How Marlene Maseda Formed the Cuban Tune Scene

In our new “The Stars At the back of the Stars” franchise, Billboard Latin and Billboard Español editors proportion tales that experience but to be informed, immediately from those that aren’t ceaselessly in entrance of the highlight. Suppose “todo lo que no se ve detrás de cámaras,” or “the whole thing that occurs at the back of the scenes.” Those unsung heroes are crucial to an artist’s workforce and its basis. Lately, we spotlight Marlene Maseda, a Miami-based song publicist whose company Fusion 4 Media celebrates 10 years this month. 

Within the early 2000s, Marlene Maseda used to be one of the crucial first publicists to paintings the reggaetón style, when she used to be independently employed through the Machete Tune label to constitute its roster of artists — which integrated Don Omar, Hector El Father, Mogul y Valentino, Glory, and Luny Tunes, amongst others. 

“I used to be just about the primary publicist who labored within the city marketplace,” she tells Billboard. “I had it difficult, as a result of on the time, not one of the media retailers sought after to beef up city song. They didn’t are aware of it. Then again, I used to be the primary publicist placing those artists on well-liked presentations like Sabado Gigante and Despierta The us.”

Lately, she’s the founder and COO of Fusion 4 Media, a exposure and advertising and marketing company founded in Miami, Fla. that’s celebrating 10 years since its release this month. Her present roster comprises Ivy Queen, Child Rasta y Gringo, Pimpinela, J Alvarez, Paloma San Basilio and previous Grupo Mania member Oscarito.

As a Cuban-American-Lebanese businesswoman, she additionally takes numerous credit score for supporting and serving to form the Cuban song scene in Miami. Maximum significantly is her former consumer Osmani García, whom she labored with for nearly 10 years. García, referred to as one of the crucial pioneers of Cubaton (or Cuban reggaetón), received world good fortune by the use of Pitbull’s “El Taxi” in collaboration with Sensato and Lil Jon. The music peaked No. 13 at the Sizzling Latin Songs chart in 2015.

However previous to running as a publicist, Maseda, 51, labored at live performance venues such because the James L. Knight Heart, the place she booked presentations for Tina Turner, Sting, Whitney Houston and Stevie Surprise. In her early 20s, she landed her “dream task” at Sony Discos, the place she labored intently with song executives Alba “Albita” Eagan and Jorge Pino. And for 8 years, she ventured into tv, as a part of the reserving and manufacturing workforce of Alexis Valdes’ Esta Noche This night display. 

“It hasn’t been simple, it’s now not a stroll within the park, but it surely’s value it,” she says of her occupation nowadays. Underneath, be informed extra about this month’s “Big name At the back of the Stars,” our first of 2025.  

After such a lot of years running in traveling, report labels, and tv, what made you wish to have to department out to construct your personal PR company?

I think that I had a excellent recognition and that folks appreciated me. I had received numerous contacts and constructed many relationships after I labored at the Alexis Valdes display. It used to be the No. 1 display within the business on the time. We had the largest artists cross to the display, however on the identical time, I sought after to be at the different aspect of that — I sought after to be the one that takes the artists to those presentations and sees their goals come true. I felt that it used to be the instant. There wasn’t a definite time, but it surely used to be a sense. I felt that I used to be in a position, and I’m satisfied that I took the danger. It’s been 10 years of keeping up myself and proving that I may just do it. It hasn’t been a stroll within the park, but it surely’s value it. 

You’ve labored with notable artists reminiscent of Ivy Queen, Justin Quiles, El Tri, and Pimpinela, however you’re additionally recognized for representing numerous the artists within the Cubaton and Reparto song scene. 

We [Fusion 4 Media] have been the primary ones who got to work with Cuban artists, as a result of numerous other people didn’t need to get entangled with their style. Divan, Osmani, Los Van Van, Chacal y Yakarte — after which it become a development. I think that I take probabilities and it can pay off. Take a look at the motion nowadays. Now I’m running with Bebeshito, considered one of the freshest Cuban acts presently, who’s doing superb issues. 

Do you face any demanding situations as a publicist for Cuban stars? And what trade do you want to peer within the motion?

Sure! Cuban artists are very misunderstood. They arrive from a rustic that’s oppressed. They don’t have get admission to as we do to social media. They have got a special mentality. In Cuba, you’ll be the No. 1 artist, however whilst you come to Miami, you’re one in one million. It’s a tradition surprise. I think that anyone must open the doorways and provides them a possibility.

There’s no doubt a marketplace for it. I’ve by no means observed the craziness as I do with Bebeshito at his presentations. The Cuban group sees it, he’s made an have an effect on. The media may be very tough, and with the media beef up of those Cuban artists, numerous good stuff can occur and numerous doorways will open for them. That’s what we want extra of, the media’s admire. 

What would you assert is your proudest occupation second till now?

Taking those Cuban artists to tv networks like Telemundo and Univision for the primary time. I’m making their dream come true. Some other proud second used to be securing Osmani Garcia a place to sing at Occasions Sq. in New York Town all over New Yr’s Eve in 2023. He used to be on are living tv on Telemundo, acting proper when the ball dropped. That used to be an enormous second for me, as a result of I’ve labored his occupation since he got here to Miami — and to peer anyone who’s labored onerous and carry out at a world degree used to be fantastic for me. 

Having a look again at your occupation within the Latin song business, what do you owe your good fortune to? 

I had the most efficient mentors. I had the folks that I had to have through my aspect to lend a hand me excel on this occupation. They noticed one thing particular in me, they invested their time in me. A very powerful factor is taking recommendation from the folks you recognize and who you already know need to see you develop. I’m so proud that as a lady within the business, I did the whole thing with my very own advantage. Everyone is other and has their very own method of having issues finished, however from day one, I knew that I’m clever, centered, and sought after to go away a mark.