Warner Music Group has promoted Roberto Andrade Dirak to lead Warner Music Latina and oversee A&R across Latin America. The Miami-based executive gets a wider role in finding artists and shaping music strategy across the region, with Alejandro Duque remaining his direct boss.
The expanded job puts Andrade in closer contact with local talent scouts and regional leaders. His team will seek out fresh sounds, assess major record deals, and help artists reach fans across national borders.
Andrade wants Warner to back musicians early, before they become widely known. He sees Latin music's global reach as a chance to give regional talent better career support and more room to grow abroad.
His track record goes back well before Warner. He spent six years managing Colombian singer Sebastián Yatra and worked with Carlos Vives on personal and tour management. That experience led to his appointment as managing director of the Latin label.
Puerto Rico and Colombia have become major areas of focus under his leadership. Warner credits Andrade with spotting urban acts early and helping its roster grow in both markets.
Clarent is one recent example. The Puerto Rican artist joined the label, and Warner says his latest album reached the top spot on Spotify's worldwide chart. Fellow signings include Aria Vega, Fanta Rosario, De La Rose, and Kris R.
The roster has grown further with Colombian newcomer Tury, producer Kybba, and Ecuadorian performer Jombriel. Andrade also brought Yami Safdie across from Warner's Southern Cone business, aiming to help her reach listeners outside her home market.
There's a separate push in Puerto Rican trap as well. Power Trap House gives local urban artists a place within Warner's development efforts. The lineup features Luar La L, Izaak, Hanzel La H, Rowma, Pao Pao, Jotarosa, and Jon Z, alongside several other acts.
Myke Towers is part of that wider network. His Whiteworld Music company already has an exclusive worldwide distribution arrangement with Warner Music Latina and Warner Records.
Cuban reparto has also caught Andrade's attention. He signed Dale Pututi and Nesty, two performers Warner regards as major names in the genre's American scene.
Beyond new signings, his strategy work has covered Danny Ocean, Elena Rose, Blessd, and W SOUND. That gives him experience across different Latin styles rather than just one corner of the market.
Duque has backed the promotion, praising Andrade's knowledge of Latin music and his creative approach. He expects the broader position to help artists gain more reach across the region.
The leadership change comes during a wider shake-up at Warner. Duque recently took charge of international operations, adding EMEA and APAC to his former Latin American responsibilities. Warner says its share of the frontline US Latin market grew fourfold under his regional leadership.
The money behind Latin music helps explain the attention. US wholesale recorded music income from the genre reached $542.2 million in the first half of 2026, an 8.6% annual gain, according to the RIAA.
Latin releases also made up 9.1% of overall American recorded music revenue during that period, compared with 8.8% a year earlier. Across 2025, the genre brought in $1.009 billion at wholesale, a rise of 4.2%.
For Andrade, the larger role builds on his long-standing goal of helping new Latin acts become global stars. His responsibilities have expanded from running one label operation to guiding talent development across an entire region.
The expanded job puts Andrade in closer contact with local talent scouts and regional leaders. His team will seek out fresh sounds, assess major record deals, and help artists reach fans across national borders.
Andrade wants Warner to back musicians early, before they become widely known. He sees Latin music's global reach as a chance to give regional talent better career support and more room to grow abroad.
His track record goes back well before Warner. He spent six years managing Colombian singer Sebastián Yatra and worked with Carlos Vives on personal and tour management. That experience led to his appointment as managing director of the Latin label.
Puerto Rico and Colombia have become major areas of focus under his leadership. Warner credits Andrade with spotting urban acts early and helping its roster grow in both markets.
Clarent is one recent example. The Puerto Rican artist joined the label, and Warner says his latest album reached the top spot on Spotify's worldwide chart. Fellow signings include Aria Vega, Fanta Rosario, De La Rose, and Kris R.
The roster has grown further with Colombian newcomer Tury, producer Kybba, and Ecuadorian performer Jombriel. Andrade also brought Yami Safdie across from Warner's Southern Cone business, aiming to help her reach listeners outside her home market.
There's a separate push in Puerto Rican trap as well. Power Trap House gives local urban artists a place within Warner's development efforts. The lineup features Luar La L, Izaak, Hanzel La H, Rowma, Pao Pao, Jotarosa, and Jon Z, alongside several other acts.
Myke Towers is part of that wider network. His Whiteworld Music company already has an exclusive worldwide distribution arrangement with Warner Music Latina and Warner Records.
Cuban reparto has also caught Andrade's attention. He signed Dale Pututi and Nesty, two performers Warner regards as major names in the genre's American scene.
Beyond new signings, his strategy work has covered Danny Ocean, Elena Rose, Blessd, and W SOUND. That gives him experience across different Latin styles rather than just one corner of the market.
Duque has backed the promotion, praising Andrade's knowledge of Latin music and his creative approach. He expects the broader position to help artists gain more reach across the region.
The leadership change comes during a wider shake-up at Warner. Duque recently took charge of international operations, adding EMEA and APAC to his former Latin American responsibilities. Warner says its share of the frontline US Latin market grew fourfold under his regional leadership.
The money behind Latin music helps explain the attention. US wholesale recorded music income from the genre reached $542.2 million in the first half of 2026, an 8.6% annual gain, according to the RIAA.
Latin releases also made up 9.1% of overall American recorded music revenue during that period, compared with 8.8% a year earlier. Across 2025, the genre brought in $1.009 billion at wholesale, a rise of 4.2%.
For Andrade, the larger role builds on his long-standing goal of helping new Latin acts become global stars. His responsibilities have expanded from running one label operation to guiding talent development across an entire region.
