State Champ Radio Musica Mexicana
Warner Chappell Music has announced Delia Orjuela as its new head of creative Mexican music/música mexicana. Based out of Los Angeles, the veteran executive will report to Gustavo Menéndez, WCM’s president, U.S. Latin & Latin America.
In 2021, Orjuela joined Warner Music Latina to lead the label’s Mexican music division where she guided the careers of artists like DannyLux, who is among the new generation of música mexicana hitmakers. Last year, her and Ruben Abraham were appointed co-leaders as the label doubled down on their commitment to música mexicana.
According to a press release, in her new position, Orjuela will continue to “collaborate closely” with the recorded music team and look for cross-collaboration opportunities between the label and publisher.
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“I have spent most of my career advocating and championing songwriters, and they’ve remained my true passion,” Orjuela said in a statement. “Music is incredibly powerful, and I love how a great song with meaningful lyrics can impact people’s lives. I’m so glad to once again be a part of the songwriting process from the beginning, helping to set up collaborations and nurture creative connections. This next step in my career brings everything full circle, and I can’t wait to hit the ground running with Gustavo and the incredible team at WCM.”
Prior to joining Warner, Orjuela was the longtime vp of Latin creative for BMI, where she worked for 22 years. She left in 2019 to start “a new chapter” in her life. That same year, she was appointed president of Latin Songwriters Hall of Fame.
“Delia and I have known each other for years, and what started as professional respect has grown into a deep and genuine friendship,” Menéndez added in a statement. “She’s fiercely passionate about empowering music creators and providing them with the right tools to amplify their voices on a global scale. We’ve already started to pull together exciting plans with [Warner Music Latin America president] Alejandro [Duque], and her natural instinct will drive remarkable success in one of today’s fastest-growing genres.”
In a joint statement, WCM co-chairs Guy Moot (CEO) and Carianne Marshall (COO) expressed: “Delia has supported countless songwriters and established a reputation for energizing teams and elevating music. We see huge potential to create timeless songs in the Mexican music market, and her leadership will help us continue to develop songwriters who shape culture.”
Warner Music has revamped its regional Mexican music operation, announcing veteran executives Delia Orjuela and Ruben Abraham as co-heads of its growing Música Mexicana division.
In their new roles, Orjuela and Abraham will jointly lead the division’s overall strategy for the U.S. and Mexico. Orjuela will focus on artist relations and creative projects, and Abraham will concentrate on operations, growth and dealmaking.
Abraham, an 18-year veteran of Warner, was most recently senior vp of marketing and artist strategy for Warner Music Latina, based out of Miami.
He will now join Orjuela – who joined Warner Music Latina as general manager of Mexican music in 2021–in Los Angeles. Both executives will report to Tomás Rodríguez, president of Warner Music Mexico and Central America, with additional oversight from Alejandro Duque, president of Warner Music Latin America.
Warner’s restructure is aligned with the label’s new focus on Mexican music. Years before, Warner had been a powerhouse in that arena, but over the years the label focused more on pop.
Once Duque joined the company as president in 2021, he made Mexican music a priority and launched the Música Mexicana division, signing acts like Los Aptos, Tomas Ballardo and DannyLux, who performed at Coachella this year. Last year, the label also signed veterans Grupo Pesado, who had been in Warner decades ago, and stars like El Komander.
“Música Mexicana is a diverse body of music with a long, rich, and beautiful history. Delia and Ruben’s deep experience, relationships, and passion for Mexican music make them the ideal leaders as we strengthen our commitment to taking Música Mexicana into a new era of global growth and influence,” said Duque in a statement.
“I look forward to leading Warner Music’s Música Mexicana division alongside my colleague Ruben Abraham,” said Orjuela. “Together, we will build on the foundation that has been established to help take Mexican artists and music to new heights.”
“It’s an honor to help shape the future of Música Mexicana,” said Abraham. “The growth of Mexican music consumption in Mexico itself and in the U.S. is a big priority for us, and I’m excited to collaborate with Delia to accelerate our artist development and reach. With the teams, tools, and expertise of our network, we have an incredible opportunity to amplify Mexican music worldwide.”
Tomas Rodriguez adds: “Delia and Ruben are powerhouses when it comes to championing artists and driving business results. Our Música Mexicana efforts are in the perfect hands under their strategic leadership.”
Regional Mexican music, also known as Música Mexicana, has long been one of the backbones of Spanish language music in the United States, bolstered by a huge Mexican American population. But in the past year, both local and global interest in the music has exploded, and major labels like Sony and Warner are putting new emphasis and resources behind the music.
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