Rocío Guerrero has been a driving force behind the growth of Latin music globally, having been instrumental in the launch and growth of Spotify’s ‘Viva Latino’ playlist to its current 10.4 million followers. However, she left Spotify in October 2018 to join Warner Music Latin America & Spain as VP of A&R and cross-cultural strategy. Now she’s heading back to DSP-land, named as Amazon’s first global head of Latin music.

Her brief is to expand the Amazon Music service in Latin markets as well as building on its existing curation, including flagship playlist ‘Fuego Latino’. “In this new role, Rocío will build a team dedicated to Latin music content while identifying new initiatives that bridge music and voice innovation,” explained Amazon’s announcement of the news.

Latin music has been one of the big winners of the streaming era, with stars like J Balvin riding high in the artist charts of services like Deezer and Spotify. Meanwhile, Latin tracks and artists have been prominent on YouTube’s various music charts all year.

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Stuart Dredge

Music Ally's Head of Insight

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