Social media influencers Karime Pindter, La Segura, Mario Ruiz and Pao Ruiz gathered at the 2025 Billboard Latin Music Week to discuss how content creators have become critical to music marketing during “The Influencer Effect” presented by L’Oreal panel moderated by Gabo Llano, head artists services U.S. Latin & LatAm at TikTok’s SoundOn.
During the conversation, the four influencers talked about the importance of a content creator in an artist’s music career in today’s digital era.
“This happened to all of us when the digital age arrived, and we saw it was having a bigger impact on the public than any other traditional news outlet,” Mario Ruiz said. “Collaborations [between artists and content creators] are like a win-win, and it became more relevant in both worlds.”
La Segura added: “Before, the media, like television and radio, was the bridge to listening to music. Now we [content creators] are that bridge to show the world what music they can listen to. Beyond the artist seeking virality, they have to find something that connects with the music, so that we as creators can also share and perform.”
“There’s no content without music,” Pao Ruiz assured. “If there’s no music, people’s retention goes down the drain. Music connects people with the content. If I upload 30 videos a month, all 30 have music. They’re not paid and some are, but that’s the advantage of platforms today. The creator needs the music, and the artist needs the creator.”
Meanwhile, Karime shared her best three tips for aspiring social media creators: “Scroll conscientiously; connect with your audience, dare to do live streams, respond to comments; and be real — show yourself so your personality and your music are known.”
Have you played Billboard’s Latin Music Week Crossword? Play now!
Spanning 36 years, Latin Music Week is the single-most important and largest gathering of Latin artists and industry executives in the world. This year’s event — featuring Anuel AA, Carlos Vives, Carín León, DJ Khaled, Daddy Yankee, Ivy Queen, Gloria Estefan, Kapo, Laura Pausini, Netón Vega, Ozuna, Pablo Alborán, and Xavi, among others — hosts panels, marquee conversations, roundtables, networking and activations, in addition to its celebrated Billboard En Vivo showcases.
Latin Music Week also coincides with the 2025 Billboard Latin Music Awards, set to air Thursday, Oct. 23, on Telemundo and Peacock, where Bad Bunny will be honored as Top Latin Artist of the 21st Century.
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