Global artist management company YMU has appointed music executive Yvette Medina as Head of Latin Music, effective immediately.
Medina joins the company from her own artist management company, Creative Management Firm.
Based at in Los Angeles, Medina will manage the careers of Latin artists and work with the global YMU team across all divisions, overseeing the who will be based at YMU’s Los Angeles office.
Prior to launching her own firm, Medina worked at a senior level for various high-profile companies like CAA, WME and Sony Latin.
She previously was the Head of Marketing for Pitbull, and in 2016, she was appointed General Manager of Roc Nation Latin.
Two years later, Medina returned to artist management with her own company managing Argentinian urban star Ecko, as well as GRAMMY-winning and platinum-selling producer De La Cruz, Paloma Mami and singer-songwriter latenightjiggy.
“YMU’s global resources and commitment to continue driving Latin music forward on a global scale aligned with my vision and passion, making them a perfect partner.”
Yvette Medina
Commenting on her appointment, Medina says: “YMU’s global resources and commitment to continue driving Latin music forward on a global scale aligned with my vision and passion, making them a perfect partner.”
“Yvette’s experience and reputation speaks for itself. We have been looking for the right partner to establish our presence in the Latin music space for some time as it has exploded in popularity and mainstream visibility.”
Matt Colon
“Yvette’s experience and reputation speaks for itself. We have been looking for the right partner to establish our presence in the Latin music space for some time as it has exploded in popularity and mainstream visibility,” said YMU Music Global President Matt Colon.
“Yvette’s combination of experience at a talent agency, and as a manager and label executive, has given her a unique skill set perfectly suited to the YMU Music management approach, offering marquee clients a full set of services from a global perspective,” Colon added.
Medina’s appointment came just a week after YMU named advertising executive Linda Yaccarino as Group Chair, working closely with YMU Group CEO, Mary Bekhait, who was appointed to the role in 2021.
Yaccarino will continue to hold her position as Chairman of Global Advertising and Partnerships at NBCUniversal following her appointment at YMU.
YMU also announced the promotion of Dani Chavez to Senior Marketing Manager last week, reporting to Suzann Brantner, Head of Marketing, YMU Music US.
Founded in 2002, YMU Group describes itself as “a global talent management company for elite clients” in music, entertainment, sports, publishing, arts, social and business management.
Its clients in the music industry include Steve Aoki, 3LAU, British band Take That, James Arthur and Yung Gravy, who is behind the hit single Betty (Get Money) that was recently the subject of a lawsuit by English singer-songwriter Rick Astley over allegedly closely mimicking Astley’s voice used in his 1987 hit song, Never Gonna Give You Up.
