NEW YORK (CelebrityAccess) – Spotify’s head of Latin music, Rocío Guerrero, has announced that she is leaving the streaming service to join Warner Music Group where she has been named Vice President, A&R and Cross-Cultural Strategy, Warner Music Latin America & Spain.
Guerrero, who will be based in New York but will split her time between NY and Warner Music Latina office in Miami, FL, will report to Warner Music Latin America President Iñigo Zabala
In her new role, Guerrero will be tasked with exploring new artist development avenues across the streaming services, helping to identify emerging talent, and putting together creative collaborations for Warner Music’s artists on a global and local level.
Commenting on the news, Guerrero said: “In recent years, we’ve seen Latin music break cultural, linguistic, and geographic boundaries, and it’s just the beginning.
“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.”
Zabala added: “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, who joined Spotify in 2011, was responsible for leading the development of both the ¡Viva Latino! and Baila Reggaeton playlists, which currently boast 8.8m followers and 8.6m followers globally.
This past June, Guerrero also announced the launch of Spotify’s Viva Latino Live! tour, headlined by some of the biggest names in Latin music including Daddy Yankee, Bad Bunny and Becky G among others.