Warner Music has revamped its regional Mexican music operation, announcing veteran executives Delia Orjuela and Ruben Abraham as co-heads of its growing Música Mexicana division.
In their new roles, Orjuela and Abraham will jointly lead the division’s overall strategy for the U.S. and Mexico. Orjuela will focus on artist relations and creative projects, and Abraham will concentrate on operations, growth and dealmaking.
Abraham, an 18-year veteran of Warner, was most recently senior vp of marketing and artist strategy for Warner Music Latina, based out of Miami.
He will now join Orjuela – who joined Warner Music Latina as general manager of Mexican music in 2021–in Los Angeles. Both executives will report to Tomás Rodríguez, president of Warner Music Mexico and Central America, with additional oversight from Alejandro Duque, president of Warner Music Latin America.
Warner’s restructure is aligned with the label’s new focus on Mexican music. Years before, Warner had been a powerhouse in that arena, but over the years the label focused more on pop.
Once Duque joined the company as president in 2021, he made Mexican music a priority and launched the Música Mexicana division, signing acts like Los Aptos, Tomas Ballardo and DannyLux, who performed at Coachella this year. Last year, the label also signed veterans Grupo Pesado, who had been in Warner decades ago, and stars like El Komander.
“Música Mexicana is a diverse body of music with a long, rich, and beautiful history. Delia and Ruben’s deep experience, relationships, and passion for Mexican music make them the ideal leaders as we strengthen our commitment to taking Música Mexicana into a new era of global growth and influence,” said Duque in a statement.
“I look forward to leading Warner Music’s Música Mexicana division alongside my colleague Ruben Abraham,” said Orjuela. “Together, we will build on the foundation that has been established to help take Mexican artists and music to new heights.”
“It’s an honor to help shape the future of Música Mexicana,” said Abraham. “The growth of Mexican music consumption in Mexico itself and in the U.S. is a big priority for us, and I’m excited to collaborate with Delia to accelerate our artist development and reach. With the teams, tools, and expertise of our network, we have an incredible opportunity to amplify Mexican music worldwide.”
Tomas Rodriguez adds: “Delia and Ruben are powerhouses when it comes to championing artists and driving business results. Our Música Mexicana efforts are in the perfect hands under their strategic leadership.”
Regional Mexican music, also known as Música Mexicana, has long been one of the backbones of Spanish language music in the United States, bolstered by a huge Mexican American population. But in the past year, both local and global interest in the music has exploded, and major labels like Sony and Warner are putting new emphasis and resources behind the music.
