Rocío Guerrero Appointed Vice President, A&R and Cross-Cultural Strategy, Warner Music Latin America & Spain

Rocío Guerrero will join Warner Music Group as Vice President, A&R and Cross-Cultural Strategy, Warner Music Latin America & Spain. She will report to Warner Music Latin America President Iñigo Zabala and will be based in New York, splitting her time between NY and the Warner Music Latina office in Miami, FL.

 As a senior member of the Warner Music Latin America and Spain team, Guerrero will explore new artist development avenues across the streaming services, as well as help identify emerging talent. In addition, she will bring about creative collaborations for Warner Music’s artists on a global and local level.

“In recent years, we’ve seen Latin music break cultural, linguistic, and geographic boundaries, and it’s just the beginning,” said Guerrero. “I’m looking forward to joining Iñigo’s team, where together we’ll continue to advocate for music globalization and diversity. I’m especially excited to take on a more artist-centric role, this time from the label side, and from the earliest stages of a world hit.” 

“Rocío has amazing expertise and experience in attracting audiences across different cultures, and delivering groundbreaking, global hits” said Zabala. “She will be a huge asset to our artists across Latin America and Spain, and bring in a valuable perspective as we break new, unexpected and unconventional sounds with local fans all over the world.”

  Guerrero was most recently Head of Global Music Cultures, Shows & Editorial – Content at Spotify, curating playlists and brands that demonstrate the universal appeal of local music, especially Latin American music, in today’s streaming market. She was named to Billboard’s Latin Power Players list, as well as one of the Top 100 Most Powerful Female Executives by Billboard, in both 2016 and 2017.  

Guerrero joined Spotify in its early days, in 2011, and moved up the ranks to ultimately become Head of Global Music Cultures, Shows & Editorial – Content. Guerrero’s tenure at the streaming service began in her native Spain and took her to Stockholm, Sweden and eventually to New York City, where she is a member of the Latin Media and Entertainment Commission of the City of New York, and Executive in Residence at New York University.

At Spotify, Guerrero curated some of the world’s most influential music channels and was instrumental in the recent globalization of Latin music. ¡Viva Latino!, a multimedia platform she created to “take Latin culture to the next level,” is the most-streamed Latin music channel in the world and includes exclusive original music videos, audio, behind-the-scenes content, and more. Guerrero also launched the forward-thinking Global X initiative to promote culturally diverse music through a playlist that Spotify’s website describes as “The sound of a new era.”