The challenge of emerging as an agency in the digital industry

“Music can name the unnameable and communicate the unknown” Leonard Bernstein.


The creative industries are interdisciplinary scenarios in which entrepreneurship is the basis for embarking on the digital music adventure. Music is not only played or heard, it includes an essential dynamic like that of breathing: it involves the teamwork of several gears and channels that complete a system that allows to obtain satisfactory results.


Behind great artists there is a structure made up of different professional branches such as marketing, business management, advertising communication, law, event production, among others, that meet innovative guidelines typical of new technologies to open their way in the music industry and create independent creative concepts becoming recognized as new digital agents in the music market.


The challenge is to be your own boss, to be sensitive to new digital businesses, to be informed of the latest trends, as well as to use innovative tools such as streaming and monetization through digital models, among others, to emerge as an entity which seeks to potentiate the artist and his musical product. It is important to master the issue of licensing rights and products needed to function in the music chain and become a valued agent within the market.


The music industry is of passion and experience, in which it is necessary to know all the actors involved in it to create appropriate public relations that become vital contacts, in addition to knowing the economic percentages that each one takes home for accomplished  work. The ability to set up a business plan to market products, to know the roles that are involved in the music supply chain, and to encourage motivation as well as the promotion of artists are the main pillars that will be addressed at the 2017 Heat Awards Conference.

Conference Themes Heat 2017 Awards


  • ENTREPRISING IN THE INDUSTRY: The basic variables to create business in the music market.




  • ARTIST RELATIONSHIP WITH THE INDUSTRY: From motivation, ideas rise.







  • NEW AGENTS AND BUSINESS MODELS IN THE DIGITAL ERA: Being born and enduring in the digital music industry.


Lecturer: Jordi Finazzi (Spain), Musicales América director at Prisa Radio

As Director of Digital Music Business for the Prisa Group, Jordi Finazzi launched a new digital area in the company (2012) from which all new media initiatives related to music and its different business models are currently being promoted. In 2014, Prisa Radio named him Director of Music Media of America, current position of which has manages the product strategies of the radio stations and digital channels in the region.




  • ROLES IN THE MUSIC INDUSTRY: Copyright and royalty distribution.


Lecturers: Gabriela González (Mexico), Vice President of Latin America for Ascap

Oversees the Latin Partners Department for the American organization, American Society of Composers, Authors and Publishers (ASCAP) and works hand in hand with composers and executives from the Latin music industry. Gabriela González has signed renowned composers such as Carlos Vives, Marco Antonio Solis, Gerardo Ortiz, Fonseca, Joss Favela, Rude Boyz, among others. In addition, she is a promoter of workshops and events that benefit ASCAP’s Latin composers around the world.



Ana Rosa Santiago (Puerto Rico), Vice President of Latin Music & Sync for Universal Music Publishing Group

Ana Rosa Santiago has been Governor of the Board of Directors of the Recording Academy (NARAS) or Grammy for the Florida chapter. She has worked for 18 years in ASCAP leading the offices of Puerto Rico and the Caribbean. He was responsible for signing composers like Daddy Yankee, Luis Fonsi, Alexis & Fido, Kany Garcia, Farruko, Chris Jedi, among others. She currently works with composers such as Romeo Santos, Espinoza Paz, Julio Reyes, MadMusick, Mosty, FEID and Dynast, among others.


  • THE MANAGEMENT OF MUSICAL EVENTS: Production, development and predictions.


Lecturer: Blanca Luz Holguín (Colombia), National Events and Services Manager RCN Radio

With more than 35 years of experience in radio production, Blanca Luz Holguín has a wide knowledge in the management and execution of mass events, in the training of  production staff, as well as in television production. She is also a coach in innovation. She has also managed several musical artists forging a career of fifteen years of experience in the Latin music industry.




  • CONFERENCE MODERATOR: Mariangela Rubbini (Colombia), Director Multiplatform Shock


For more than ten years Mariangela Rubbini has been in the direction of Shock from where she created and promoted the Shock Music Awards, which are already going for its fifteenth edition. She is the organizer of a band festival in her country aimed at emerging musicians. She has been jury in different shows and recognized festivals of music like Rock al Parque. She is also an influencer in social networks, and has moderated and lectured in different forums on the music industry.