Music Industry Insights with Ineffable Records’ Diego Herrera

In our latest episode, I was joined by Diego Herrera, a music industry figure who has charted his course from Costa Rica to the offices of Ineffable Records. With experience spanning from radio to streaming services, Diego offers a unique perspective on how the music scene has evolved over the decades.

From Costa Rica to the United States

Born and raised in Costa Rica, Diego grew up exposed to a melting pot of musical influences from both sides of the globe. He references the power of both Caribbean and mainstream American sounds in shaping his lifelong love for music. For Diego, the geographical influences formed a personal cultural influences of his life a soundtrack relevant to his career choices. 

When he moved to the United States, he not only integrated into a new environment but also discovered deeper layers of his musical identity, dabbling in various genres from reggae to punk rock. However, his love for music initially began as a listener, where he pinpointed key songs that transported him back to invaluable moments in his youth.

As Diego transitioned into his twenties and the burgeoning music business, he broke into the scene through college radio. This experience unveiled the intricate workings of the industry, revealing how many hands are involved in delivering that perfect musical experience. It became evident that the operational side—often deemed “unsexy”—was where he found uncharted territory that would shape his career’s future.

Caribbean and Latin music at Pandora

Following his tenure at college radio, Diego joined Pandora, where he would spend nearly a decade. There, he took on challenges that ranged from Caribbean and Latin library curation to spearheading content for listeners of the genres. His role emphasized the importance of catalog management, where meticulous attention to detail ensures that listeners enjoy not only popular tracks but also discoveries that enrich their musical lives. This systematic approach to music acquisition and data management was, in many ways, revolutionary for the platform during his time there.

Music industry changes, challenges and growth

Diego touches upon the current state of the music industry, which is arguably both vibrant and chaotic. On one hand, the democratization of music distribution has empowered countless artists—from home studios to global streaming platforms—allowing them to share their creations with the world. The downside, however, is the overwhelming volume of new music uploaded daily, making it challenging for artists to break through the noise.

Diego highlights that the onus now more than ever lies with artists to promote themselves beyond mere music releases. This shift has created a landscape where social media, particularly platforms like TikTok, play an essential role in discovery. Artists must engage in creating content that is authentic while also capitalizing on viral trends. The emergence of streaming services and social media means that music must be marketed holistically, blending creativity with savvy marketing techniques.

Artist and Business Development at Ineffable Records

In his current role at Ineffable Records, Diego aims to rebuild the artist-label relationship into something that is symbiotic and nurturing. He emphasizes the need for artists to have a robust vision, with a long-term focus that fosters growth and collaboration. Intertwined with this is the desire to champion genuine connections, requiring both artists and labels to align their goals effectively.

Diego shares his excitement for the future projects he’s overseeing at Ineffable Records. He is especially enthusiastic about collaborations that span different genres and cultures, highlighting how cross-pollination of talent can lead to groundbreaking music. The wave of new artists breaking through the traditional molds of genre expectations shows promise, and it’s thrilling to witness these dynamics firsthand.

Overall, the episode intricately weaves the narrative of music as both an art form and a business, providing valuable hope and inspiration for those looking for a career in the music industry behind, artists navigating an ever-evolving landscape or simply music heads who enjoy stories of the music business.