Billboard Celebrates Spanish Music Leaders at Exclusive Event in Madrid: ‘Total Commitment’

MADRID — After a successful First Spanish Music Encounter at the WiZink Center in 2024, Billboard returned to Madrid on Tuesday (March 18) with “Leaders of Music in Spain,” an event that reaffirms its commitment to the country’s music scene. The cocktail event, held at the Hotel VP Plaza España Design, gathered more than a hundred executives, artists, and key industry figures to strengthen ties and boost the global projection of Spaniard music.

Among the attendees were Pino Sagliocco, president of Live Nation Spain; José Luis Sevillano, CEO of AIE; Sandra García-Sanjuán, executive president of Grupo Starlite; Claire Immoucha, head of Amazon Music Spain; Mar García, marketing director of Warner Music Spain; Narcis Rebollo, president/CEO of global talent services at Universal; and José María Barbat, president of Sony Music Iberia. Artists like Rosana, Lela Soto, Natalia Lacunza and Álvaro de Luna also joined the event, sharing their thoughts on the present and future of music in Spain.

On Billboard‘s behalf were Leila Cobo, chief content officer for Latin/Español; Pamela Bustios, senior chart and data analyst for Latin/Español; and Marcia Olival, sales director for US Hispanic, LATAM, and Iberia.

“I’ve always said that Billboard is a bridge between Spanish-language music and the Anglo market. We tell these stories to an audience that doesn’t speak Spanish, but also in Spanish, and with Spain, this idea of a bridge is literal,” Cobo emphasized during the event. “Spain has more streams than ever, ticket sales are extraordinary, and it’s the world’s top music tourism destination. We want to amplify what you do, celebrate you, and be part of your story.”

This expansion of Spaniard music beyond its borders is a reality that resonates within the industry. Alicia Arauzo, general manager of Universal Music, highlighted the importance of these networking spaces to continue building international connections. “Without a doubt, these are great initiatives because, in the end, that’s what it’s all about: Spanish artists are going further and further. It’s something that didn’t happen years ago, and it’s fantastic to be able to cross bridges and have our music reach other territories,” she said.

Held at the Ginkgo Sky Bar — with panoramic views of the Royal Palace, the Almudena, and Plaza de España — the gathering served as a space for networking and dialogue about the industry’s challenges and opportunities.

In conversation with Billboard, Melanie Parejo, head of music for Spotify in Southern and Eastern Europe, emphasized Spain’s importance as a key point within the global ecosystem. “Billboard anchors here, in a country that is the gateway to Europe,” she noted. “Spanish-language music is more interconnected than ever. Gen Z doesn’t care if an artist is from Tenerife or Venezuela, and that’s incredibly powerful.”

For attendees, Billboard‘s presence in Spain represents a validation of the market’s growth and international projection. Rosana, one of the invited artists, expressed her gratitude. “Billboard opened its doors to me 15 days after releasing my first album in the U.S. and Latin America. Now that it has decided to come here, all they makes me want to do is make them feel at home,” she said.

From the business side, Blanca Salcedo, general manager of Sony Music Spain, highlighted the importance of the visibility provided by the platform. “I’d love for this to happen more in Spain,” she said. “The digital world has achieved unity and eliminated barriers.”

For Álvaro de Luna, being part of this celebration was a personal milestone: “Seven years ago, I wouldn’t have imagined being mentioned in anything related to Billboard. It’s a dream.”

The event was made possible thanks to the support of Hotel VP Plaza España Design, Mahou, AIE, Santander SMusic, and Tequila Patrón, which prepared the evening’s special cocktail, the Paloma Patrón.

With “Leaders of Music in Spain,” Billboard continues to bet on strengthening its presence in the country and amplifying the impact of Spanish music globally. “We have total commitment to Spanish-language music, to Spain, and to its industry,” concluded Cobo.