Claudio Pairot, CEO of Puntilla Music: “The Latin Grammy listened to urban music artists”

October 23 21:09 2020

Among his achievements are the launching and digital marketing of artists such as Marc Anthony, Fonseca, and Gente de Zona, to name a few, to whom he provides great value by being a strategic partner of Youtube in the United States.

The CEO and founder of Puntilla Music, Claudio Pairot, considers that the Latin Grammy Academy did justice to reggaeton in this edition’s nominations, after previous controversies.

“I think that there are always controversies regarding the nominations. I have had the honor of having been part of the committee in a few editions and I firmly believe that it is a fair process. I defend it whenever I have the chance,” explained Pairot, one of the people that is responsible for the launching strategies of artists such as Marc Anthony, Will Smith, and Bad Bunny, artists behind the single, “Está Rico”.

In his opinion, “genres evolve, like everything in life”.

“The Academy listened to the artists. I do not think the way they asked to be heard was the most productive, but the result was a positive one; not only for the urban music genre, but also for other genres such as Pop/Rock. In terms of genres, performances, and song categories, a fair space to compete was created,” Pairot added.

In the 2020 edition, Puntilla Music opts for the Latin Grammy in the category of Best Traditional Music Album with the phonogram “Ícono”, by the emblematic Orquesta Aragón.

“This is a showcase of our efforts to internationalize and position Cuban music produced within the island in the Latin music industry. The Orquesta Aragón has provided fundamental elements to the Latin musical culture throughout its 80 years. This nomination is a great recognition of said value,” said the CEO.

Puntilla Music was born in Miami and, with only two years in the industry, it has worked with internationally renowned Latin artists such as Marc Anthony, Fonseca, Gente de Zona, Orishas, Guaco, Jacob Forever, among others. They are currently leading the production of new content for artists of the stature of Leoni Torres, El Chulo, El Chacal, Los 4, Havana D’ Primera, Los Van Van, La Charanga Habanera. and Nesty, just to name a few.

“They work with us because we have the possibility to add great value to them, providing them with everything they need from funds, record label services, to direct marketing support regarding the main music and digital entertainment platforms. In addition, we are a strategic partner certified by Youtube Music in the United States and we have the know how in the growth of YouTube channels and content strategies around the launching of new products to the market. With all of this, we complement the great talent of our artists,” said Claudio.

Puntilla Music was key in the success of the release of the album “Opus”, by Marc Anthony, YouTube and YouTube Music platform; “Está rico”, by Marc Anthony, Will Smith and Bad Bunny; and “Me quedo contigo”, by Leoni Torres, which debuted on the Billboard Tropical Songs chart for four consecutive weeks.

Other groups and artists such as Los 4, Guaco, Los Van Van, Orishas, Descemer Bueno, Llane, DJ Unic or Víctor Drija, have also worked with the record company.

Pairot does not believe that the pandemic has truly changed the musical marketing strategies: “The only thing that happened is that it has become even more relevant, because, with almost everyone staying at home, digital consumption has grown a lot, and audiences are dedicating more time to the entertainment industry. The strategies that we already applied have become even more relevant.”

As a partner of YouTube Music in the United States, Claudio anticipates some trends for 2021 and is convinced that said trends will be directly related to what has happened so far.

“At the industry level, all the attention will be focused on digital products. People need music during both good and bad times. The social value of our industry has become even clearer than before and there has been a tremendous impact on the growth of subscription services from platforms such as Spotify, Apple Music or YouTube Music. This trend will grow, the benefits of this kind of services showed the great value of being able to have access to all music products during the pandemic. In virtual events, there will be a great commercial and technological development,” he explained.

Puntilla Music is a company based in Miami dedicated to the production, distribution and promotion of music. It is the only MCN (multi-channel network) that has agreements with YouTube Music in that city. Puntilla Music acts as a record label and as a marketing company to promote content on the most recognized digital platforms. They pride themselves on a personalized attention to their roster of artists and a series of boutique services, under the premise that each artist and each product is completely unique.


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