Over the nearly 20 years that Yvette Medina has spent in the music industry, she has been fortunate enough to work in various areas of the company, from the agency world at CAA and WME to marketing and as a label manager for artists such as Romeo Santos, Pitbull and Calle 13 at labels such as Sony Music and Roc Nation. Thanks in part to mentors including Darryl Eaton and CAA’s Pitbull, Medina discovered her entrepreneurial spirit and passion for managing artists, especially the rising stars.
Pollstar: How did you get started in the business?
Tell me more about being the only Latina.
I was the only Latina overall [music] department. And the only person who spoke Spanish. I was sort of the spearhead of anything anyone needed in terms of any of the Latin clients they currently had and tried to help where I could.
Initially, you did not see yourself in the Latin market. Was there another genre you were in?
How did you get on the label side of the company?
After five years at CAA, I ended up going to work for William Morris. They had an office in Miami that focused on Latin. And I was there for about two years… at CAA, I worked with Ricky Martin and when they needed a label manager for his project at Sony, I left the agency side, taking care of the reservations and started focusing on managing the label. side of things. It was a turning point for me because from that moment on, I wanted to continue working on the management side of the company.
And you also worked in marketing?
Was there anything to take away from your work with Pitbull or Romeo Santos?
When I decided to move to Roc Nation Latin, it was also really because I had worked with Romeo Santos at Sony… being able to come back to another artist who had done so many amazing things in his career. And with [bachata], Romeo took on a genre that many people considered to be more local … people listened to this type of music in the Dominican Republic and became a global sensation, he became one of the greatest artists in Latin music. So I think I’m using it now for my artists who have different visions and want to accomplish certain things so they never [lose] focus on your goal, because anything is possible.
How did the launch of your own artist management company come about?
Has he always dreamed of starting your own business? Did you see this as a necessity to forge your own path in the business?
I always wanted to have my own business and… to be able to launch my business and concentrate 100% on it after leaving Roc Nation, it was something that also seemed necessary to me. I thought I would really like to be able to have this relationship that I had with my other artists and do it for myself. And no one else could say, “Oh, you have to do this, or you have to do that. I just want to take their vision and make it happen. The only way to do this is to be able to 100% control what is being done and to be one-on-one with your artist.
You mentioned that you are passionate about helping the next generation of artists.
How have you seen the Latin market grow since you started in the business?
What’s next for Paloma Mami and Ecko?
We’re lucky that next month – we’ve started touring here and there – they’re both going to festivals in Mexico next month in November, and both plan to tour next year. So it’s exciting to really come back to the pitch so that they can connect with their fans again on a personal level, which is always. [about] live music!