the second largest in the world after Tiananmen in China — everything was impeccable, including the sound, the lights, and the logistics. The Government of Mexico City deployed an operation with hundreds of police officers who watched over the main plaza and surrounding streets, where huge screens were installed so that more people could enjoy the show without venturing into the crowd. Although there was a slight drizzle hours before, spirits did not falter.
Interpol joins a list of international stars who have performed at the Zócalo, including Paul McCartney, Roger Waters, Justin Bieber, Shakira, Rosalía, Café Tacvba, and Vicente Fernández, among others.
Here are some of our favorite moments from Interpol’s Mexico City concert, including the complete setlist.
“Evil” in Mariachi
Julianno Sosa’s “Carro Re Kl” in collaboration with Pailita has topped this week’s new music Latin poll. In a poll published on Friday (April 12) — in support of the weekly New Music Latin roundup and playlist, curated by Billboard Latin and Billboard Español editors — music fans voted for the Chilean collaborators’ new single […]
From career milestones to new music releases to major announcements and those little important moments, Billboard editors highlight uplifting moments in Latin music. Here’s what happened in the Latin music world this week.
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Karol G at Rock in Rio
The “Amargura” singer is set to co-headline Rock in Rio, which will also include performances from Mariah Carey and Ludmilla, among other artists, throughout the festival. Karol G will perform at the Palco Mundo (World Stage) on Sept. 20. Katy Perry, Cyndi Lauper and Ivete Sangalo will also sing at that stage. The Colombian artist is currently on her Mañana Será Bonito Latin America tour, which includes a stop in Sao Paulo, Brazil on May 10.
Los Tigres del Norte’s London Takeover
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For the first time ever, Los Tigres del Norte performed in London as part of the European trek. The Mexican icons serenaded fans who rushed to the stage to snap a photo with the emblematic norteño band that has for decades soundtracked Latin multigenerational homes. “London, thanks for an unforgettable night,” the band wrote on Instagram. “We continue to be moved by the energy and affection that we received at our first concert in this wonderful city! The energy and dedication of each one of you made this a unique experience. We take in our hearts every moment we lived and we promise to come back soon.”
Myriam Hernández’s Heartfelt Moment With Fan
Chilean singer-songwriter Myriam Hernández shared a special moment with a fan that she met a few years back. In an Instagram post, Hernández first shared a clip of her surprising a seemingly blind woman who was singing “Herida” on the side of the street while selling CDs. That was in 2018, fast forward six years, Hernández invited the woman to sing with her on stage during her recent show in Osorno, Chile as part of her Invencible Tour. “A story from 2018 that we surprisingly repeat in 2024. Osorno has gifted me this beautiful reunion with my beloved Yasna,” Hernández wrote.
Watch the heartfelt moment below:
C. Tangana at the Guadalajara International Film Festival
Little Spain and C. Tangana will screen ESTA AMBICIÓN DESMEDIDA, a film documenting the Spanish artist’s Sin Cantar Ni Afinar Tour, at the Guadalajara International Film Festival, which kicks off June 7 at the at the Telmex Auditorium. This is the first time the documentary will hit North America. The film, directed by Little Spain, follows C. Tangana for more than four years and reflects on the creation process of his album El Madrileño, as well as the launch of the Sin Cantar Ni Afinar World Tour in Spain and Latin America. ESTA AMBICIÓN DESMEDIDA premiered at the 71st edition of the San Sebastian Film Festival, and became the third highest-grossing documentary in the country in 2023.
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Shakira Announces Tour
The Colombian superstar has announced the first leg of her 2024 Live Nation-promoted North American tour. Las Mujeres Ya No Lloran World Tour — named in honor of Shakira’s new album of the same name — will play multiple arena shows across North America, beginning Nov. 2 in Palm Desert, Calif., and ending Dec. 15 in Detroit. The general onsale begins on April 22 at 10 a.m. local time here.
It’s April 20 — the unofficial holiday for lighting up and celebrating cannabis culture — and Billboard Español curated the perfect playlist for the occasion, called Corridos Verdes (or Weed Corridos). Explore See latest videos, charts and news See latest videos, charts and news In the mid-2010s, this new strain of corridos verdes blossomed, painting […]
This week, Billboard’s New Music Latin roundup and playlist — curated by Billboard Latin and Billboard Español editors — feature fresh new releases from artists such as Ryan Castro, Greeicy, Nicky Jam, and Ángela Aguilar, to name a few. Explore See latest videos, charts and news See latest videos, charts and news Marking the first […]
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.
