{"id":131181,"date":"2025-01-31T15:12:51","date_gmt":"2025-01-31T20:12:51","guid":{"rendered":"https:\/\/www.cyberlego.com\/web\/2025\/01\/31\/how-publicist-marlene-maseda-helped-shape-the-cuban-music-scene-in-miami-3\/"},"modified":"2025-01-31T15:12:51","modified_gmt":"2025-01-31T20:12:51","slug":"how-publicist-marlene-maseda-helped-shape-the-cuban-music-scene-in-miami-3","status":"publish","type":"post","link":"https:\/\/www.cyberlego.com\/web\/2025\/01\/31\/how-publicist-marlene-maseda-helped-shape-the-cuban-music-scene-in-miami-3\/","title":{"rendered":"How Publicist Marlene Maseda Helped Shape the Cuban Music Scene in\u00a0Miami"},"content":{"rendered":"

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\n\tIn our new \u201cThe Stars Behind the Stars\u201d franchise,<\/em> Billboard Latin and <\/em>Billboard Espa\u00f1ol editors share stories that have yet to be told, directly from those who aren\u2019t often in front of the spotlight. Think \u201ctodo lo que no se ve detr\u00e1s de c\u00e1maras,\u201d or \u201ceverything that happens behind the scenes.\u201d These unsung heroes are essential to an artist\u2019s team and its foundation. Today, we highlight Marlene Maseda, a Miami-based music publicist whose agency Fusion 4 Media celebrates 10 years this month.\u00a0<\/em><\/p>\n

\n\tIn the early 2000s, Marlene Maseda was one of the first publicists to work the reggaet\u00f3n genre, when she was independently hired by the Machete Music label to represent its roster of artists \u2014 which included Don Omar, Hector El Father, Magnate y Valentino, Glory, and Luny Tunes, among others.\u00a0<\/p>\n

\n\t\u201cI was pretty much the first publicist who worked in the urban market,\u201d she tells Billboard. <\/em>\u201cI had it tough, because at the time, none of the media outlets wanted to support urban music. They didn\u2019t understand it. However, I was the first publicist putting these artists on popular shows like Sabado Gigante<\/em> and Despierta America<\/em>.\u201d<\/p>\n

\n\tToday, she\u2019s the founder and COO of Fusion 4 Media, a publicity and marketing agency based in Miami, Fla. that\u2019s celebrating 10 years since its launch this month. Her current roster includes Ivy Queen<\/a>, Baby Rasta y Gringo, Pimpinela, J Alvarez, Paloma San Basilio and former Grupo Mania member Oscarito.<\/p>\n

\n\tAs a Cuban-American-Lebanese businesswoman, she also takes a lot of credit for supporting and helping shape the Cuban music scene in Miami. Most notably is her former client Osmani Garc\u00eda, whom she worked with for almost 10 years. Garc\u00eda, known as one of the pioneers of Cubaton (or Cuban reggaet\u00f3n), gained international success via Pitbull\u2019s \u201cEl Taxi\u201d in collaboration with Sensato and Lil Jon. The song peaked No. 13 on the Hot Latin Songs chart in 2015.<\/p>\n

\n\tBut prior to working as a publicist, Maseda, 51, worked at concert venues such as the James L. Knight Center, where she booked shows for Tina Turner, Sting, Whitney Houston and Stevie Wonder. In her early 20s, she landed her \u201cdream job\u201d at Sony Discos, where she worked closely with music executives Alba \u201cAlbita\u201d Eagan<\/a> and Jorge Pino. And for eight years, she ventured into television, as part of the booking and production team of Alexis Valdes\u2019 Esta Noche Tonight<\/em> show.\u00a0<\/p>\n

\n\t\u201cIt hasn\u2019t been easy, it\u2019s not a walk in the park, but it\u2019s worth it,\u201d she says of her career today. Below, learn more about this month\u2019s \u201cStar Behind the Stars,\u201d our first of 2025. \u00a0<\/p>\n

\"Marlene
Ivy Queen and Marlene Maseda <\/figcaption><\/figure>\n

\n\tAfter so many years working in touring, record labels, and television, what made you want to branch out to build your own PR agency?<\/strong><\/p>\n

