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February 27, 2020

Time: 11:30 - 1:45 p.m.

The Ladies of Latin: The Women Who Work Behind The Scenes & On Stage In The Latin Music Industry

The Latin music business is on a trajectory for growth with no signs of slowing down.  Spanish language artists are becoming global superstars and bi-cultural artists like Pitbull, Prince Royce and Cardi B have opened the door for other artists to embrace both languages seamlessly.   The ladies featured on this panel are in positions of power and represent every aspect of the business, bringing their perspective to a traditionally male-dominated space.  Forget what you have heard!  We ladies may be far less in numbers, but the track record of our success is felt all across Latin music, making the decisions that continue to push this genre forward.


Monica Escobar
The 3Collective

Patty Flores
VP Marketing, Live Nation

Marjorie Garcia, Esq.
King, Holmes, Paterno & Soriano, LLP

Lupita Infante
Performing Artist

Celeste Zendejas


Yvonne Drazan
VP Latin Division, West Coast, peermusic

AIMP Panel

Place: View Map
Lawry's The Prime Rib
100 N. La Cienega Blvd. (near Wilshire)
Beverly Hills, CA 90210

From left, Celeste Zendejas/SESAC, Patty Flores/Live Nation, Monica Escobar/The 3Collective, Yvonne Drazan/peermusic, Marjorie Garcia/King Holmes, Lupita Infante and Marc Caruso/Angry Mob Music and LA Chapter Vice President.  

We were also graced with a short performance by Lupita Infante prior to the panel, with guitarist Jesus Martinez accompanying  her.  

Photos by Liz Redwing, courtesy of Lawry's The Prime Rib.  

Additional Speaker Information

A consummate professional and a true music lover, Monica Escobar is synonymous with Latin music. Throughout an impressive career that has spanned more than 20 years, she has amassed an enviable list of contacts, spearheaded press campaigns for artists of the caliber of Juanes, Enrique Iglesias, Paulina Rubio and Becky G, and held key positions at top-tier companies like Sony and Universal Music Latino. After years spent at major record labels, Monica co-founded her own firm, The 3 Collective, now considered one of the top PR companies in the United States dedicated to the Latin market. The firm’s diverse client roster boasts such names as Juanes, Bronco, Marco Antonio Solís, Jessie & Joy, Beto Cuevas, Roberto Tapia, La Santa Cecilia, among others. Monica holds a B.A. in communications from the Universidad de la Sabana in her native Bogotá, Colombia.

Patricia Flores is the VP of Marketing for Live Nation's Latin group. Based in Los Angeles, Flores reports to Hans Schafer, SVP of Live Nation Latin. She came to Live Nation with 15 years of experience in Latin music, including several years on the live sector of the industry at Goldenvoice and AEG Concerts. “Patty has a unique way of tapping into the hearts and minds of Latin music fans to help connect them with artists from across the globe,” said Schafer. “We’ve worked together in the past, and I’ve seen her creative marketing strategies elevate countless projects, so I’m very we excited to have her as a key member of the Live Nation Latin team.” Live Nation officially formed its Latin department in 2017, with a focus on touring, festivals, and artist development. The company was involved in 2018 projects like Shakira’s 33-city world tour, Juanes’ North American “Amarte Tour” and Gloria Trevi and Alejandra Guzman “Versus the World” tour, which wrapped at the Hollywood Bowl. Flores most recently served as head of Latin Marketing at AEG Concerts and Goldenvoice, overseeing all national marketing strategies and campaigns for acts such as Mana, Juanes, Romeo Santos, Wisin & Yandel, Enrique Iglesias, Pitbull, Prince Royce, Calle 13, and more. Prior to AEG, she spent nine years with Universal Music Latino in both Los Angeles and Miami, where she worked with Molotov, Control Machete, Inspector, and others, then became Label Manager for acts including Iglesias, Juanes, and Paulina Rubio.

Marjorie Garcia is an associate at the firm’s entertainment transactions department. Ms. Garcia’s practice of over 14 years includes the negotiation and drafting of various types of recordings agreements, marketing and publicity agreements, sponsorship agreements, product endorsement agreements, catalog purchase agreements, and performance agreements. Ms. Garcia’s clients include a broad range of recording artists, songwriters, producers, managers, and independent labels such as J Balvin, Juanes, Jesse & Joy, Sech, Snow Tha Product, The Marias, Nacho, Andres Torres & Mauricio Rengifo, and Hear This Music. Prior to joining the firm, Ms. Garcia worked as an attorney in the Business and Legal Affairs department at Universal Music Latin Entertainment, a division of UMG Recordings, Inc. for 6 years providing support and legal advice to UMLE's legal departments in the territories of the U.S., Mexico, Argentina, Brazil, and Spain. Marjorie also provided legal review and analysis of various agreements and content to avoid copyright, trademark, and privacy infringement claims and to mitigate risk. Ms. Garcia was admitted to the California bar in 2005. Education: California State University, Northridge (B.A., 2002); University of San Francisco School of Law (J.D., 2005). Ms. Garcia was President of the La Raza Law Students Association at USF Law School. Ms. Garcia previously interned at Momsen, Leonardos & Cia, a prestigious Brazilian Copyright and Trademark law firm and at California Lawyers for the Arts in Santa Monica.