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Ryan Castro, COQUE & La Eterna, “El Cantante del Ghetto” (Ryan Castro)
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In the first single from his upcoming album, Ryan Castro pays tribute to salsa legend Héctor Lavoe, a.k.a. “El Cantante,” with a slow heartbreak salsa titled “El Cantante del Ghetto.” “Loves like yours can’t be bought, they can’t be compared, they can’t be known/ If I gave my all to make this relationship last/ Look me in the face and tell me you don’t know me,” the Colombian reggaetón star sings with pathos over classic salsa instrumentation of brass, strings and percussion. The single arrives just days after the National Recording Registry announced the inclusion of Lavoe’s “El Cantante” to its preserved works.
Castro, also known as “El Cantante del Ghetto,” which will also give name to his album, released the song with a 1970s-style music video in which he appears dressed and styled like Lavoe at that time — the white two-piece suit over a red shirt, aviator glasses and all — singing with an orchestra in a nightclub. The single is a preview of what will be his new LP, to be released on May 9, and which, according to a press release, is inspired by the singer’s humble upbringing in the barrio Pedregal in his native Medellín.
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“Salsa is one of my favorite genres and I always listened to Héctor Lavoe growing up in my barrio Pedregal,” Castro tells Billboard Español. “With this album I wanted to show my essence and that’s why this salsa is part of it. Making this song, paying tribute to a master like Héctor Lavoe, is an honor for me.” — SIGAL RATNER-ARIAS
iñigo quintero, “Desconocido” (Acquistic)
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Last year, Spanish singer-songwriter iñigo quintero found success (that seemed to come out of nowhere) with his 2022 song “Si No Estas,” which topped the Billboard Global Excl. U.S. songs chart (dated Nov. 4). Serving as a followup to his global anthem is a five-song EP, es solo música, which houses “Si No Estas,” and other previously-released singles. It also includes his new track, “Desconocido,” placing all bets once again on his melodic approach to pop ballads with a hooky and explosive chorus that can be easy to remember and harder to get out of your head. — GRISELDA FLORES
Tei Shi, Valerie (Tei Shi LLC)
Colombian-Canadian singer-songwriter Tei Shi (real name Valerie Teicher Barbosa) returns to her Latin roots with her new self-titled album Valerie. With the 13-track bilingual set, she navigates experiences that marked her life, as in “Falling From Grace” where she channels her emotions after a pregnancy that led to verge of death. Tei Shi rediscovers her artistic and personal essence, facing the challenges of life, love, and her career in an ethereal sound painted on a predominantly R&B, indie and pop canvas, but one that also dabbles in Latin rhythms like bachata.
“On Valerie, I’m peeling back the initial layer and exposing my most personal and intimate musings through one of the most confusing periods of my life,” the producer also said in a statement. Other standout tracks on the album include “BAD PREMONITION,” where she explores her comeback as an independent artist, the self-reflective “Valerie,” “MONA LISA,” “¿QUIÉN TE MANDA?” and the bachata “QQ (QUÉDATE QUERIENDOME).” Tei Shi is set to hit the road on her North American tour, which begins May 1 and will visit cities such as New York, Boston and Los Angeles. — LUISA CALLE
Ca7riel & Paco Amoroso, Baño María (5020 Records)
Buoyed by grit and glitz, Argentina’s Ca7riel and Paco Amorosa transport their uncanny charm to the global dance floor — and steamy hot tubs — with Baño María. Their joint debut album kicks off with “Baby Gangsta,” a dynamic drum and bass number ignited by infectious bass lines. “La Que Puede, Puede” veers into industrial territory with its mechanical, defiant beats, before plunging into an EDM-rich domain (“Llegó Paquito, el que le gusta a tu suegra y a los chavalitos,” Amoroso spits). The pair cozy up for a risqué venture on “Mi Diosa,” while “Dumbai” sparkles with a shimmering production atop a reggaetón rhythm and flirty verses.
“What’s distinctive about Baño María is that it’s an album by two friends who have known each other since they were 6 years old, who have been making music all their lives but had never made an album together,” the duo tells Billboard Español. “We left a lot of songs behind to create this great album that is made in the U.S., a place where we had never been, with very spicy producers in a very fun process.”
Baño María artfully traverses themes of love, heartbreak, audacity, late-night revelry and societal ironies, creating a bold exploration of youthful debauchery. Bolstered by the supreme production of about a dozen producers (Federico, Vindver, Vibarco, Gino Borro, Sir Nola and more), the duo’s vibrant and glitch-filled electronic tracks oscillate between the frenzy of dance-punk and the allure of kitschy pop. Meanwhile, Ca7riel and Paco Amorosa conjure the exhilaration of a new crush. — ISABELA RAYGOZA
Nicky Jam & Trueno, “Cangrinaje” (Sony Music Latin)
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In a first collaborative effort — finally, after multiple attempts of working together (according to Nicky Jam) — Nicky and Trueno unleash “Cangrinaje.” Produced by Jorge Milliano (real name: Jorge Alberto Erazo), the track is a homage to reggaetón’s vieja escuela beats that became very popular in the early 2000s, especially at the underground party de marquesina (street party). Giving it that ultimate throwback and nostalgic touch is a sample of Nicky’s very own 2002 track “Mi Yal Eres Tú” in collaboration with DJ Playero.
