When Leila Cobo joined Billboard magazine, recognized by many as the “bible of music,” she had no plan beyond continuing to write about her passion: music.
Cobo currently holds the position of executive vice president and director of Latin and Spanish content, a title she has earned over the years thanks to her leadership and innovative strategies. He has been instrumental in the expansion of Billboard Latin Music Week and has played a key role in the promotion and visibility of Latin music globally.
“When the opportunity at Billboard arose, I saw a national brand and considered it a great opportunity. I thought, ‘This is great; go from a local newspaper to a global brand. I saw it very clearly’”says Cobo in an exclusive conversation with La Opinión, while enjoying a coffee in a cozy restaurant in Key Biscayne, Florida. In this talk, she shares her journey from her role as a music critic at the Miami Herald in 2001, to her current leadership in covering Latin music worldwide.
At the height of the first “Latin Explosion,” Latin content was beginning to receive international recognition and Cobo looked for a way to amplify that attention, focusing it on the projects he would tackle with Billboard.
“I came in with the expectation of more visibility. And shortly after being here, I realized that ‘you can do a thousand things here that I had never imagined’”says Leila, who this year has been busy preparing for Billboard Latin Music Week 2024. “The conference was always present in my mind, because that’s how I met Billboard. “I was in Miami and I covered it.”.
More than three decades of influence and transformation
Since its creation in 1989, Billboard Latin Music Week has established itself as one of the most influential and anticipated events in the music industry.
Today, it represents innovation and diversity, celebrating the multi-billion dollar Latin music industry and analyzing its advances over three decades. With three days of panels, an awards ceremony and a special celebration on Friday to commemorate its 35-year legacy, Billboard Latin Music Week also offers emerging artists an invaluable learning opportunity to boost their racing.
This year, Billboard celebrates more than three decades of an event that, in its beginnings, was a modest conference dedicated to Latin music. Under Cobo’s leadership, it has transformed into a unique platform not only for executives, but also for artists—emerging and established—and for fans of Latin music.
“At first, I only had one artist. That’s what I inherited: a business conference and panel discussion with an artist to give it a special touch. That’s how my first two years were. “I gradually started bringing in more artists.”Cobo explained when recounting how he began to implement small changes, going from planning a conference for 300 attendees to one for 1,500, including members of the international press.
“At some point I realized that if I didn’t push for this, it wasn’t going to happen. I could have stayed there, doing my job, scheduling the conference and having a cover a year, but no. “If I’m going to write about something, it has to excite me on some level.”added Cobo, emphasizing his desire to promote Latin music and do more since he had the opportunity in his hands.
With each edition, Billboard Latin Music Week consolidates itself as a meeting point to discuss, celebrate and expand the influence of Latin music in a global context. Over three and a half decades, this event, held in conjunction with the Billboard Latin Music Awards, has brought visibility to countless artists, promoted iconic collaborations and has been instrumental in helping Latin music cross borders.
Where will this year’s conference be?
This year, the conference will be held at the Fillmore Center in Miami Beach, October 14-18. With panels, presentations, afterparties and concerts, the week will be full of opportunities to learn more about Latin music and how to enter this desired industry.
Among the participants of this year’s panels and events are: J Balvin, Belinda, Piso 21, Chiquis Rivera, Danna Paola, Elvis Crespo, Feid, Mau y Ricky, Peso Pluma, Alejandro Sanz, Thalía, Young Miko, Eslabón Armado, Gloria Estefan and Yandel.
“Every year it gets bigger and there are a lot of panels too”added Cobo, who admits that since the conference ends, he is already planning for next year.
“I think, and I really mean this, anyone who is in Latin music, trying to get into the industry and doesn’t attend this is not taking it seriously. It’s the only place where I think they can sit and listen to the renowned artists who inspire them; I love that. Doing the same with Latin music for other people seems incredible to me.”says Cobo.
Additionally, there will be panels focused on guiding attendees on how to enter and navigate the music industry. “On the other hand, there are very practical panels that address basic details, such as how to negotiate a contract and what equipment you need to start your career”he added.
With ticketing available for each day individually and full access to the conference and afterparties, ticket prices vary depending on the event or type of ticket purchased. There are tickets starting at $35 to attend Billboard’s 35th anniversary celebration only, a “Day Pass” for $150 to access one-day events, and an “Insider Pass” for $650, which grants access to all Billboard events. the week, except for the Billboard Awards.
Billboard’s support for Latin content
Among the events and conferences that Billboard organizes annually, Latin Music Week stands out as the most significant.
“I think this is because we have been doing it for a long time. To achieve something in the long term, it is necessary to have a constant presence and a real promotional drive”says Leila Cobo, highlighting her personal commitment to the event. “This is not just a job, this had to work.”
Cobo emphasizes that the success of Latin content on Billboard is notable. “We are doing very well with Latin. “We have built solid foundations and credibility, which contributes to the growth of the brand”she explains, feeling supported by the Billboard team, including its president, Mike Van.
