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Apple has created — and filled — a new executive position overseeing Latin music business on Apple Music, suggesting that the company is looking to gain a stronger foothold in the market.
The iPhone maker has appointed record executive Juan Paz to the new role as global head of Latin music business. Paz will be based in Miami, where Apple is currently expanding its footprint, Billboard reported Wednesday.
In his new position, Paz will oversee Apple Music’s Latin business partnerships and work with up and coming artists, media companies, creative agencies, and other industry players.
Prior to joining Apple, Paz served as a digital executive at record label ADA, where he launched the company’s Latin division and was named managing director in 2020. Before that, Paz worked in digital marketing for Sony’s U.S. Latin and Latin-Iberia regions.
The new role and Paz’s appointment signal that Apple is increasingly interested in the Latin music business. The company has a strong foothold in the U.S. Latin market, but isn’t as strong across Latin America — a region where Spotify is dominant.
Spotify, which is Apple Music’s biggest competitor, also has an signifiant presence in Miami and also has offices in several Latin American countries.
According to Billboard, Apple’s head of Latin artist relations relocated to Miami in May, further hinting at the company’s ambitions there.