Diana Medellín has become an unstoppable force in the music industry, seamlessly juggling the complex responsibilities of managing some of Latin music’s most prominent tours, while discovering and championing new, merging talent.
As the talent agent for MATS, her name has become synonymous with excellence in artist development, tour management and strategic booking.
INTERVIEW WITH DIANA MEDELLÍN
Tell us about your journey in the music industry after graduating from Tec de Monterrey. When was your passion for music born?
I remember feeling closer to music, art and movement after a dance class and knowing that I wanted to do something related to entertainment, because the stage felt like home.
I then continued dancing and became a choreographer, but music kept being my refuge. In University, I had the opportunity to study music business in Australia and apply those learnings in the field.
My first opportunity was with Movic Records, after that I did social media marketing as a freelancer. During the pandemic I was working in Apodaca Group supporting digital marketing for live stream events, including the completely virtual Tecate Pal’ Norte festival where I collaborated with incredible artists like Molotov, Mon Laferte, Intocable, Siddharta, among others. Then we brought back live events little by little. And since 2022 I have been at MATS as a talent agent.
What is it like supporting artists like Siddharta and Caloncho, and seeing venues filled knowing you helped create these spaces for eager fans to see their favorite musicians live?
That’s one of my greatest satisfactions. One of the things I love about my job is being able to see how music fills so many hearts. It’s an incredible feeling to see attendees enjoy the concert, sign out loud, and even cry. It feels great to know that my job touches other people’s lives. Having that impact in the audience is truly important to me, because one of my goals is to make a difference in the life of artists. Plus, being able to say I represent these musicians is extremely gratifying. My mission is to be someone who impacts the careers of Latin artists, making a difference in their journey and marking a before and after.
Was there someone in your career who helped you overcome a challenge? What was their advice?
I have a great support system in both my professional and personal life. But the person who listens to all my challenges and irritations is my partner, more than my mom! I tell him everything and he is always there supporting me. One of his pieces of advice is reminding me that I am a strong woman, that I’m capable, and that I can do it all. Even at the beginning of my career he used to tell me that even though the pay was low back then, the learning experience was invaluable. He has helped me elevate my confidence by helping me recall everything I have done.
What have been some of the advantages and disadvantages of supporting musicians in the era of social media and Spotify?
The biggest challenge is the amount of available content on all social platforms. You have to think outside of the box. In this digital era, making a music video is not enough. The challenge is knowing what else to do to make the artist’s music stand out and have a positive impact on the audience. That’s the biggest challenge. For example, Caloncho and Daniel Me Estás Matando have a unique presence in social media but still true to their brand, and that has helped them be successful, by creating a community with connections beyond music.
What advice would you give to women who want to start their careers in the music industry but don’t know how?
Something that helped me is getting informed and gaining more education. From management classes to production workshops, I took many, many courses and volunteered at events even if you don’t get paid, because you will learn so much. You are going to go through many challenges and learnings before you get where you want to be. At the end of the day, the more you know, the more competent you become. This means you have more tools and and more talents that sums who you are.
How do you feel about the current music landscape and your role in it?
I’m truly excited about everything that’s coming for Spanish-language artists. We are also seeing Regional Mexicano having a moment, but we are also true believers that Spanish Rock is here to stay. I’m passionate about working with artists whose music I love, whose songs I enjoy listening to, and with whom I genuinely connect. But what I love the most is seeing their audience grow and having the opportunity to take their music to international stages.
You are also developing new tours with artists like 3BALLMTY. How does it feel to lead such enigmatic bands?
Yes! I remember listening to “Inténtalo” in school and never thought one day I would be working with them. I’m grateful for their trust in me. First of all, I’m excited that this project is from my hometown of Monterrey. 3BALLMTY took a break of eight years and the audience is excited about their return. I’ve seen a positive response from both promoters and fans, with comments like “They were so ahead of their time” and “I can’t believe they are coming back”. I can see that people are hungry for this project. We have an extensive tour, with many festivals and new music!
Why is it necessary to have more women producers, songwriters, tour managers, talent agents, sound engineers, and more in the music industry?
It’s always good and better to have more female voices. I would love to have this community of women that support each other, because there aren’t many of us in the industry. The importance of having more women in the industry is about creating a community, breaking stigmas, and proving that we are more than capable of taking on key roles. We are here to break that stereotype and show that we can do it—and more!
Diana Medellín’s story is a testament to the power of perseverance. Her passion for music is evident in every project she undertakes, from organizing major festival tours to bringing artists like 3BALLMTY back to the stage after years of hiatus. She thrives on creating unforgettable live music experiences, knowing that her role goes beyond logistics—it’s about making dreams a reality for both artists and their fans.
The emotional impact of live performances and energetic impactful of filled venues are some of the rewards that fuel Medellin’s dedication, one tour, and one unforgettable show at a time.
