WARNER MEXICO'S RODRÍGUEZ LOOKS BACK AT 30 YEARS AT WMG

Tomás Rodríguez

Latin music veteran and president of Warner Music Mexico/música Mexicana Tomás Rodríguez is celebrating his 30-year anniversary at WMG, with more than half that time spent as the label’s regional leader.

During his career, Rodríguez has been involved in the signing and development of Maná, Belinda, Jesse & Joy, Manuel Medrano, Piso 21 and Molotov, to name a few. He also inked new-school reggaeton-Mexa acts Bellakath and Yng Lvcas—whose “La Bebe (Remix)” collab with Peso Pluma was the sixth-most-streamed song of 2023, according to the IFPI.

Rodríguez arrived at WMG in 1995 as financial manager of WMM. He was upped to financial director in 1997 and was named GM in 2007. Two years later Rodríguez was appointed MD of the region, a position he held until his promotion to president in 2023.

He played a key role in the acquisition of Peerless, Mexico’s first record company, whose catalog includes legendary artists such as Pedro Infante, Lucha Villa and Celso Piña. This, along with the prior acquisition of MCM’s catalog (Pesado, Banda Machos, Caballo Dorado), solidified Warner as a leading force in Mexican music. Aside from spearheading A&R, marketing and legal strategy for Mexico during the transition from a 100% physical market to digital, Rodríguez was instrumental in the creation of the booking agency Get In Mexico, which later merged with Seitrack to form Touring the World.

We caught up with the well-respected label boss to talk about the highlights of his three decades at WMG. Speaking with HITS for the first time is undoubtedly one of the lowlights.

What moments stand out the most from your 30 years at WMG?

It’s been incredibly rewarding to support the exciting evolution and growth of Warner Music [in Latina America] as our industry has transformed over the last three decades. Contributing to the expansion of our operations in Central America, Colombia and Peru has been crucial in strengthening our presence in the region and providing better support to our artists. Throughout all of these changes, our teams have continued to innovate and adapt our strategies while staying committed to preserving the artistic essence of our talents. And of course, every artist signing I have been involved in has been pivotal. Each one, in some way, has been a special part of my journey.

As someone who's been involved in Mexican music for decades, what is your response to the current state of música Mexicana in the U.S.?

We are part of an unprecedented moment—not only because of the increasing popularity of artists in the genre but also because of the sheer volume of music being released and the number of concerts being put on. Mexican music has become hugely popular and influential globally, with artists from other territories actively seeking collaborations with our local talent. Today, we see cases where the U.S. has become the primary market for some artists’ development, even before they establish their careers in Mexico. There are approximately 30 million people of Mexican heritage living in the U.S., which has eliminated boundaries for the genre and helped it grow in the market.

Leading Warner Mexico since 2009, how has your appointment to president of Mexico and música Mexicana changed your role?

My expanded role has allowed me to develop strategies for our artists across both Mexico and the U.S. and gain a deeper understanding of different aspects of Mexican music and urban pop. Our enhanced música Mexicana structure combines the very best of thinking globally and locally. Our A&R and marketing teams across Mexico and L.A. are deeply rooted in local Mexican culture, paired with a global outlook and reach.

Collaborating with L.A. is now an essential part of your job. How do you collaborate with other territories?

[President Warner Music, Latin America] Alejandro Duque’s support has been fundamental in strengthening relationships with teams across the region and ensuring our music reaches new markets. This collaboration has given me a better understanding of different territories’ dynamics and a clearer vision of audiences, creating synergies between our affiliate teams.

Influential companies like Spotify and Netflix are investing in Mexico and its audience like never before. Why do you think that has become a trend?

Fans in Mexico are incredibly loyal to the artists and music they embrace, with their consumption lasting for years and even passing down through generations. Take the band Maná, for example; they’ve been performing for more than four decades and are still connecting with fans old and new today. With the growing influence of Gen Alpha and Gen Z in the country, it has become increasingly strategic for digital platforms to invest in Mexico. The prominence of Mexican music within other Spanish-speaking markets has also been a key factor in expanding its reach to other territories.

What are you most excited about this year?

Without a doubt, seeing the continued growth of Mexican music in new territories across Latin America and Europe. Also, Mexico has historically been a key player in the pop-urban scene, but our impact hasn’t been as strong in recent years, so there is a significant growth opportunity ahead, which presents an exciting challenge.

What is something you miss the most from the “glory days” of the record business?

It’s difficult to pinpoint just one thing, as every moment has been important. There is a phrase that sums it up well: “Enjoy the moments, not just the days.” Over these 30 years at Warner Music, I have had the privilege of meeting incredible people and being part of such a passionate industry. On a personal level, I will say I miss the excitement of opening a CD, flipping through the booklet and reading it over and over while holding the physical album in my hands.