Warner Music Doubles Down on Música Mexicana—Expanded Team, New Strategy, LA & Mexico Hubs

Warner Music Musica Mexicana
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Warner Music Musica Mexicana
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Photo Credit: Warner Music (Rubén Abraham | General Manager, Música Mexicana | and Tom Rodríguez | President, Warner Music Mexico & Música Mexicana)

Warner Music is strengthening its support for Música Mexicana with an expanded team, new A&R strategy, and hubs located in Los Angeles and Mexico City.

The new forward-thinking approach combines an A&R team deeply rooted in Mexican culture with a thorough understanding of its music landscape with a marketing team whose global framework and local expertise is crafted to offer services and strategies that can tangibly advance artists’ careers.

Leading the new initiative is Tomas Rodríguez, President of Warner Music Mexico & Música Mexicana, who will spearhead the project from Mexico City. Meanwhile, Rubén Abraham, General Manager of Música Mexicana, will oversee the A&R and Marketing team from WMG’s downtown Los Angeles office—ensuring a cohesive strategic direction across the United States and Mexico.

The newly formed A&R team boasts Brian Plascencia as Director of A&R. He has a stellar track record, including roles at Universal Music and Univision Records, as well as serving as West Coast Label manager at Machete Music. While there, Plascencia launched and developed the careers of artists including El Potro de Sinaloa, Fidel Rueda, Larry Hernandez, and Roberto Tapia. Plascencia was also a founding partner at Alianza Records, where he helped develop artists including Caimanes de Sinaloa, Edicion Especial, and Grupo H-100.

Armando López, Associate Director of A&R, brings more than a decade of industry experience, with a background in marketing, musical production and concert promotion. He joined Warner Music last year after working at Creative Channels Mexico.

Cesar Carrillo joins as Senior Manager of A&R, bringing over 18 years’ experience in the Música Mexicana scene. His notable achievements in music production as an artist and managing talents such as Los Buitres de Culiacán and Tomas Ballardo lend to that expertise. Carrillo has worked on bookings for the band Lumbre Music and has collaborated with artist management and live company FM Entertainment while assisting in managing agendas of major icons including Banda Machos, Fidel Rueda, and Ramón Ayala.

Maria Angela Batiz will continue to be a key player in the development of marketing strategies and campaigns as Director, Marketing, Música Mexicana.

“The expertise, adaptability, and market acumen of our enhanced Música Mexicana team will bolster our vision for the genre’s development and globalization, cementing Warner Music as a driver of the scene,” says Tomas Rodríguez.

“We’re primed to offer the industry’s premier platform for the genre, supported by top-notch professionals and tailored negotiation options that cater to both the present needs and future prospects of Música Mexicana,” adds Rubén Abraham.