Indie distributor and music services company Symphonic Distribution is expanding its presence in Puerto Rico through a partnership with recently-formed indie label High Ground Music (HGM) and the appointment of Victor Roque as Senior Director, A&R and Client Development for Latin America.
The partnership with HGM will combine Symphonic’s distribution platform with HGM’s “creative vision, fast-release strategy, and artist-first development model,” Symphonic said in a statement on Thursday (September 4).
HGM is led by several former execs at Rimas Entertainment, the Puerto Rico-headquartered indie label best known for representing Bad Bunny. Among those execs is Kamil Jacob “KJ” Assad, HGM’s CEO and a producer and A&R known for helping discover artists such as Eladio Carrión, Mora, and ROA, as well as award-winning songwriter Dirty.
“High Ground’s vision is speed with intention: create, release, learn, repeat,” Assad said. “With Symphonic, we have the platform and scale to deliver that vision globally, while keeping artists at the center.”
Also on HGM’s leadership team is Federico Carmona, who serves Co-CEO and Managing Partner & Creative Director. Carmona spent a decade as Senior Label Manager, A&R and Label Relations for Rimas, where he led project management and creative direction for Eladio Carrión, Jowell & Randy, Ñengo Flow, Corina Smith, Cazzu, and Kiko El Crazy, among others.
“Our goal is simple, to give artists the high ground they need to elevate and break barriers,” Carmona said. “We see potential where others don’t, we take risks where others won’t, and we keep going when others won’t.”
HGM is launching with a fresh roster of artists including Fonta, Okayyy and the visionary Colombian producer-artist CUZ, whose credits include Bad Bunny’s Velda, multiple tracks on Eladio Carrión’s latest album DON KBRN, Quevedo, Feid, and more.
“All of us at Symphonic as well as High Ground strongly believe in putting artists first,” Symphonic CEO Jorge Brea added. “We have big plans for our growth in Puerto Rico and beyond that [are] already beginning to come to fruition.”
“High Ground’s vision is speed with intention: create, release, learn, repeat.”
KJ Assad, High Ground Music
Also as part of its effort to expand its presence in Puerto Rico and the broader Caribbean region, Symphonic has appointed business development expert Victor Roque to the role of Senior Director, A&R and Client Development, LATAM.
In this role, Roque will lead Symphonic’s efforts in artist acquisition and catalog growth across the Caribbean region. He will be based in Puerto Rico and will report to Symphonic’s VP of LATAM Business Development, Greg Vinas.
Roque brings with him a decade of experience leading the marketing team and the LaMusica app for the Spanish Broadcasting System (SBS), a US-based media company specializing in Spanish-speaking audiences.
As National Director of Marketing and Special Events at SBS, he oversaw the teams responsible for radio and events promotion, experiential marketing, and business development for the digital division. He also played a key role in developing and growing the LaMusica app.
Through his company Looking Pop, Roque oversees marketing for artists including Randy Nota Loca from the iconic duo Jowell & Randy, Lenny Tavárez, Rafa Pabón, Shadow Blow, DJ John Elle, and others.
“Throughout my career, my passion has always been to connect with and showcase the incredible talent of Latin American artists,” Roque said. “Symphonic shares this passion and is constantly on the pulse of the best and brightest new talent.”
“We have big plans for our growth in Puerto Rico and beyond that [are] already beginning to come to fruition.”
Jorge Brea, Symphonic
“Victor’s deep knowledge of the LATAM music ecosystem and impressive track record made him a natural fit to lead our growth efforts in the region,” Vinas added. “I look forward to welcoming the many new artists that will undoubtedly be joining the Symphonic family as a result of both of these exciting developments.”
Founded in 2006 in Tampa, Florida, by Jorge Brea, Symphonic has expanded its presence from the US to Latin America, Brazil, Canada, the Caribbean, Europe, Africa, and Asia.
Its roster of current and past artists include Imogen Heap, Tokischa, Doechii, Surf Mesa, DJ Muggs (Cypress Hill), Daddy Yankee, Nicky Jam, Ozuna, El Alfa, Juan Luis Guerra, Onyx, Pi’erre Bourne, Nick Murphy/Chet Faker, Rob Garza (Thievery Corporation), CloZee, Freddie Gibbs, and others.Music Business Worldwide