“Mike’s team believes strongly in this, and that is crucial. “You can have the best product in the world, but it will not grow if you do not invest in it, and they have made that investment”adds Cobo.
For his part, Mike Van believes that Billboard’s support of Latin content for more than 35 years clearly reflects the company’s diversity values. “We are the music brand that will always celebrate achievements through our charts. We support all musical genres, regardless of their origin, language or country. We ensure that this celebration maintains a healthy, inclusive musical ecosystem prepared for growth.”says Van, who maintains that the success of the event lies in the talent it presents.
“As long as there is a solid flow of artists from any subgenre of Latin music, Latin Music Week will continue to surpass itself year after year. The list of artists we brought together ranges from established legends to rising stars”he adds.
Van also highlights the notable growth in the production and consumption of Latin content, reiterating Billboard’s commitment to continue investing in this area.
“It is one of the fastest growing sectors, if not the fastest growing, within our business. This has been a successful bet, as we have allocated resources to accelerate this growth. We see no end in sight; It continues to grow every year and we continue to break internal records. So, as a Latino, there are many reasons to feel proud”concludes Van.
The beginnings of Latin Music Week were modest, but full of ambition.
In the late 1980s, a group of Latin music enthusiasts at Billboard, including publicist Ángela Rodríguez, began driving significant changes in the industry.
“We were pushing for change, saying, ‘Hey, we’re going to all these other conferences, like Anglo-Saxon ones.’ At that time, there were various types of conferences, such as touring, and we thought, why not have a conference dedicated to Latin music? It was a crazy idea back then, right? “Just think about it”recalls Rodríguez, who is co-founder of the initial concept.
Rodriguez and the team presented the idea to Billboard president John Babcock. “We prepared a complete proposal for him. At first, he was hesitant, but eventually agreed to try it.”he adds.
The first Billboard Latin Music Conference was approved in 1989 and took place at the Hyatt Hotel in Miami, along with the awards ceremony, known as the Bravo Awards, at the James L. Knight Center. “We only had two or three panels and about 70 registered. It was just the beginning of an idea. The following year, the event became more formalized and the Bravo Awards were no longer involved.explains Rodríguez.
With the Bravo Awards out of the equation, the awards show was put on hold for a few years while the focus turned to growing the conference. “The event became more serious, with an increase in sponsorship. The second was also held at the Hyatt. That year was a little bigger, but it didn’t include an awards ceremony , only panels”details Rodríguez.
The growth of the event attracted Michele Jacangelo, executive director of events, who played a crucial role in its consolidation over the next 15 years. “At Billboard, we host business conferences specifically for music industry professionals, not the casual fan. “It was about bringing people together to discuss the business, how to market your artists, sign new talent and maximize the impact of a tour.”explains Jacangelo, who was part of the team until 2011.
“Each year, the event grew larger as record labels opened their Latin divisions. Ultimately, it took on a life of its own.”adds Jacangelo, recognizing the impact this idea had on the industry.
“The smart people at Billboard recognized the potential of the Latin market. They understood that it was an emerging market that would eventually explode and needed both investment and support. Writers and editors were committed to covering this genre because there was already an audience listening to it, although it had not achieved mainstream status. The conference was developed to support that initiative.”
In the mid-90s, after signing agreements with Univision, the Billboard Awards began, which took place in Las Vegas. “The goal was to increase visibility and make it as big as possible to reach the consumer. “We started with Univision, but when that deal ended, my boss, who came after Howard Applebaum, actively negotiated with Telemundo for the rights to the show.”explains Jacangelo.
Billboard’s notable push toward artists’ careers in the ’90s is indisputable. Big names began to take their first steps in the music industry, and with the Billboard Awards, this process accelerated. “We had Ricky Martin and showcases of emerging artists like John Secada and Selena. Although the growth was slow, it was already noticeable”remembers Rodríguez about the first Billboard Awards. “We would have around 100 or 120 people, but it was still growing”.
In 1995, the tragic murder of the iconic Selena led organizers, Rodríguez and John Lannert, to create the “Spirit of Hope Award” in her honor, intended to recognize those who contribute significantly to the world. This award was first given to his father.
The rise of Latin pop in the late ’90s, with artists such as Ricky Martin, Shakira, Chayanne and Marc Anthony, took the event to new levels. As Latin music became a global phenomenon, Billboard Latin Music Week established itself as an indispensable event for the industry.
“The whole rise and exposure of Latin music started with us because we were the ones who started doing this”says Ángela Rodríguez. “We open the door, we open the way. “No one had thought about holding the conference.”
How to attend Latin Music Week:
That: Events and panels related to Latin Music Week
When: October 14-18
Where: Miami Beach Fillmore: 1700 Washington Ave, Miami Beach, FL 33139
Schedule: There are panels on Monday, Tuesday and Wednesday. On Friday there is an event to commemorate 35 years of Billboard. The schedule is here.