Diana Dotel of the MTW agency on connecting brands with Latin artists in music


Diana Dotel is a Latin music executive and entrepreneur who has spent the past 10 years producing and promoting concerts and live experiences.

Through her concert promotion company Wakamba Entertainment, Diana has led the booking, promotion and production for Ozuna, Bad Bunny, Nicky Jam and Sebastian Yatra. Thanks to Diana’s experience in the Latin music industry, she saw a void in the market for brands to partner more broadly with Latin artists. This led to Diana teaming up with Matt Ferrigno in 2018 and creating MTW Agency, a multicultural entertainment marketing agency.

MTW’s first campaign was a partnership with Maluma and Michelob Ultra who made their Super Bowl debut. To date, the agency has negotiated more than 50 deals between brands and artists, including more than 30 last year, providing crucial revenue and marketing opportunities for artists when tours were on hiatus.

We caught up with Diana for our Liner Notes series to learn more about her musical tastes and journey through the years, as well as recent work that she’s proud and admired.

Diane, tell us …

Where you grew up and where you live now.

I grew up in New York and currently live in LA

Your previous musical memory.

I remember my mom always playing Madonna and was also at my dad’s bar in Midtown Manhattan when I was a kid, around Latin music and various Latino artists like Tito Puente and Celia Cruz. They were giving me and my siblings intimate performances, and we were dancing around.

Your first concert.

Oh man, Jay-Z and R. Kelly’s Best of Both Worlds tour! It was my first hip-hop gig.

Your favorite bands / musicians.

Of course, who else but Beyoncé. She truly is a queen on and off the stage. I admire her work ethic, especially as a co-mom. His concerts are incredible. I also like Queen, which is my favorite band. I love everything about the band and Freddie Mercury: his energy, his style, his story and his voice. Obsessed. Someone that I really love now is Karol G. She opens a new path for women and creates her own path.

How do you get your music these days.

From all the major streaming platforms, but I hear music on Instagram first.

Your favorite place to see a concert.

MSG. As a born and raised New Yorker, there’s nothing quite like the Garden.

Your favorite clip, if you have one.

I would say Shakira’s “Whenever, Wherever” was the most memorable for me. Shakira had been on the stage for years before this song, but she sang in Spanish. As a first generation American, I was truly touched to see an artist who succeeded both ways. Not to mention it’s an amazing video.


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