DIRECTOR OF COMMUNICATIONS, SONY MUSIC US LATIN
Kary-An Díaz embraces her family tradition of music, but in a unique way. Her father recorded several successful albums and toured internationally with his band during the 1970s until the ‘90s. Loving the music business, yet preferring a different role, she studied communications. “I always knew I wanted to be working in this industry in some way, just not in the spotlight,” she says.
After receiving her bachelor’s from Marymount University and pursued a Master’s from InterAmerican University, Díaz began working in TV production in Puerto Rico. From there, she joined the renowned management agency Latin World Entertainment, where she started honing her skill and developing her commanding voice in the business. Making a switch to music was an easy feat, almost animalistic by nature.
Her label experience began in 2007 with a six-year stint at Warner Music Latina as Media and Marketing Manager. There, she worked on album-release campaigns for the likes of Alejandro Sanz, Alex Ubago, Beto Cuevas, Buika, Carlos Baute, Jessie & Joy, Laura Pausini, Luis Miguel, Maná, Miguel Bosé, Rosana, Tommy Torres, among others.
Since moving to Sony Music US Latin in 2013, she oversees communications and publicity strategy, along with managing all communications regarding awards shows. Díaz has played an integral role in launching breakout acts like CNCO and industry veteran Nicky Jam, and helped draw renewed acclaim to renowned veterans such as Thalía, Kany García, Pedro Capó and Ricardo Montaner. She has also worked with Chayanne, Enrique Iglesias, Franco De Vita, Marc Anthony, Ricky Martin, Romeo Santos, Shakira, Wisin, Yandel, Il Volo, to name a few.
With artists using multiple channels to interact with their followers, keeping it real is key, she notes: “It makes an impact when the artist embodies their social-media persona in real life.” Fans have also completely changed the way they interact with awards ceremonies. “Audiences are more invested than ever in experiencing these moments online,” Díaz observes.
One of her greatest takeaways is helping artists transmit their message and being a partner throughout their journey. “Having first-row access to their successes, which, in turn, become my successes is one of the most fulfilling aspects of my job and our collective goal,” notes Díaz.
Kary-An maintains that the key to strategic communications is to “Understand your client, anticipate their needs, and help them shape and successfully convey what their product is about. Essentially, you build this relationship, this friendship that helps you understand their language.”