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John Janick, Interscope’s CEO, and Nir Seroussi, head of Interscope Capitol Miami, talked candidly on how the label bet big on Latin music with artists such as Karol G, Xavi, J Balvin and more to build a global audience. The two executives joined Billboard‘s Leila Cobo for a fireside chat on Tuesday (Oct. 21) during Billboard Latin Music Week 2025, which kicked off Monday.

Seroussi, who was named Latin Executive of the Year and celebrated Monday night, spoke on building a “playground” where artists didn’t have to boxed into Latin. “We’ve officially become global and we felt that calling something Latin, put a label to it, almost makes you like a second-class citizen — it’s about being inclusive,” Seroussi said. “When you’re signed to our label, you’re not signed to Latin, but Interscope. It’s about our community getting a seat at the table with the likes of Lady Gaga and Billie Eilish. It’s a statement.”

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Interscope Capitol Miami is home to artists, emerging and established alike, that share a certain DNA, including “having a vision, they know who they are and what they want to do and are determined to do it, we want artists that we want to be their partners,” explained Janick. Seroussi added, “these artists have a magic, too, it’s intangible but there’s a magic to them.”

As Latin music continues to dominate global audiences, both executives agreed that while the concept of Interscope Capitol Miami could have happened a decade ago, launching it in 2019 was the right timing. “Things happen for a reason, and I think John was the best partner and the timing happened to be six years ago,” Seroussi explained. “It’s so unique to meet someone willing to give us a playground, and at the same time have access to a wealth of information.”

Interscope Capitol Miami ended 2024 as Billboard’s No. 3 top Latin label and are building on the momentum by crafting “tailored menus” for the artists under the label, offering Ivan Cornejo as an example. “Ivan is an artist that culturally lives on both sides, so for him we have a mix of the Miami team, L.A. team, aesthetically, creative and visuals, he has references that are a lot more American. We build a menu that is tailored around the artists needs. I spend most of the day being a coach, this is where I explain to them, “You’re here now in your career, you can’t skip steps, you need to build a foundation. We have everything available but it’s never a perfect science.”

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Janick added that having a base in Miami has also ushered new projects for previously signed artists such as Selena Gomez, who in 2021 launched her Spanish-language project Revelación, and Kali Uchis, who found success staying true to her bilingual identity. “To have the expertise in Miami, we were able to benefit going both ways, get our artists who have latin roots out of L.A.”

To end the conversation, both executives teased upcoming projects for the label, without revealing too much. “Xavi, Ivan Cornejo and Bad Gyal are all working on albums, it will be a busy year for the team,” Seroussi said.

Spanning more than 30 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 once again hosts panels, marquee conversations, roundtables, networking and activations, in addition to its celebrated Billboard En Vivo showcases.

This year’s star-studded lineup includes Aitana, Alofoke, Anuel AA, Bebeshito, Carlos Vives, Carín León, Danny Ocean, DJ Khaled, Daddy Yankee (DY), Emilia Mernes, Ivy Queen, Gloria Estefan, Grupo 5, Kapo, Laura Pausini, Luck Ra, Netón Vega, Olga Tañón, Óscar Maydon, Ozuna, Pablo Alborán, Rawayana, Suzette Quintanilla, Tokischa, Xavi and Yailin La Más Viral, to name a few.

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.