Guest
Gineyda Cornelio
Gineyda Cornelio is Director of Marketing and Latin Strategy at Audiomack, as introduced on the show.
Episodes (1)
Audiomack's Gineyda Cornelio, Director of Marketing and Latin Strategy, on Latin music's 19% listener growth, curator discovery, and independent artists' rise.
Questions these episodes answer
How much has Latin music grown on streaming platforms recently?
Cornelio says Audiomack alone has seen a 19 percent increase in Latin consumers over the past couple of years. She credits part of that growth to crossover stars like Bad Bunny, whose global reach and viral moments are pulling in listeners who had never engaged with Latin music before.
Why does Latin music connect with listeners who don't understand Spanish?
Cornelio says the instrumentation itself carries emotional meaning independent of the lyrics, so a listener can tell whether a song is sad, happy, or made for dancing just from the sound. That physical, catchy quality is what draws in people who cannot follow the words at all.
How does Audiomack decide which new Latin artists to support?
Cornelio says Audiomack's curators, herself included, keep an A&R-style role alive by actively researching and listening rather than relying purely on algorithms. The goal is to be the first platform to champion an artist before they break out, then support their trajectory as they grow.
Why did musica mexicana artists become known for staying independent?
Cornelio explains that many musica mexicana artists broke out during the pandemic while still unsigned, and survived on royalty income rather than touring revenue. Signed artists who depended more on live shows struggled when touring stopped, which reinforced independence as a viable path for the genre's new stars.
What does the Latin music industry still lack compared to more established markets?
Cornelio says many talented Latin artists still lack business and industry education that artists in more established markets, like the American scene, already take for granted. She sees this gap as a major opportunity and spends time personally advising artists on the business side of their careers.