6 minute read
Rising Latin
ROCKING TO THE SOUND OF TALENT
Dialogue with Manuel Abud, CEO of The Latin Recording Academy
Omar Cruz F. Izquierdo
Share about your personal background growing up.
MA: I was born and raised in Mexico City. My family was very united, and we were a “traditional” Mexican family, in the sense that my dad was the provider, going to work and my mother stayed at home with us children.
Music was always in the foreground; my dad was a music lover and at some point, even owned a record store. This opened my world to global sounds; he loved music from the Beatles to Brazilian music, he was a super fan. I grew up with a global soundtrack which upon reflection shaped my appreciation for music.
What family values are most relevant to you nowadays?
MA: First and foremost, amongst my values is prioritizing family. Angie, my wife for 33 years has been an amazing partner and we are very close to our 3 kids who are now adults. We are very proud of them. I began cultivating a strong relationship with them in their youth. I made it a point to be present in their lives, attend their games and travel together as a family. For me, it was important to raise global, socially conscious citizens and build memories through shared experiences that we would carry throughout our lives. To this day, my children recall these special moments which consisted of luxe trips to more rough and tough grassroots travel, the idea was to support them in staying grounded.
How do you feel your Hispanic heritage has impacted you?
MA: As a Mexican American man, growing up in Mexico City with Lebanese roots, I consider my heritage a beautiful tapestry that has opened doors of opportunities. I truly feel like a global citizen. Both of my parent’s heritage contributed to their character which was my inheritance. They were true rolemodels in their own way, my dad worked hard and led by example, showcasing discipline, integrity and dedication and my mom, she was the heartbeat of our home, always forging ahead with resilience and perseverance. In addition, in coming to the U.S. I had the privilege throughout various roles in my career in the entertainment industry, to understand through our audience, their journeys, and the Hispanic American experience. It is one marked by great sacrifice and hard work, I have tremendous respect and admiration for all of those whose journey was much more difficult.
How has Latin music changed over time? Where do you see it going into the future?
MA: This is an amazing moment in Latin music. The growth of Latin music continues to explode, in popularity, sales, streams, artist creativity, and cultural influence. There’s no better proof of this than the over 18,000 submissions we received for consideration for our 23rd Annual Latin GRAMMY Awards.
The nominees for the 23rd Annual Latin GRAMMY Awards represent the incredible diversity within Latin music – with diversity represented in gender, ethnicity, genre, country of origin, age and more.
When I first started my career, we spoke about Latin cross-over constantly and now Latin music is mainstream. Regardless of language, Latin artists are topping charts and heard on today’s top music stations.
At The Latin Recording Academy, our mission continues as we strive to nurture, celebrate, honor, and elevate Latin music and its makers around the world. We are an inclusive cultural institution that enables artists and audiences to share their heritage through music. The Academy continues to evolve as a modern cultural institution to stay relevant, while protecting Latin heritage, through the celebration of Latin music around the world.
What gives you the most satisfaction about your current position?
MA: I remain incredibly honored to serve the Latin music community and lead this organization into a new era of evolution. It is incredibly satisfying to have the potential to positively impact the life of an artist, to open an opportunity or recognize their hard work and artistry. When I look back over the year, there is two important accomplishments I’m very proud of -- We have strengthened our team to best position the organization for growth. Secondly, we have made a very conscious effort to further diversify our membership body to best reflect the communities we serve. Our main objective is that every segment of the Latin music industry is well represented in our membership body.
What legacy do you want to leave behind for the music industry?
MA: In line with our mission at The Latin Recording Academy, I want to continue to nurture, celebrate, honor, and elevate Latin music and its makers around the world, this means providing more opportunities for young artists through our Latin GRAMMY Cultural Foundation and creating bigger and better platforms to celebrate excellence in Latin music.
That begins with a strong foundation at The Latin Academy through our team. We are bringing new talent onboard and deepening our bond and driving a culture of high performance to continue serving creators at the highest levels.
PAVING THE WAY IN WEALTH MANAGEMENT
Meet one of Northwestern Mutual's rising stars, Chris Cruz
Luisana Rodríguez Courtesy of Chris Cruz F. Izquierdo
CHRIS CRUZ is a Northwestern Mutual Wealth Management Advisor and Cuban heritage professional. As a young adult, Cruz embraces his Hispanic heritage, recalling the sacrifices that the previous generations made when they came to this country looking for better opportunities. "I lost two of my four grandparents in the last 10 months, so it's been an exploration for me to think about my heritage. To process descent in situations like this is hard; I think you want to feel closer to them," he says. As a result, Cruz's current employment feels natural: assisting other Latinos in making financial plans.
It takes great responsibility to excel in his job, considering the impact of his position. "I have my wealth management firm called RoundTable Associates, where I work with clients on personal and business finance, as well as wealth management." On top of that, he also manages one of Northwestern Mutual's largest offices in Texas.
When questioned about the obstacles he has experienced because of his Hispanic heritage, he says the lack of financial preparation in his family is one of them. Chris states, "financial education is not common in our countries. It is a big disadvantage to navigate without that knowledge."
Cruz firmly believes financial planning is a tool that will ultimately be an advantage to people in the future. As a result, the approach to new generations is significant. He believes we live in a world where most young adults are concerned about their financial future.
His status as a managing director in Texas allows him to assist Latinos with a familiar face, creating a stronger relationship. "It creates more rapport when someone who looks like you serves you in the wealth management process," says Cruz. He continues, "the American Dream is still available to people today. I am proud to help them achieve it." Latinos are growing, and their purchasing power is also increasing. This force is crucial to the progress of new generations.
He adds that multigenerational wealth is a foreign concept for many Latinos because they immigrated from another country. Cruz relies on referrals because word of mouth is powerful in the Hispanic and Latino markets.
Chris Cruz started as a 20-year-old intern at Northwestern and never left. Today, he's still drawn to what this company stands for and how the platform helps other Latinos to learn and build a brighter future through financial education. "I want to pay my respects to my heritage, helping others build what took my family a long time."
