Available to hire
I am a dedicated music industry professional with over 15 years of experience driving vision and creativity to develop music organizations and top-class artists. Based in Malmö, Sweden, I run my own business, That Music Agency, which bridges the gap between the European and Latin American music industries through booking, concert promoting, marketing, strategy, business development, music curation, and artist mobility. My work has enabled artists and projects to achieve international success by leveraging my creativity, strong leadership, and deep knowledge of diverse music genres and cultures.
My extensive experience as a founding partner at M3 Music and roles with Sony Music, Bogotá Music Market, Amuse, and WOMEX has equipped me with unparalleled expertise in the Latin music industry and strong global connections. I thrive on collaboration, knowledge sharing, and continuous learning, bringing valuable insights to international artist development and the European music market.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Language
Spanish; Castilian
Fluent
English
Advanced
French
Intermediate
Swedish
Intermediate
Work Experience
Founder / Owner / Agent & Consultant at That Music Agency International AB
January 1, 2022 - PresentFounded and operate a consulting and booking agency that connects the European and Latin American music industries. Provide services including booking, concert promotion, marketing, strategy, business development, music curation, and artist mobility. Built a significant client roster with major industry players such as Sony Music, Export Music Sweden, and Bogotá Music Market, facilitating cross-regional collaborations and enhancing business opportunities.
Founding Partner / Head of Marketing / Booking Manager / Artist Manager at M3 Music
December 31, 2022 - August 5, 2025Co-founded and partnered in a management company for successful Latin alternative artists like Bomba Estéreo, Mitú, and Monsieur Periné. Led marketing campaigns with global impact, securing international tours, label deals, and multiple Latin GRAMMY and GRAMMY nominations and awards. Managed artist development with a focus on global market penetration and international branding, earning gold and platinum certifications for clients.
Label Manager Orianna Records / Consultant Latin x Nordics Consultant at Sony Music Entertainment
June 1, 2024 - August 5, 2025Managed the Sony Music owned Latin-electronic label Orianna Records, overseeing production, A&R, operations, and marketing campaigns. Coordinated multidisciplinary teams and artist relations to deliver releases on time and within budget. Provided consultancy services for product development in the Nordic Latin music market to expand market reach and optimize releases.
Business Lead European Market / Consultant at Bogotá Music Market (BOmm)
June 1, 2024 - August 5, 2025Led curation and coordination of European talent buyers for the 13th edition of Bogotá Music Market. Researched, engaged, and confirmed 26 leads across 12 European countries, facilitating key partnerships with festivals and booking organizations to promote Latin American music in Europe.
Talent Scout, A&R / Consultant at Amuse
December 31, 2021 - August 5, 2025Discovered and scouted promising global talent using music consumption data. Enhanced revenue growth and brand credibility by developing relationships with artists and leads worldwide based on analytic insights.
International Jury / Consultant at WOMEX - The World Music Expo
December 31, 2022 - August 5, 2025Served as an international jury member and Club Summit curator for WOMEX festivals. Curated and programmed showcasing artists for WOMEX night programmes, supporting artist promotion and event success.
Business Development Manager / Consultant at Warm Music
December 31, 2021 - August 5, 2025Promoted company awareness and business success in the Latin-Iberia market through client acquisition, partnership development, and industry networking events.
Creative Director at Resonancia Col / Amplifica Chile
December 31, 2016 - August 5, 2025Directed and curated international music conferences in Bogotá and Santiago. Managed stakeholder relations, guests, sponsors, and partners for successful events that fostered industry dialogue and collaboration.
Foreign Press at Primavera Sound Festival
December 31, 2009 - August 5, 2025Supported media and press activities at the Primavera Sound Festival in Barcelona.
Label Assistant at Surfonic Music Group
December 31, 2007 - August 5, 2025Supported label operations and administrative tasks.
Digital Product Coordinator at Sony Music Entertainment
December 31, 2006 - August 5, 2025Coordinated digital music product management and release planning.
