Four Female Latin Music Execs Define the Road to Success at Billboard Latin Music Week 2024

Four influential Latina executives from diverse sectors of the music industry — including marketing, legal, artist, and label — spoke about how they bossed up and assumed their own power in leadership roles during Billboard Latin Music Week.

The panel She Runs the Boards took place on on Monday (Oct. 14) during the annual event, and was moderated by Billboard‘s social media manager/staff writer Ingrid Fajardo.

Fajarado was joined by Apple Music’s music marketing lead Andrea Portela, Dominican actress/artist Dascha Polanco, Rostrum Records president Erika Montes, and Protege Tu Música’s music & entertainment attorney Yira Santiago. During their discussion, the four panelists spoke about the strategies for overcoming challenges, building meaningful connections and thriving in a competitive landscape.

Below, find some of the best and most memorable quotes from the She Runs the Boards panel:

Andrea Portela on the power of authenticity: “Es más fácil subirte en un trend. Authenticity plays a big role in who you are as an artist. It’s easy to follow the noise. The artists who go far are those who are true to themselves. Your team is a big reflection of an artist; be authentic in every aspect. Don’t just follow the trend because there are 500 artist trying to do what you’re doing. Success doesn’t come quick and easy, invest in yourself. Know your audience is Marketing 101. Social media is such a powerful tool but it only resonates if you’re authentic.”

Dascha Polanco on the importance of the team: “The most essential thing an artist must have is a team that supports and protects you legally. Many artists have gone through problems in a contract. We believe in dreams and we are very busy being creative, seeing the vision more than you […] I’ve been working in music for eight years, time waits for no one. I have a dance project with a lot of Latin music essence. I went to Berklee College of Music online. I do my engineering and record myself. Educate yourself and invest in yourself. Letting yourself be guided, trusting the process, is a very magical thing for me.”

Erika Montes on artist development: “I look for two things when I see an artist: You have to want it more than me. Secondly, always make an assessment, what can you do well? If you’re a good songwriter, but not good at production. Know what you’re good at and look at what to build. Focus on who your audience is and not on a look. When I start with artists I let them know this is a grind. Relationships are key. We’ll do everything we can, shake hands and kiss babies. [Success] doesn’t happen overnight, be patient.”

Yira Santiago on the importance of education and transparency in music: “Opening a YouTube channel to protect your music came about when I noticed that certain information was being kept and I felt the need to share it. There were lawyers withholding this information and not sharing it on to the public. It was important for me to share this, to establish that relationship with myself and the law, and how I monetize my music. It’s also crucial to manage relationships with record labels, marketing and handlers, in addition to assistance in all other areas. To take your career to a higher level and turn it into a business, you need a team to support you. It’s essential that the team aligns with your visions.”

Latin Music Week coincides with the 2024 Billboard Latin Music Awards set to air at 9 p.m. ET on Sunday, Oct. 20, on Telemundo. It will simultaneously be available on Universo, Peacock and the Telemundo app, and in Latin America and the Caribbean through Telemundo Internacional.