Rocío Guerrero will join Warner Music Group as Vice President, A&R and cross-cultural Strategy, Warner Music Latin America & Spain.
Guerrero most recently served as head of global music cultures, shows & editorial – content at Spotify, curating playlists and brands that demonstrate the universal appeal of local music, especially Latin American music, in today’s streaming market.
Among other achievement at Spotify, Guerrero curated influential music channels and created ¡Viva Latino!, a multimedia platform that would become the most-streamed Latin music channel in the world with exclusive original music videos, audio, behind-the-scenes content, and more.
In her new role, Guerrero 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 will also explore new artist development avenues across the streaming services, as well as help identify emerging talent. In addition, she will bring about creative collaborations for Warner Music’s artists on a global and local level.
Speaking about her appointment, 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.”
Warner Music Latin America president Iñigo 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.”