Latin Recording Academy CEO Manuel Abud wants to drive inclusivity across genres, generations and more.
“One of our nominees was at school,” the Latin Recording Academy CEO says, referring to 15-year-old Yahritza Martinez, frontwoman of sierreño trioArtists don’t usually learn about their nominations in a personal call from the academy’s CEO. But Abud — who stepped into the new role in 2021, succeeding longtime president/CEOafter 18 years — says a top priority is making the academy more accessible to the Latin music community.
Abud’s background is in TV, not music. He came to the academy as COO in 2019 after five years as president/CEO of Azteca America and was elevated to CEO at a time when the academy was under scrutiny, criticized by the reggaetón and regional Mexican artistic communities for lack of inclusion in the main categories.
“It’s not something you can change in a day,” says Abud. “There’s only so much we can do as the academy to expose the different genres to the membership,” he says. “[But] I’ve been meeting with the regional Mexican community. I’ve invited them to be more active in the meetings, making sure they understand how to get involved. We need to evolve the artists to be more participant and the membership to be more receptive.”
While change doesn’t happen overnight, Abud is launching new initiatives. The Latin Grammy Acoustic Sessions is a globally minded series of concerts that have included performances by artists such as
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