Noah Assad, one of our Future25, saw the star in Bad Bunny before anyone else did. Read more about the manager and co-founder of Rimas Entertainment here
Eighteen months ago, Noah Assad, who manages the Puerto Rican superstar, was driving in L.A. when he heard his client’s music blasting from a car in the next lane. “I look to the right, and it’s a lady not understanding what Bunny’s saying, but she’s rapping, murmuring the words,” Assad recalls. “That’s when I found out: People who don’t even know Spanish are very interested in what we’re doing.”
Through Assad’s work in the live scene, he met Mauricio Ojeda, who was then Strategic Partnerships Manager for YouTube in charge of leading the service’s expansion in places like Puerto Rico and Colombia. “I was able to introduce him to all of these artists that he was fans of, and before you know it, he came back and said, ‘I’m going to try to bring you a huge opportunity,'” Assad recalls.
From the beginning, the plan was to release music at a fierce clip, just as Assad had done to help build appetite for his shows. “Even the smallest opportunities we said yes to,” Assad says. “Every time we release something new it helps.”
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