I was able to interview Nikki Sarmiento, Director of operations for latin artists in Roc Records. Her journey in the music industry beginning as a seat-filler for award shows in Miami. Nikki Sarmiento managed to network with accredited figures in the field, and become an intern at for Mr.305 Inc. Pitbull’s record label. She outgrew Miami, and moved to New York for a more prestigious job in Roc Records, Jay-Z’s music label. She is now in charge of all the marketing, A&R, and operations for Latin artists in Roc Records. Nikki’s artist catalog includes Victoria la Mar, Tainy, Mozart la Para, Inna, JBalvin, and Shakira to name a few.
I was able to tie her experience working with international artists to BTS social media success. Since she has first-handily witnessed the expansion of international music in America. Nikki Sarmiento provided industry insight on social media’s rising role in a musical artist following.
Nikki Sarmiento explained that social media and streaming platforms changed the industry for the better. Nicole Sarmiento even uses social media like her resume, to showcase her work and artists. This is a significantly new mindset in the industry, considering the recent exponential popularity growth of social media.
Although music in foreign languages has topped the charts before, I was curious as to why there is a recent increase in interest. Nicole explained to me that the internet and technology have allowed many international artists to become more visible.
“It’s not only a “latin” boom, K-pop has also gained the attention of the American public.” – Nikki Sarmiento