“[Trueno] is a rapper whose delivery is very similar to mine when I would do [rap] battles,” the Puerto Rican artist expressed on social media. “He reminds me a lot of a younger version of Nicky Jam. I respect him a lot, and for me, he’s one of the best artists from Argentina. He’s very versatile and can do reggaetón, hip-hop, trap, whatever.” In “Cangrinaje,” Trueno further demonstrates his effortless adaptability between his melodious vocals and fiery rap verses. — JESSICA ROIZ
Damian, El Tropical Feeling (Vallenato & Cumbia Edition)(Feel The Power Agency)
As a reflection of his contagious Caribbean energy, Colombian singer-songwriter Damian presents his latest musical production, El Tropical Feeling (Vallenato & Cumbia Edition). The album — which the artist describes as a love letter to his native Colombia — includes 10 tracks that blend various tropical rhythms, including vallenato and cumbia, as well as tropical fusions, promising to take listeners on a journey filled with infectious beats and emotive lyrics. Penned and produced by Damian and Luis Ortega, the album includes previous hits such as “El Amor No Es Amor,” “Sabrosura,” and “Me Enamoro.” The focus track “TE ADORO” is a tribute to Colombia, celebrating the beauty of the country’s landscapes, the richness of its culture and the warmth of its hard-working people. — INGRID FAJARDO
Listen to more editors’ Latin recommendations in the playlist below:
After releasing two previous collaborative efforts, Feid and Yandel made many fans very happy when they dropped a joint EP called MANIFESTING 20-05 earlier this month. This wasn’t the first time two reggaetón giants joined forces for an entire set; in fact, one of the first artists to do so were J Balvin and Bad […]
Two weeks ago, FloyyMenor and Cris MJ made history as the first Chileans to enter the top 10 on Billboard‘s Hot Latin Songs chart since La Ley and Ednita Nazario’s “Tu Sabes Bien” did so 25 years ago. The only other Chilean artist to have reached similar heights was Myriam Hernández with 1998’s “Huele a Peligro,” which peaked at No. 5. This week, the emerging pair catapulted to No. 1, dethroning Xavi’s months-long reign with “La Diabla.”
The song making waves is “Only Gata,” a sly reggaetón number about online flirtation. According to Luminate, the viral track registered 11.11 million official U.S. streams, a 33% gain from the previous week. That landed them a No. 34 debut on the Streaming Songs chart and gave them a second week atop the Latin Streaming Songs chart. “Gata Only” also occupies No. 48 on the Hot 100. Last week it was at No. 74.
But how did two relatively unknown Chilean artists manage to not only break through on the global music scene but also clinch the top spot on the Hot Latin Songs chart? The success story begins with some strategic planning, innovative marketing and a dash of serendipity.
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Initially, FloyyMenor was a mysterious figure circulating online who had scored a few local hits. His identity was obscured and the art on his early YouTube releases was composed of car imagery, never revealing his face. “You needed to go to the nightclubs to see him,” says Adrian Mainou, artist marketing manager of Latin/U.S. at UnitedMasters.
The Latin team at UnitedMasters had been monitoring the Chilean music scene, having signed Nicko G over two years ago and being fans of Paloma Mami and Polimá Westcast. When the company’s Latin A&R lead, Gerardo Mejía — a music veteran with 30 years of experience and a former rapper/singer originally from Ecuador — began scouting the country’s music scene in the summer of 2023, he encountered FloyyMenor performing live and was captivated by the young artist’s unique appeal and the audience’s enthusiastic response.
“This kid was packing venues [with audiences] singing lyric after lyric,” recalls Mejía. At the time, FloyyMenor’s big local hit was “pa la europa,” while “Gata Only” was just a song people knew from his live shows and online teasers. Eager to sign the promising talent, Mejía had to wait until Floyy turned 18 in December.
After the signing, UnitedMasters released “Gata Only” in December — and the song began gaining traction within the first week and a half of its release. Not long after, Cris MJ — a Chilean act who had gained recognition from Karol G’s remix of “Una Noche en Medellín” featured in Mañana Será Bonito (Bichota Season) — reached out to Floyy, expressing his love for the song and his desire to be part of it.
