Meet Becky Lopez | Senior Director of Marketing and Streaming

We had the good fortune of connecting with Becky Lopez and we’ve shared our conversation below.

Hi Becky, what is the most important factor behind your success?
The most important factor behind my success would be being always open to learn, I always say “you don’t know what you don’t know.” Learning is the key to growth, not only in my career but in life.

Alright, so let’s move onto what keeps you busy professionally?
I always knew from a young age that I wanted to be in the entertainment industry and I think I had to dabble in a few things before really finding my passion. When I was in high school I took a shot at the acting world, I did some extra work and then got a supporting role in an independent film called Quinceañera. I remember that time being so fun and I just love being surrounded by creatives. After the move, I did a few more auditions but ended up realizing that acting wasn’t my path.

I went to college at Cal State University Northridge and majored in Broadcast Journalism. I knew I wanted to major in broadcast journalism and wanted to become a sports journalist. I love sports and have grown up around sports in my entire life so I thought why not. I started taking my broadcast classes and it was so much fun! I learned how a news show is created, the segments, recording and editing news pieces and putting together rundowns. I was also taking radio broadcast classes and would be on air one night a week on the college radio station KCSN, that’s where I really felt that Radio itch!

While I was in college, I was working as a receptionist at a car dealership, shout out Galpin Motors. They had a really great relationship with LA’s hip Hop radio station Power 106 and were one of their top advertisers. The head of advertising at Galpin knew that I was majoring in broadcast journalism and was looking for an internship, so he connected me to the HR department at Power 106. I started my internship in fall of 2014 and was there for about three months. The first day I started interning I knew that i was in the right place at the right time.

After ending my internship and graduating, I applied to just about every TV and radio stations across the country. A few months after I was applying everywhere there was a shift at Power 106 when the morning show host Big Boy left to a new radio station and whenever there’s a change there is opportunity. I shot my shot and reached out to the person that I was interning for and said “not sure if this is too soon but if there’s any positions that open up, please let me know, I’m really interested” A few days later, he asked me to send my résumé and come to the station for an interview. At the time I wasn’t really sure what I was going into interview for but I knew I just wanted that opportunity to get my foot in the door. A few weeks after that, I was hired at Power 106 as a Programming Assistant. The office that I worked in I sat next to DJ E-Man who at the time was the Music Director and The Morning Show DJ. I would hear all the meetings that he had and everything that he was doing and instantly became intrigued with the music department. I started asking more questions and asked if I can be in some music meetings to observe and learn. Soon after I started assisting in that department and I learned how to schedule the music on a program we used called music master. A few months after assisting in the music dept, the person that was in charge of scheduling the music left and another opportunity opened up. Even though I had just started the learning the process, I still rose my hand for that position and got the opportunity.

I feel like that was such a pivotal moment in my career, and just a great example of always stepping up and not being afraid to take a chance. I truly had no idea what the entire role entailed but I knew I wanted it. After that, I started to help program the radio shows, help build out fan events, coordinate concerts, work closely with the sales team on activations, and build more relationships. There was a certain period of time where I was the only female in that department so that was definitely a challenge but also a time for me to really prove myself and show that I got what it takes. My time at power, 106 is such an important part in my career, and there were definitely a lot of major moments that helped get me to where I am today. I was at power106 for almost 6 years and parted ways in 2020 due to Covid and station restructuring.

When I was in the Music Department at Power106 I was in charge of scheduling the music, and the label record reps would pitch us songs to be played. At the time, Lizzo was one of the hottest artist and one of my favorite artists! Her label would come to the station to play her song “Truth Hurts” to get airplay. During that time is when I started developing a relationship with the Lizzo team, not knowing that just two years later, I would end up working with them. After parting ways with Power106 in 2020 I started working at Nice Life Recording company in 2021 and was hired as Director of streaming.

When I started working at Nice Life, I built out streaming strategies and helped with radio strategy. I have always been someone who is interested in learning everything about the company I am working at so coming into Nice Life I wanted learn about everything. Marketing was an area that I have always been interested in and I think it’s such an important part of an artist and their music plans. In 2022 I started working in the Marketing Department as a project manager and the first artist I worked on is Musica Mexicana Cumbia artist Estevie. I had little to no experience in marketing, but I was and still am super passionate about this artist, she is very talented and is a star! In 2023 we signed R&B star Tinashe and I started working on her projects. It has been such an incredible experience, to work with a talented artist like Tinashe. I have learned so much working with Tinashe and developed more new relationships. I also worked with Houston based rapper TisaKorean, another incredible artist that I was so happy to be able to have been apart of his career.

I am now the Senior Director of Marketing and Streaming at Nice Life and I truly feel like I have found my passion. I find so much joy in developing an artist and helping them bring their music and their world to life. It’s so amazing to be able to hear the ideas of an artist and help shape it by adding marketing drivers, build out a marketing plan and strategy around it. On the streaming strategy side, I love then taking everything that has been built in marketing share it with the world for everyone to hear.

Throughout my entire music career, there has definitely been many ups and downs, but I’ve always tried to find the silver lining in every situation. It was definitely not easy, but I always stepped up to the plate, even if it was for something that I had little to no experience in, I just told myself “I’ll figure it out.” I think it’s super important to always take the chance, be open to learning, be open to constructive feedback, and most importantly build that relationship. I know it sounds so cliché but relationships are such an important part of this business. It is such a very small industry and you will come across the same people multiple times so definitely be a nice person! I’ll close out by saying this be nice, be open, be curious and stay learning!

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Being born and raised in LA, there are so many fantastic spots to share! I would definitely plan a beach day, starting with Malibu, where Paradise Cove is an amazing, hidden gem. For a hike, I’d choose the Fryman trail in the Valley, offering both short and longer routes through the Santa Monica Mountains, including a lovely creek. Afterward, brunch at Bacari in the Valley is a must, with their great mimosas.

A Hollywood day would involve a quick look at the Walk of Fame, followed by dinner in West Hollywood on Sunset Blvd, perhaps at Chateau or Sunset Towers – iconic spots. Downtown Los Angeles would be another highlight, with Perch or Cara Cara as fantastic lunch or dinner options. I’d end the trip in the Valley, where my go-to spots on Ventura Blvd are Taisho, Blvd, On The Thirty, and Katsuya. 818 all day!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would say first and foremost a huge shoutout to my family. As in any industry there are many ups and downs but my family has always been there to support and uplift me. So shout out to the Lopez family!

I also think that it is super important to have a solid group of friends that you can go to for advice, to unwind and for support. I have been blessed to have close friends that I have known for 10+ years and they always hold me down!

Shout out Power106 for being the foundation where my career began. I meet many many amazing people there and that is where I began my Journey in the music industry. I worked alongside DJ Eman who mentored me and is still a dear friend of mine. Through my years of working at the station I built relationships with DJs, managers, artists and Radio Promotion Reps. I developed great relationships with some of the Radio Promotion reps and some of them became close friends and mentors (still are today) and taught me more the ins and outs of a Record Label.

Through the relationship building I did while at Power106, it lead to a new opportunity to began a new chapter in my career. After 6 years at Power106 I started working at Nice Life Recording Company. I never thought I would end up working at a record label but after meeting CEO and founder Ricky Reed and his amazing team, I knew that this was the perfect place for my new chapter. I have been at Nice Life for almost 5 years and Ricky Reed has been an incredible leader, his passion for not only his team but all the artist is infectious and inspiring. So shout out Ricky Reed and Nice Life Recording Company!

Instagram: @beckylopezzz

Linkedin: https://www.linkedin.com/in/rebecca-lopez-47842071/