Press Release


May 14, 2024

Warner Music has strengthened its support for Música Mexicana with a new team operating an enhanced integrated A&R and marketing strategy. The forward-thinking approach combines an A&R team deeply rooted in Mexican culture and with a thorough understanding of its music landscape, and a marketing team whose global framework and local expertise is crafted to offer services and strategies that can tangibly advance artists’ careers.

Leading this initiative is Tomas Rodríguez, President of Warner Music Mexico & Música Mexicana, who will spearhead the project from Mexico City, reaffirming the company’s dedication to the local market. Rubén AbrahamGeneral Manager of Música Mexicana, will oversee the A&R and Marketing team from WMG’s downtown Los Angeles office, ensuring a cohesive strategic direction across the US and Mexico.

The newly formed A&R team boasts Brian Plascencia as Director of A&R. He has a stellar track record, including roles at Universal Music and Univision Records, as well as serving as West Coast Label Manager at Machete Music, where he launched and developed the careers of artists such as El Potro de Sinaloa, Fidel Rueda, Larry Hernandez, and Roberto Tapia. Plascencia was also a founding partner at Alianza Records, where he helped develop the artists Caimanes de Sinaloa, Edicion Especial, and Grupo H-100.

Armando LópezAssociate Director of A&R, brings more than a decade of industry experience, with a background in marketing, musical production and concert promotion. He joined Warner Music last year after working at Creative Channels Mexico.

Cesar Carrillo joins as Senior Manager of A&R, bringing over 18 years’ experience in the Música Mexicana scene, with notable achievements in music production as an artist and in managing talents such as Los Buitres de Culiacán and Tomas Ballardo. Carrillo has also worked on bookings for the band Legado 7 with independent label and live company Lumbre Music, and collaborated with artist management and live company FM Entertainment, assisting in managing agendas of major icons such as Banda Machos, Fidel Rueda, and Ramón Ayala.

Additionally, with years of experience and a deep knowledge of the genre, Maria Angela BatizDirector, Marketing, Música Mexicana, will continue to be a key player in the development of marketing strategies and campaigns. 

Tomas Rodríguez says: “The expertise, adaptability, and market acumen of our enhanced Música Mexicana team will bolster our vision for the genre’s development and globalization, cementing Warner Music as a driver of the scene.”

Rubén Abraham adds: “We’re primed to offer the industry’s premier platform for the genre, supported by top-notch professionals and tailored negotiation options that cater to both the present needs and future prospects of Música Mexicana.”

Warner Music’s growth in the genre is evident, bolstered by synergy with ADA, enabling a diverse array of services and agreements. The roster of Warner/ADA-supported artists features luminaries such as Codiciado, El Komander, Pesado, DannyLux, Los Aptos, and many others.