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

Hi Diana, we’d love to hear more about how you thought about starting your own business?
It was 2011, I was helming Capitol Latin at the time and I was a bit frustrated about the quality and fragmentation of creative services in the Hispanic Marketing world. Sure, there were a lot of independent and skilled freelancers, but I couldn’t find a one stop shop with the criteria I was looking for. There was a void to be filled, by building a network of marketeers and / or a hub that could house several creative services to connect the dots in the music business for artists, label and brands. It could range from media coaching, to designing marketing plans, to walking you down a red carpet for an award ceremony, among many things. All as part of a uniquely tailored market strategy. It was a response to the market and client needs , which years later also resulted in the management arm of the company.

I was also turning 40 and realized that if I ever wanted to take a risk, it would be then and not when I was 50.

Let’s talk shop? Tell us more about your career, what can you share with our community?
Diana Rodriguez became the first female to be appointed to the top post of a major U.S. Latin record company, in September 2009.With 31years of experience under her belt, she has held top roles during her tenures at Phillips, Polygram, Universal Music, Emi Music and Capitol Latin.

Today, she is the CEO & Founder of Criteria Entertainment, a full service management and marketing company founded in 2011 with offices in Los Angeles,Mexico and Colombia; as well as Mercado Negro, management division that oversees the careers of Grammy and latin Grammy award winning Enrique Bunbury, Mon Laferte, Draco Rosa, Francisca Valenzuela and Diamante Eléctrico, among otehrs.

She was #27 in Billboards 2010 Women in Music list, included in El Tiempo Colombia’s Top 10 Powerful Women in Music in 2017, recognized as part of the LAMC’s Women in Music for 2019 , part of Billboard’s 2021 and 2022 Latin Power Players and inducted into Billboard’s Latin Women in Music Hall of Fame 2023, being recognized in 2024 in Billboard’s Women in Music.

About Criteria Entertainment (www.criteriaentertainment.com):

Criteria Entertainment is a full service management, sync & licensing , marketing, promotion & public relations agency, uniquely positioned to help artistic talent, labels, publishers and brands in today’s rapidly changing world. While our headquarters are based in the heart of Hollywood, our reach is in all the Hispanic markets of the Americas. We are celebrating 13 years
!
With offices in Los Angeles, Mexico and Colombia, as well as over 31 years of expertise in the music industry, our company has created a network of international influence allowing us to deliver results for clients all over Latin America, the U.S.A. and Puerto Rico. Since it’s founding in 2011, the company has played a key role in the development of the careers of such artists as Enrique Bunbury, La Santa Cecilia , Diamante Eléctrico and Mon Laferte among others.

Our team, a mix of industry veterans and young passionate music lovers, is committed to artist development and the success of our clients. Our approach combines years of branding and marketing experience, extensive contacts in the underground and mainstream cultures, as well as a comprehensive approach to multi-tiered marketing.

We tailor each plan, catering to our client’s needs and goals, as well as the services rendered for them within the agreed timeframe of each campaign, while working with a full range of online and offline media outlets and opportunities.

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?
First we would grab breakfast ate Downtown’s Grand Central Market, and walk around. for a bit. Then we would drive to Santa Monica / Venice walk on the Boardwalk and grab a light lunch.
Then drive back to Hollywood Forever for a movie screening or the Hollywood Bowl to catch a show and a glass of wine.

Who else deserves some credit and recognition?
My First Shoutout goes to Criteria Entertainment: Guillo, Angie, Sylvio, Nikki, Juanito, Mirna, Gabo, Gina, Sofi & Paola. Sometimes people don’t realize that it takes a village to make things happen and this team is my village. THANK YOU GUYS!

Second Shoutout goes to all the mentors that helped me get here…among them: Martin Wolgemouth , Alvaro Rizo, Fidel Jaramillo, Manolo Diaz, Marya Meyer, Marco Bissi, Billy Mann., JF Cecillion .. I’m sure I’m missing a few …and many other people like Zarah Ortiz, Adel Hattem, Camilo Lara, and Rossi… colleagues who I’m lucky to call friends as well.

Third but probably my most important one… to my mother Maria Eugenia Delgado, who was and is my everyday inspiration.
She taught me that the sky really is the limit… and that women could also have and deserve many seats at the table.

Website: www.criteriaentertainment.com

Instagram: @criteriaent

Twitter: @criteriaent

Image Credits
On the profile shot Nikki Schmidt, the rest are mine.

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