'The music market is surging': Warner Music expands in Latin America

'The music market is surging': Warner Music expands in Latin America

Just a few weeks ago at the launch of the IFPI Global Music Report, the rise of Latin America was highlighted in the latest set of numbers.

Now Warner Music has opened a new affiliate in Peru, of the fastest-growing music markets in Latin America.

Latin America is experiencing a music boom, with the IFPI reporting streaming growth of 39.3% in revenues last year. Overall, the region grew by 16.8% in terms of revenue once the impact of declines in physical and downloads were factored in.

Warner Music Peru will be based in Lima and headed by country manager Angela Sarmiento Vera (pictured). She is heading the operation after working at Warner Music Colombia for the last six years in various marketing roles. She will report to Maria Mercedes Montejo, GM, Warner Music Andean Region. 

Inigo Zabala, president, Latin America and Iberia, Warner Music, said: “The music market in Peru is surging as more people sign-up to digital services. This has opened up huge opportunities for our existing artists, who are travelling there in increasing numbers. Angela has the experience and skills to help them build deeper relationships with local influencers and fans alike. We’re also excited about building our A&R team so we can nurture some of the amazing local talent there.”

We’re excited about building our A&R team so we can nurture some of the amazing local talent

Inigo Zabala

Motejo said: “Peru’s an essential destination for artists from across Latin America and it’s also developed its own incredible local music scene. Growing digital and neighbouring rights income means the market in Peru is as commercially sustainable as it’s creatively sparkling. It’s a great moment to open an office in Lima.”

Sarmiento Vera added: “I’m honoured to be taking up the new role of general manager of Warner Music Peru. I look forward to welcoming our international artists to Lima, as well as working with local talent as we grow the business.”

Sarmiento Vera began her career working for Grupo Editorial Norma, a book publishing company based in Colombia. She later worked for Bogota-based PR agency Fabiola Morera. She joined Warner Music Colombia in 2012 as head of press and TV, before becoming label marketing manager and then being promoted to director of marketing.

Warner Music has been expanding its global presence in emerging markets China and the Middle East, as well as launching a JV in Nigeria.

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