Warner Music Group’s ADA Worldwide has launched a new global Latin division based in Miami and has named Juan Paz as managing director. Paz will oversee ADA’s operations for U.S. Latin, Latin America, Spain and Portugal, reporting into Eliah Seton, president of independent music and Creator services at Warner Music Group.
Paz comes to ADA with experience both as a manager of indie bands and as executive with experience in major labels. Prior to his ADA appointment, he led digital marketing for Sony’s U.S. Latin and Latin-Iberia region, working campaigns for the likes of Romeo Santos, Ricky Martin, Marc Anthony and Maluma. Prior to that, he spearheaded the launch of the Digital Marketing and Consumer Insights department at EMI Latin America.
Paz, who is Colombian, also managed the careers of Colombian artists like Bomba Estéreo and Monsieur Periné, in addition to Chile’s Javiera Mena and Puerto Rico’s Eduardo Cabra.
“Global impact is a cornerstone of ADA; we’re the indie that can scale. Being a leader in Latin America is mission critical to delivering on this promise,” said Seton in a statement. “As we continue to expand and connect our networks, capabilities and services globally, Juan’s appointment and the team and roster he is building represent a huge milestone.”
ADA’s expansion into Latin comes following major inroads by The Orchard and Ingrooves. The Orchard, which has long had significant presence in the Latin market, has been growing its share quickly in recent years, and currently has distribution and marketing deals with the likes of Anuel and Natti Natasha, while Ingrooves works with Rich Music’s roster, including Sech and with Del Records.
Launching a Latin division at ADA underscores the importance of the segment for the company’s business.
“As someone with an entrepreneurial background who has touched all aspects of the music business, I was drawn to ADA’s unique position in the industry,” said Paz. “There’s so much opportunity, especially in this region, and the local artistic community will benefit from having a strong advocate and partner to rely on.”
Paz is currently building out his team in Miami and across the region and will look to build a roster of artists, labels and partners that can be distributed and promoted internationally both through ADA and Warner.