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Erica Riera works across Sony Music Entertainment’s US Latin division to secure and execute brand sponsorship deals for a stacked roster of talent and multiple event platforms. She works on projects in Ecuador, Spain, Puerto Rico, and countless other countries that align with her love for travel and adventuring.
Riera shares her involvement with SOMOS, Sony’s internal resource group for the Latinx/Hispanic community, and her pride in overcoming pandemic challenges.
What do you do today?
As part of the business development team at Sony Music’s US Latin label, I am responsible for securing and executing brand/sponsorship deals for our artist roster and event platforms. My days involve coordinating with clients, artist management teams, and my colleagues across the licensing, marketing, digital, production, legal, and finance departments to ensure projects run as smoothly as possible at every stage of completion. In many cases, the clients I speak with have never worked within the Latin music space before, so perhaps second only to actually seeing projects come to life, the most exciting part of what I do is getting the opportunity to give our incredible artists a new audience and platform to showcase their talents.
What is your greatest career accomplishment to date?
I’m incredibly proud of many projects I’ve had the opportunity to work on in my career. However, looking back, I am really proud of overcoming the challenges of work/life balance during the pandemic. Much of my first year at Sony Music was marked by new lessons such as how to navigate virtual team dynamics and learning everything about the business/industry remotely. Finding ways to adapt during this time helped me grow immensely as a professional, and I’m even prouder of what I have been able to accomplish as a result. A colleague of mine recently noted how quickly I had learned during that time and how my efforts did not go unnoticed. Knowing what a difference it made for me, I try to make it a point to ensure that the team members I help to onboard feel welcomed and supported.
What is your greatest personal accomplishment to date?
I enjoyed learning in school, but the life lessons I got from my parents growing up is something very special to me, so I am personally very proud to have volunteered as a catechism teacher for five years. Hearing from families of the students I worked with tell me how much they had taken away from the experience was so impactful, and I am honored to have been a part of that.
How do you tackle problems and overcome challenges?
I am blessed to have a solid support system that I can turn to in challenging situations. Whether it’s my family and closest friends that I ask for advice when facing personal problems or my colleagues at work when I could use some help on a project, I am reminded that there are people in my corner willing to lend a hand.
What do you do today to impact your community?
In the past year, I have become an active board member of SOMOS, Sony’s internal organization representing our Latinx/Hispanic communities. I have enjoyed spearheading sponsorships that were pivotal in bringing to life our company’s participation at events such as the Miami Beach Pride Parade and an artist showcase in honor of International Women’s Day. Being involved in these types of initiatives and seeing firsthand the impact they can have has been a really fulfilling experience, in addition to a wonderful reminder to get involved in activities outside the office.
Describe yourself in five words.
Empathetic, diligent, adventurous, faithful, optimistic.
What are your future goals?
I am grateful for any chance to visit somewhere new. My current role has afforded me the opportunity to work on projects in Ecuador, Spain, and Puerto Rico—all places I had never visited before. Whether for business or pleasure, my goal is to continue exploring more of the world and potentially live abroad in the future.
What is your favorite form of self-care?
Disconnecting and treating myself to an activity I enjoy always feels like a great self-care treat. I have found yoga in particular to be my favorite thing to do. Whether I practice at home or go to a group event around my city, making the time to breathe deep and stretch out can make such a difference in how I feel.
What do you like to do for fun when you’re not working?
My friends and I have a lot of fun hosting or attending events around our local area. We’ll often pick a theme and find an activity to match, whether it’s a rock music night or a roller skating meetup. It’s a great way to try something different and meet new people that may have similar interests.
What does making NextGen Collective’s 30 Under 30 list mean to you?
Being recognized along with other young Latinx professionals is truly inspiring. I feel so honored to have been nominated and chosen for this recognition. This distinction makes me proud not only of my accomplishments but also of being able to represent my heritage and highlight how important that is to me across everything that I do.
What is your personal theme song?
“YO VISTO ASÍ” by Bad Bunny
What is your Latino background?
I have Cuban heritage as both my parents were born in Havana. My paternal roots can be traced back to Santiago de Cuba, and my maternal grandparents lived on the island for several years after leaving their native Spain. I was born and raised in Miami.
Editor’s note: This Q&A has been edited for clarity.