One-Stop Startup Ex- Capitol Latin executive's new services company casts a wide net Most major -label downsizings stop shop providing market- consultancy and synch licens- used to involve laying off the ing, radio promotion, publish- ing. Respected film and music PLACIDO DOMINGO most junior employees first. ing administration and even video director Simon Brand is SIGNS WITH SONY But now labels are increasingly managerial services to a broad working with Criteria to secure CLASSICAL trimming from the upper ech- swath of clients that includes brand integration opportuni- Placido Domingo has signed elons of management. artists, labels and publishers. ties for music videos he shoots a recording contract with And rather than launch- It also serves clients in both on behalf of the firm's clients. Sony Classical, which plans ing labels of their own, as they the United States and Latin "We really work according to to release its first album might have in the past, some America. And rather than fo- an artist's needs and we work under the deal in fall of 2012. of those downsized senior cusing on the Latin music hand in hand with the label," The Grammy Award -winning executives are starting new market, Criteria aims to pro- Rodriguez says. For example, a tenor has recorded more than businesses aimed at provid- vide services to those looking current client is pop group OV7, 100 operas and was honored ing many of the to sell any type which is handled by Westwood DIY executive: last year as the Latin Grammy Entertainment's that la- of music to con- Entertainment and signed to Criteria person of the year for his services Latin DIANA RODRIGUEZ bels have out - sumers who Sony. Criteria is helping with cultural and philanthropic sourced, such as Notas speak Spanish. radio promotion in Puerto Rico, accomplishments. He is cur- PR, marketing, LEILA "I really among other things. ages up- and -coming pop /urban Rodriguez says her fees and rently general director of the COBO radio promo- haven't seen a Other clients include trum- artist Joey Montana, who's pay structure differ according Los Angeles Opera and was tion and digital company that peter Chris Botti, who has signed to Capitol Latin. to what an artist needs. named honorary chairman of marketing. does exactly hired Criteria to assist him in "We are not a label," Rodri- "You can tell me, 'I'm set IFPI in July. -Justino.4gui /a The most re- what we do and the launch of his new album guez says. "We don't distribute, in Mexico but I need a digital cent senior ex- can put every- in Latin America; Dominican we don't license, although we plan in the U.S. or a publicist MTV TR3S WILL NAME ecutive to join thing under one star Juan Luis Guerra for ad- do help get label deals together. in Argentina, "' she says. "We EUPHORIA CONTEST the fray is former Capitol Latin umbrella," Rodriguez says. ministration and exploitation But labels are focused on selling can work as your product man- WINNERS OCT. 7 senior VP Diana Rodriguez, Criteria has at its disposal a of his publishing in the United music and we're focused on sell- ager or simply as a company MTV's Tr3s channel will an- who has launched Criteria En- roster of experts who offer ser- States; singer /actor Carlos ing services, regardless of genre." that gets sponsorships. You nounce the winners of its tertainment with former Capi- vices in different territories. In Ponce for projects in Mexico; At the same time, she adds, can see us on the red carpet "Subway Fresh From the tol Latin promotions VP Jose Mexico, for example, it works and emerging Colombian rock "we are flexible and we un- with an artist, or at the nego- Road" contest on Oct. 7. Marquez. Rather than just spe- with the Workshop, the com- band V for Volume, which Cri- derstand that especially today, tiating table." Winners in San Antonio, cialize in one area of expertise, pany launched by former EMI teria manages. there are 360 deals in place and Texas; Dallas; Orlando, Fla.; For 24/7 Latin news Atlanta will get an all - the Santa Monica, Calif-based Mexico chairman Camilo Lara In addition -and separate we will respect what's in place .biz and analysis, see and company strives to be a one- and which specializes in A &R from Criteria -Marquez man- within the label." billboard.biz /latin. expenses trip to cover the Euphoria tour with Prince Royce, Enrique Iglesias and Pitbull. Each winner will THE 131LLB OAR D the first time that demographic has How does a remix benefit an older work with a producer and disposable income. pop artist like him? camera crew to interview Everybody seems toreallywantthis 18 -24 the singers for a segment on Promotional budgets are shrinking and the 25 -plus demographic. If they are the cable network's "Lo Que in the music business. How is this older, like Gloria [Estefan], they reinvent Te Pica" show. -JA affecting you? themselves in a community that didn't Remixes are a big part of our business. know them in the beginning because PERFORMERS NAMED We get hired to A &R and then promote now you have a whole new generation. FOR BILLBOARD artists that we represent. There are bud- MEXICAN MUSIC ita gets there, but they are less than they How relevant are remixes in Latin AWARDS Brad LeBeau, founder of New York - 18 -24 demographic in the Hispanic were. The budgets are in line now much music today for the club culture? Gerardo Ortiz, Larry Hernan- based dance music promotion, mar- community. Soft drinks want that more with what they should have been. When you went to [Hispanic] clubs dez and Julion Alvarez y Su keting and production company Pro demo. Alcohol [companies] want it. initially, you would not hear English - Norteño Banda are among Motion, has been remixing and pro- Car companies, credit cards and cell - You've worked with regional Mexi- language records. You would only hear the first acts to be announced moting club music for 28 years. He's phone companies want it. Why? It's can balladeer Marco Antonio Solís. Spanish records. That's no longer the as performers at the inaugu- worked with some of the biggest case. You may hear Gloria Estefan, Wisin ral Billboard Mexican Music names in Latin music, including Glo- y Yandel and Lady Gaga. But in the same Awards presented by State ria Estefan and Ricky Martin, and says set, you'll also hear Christina Aguilera Farm. Also performing: Into - remixes provide an effective way for in English and Spanish -all the more cable, Grupo Montez de Du- artists to stay relevant. reason [why] someone like Marco Anto- rango, Banda los Recoditos, "Promoting an artist may be 50% nio Solís should remix his records if he Los Horoscopos de Durango, about the music," LeBeau says. "The wants to get involved in that fray. Shaila Durcal and Paquita other 50% is about the image and the la del Barrio, with more per- concept of the artist." How has your business changed formers to be announced. LeBeau talked to Billboard about through the years? The awards will honor re- the realities of the new economy, the It used to just be record labels coming to gional Mexican artists and popularity of club music and how re- us. I think that artists now control a lot labels according to Nielsen mixes can benefit Latin artists. more of their own repertoire, especially SoundScan sales data and if they're not directly signed and want Billboard charts perfor- How important is the Hispanic audi- much more involvement in the market- mance. Premios Billboard ence for you? ing of their music. Justine Aguila de la Musica Mexicana will If we take a look at the Billboard Latin take place at the Orpheum singles chart, you've never seen so EN ESPAÑOL: All the great Latin Theater in Los Angeles and music coverage you've come to will be broadcast Oct. 27 on many Anglo artists on that chart. .IZ expect from Billboard -in Spanish. English is the first language of the Go to billboardenespanol.com. Telemundo. -Leila Cobo 10 BILLBOARD I OCTOBER 8, 2011 .