Spotify’s widely respected head of Latin music, Rocío Guerrero, is leaving the streaming company to join Warner Music Group.
Guerrero has been named Vice President, A&R and Cross-Cultural Strategy, Warner Music Latin America & Spain at WMG.
She will report to Warner Music Latin America President Iñigo Zabala and will be based in New York, splitting her time between NY and the Warner Music Latina office in Miami, FL.
Guerrero joined Spotify in 2011 – the year Daniel Ek’s company launched in the USA.
Amongst other achievements, she has led the development of the ¡Viva Latino! and Baila Reggaeton playlists.
Today, according to ChartMetric, ¡Viva Latino! is Spotify’s fourth biggest global playlist with 8.8m followers, while Baila Reggaeton comes in at No.5 with 8.6m. (The Top 3, if you were curious: (i) Today’s Top Hits; (ii) Global Top 50; (iii) RapCaviar.)
Last year Spotify promoted Guerrero to Head of Global Music Cultures, Shows & Editorial – Content, which saw her lead responsibility for playlists and brands that demonstrate the appeal of local music from around the world. She continued to head up Spotify’s Latin music efforts in the role.
As a senior member of the Warner Music Latin America and Spain team, Guerrero will now explore new artist development avenues across the streaming services, as well as help identify emerging talent.
In addition, she will put together creative collaborations for Warner Music’s artists on a global and local level.
“I’m especially excited to take on a more artist-centric role, this time from the label side, and from the earliest stages of a world hit.”
Rocío Guerrero (pictured)
“In recent years, we’ve seen Latin music break cultural, linguistic, and geographic boundaries, and it’s just the beginning,” said Guerrero.
“I’m looking forward to joining Iñigo’s team, where together we’ll continue to advocate for music globalization and diversity. I’m especially excited to take on a more artist-centric role, this time from the label side, and from the earliest stages of a world hit.”
Said Zabala: “Rocío has amazing expertise and experience in attracting audiences across different cultures, and delivering groundbreaking, global hits.
“She will be a huge asset to our artists across Latin America and Spain, and bring in a valuable perspective as we break new, unexpected and unconventional sounds with local fans all over the world.”
Guerrero joins a long list of executives who have left Spotify over the past 12 months including Global Head of Creator Services Troy Carter, Chief Marketing Officer Seth Farbman, International Shows & Editorial boss George Ergatoudis, senior marketing and comms exec Angela Watts, Global Head of Artist & Label Marketing, Dave Rocco, former US comms chief Graham James and Global Head of Artist & Industry Partnerships Mark Williamson.
Other departures at Spotify over the past year have included the defection of Tuma Basa to YouTube Music, as well as the exit of UK/international Head of Artist & Label Services, Kevin Brown.
Guerrero was named to Billboard’s Latin Power Players list, as well as one of the Top 100 Most Powerful Female Executives by Billboard, in both 2016 and 2017.
Her tenure at Spotify began in her native Spain and took her to Stockholm, Sweden and eventually to New York City, where she is a member of the Latin Media and Entertainment Commission of the City of New York, and Executive in Residence at New York University.
In June, Guerrero announced the launch of Spotify’s Viva Latino Live! tour, headlined by some of the biggest names in Latin music, such as Daddy Yankee, Bad Bunny and Becky G
She recently launched the Global X initiative to promote culturally diverse music through a playlist that Spotify’s website describes as “The sound of a new era.”Music Business Worldwide