Founder / Owner / Agent & Consultant at That Music Agency International AB
January 1, 2022 - PresentI founded and lead That Music Agency (TMA), a consulting and booking agency dedicated to fostering connections between the European and Latin American music industries. We provide booking, concert promoting, marketing, strategy, business development, music curation, and mobility services for artists and industry professionals. Over the past two years, I have built a significant client roster including Sony Music, Export Music Sweden, Playground Music, Bogotá Music Market, and others, effectively bridging the gap between regions and enhancing business opportunities.
Founding Partner / Head of Marketing / Booking Manager / Artist Manager at M3 Music
December 31, 2022 - August 5, 2025Co-founder and partner in the management powerhouse behind leading Latin alternative artists like Bomba Estéreo, Mitú, and Monsieur Periné. I spearheaded global marketing campaigns that elevated artists internationally, contributing to Latin GRAMMYs and GRAMMY Awards nominations and wins, as well as RIAA Gold & Platinum certifications. I facilitated international tours, secured deals with major labels and publishers, and established the firm reputation of M3 Music as a pivotal figure in Latin-Alternative music.
Label Manager Orianna Records / Consultant Latin x Nordics Consultant at Sony Music Entertainment
June 1, 2024 - August 5, 2025Managed Sony Music owned Latin-electronic label Orianna Records, ensuring timely, budget-compliant, and on-brand releases. Coordinated production, A&R and operations teams, developed marketing campaigns, and managed relations with artists and producers. Consulted on the development of Sony Music Latin’s product presence in the Nordic region.
Business Lead European Market / Consultant at Bogotá Music Market (BOmm)
June 1, 2024 - August 5, 2025Curated and coordinated European talent buyers for the 13th edition of Bogotá Music Market. Researched, contacted, and confirmed 26 leads from 12 European countries representing prestigious organizations including Montreux Jazz Festival and Nuits Sonores, fostering cross-continental industry exchange.
Talent Scout, A&R / Consultant at Amuse
December 31, 2021 - August 5, 2025Discovered and scouted promising upcoming artists worldwide using music consumption data and external sources. Improved growth and brand credibility by establishing and maintaining industry relations, supporting A&R activities.
International Jury / Consultant at WOMEX - The World Music Expo
December 31, 2022 - August 5, 2025Served as International Jury member and Club Summit Curator for WOMEX 2021 and 2022, curating and programming showcasing artists for the WOMEX night programme, and helping promote them internationally.
Business Development Manager / Consultant at Warm Music
December 31, 2021 - August 5, 2025Promoted company awareness in the Latin-Iberia market, recognized potential customers to boost client acquisition and business results through strengthened industry relations and networking events.
Creative Director at Resonancia Col / Amplifica Chile
December 31, 2016 - August 5, 2025Creative director and curator of international music conferences in Bogotá and Santiago, managing relations with international guests, stakeholders, sponsors and partners.
Foreign Press at Primavera Sound Festival
December 31, 2009 - August 5, 2025Supported festival media coverage and communications.
Label Assistant at Surfonic Music Group
December 31, 2007 - August 5, 2025Assisted label operations.
Digital Product Coordinator at Sony Music Entertainment
December 31, 2006 - August 5, 2025Coordinated digital product efforts.
Education
Master's Degree in Music Business Management at Universitat Pompeu Fabra, Barcelona, Spain
January 11, 2030 - August 5, 2025University Degree, Communication & Advertising at Universidad Javeriana, Bogotá, Colombia
January 11, 2030 - August 5, 2025Master’s Degree in Music Business Management at Universitat Pompeu Fabra, Barcelona, Spain
January 11, 2030 - August 5, 2025University Degree, Communication & Advertising at Universidad Javeriana, Bogotá, Colombia
January 11, 2030 - August 5, 2025Qualifications
Industry Experience
Media & Entertainment, Professional Services, Travel & Hospitality
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
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