As Mejía recalls: “When I got back to Chile in January, [Floyy] called me and said, ‘Cris MJ loves the song.’ I said, ‘Cool. We’ll do the remix.’ He said, ‘No. He loves the song so much he wants to be the original.’ I was like, ‘My brother, if Cris MJ calls you, then get on it with their teams and go record.’ We pulled down the original and waited maybe two weeks before we released it [on Feb. 2] with Cris MJ, and the rest is history.”
In a conversation with Billboard, Mejía and Mainou provided an in-depth look at the strategic rise of “Gata Only” to the top of the Hot Latin Songs chart. See below for the full interview.
The accomplishment alone as the first Chilean acts to make the top 10 of the Hot Latin Songs chart in 25 years is already very impressive, then to top the chart at No. 1. How does that happen?
Adrian Mainou: It was a very interesting and entertaining build up. [After we officially released it], we saw social growth and began working with a press team in Chile. It was a no-brainer to see the movement on TikTok and that we needed to lean into this. So I activated the first phase of influencers with Kono Sur [marketing y diseño]. We pushed [the song] in Chile, Argentina, and Ecuador, and we were able to see a lot of reactions on YouTube from those countries. Once we saw that, we had Floyy go to Argentina and do some shows while pushing press and [involving] influencers. For an artist coming out of Chile, having the Argentina push is a very cool look; it’s a very important country to connect with. For Floyy, it was pretty easy. He loves Argentinian culture. He got in on a Monday, did a show that same Tuesday, and by Thursday it was No. 1 on Spotify Argentina.
[Publicist] Cris Nova then joins the team [and he] was able to paint the narrative with press across socials, streaming and [seeing] the bigger perspective. At this point, we activate a second phase of influencers in Mexico, who helped us create more noise. [Mexico is] the third country in his top demographic at the moment.
Activating influencers. Please explain.
Mainou: We looked at lip-synching which fueled social media content. Then we looked into dance challenges. This is where we can start connecting with other countries and going global. We moved from lip-synching to the dance challenge [because] we knew it’s an easier thing for people in other countries to tap into.
We saw a couple of fan [pages] chiming into this. It was key to leverage from this and create new [dance challenges]. We were like, “Let’s take advantage of that and work with them.” We collaborated with fan accounts on TikTok, being like, “Yo, let’s work together. Put this [song] up.” At the end of the day, it’s content that they’re pushing on an organic level.
Once we got into Mexico, it was a no-brainer to start activating DJs for the song. We did that across Colombia, Argentina, Chile, Miami, targeting different demographics. We were able to get data on Spotify, Apple Music and YouTube. That puts us on this new level, and the song started translating into the U.S., and it was going crazy in the U.S.
FloyyMenor is a relatively unknown artist. What is your thought process when attempting to break an unknown act into the U.S.?
Mainou: This is an independent artist, so I don’t have a lot of money. How can we take advantage of what we’re doing? I connected with the digital team to give me Mexico influencers [whose] second-biggest demographic is in the U.S. With that mindset, I can pay for the influencer Mexico fee. Then it caught U.S. growth; [Mexican influencers] have a very strong presence in U.S. Latin culture. That can cover almost every big Latin influencer in the U.S. doing the song without us having to pay. We saw the song growing to almost 20 million streams on Apple, and from that a large portion came from the U.S. That took me into this current new position where I’m starting to push specifically the U.S. The song is already here, and we know it’s [playing] in nightclubs, people doing remixes, and the DSPs are supporting. He’s gotten [on] pretty much every single cover [of official playlists on] DSPs, and social support. We’ve seen artists [using] the audio [on social media], from Kenia Os to Shadi and Malu Trevejo…as well as Trapeton, Trap House Latino, etc.
Why do you think “Gata Only” is resonating with the masses?
Mejía: The lyrics talk about TikTok, about likes, about following. I think that he hit something that resonates with the kids. To top it off, it’s such a great melody. And having Cris MJ never hurts.
Mainou: The sound is very particular. I’ve become a very big fan of the Chilean sound from “Ultra Solo” [by Polimá Westcoast and Paloma Mami] a couple years ago, and from working with Nicko G. I think the production is very Chilean, [combined] with very good vocals and great analogies.
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What is UnitedMasters doing different than other management and agency companies?
Mejía: At UnitedMasters, our mission is to be a tool for the artists and get them wherever they wanna get. We work with independent artists, and that has some challenges around it. Not all of them have managers, nor friends that can make them music videos; not all of them have a studio that they can record music at. We sat down with Floyy, we were able to not only get to know him but make him look at the bigger picture. We told him, “This is what we can do with you if you trust us, if you listen to us. This is where we can take you.” It’s about sitting down with the artists, understanding their needs, and being able to make a plan around it, creating a timeline.