\n\tI feel that I had a good reputation and that people liked me. I had gained a lot of contacts and built many relationships when I worked on the Alexis Valdes show. It was the No. 1 show in the industry at the time. We had the biggest artists go to the show, but at the same time, I wanted to be on the other side of that \u2014 I wanted to be the one who takes the artists to these shows and sees their dreams come true. I felt that it was the moment. There wasn\u2019t a certain time, but it was a feeling. I felt that I was ready, and I\u2019m glad that I took the chance. It\u2019s been 10 years of maintaining myself and proving that I could do it. It hasn\u2019t been a walk in the park, but it\u2019s worth it.\u00a0<\/p>\n

\n\tYou\u2019ve worked with notable artists such as Ivy Queen, Justin Quiles, El Tri, and Pimpinela, but you\u2019re also known for representing a lot of the artists in the Cubaton <\/em>and Reparto<\/em> music scene.\u00a0<\/strong><\/p>\n

\n\tWe [Fusion 4 Media] were the first ones who started working with Cuban artists, because a lot of people didn\u2019t want to get involved with their genre. Divan, Osmani, Los Van Van, Chacal y Yakarte \u2014 and then it became a trend. I feel that I take chances and it pays off. Look at the movement today. Now I\u2019m working with Bebeshito, one of the hottest Cuban acts right now, who\u2019s doing amazing things.\u00a0<\/p>\n

\n\tDo you face any challenges as a publicist for Cuban stars? And what change would you like to see in the movement?<\/strong><\/p>\n

\n\tYes! Cuban artists are very misunderstood. They come from a country that\u2019s oppressed. They don\u2019t have access as we do to social media. They have a different mentality. In Cuba, you can be the No. 1 artist, but when you come to Miami, you\u2019re one in a million. It\u2019s a culture shock. I feel that someone needs to open the doors and give them a chance. <\/p>\n

\n\tThere\u2019s definitely a market for it. I\u2019ve never seen the craziness as I do with Bebeshito at his shows. The Cuban community sees it, he\u2019s made an impact. The media is very powerful, and with the media support of these Cuban artists, a lot of great things can happen and a lot of doors will open for them. That\u2019s what we need more of, the media\u2019s respect.\u00a0<\/p>\n

\n\tWhat would you say is your proudest career moment until now?<\/strong><\/p>\n

\n\tTaking these Cuban artists to television networks like Telemundo and Univision for the first time. I\u2019m making their dream come true. Another proud moment was securing Osmani Garcia a spot to sing at Times Square in New York City during New Year\u2019s Eve in 2023. He was on live television on Telemundo, performing right when the ball dropped. That was a huge moment for me, because I\u2019ve worked his career since he came to Miami \u2014 and to see someone who\u2019s worked hard and perform at an international stage was incredible for me.\u00a0<\/p>\n

\n\tLooking back at your career in the Latin music industry, what do you owe your success to?\u00a0<\/strong><\/p>\n

\n\tI had the best mentors. I had the people that I needed to have by my side to help me excel in this career. They saw something special in me, they invested their time in me. The most important thing is taking advice from the people you admire and who you know want to see you grow. I\u2019m so proud that as a woman in the industry, I did everything with my own merit. Everybody is different and has their own way of getting things done, but from day one, I knew that I\u2019m intelligent, focused, and wanted to leave a mark.<\/p>\n

\"Marlene
Marlene Maseda <\/figcaption><\/figure>\n<\/div>\n<\/div>\n

Aller \u00e0 la source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In our new \u201cThe Stars Behind the Stars\u201d franchise, Billboard Latin and Billboard Espa\u00f1ol editors share stories that have yet to be told, directly from those who aren\u2019t often in front of the spotlight. Think \u201ctodo lo que no se ve detr\u00e1s de c\u00e1maras,\u201d or \u201ceverything that happens behind the scenes.\u201d These unsung heroes are […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[17],"tags":[],"class_list":["post-131181","post","type-post","status-publish","format-standard","hentry","category-musique","et-doesnt-have-format-content","et_post_format-et-post-format-standard"],"_links":{"self":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/131181","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/comments?post=131181"}],"version-history":[{"count":0,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/131181\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/media?parent=131181"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/categories?post=131181"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/tags?post=131181"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}