Sony US Latin President Alex Gallardo Is Leaning Into Data and Diversifying Deals

and Shakira. But to me, the difference was that back then it was about a small group of artists. Now, it’s about the entire Latin culture taking over. You find hit songs coming from newcomers and established artists, and that kind of curve that started in those years definitely continued over the pandemic. That hasn’t diminished.Do you feel that the industry is more singles-driven than ever?

Yeah, 100%. In the physical days, you released the album and then you worked the first single, second single, third and fourth singles -- the album was the kickoff of something. Now, the album is like the conclusion -- you wrap it up and you start on something fresh. Sometimes it’s just a collection of songs. Obviously, different artists have different approaches. We have a big roster, and we still have artists that approach an album as a coherent piece of work.

Collaborations have been one of the cornerstones of the Latin explosion. Streaming came along with the explosion of social media, so when an artist invites others to collaborate, it’s not only about the artistic angle, it’s also about bringing in their monthly listeners and social media followers. It’s very strategic, but it shouldn’t be done just for numbers.

We have different approaches. For example, in A&R, we have business intelligence identifying what is happening in the Latin region, what song by a new artist is having a surprising result, what new group is making noise here or there. Paying attention to an entire continent is impossible for any A&R, so bringing business intelligence to that helps a lot.

Obviously, we see more and more presence from Latin artists in the general market. One great example is early next year,

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