With offices and employees spread across the globe, sometimes it takes time to get to know everyone. In our series ‘What The #&@$ Do You Do?!’ (WTFDYD), The Orchard highlights Orchardites from all over the world to learn more about their role at The Orchard and experience working in the music industry.
For this segment of WTFDYD, we sat down with Isaac Guerrero, Country Manager, Andean Region.
Tell us about what the *&^# you do!
I am currently the Country Manager for the Andean region, overseeing operations and ensuring success and growth in Colombia, Ecuador, Peru, and Venezuela. My responsibilities include developing and executing business strategies tailored to the unique dynamics of each market, while identifying opportunities for growth and expansion. I also manage and strengthen relationships with artists, managers, producers, and record labels, collaborating closely with the label management team. In addition, I work alongside the retail marketing, label management, YouTube, and project teams to ensure efficient execution across all functions. I am also responsible for identifying and signing new talent in the region, assessing both market potential and project feasibility. Lastly, I monitor the performance of releases on digital platforms to ensure that set goals are achieved.
How does your role / department fit into The Orchard?
By collaborating with various teams, I help execute projects effectively, sign new talent, and ensure our regional efforts align with the company’s overall objectives.
What’s your favorite part of your job?
What I love most about my work is bringing the dreams and projects of artists and labels to life. I get to see the entire process unfold, from initial discussions to the moment the music is released and starts gaining momentum. Coming from Colombia, a country so rich in music, it’s incredibly rewarding to know that I have the opportunity to make a living from something I’m passionate about.
What’s a campaign/project you are proud to have worked on?
One of the projects that has made me the happiest since I started was a songwriting camp we organized with a Peruvian band called Corazón Serrano, one of the most renowned and traditional cumbia bands. Initially, we discussed internationalizing their sound and creating something more youthful for Gen Z. Upon arriving in Colombia, we held the camp, which resulted in 18 songs, most of them produced by artists and composers affiliated with The Orchard through a signed label. Recently, the first video, “Empecemos de Cero,” was released. This project has given the band visibility in new territories and has yielded excellent results. Here’s the video:
How did you first get started in the music industry?
I was born into a family of artists; my mother is a photographer and my father is a filmmaker, making art and, specifically, music a natural part of my life. While finishing high school, I was in a band that unexpectedly grew and became the most listened to band on Myspace in Colombia, after Shakira. Not fully understanding the industry at the time, we were invited to tour Mexico but ended up hiring the wrong management team, which led to a failed tour. This experience motivated me to study international business to better understand the industry and support musicians in their projects and dreams. One day, I literally opened Twitter, searched for a very well known music manager, sent an email, and thanks to that ended up having an interview with EMI Music Colombia. Since then, I’ve been happily working in the music industry.
What artist have you been listening to on repeat lately?
A Colombian artist named La Pardo, who is not only one of the best songwriters in Colombia but also has a remarkable ability to adapt to the various current sounds of Latin music, has a song called “Mas Na” that I can’t stop listening to:
What’s your favorite thing about working at The Orchard?
My favorite thing about working at The Orchard is the strong sense of purpose and innovation that defines our company. We’re not merely distributing music; we’re actively shaping the future of the industry and empowering artists to reach global audiences.
Favorite tradition at The Orchard?
Since I joined, I’ve had the opportunity to attend the Latin Summits, which are truly spectacular. Being able to connect with people from across the region, learn about their strategies and ideas, and meet the individuals behind the emails is amazing. I love attending these events and experiencing them firsthand.
How do you discover new music?
I believe, like many people, that discovering new music involves a mix of sources. I keep up with emerging trends and artists through streaming platforms, social media, and industry publications. Attending music events, different music markets, local festivals, and showcases also helps me stay updated. One of my favorite methods is talking with my younger cousins (15 and 12 years old) about their music discoveries, how they’re listening to music, and the shows they’re interested in. Their insights often lead to some amazing musical finds.
What’s something you’ve learned outside of work that helps you to be your best self at work?
Without meaning to, I’ve ended up with a few scholarships in leadership and social entrepreneurship around the world. They’ve really driven home the importance of making a positive impact on the world, my region, and my country. I’ve realized that even small actions can change lives, especially where opportunities are limited. This shift in perspective has been eye opening for me. I remember a workshop where someone said, “Let’s make life a story worth telling and make the invisible visible by giving opportunities, don’t wait until you are 90 to give back to the world.” That idea has stuck with me, helping me see everyday things in a new perspective.
