If you ever wondered who helped Latin music get a foot in the door in the music industry, Rocío Guerrero would be one of them. The badass executive is the Global Head of Latin music at Amazon Music, and she works day and night to elevate Latin music and culture to take it to every corner of the world.

“[My job] is to take [Latin music] to every corner of the world and really showcase that we’re not just one single genre. Instead, [Latin music] is a range of beautiful people from different countries,” she told FIERCE. That’s why our tagline is ‘La Cultura That Connects Us.’ Yes, we are connected, and we want to celebrate that connection. However, we’re also different.”

That quest for education and awareness has driven Guerrero during the past years in the music industry.

How Rocío Guerrero carved a path for herself

Originally from Spain, Guerrero started her career at Spotify. From there, she went to Warner Music and then Amazon. She merged her journalism training with her passion for music to tailor a successful career.

“Little by little, I’ve been trying to find my voice and space,” she said. 

Despite the music industry being heavily male-dominated, Guerrero assures she always used those challenges in her favor. “[As a woman], I always focused on my overarching mission, which is to bring Latin music to the world,” she explained.

When your mission becomes a worldwide phenomenon

What was a professional choice for Guerrero was slowly becoming a massive worldwide phenomenon. In 2022, Latin music surpassed a billion dollars in U.S. recorded music revenue for the first time. The genre is now the 5th largest major music genre in the U.S., and its impact is reaching every corner of the planet.

This new landscape demanded new approaches in the industry. And Guerrero was one of the executives at the helm.

“We’ve generated exclusive, culturally relevant content,” she explained, highlighting Amazon Music’s educational initiatives that showcase the history and influence of Latin music. “[We’re] always trying to be in those places where culture is happening organically.”

The executive highlights how Amazon has helped produce exclusive songs via Amazon Originals with artists like Rosalía and Christian Nodal.

Opening up spaces and opportunities for new Latino artists

Similarly, Guerrero and her team know the importance of opening spaces for upcoming talent. That’s why she has helped create projects like Amazon Music’s Livestream platform. “It is one of our biggest value propositions [and one of which] we’re most proud of,” she explained about the festivals and concerts livestreams that range from Reggaetón to Rock.

With collaborations with Amazon Studios, Prime Video, and Twitch, for example, Guerrero looks to bring la cultura closer to the audience.

“Putting the Latin voice in all of the spaces with such an impact is exactly what I’m talking about when I mean elevating the culture,” she added.

How the industry is shifting and the impact of women in the workforce

Guerrero is aware of the gender disparities inside and outside the music industry. In Latin music, in particular, she understands it has been “a historic thing both behind and in front of the scene.” That’s why her team is working to favor the inclusion of women in playlists, stations, and projects. However, Guerrero highlights a wave of female executives “that are actually in positions of influence.”

“There are more women signed, at A&R, in the studio… There has been a shift in the last years I’m very proud to have been a part of,” she added.

Considering Billboard recognized Guerrero as one of the top 100 most influential female executives, it seems that she and her team are doing things right.

And if she could do it, “anyone can,” Guerrero insisted

Rocío Guerrero is undoubtedly a force to be reckoned with, and she wants other women, like her daughters, to know that nothing is impossible.

“The reality is that, if I could, everybody can,” she said. “Because, at the end of the day, it’s about staying true to yourself and believing there are no limits.”

And her career is a testament to that. As Guerrero explained, some of the positions she has held didn’t even exist. “They happened because I saw an opportunity, and I would offer myself to do that, and then it would happen.” That mindset helped her create her own destiny.

“Number one, you must believe in yourself,” she concluded. “Number two, use mentors. Use people that you look up to and are inspired by.”

Finally, Guerrero said it’s imperative to educate yourself and be curious. Despite the day-to-day craziness, she recognizes the opportunities she’s had.

“We are so lucky that we get to elevate [the Latino] culture and tell the story that needs to be told,” she concluded. “I’m very grateful for the position I’m in [but I also] take that responsibility very seriously.”