After holding digital exec roles at the BBC, MTV UK and Bebo in London, Angel Gambino‘s new move to Buenos Aires, becoming business development VP for Latin American social network Sonico, may seem surprising.
So I asked her about the move…
RA: So is this another music-focused appointment for you, or encompassing all kinds of content?
AG: “It is covering all content, but I think there is a unique opportunity to help UK and US bands break the Latin American market, where Sonico has 89 percent of its 42 million users, and also to help Brazilian and other Latin American artists grow a fan base outside Latin America.
“In fact, I had a couple of the top artist managers in London already ask me how they could work with Sonico with some of their artists who haven’t really been marketed outside the UK. There is also a big opportunity to move Latin artists into the mainstream, as Shakira has done. She is a good example of a Latin American artist who this week provided exclusive content for the launch of her mega hit She Wolf in Sonico.”
RA: You’ll be based out of Buenos Aires?
AG: “Yes, lots of sun and fun! Buenos Aires is also an incredible hub for the creative industries. In fact, the two areas I am thinking of moving to are called Palermo Soho or Palermo Hollywood for reasons the names suggest. At MTV, we always talked about how the best creative came from Argentina and now I see first hand why they have earned that reputation.”
RA: It’s a bit of a surprise – how did it come about?
AG: “I had been advising the board and management team for a while and decided not only did I think they were talented, but they were also fun people I could trust. I was initially approached by DN Capital who are investors in Sonico.”
RA: What are the plans here – any expansion out of LatAm and Portugal/Spain? Mobile?
AG: “The future of social networking becomes much more mobile over the next few years, so you can expect that I will be forging ahead with mobile partnerships. Our focus right now is really increasing engagement and revenue in Brazil, Sonico’s most important market with approximately nine million registered users, but we will also be looking at the Hispanic US and other markets … There is certainly room for expansion.”
RA: How about those private investments? Which do you have under your belt, and will you continue?
AG: “I have a stake in Sellaband and Media Friends, as well as a significant stake in another Chinese business in stealth mode. I am reviewing two new investment opportunities right now.”