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What The #&@$ Do You Do, Inés?!

What The #&@$ Do You Do, Inés?!

With offices and employees spread across the globe, sometimes it takes time to get to know everyone. In our series ‘What The #&@$ Do You Do?!’ (WTFDYD), The Orchard highlights Orchardites from all over the world to learn more about their role at The Orchard and experience working in the music industry.


Inés, tell us about what the *&^# you do!

I am the VP of Sales and Marketing at The Orchard Latin. This means I oversee relationships with DSPs in the Latin space to support our releases and artists there. Of course, it means playlisting, but it’s not only that. It’s basically getting the best support in many, many ways and creating partnerships with DSPs, which are super important for the growth of pretty much any artist.

What’s your favorite part of your job?

Early access to music is certainly great and I feel very privileged to be able to listen to amazing new music before anybody else. But, the part that I love the most about the job is being able to create and tell a story about a project, an artist, a genre, or about whatever is going on. 

I always say pitching is not just coming to an agreement or sending emails and messages. Pitching is keeping a constant conversation about something. So I would say definitely the creative part of my job and the social aspect are what I enjoy the most.

What’s a campaign/project you are proud to have worked on? 

That’s a tricky one. I’m very proud of having worked on some very high-profile campaigns for No.1 albums and No.1 songs. I feel like I’ve learned so much through those and it’s always a wonderful feeling.

But to be honest, I think I’m prouder of what we’ve been able to achieve with emerging new artists. It may not have been as huge, of course, but I feel like my team and I brought a lot to the table for many of those artists, so it feels great.

What are a few Latin trends audiences should be looking out for?

I’d say the biggest Latin trend is Latin EDM, which is happening everywhere right now. It’s doing very, very well. I would also expect to see more traditional music from different Latin countries going mainstream.

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