Lupita Infante, a first-generation Mexican American is the granddaughter of Pedro Infante (1917-1957), an icon of the Golden Age of Mexican Cinema, and daughter of Pedro Infante Jr. (1950-2009), a singer and actor in his own right. Lupita grew up under the shadow cast by the untimely passing of her father and grandfather. Eventually, the family’s losses inspired Lupita to develop her own talents and pursue a career in music. She grew up loving and deeply respecting everything that makes Mexican music special, which is why her commitment to paying tribute to the greats – including her own family – is a central theme throughout her recorded and live performances. However, she believes in the power of progress and bravely questions some long-held traditions: Can a woman wear traje de charro pants on stage? Yes! Can a woman serenade a man? Absolutely! Always, her intention is to connect the genre to contemporary fans. Along the way, she has emerged as an artist with her own identity, capable of honoring the past while celebrating the present and creating the future.

Celeste Zendejas is Associate Vice President of SESAC Inc., where she leads the creative efforts of the organization’s Latin division. In this role, Zendejas is responsible for the recruitment, signing and nurturing songwriters and music publishers. Since 2008, Zendejas has welcomed both emerging songwriters and renowned artists such as Nicky Jam, Erika Ender, Edén Muñoz, Luciano Luna, Christian Nodal, Gussy Lau, Manuel Turizo, Lenny Tavarez, and many more to the performance rights organization. Prior to joining SESAC Latina, Zendejas worked at EMI Music, where she served as Label Manager, A&R and marketing departments with a variety of Regional Mexican artists such as Intocable, Pepe Aguilar, Ana Gabriel, Kumbia Kings, among many others. As a respected music executive, with 19 years of experience, Zendejas has been named to Billboard’s Latin Power Players list in both 2018 and 2019.

Born and raised in Los Angeles, Yvonne Drazan is a woman who loves music and is a pioneer and creative visionary for Latin Music. After being an active participant in the music industry for over 30 years, she still loves music and cares about the people who make it. Yvonne is not new to the game. She has not only successfully navigated the music industry for more than three decades; she has helped shape the state of Latin Music and was an early pioneer in what is now referred to as “Latin Alternative” with the creation of Club Rock En Español in 1989. Yvonne joined peermusic in 2003 as the Latin Creative Manager and is currently the Vice President Latin Division, West Coast where she discovers, mentors, and signs talented songwriters, artists and producers at every stage of their careers, as well as oversees catalog acquisitions, and maintains a deep, wide-spanning roster of Latin, Pop, and Urban writers for the US Latin market. Throughout her career at peermusic, Yvonne has signed worldwide deals with artists Gloria Trevi, Gaby Moreno, Molotov, El Komander, La Mala Rodriguez, Sofia Reyes, ChocQuibTown, Anahi, Chiquis, Lupita Infante, Jona Camacho, Chayanne, and Manu Manzo, among others. Prior to peermusic, Yvonne was Label Manager of Surco/Universal where she handled the A&R coordination for Juanes’ album Un Dia Normal and Molotov’s album Dance And Dense Denso, both winners of multiple Latin Grammy Awards. She also orchestrated the A&R efforts for Bajo Fondo Tango Club, El Otro Yo, Orisha, La Vela Puerca and Arbol. In addition to running the label, Yvonne managed the creative activities for label founder Gustavo Santaolalla as a film composer (Amores Perros, Motorcycle Diaries, Babel, Brokeback Mountain) and the production of non-Surco acts, Café Tacuva, and Kronos Quartet. Prior to Surco, Yvonne was the National Manager of Media Relations at Rhino Records where she spearheaded the PR campaigns of many of her musical heroes: Los Lobos, Ramones, The Sugarhill Gang, The Cars, Curtis Blow, and Devo. In 1991, Yvonne entered the music industry at EMI Latin under the direction of Latin industry veteran, Jose Behar. Behar mentored Yvonne in marketing, promotions, merchandising, and production for the label’s stellar roster which included the late Selena Quintanilla, Jon Secada, Alvaro Torres, Grupo Mazz and many more. Yvonne departed EMI to serve as a freelance road manager and publicist for Caifanes, Fobia, Miguel Mateos, Maldita Vecindad, and La Castañeda. In 1989 Yvonne founded “Club Rock En Español”. Far ahead of the curve with Latin Rock, she was at the forefront of a movement that has since grown exponentially. During her decade working in Rock En Español, she helped craft a viable market for Latin Rock in Los Angeles for international artists such as Soda Stereo, Caifanes, Mecano and La Maldita Vecindad, while simultaneously creating a vibrant local scene. With the CREE team, she organized three very successful Los Angeles-based festivals, “El Guateque”.

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